Perceptions of Quality, Satisfaction, Loyalty, and Approximate Spending at an American Wine Festival

Abstract

This is an exploratory study examining attendee perceptions of a wine festival in southern New Mexico. The objective of this study was to assess the perceived quality, satisfaction, and loyalty as well as the approximate spending at a wine festival with nearly 13,000 attendees. Perceptions of quality and overall satisfaction were high, with more than 90% of respondents reporting that they were very satisfied or satisfied. Similarly, more than 90% reported being very likely or likely to return to or recommend the festival. Mean spending reported was $78.41. Among a list of 10 festival attributes, satisfaction was lowest for children's activities and wine education. It is recommended that the wine festival offer improved children's facilities/activities, quality wine education, enhanced training for wine pourers, and continued focus on regional food offerings such as green chile, pistachios, and pecans.

Keywords:

• Wine
• marketing
• beverage management
• wine tourism
• culinary tourism

Notes

This study was made possible with partial support of the New Mexico State University Agricultural Experiment Station.