Generation Z as Young Winery Visitors in Greece

Dimitrios P. Stergiou ()
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Dimitrios P. Stergiou: Hellenic Open University

Chapter Chapter 4 in Management and Marketing of Wine Tourism Business, 2019, pp 63-79 from Springer

Abstract: Abstract Generation Z (Gen Z), as consumers, represent the future of the wine tourism industry. Yet to date it has escaped the attention of wine tourism researchers. This study sought to begin addressing this gap, by investigating the winery experiences of Gen Z in Greece. A list of attributes of the winery visit was adopted for testing and a sample of Gen Z higher education students (n = 156) participating on a winery field trip was used to determine the perceived importance and performance of each attribute. The results show that the core wine product has limited appeal for Greek Gen Z consumers, who are mostly interested in spending a pleasurable day outdoors with opportunities to socialise with friends, enjoy the food and scenery, and undertake non-wine related activities.

Keywords: Winery experiences; Generation Z; Wine field trip (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-75462-8_4

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DOI: 10.1007/978-3-319-75462-8_4

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