Exploring critical success factors for Napa’s wine tourism industry from a demand perspective

Abstract

Wine tourism regions such as Napa face challenges in destination marketing and branding. The Napa Valley is a wine tourism destination that embodies dual identities as both a geographical location in the coastal northern region of California and a renowned brand that has become globally synonymous with high-quality wine. The purpose of this study is to evaluate supply-derived critical success factors of Napa wine tourism from the lens of a demand perspective utilizing an importance-performance matrix. Analysis between supplier intent and demand reception will highlight the overall strengths and weaknesses of branding efforts, where improvements can and/or should be made, and discrepancies where gaps and incongruity may exist.

Keywords:

• Wine tourism
• destination marketing
• destination branding
• importance-performance analysis
• Napa Valley