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Original Articles

Relationship Between Wine Involvement and Wine-Related Travel

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Pages 31-46 | Received 06 Jun 2005, Accepted 30 Dec 2005, Published online: 10 Oct 2008
 

Abstract

This research was conducted to examine the nuances of special interest wine markets in terms of day-to-day consumption and travel-related patterns. A demographically diverse set of respondents (n = 161) were recruited from wine clubs and wine events at a western Canadian city. Based on previous involvement research a reliable and valid fifteen-item, three-faceted Wine Involvement Scale (WIS) was developed. Respondents were placed into one of four market segments based on their responses to the WIS. Although between market demographic differences were minimal, consumptive behaviours related to wine and wine tourism were consistent and profound (p < .05). Discussion focuses on marketing implications for special interest wine tourists and on conceptual challenges related to high-end market research.

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