Blend the wine tourism into the local tourism system to cultivate youthful tastes

Benoit Faye and Hélène Meral
Additional contact information
Benoit Faye: BSE - Bordeaux Sciences Economiques - UB - Université de Bordeaux - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: Wine consumption among legal-age young adults has been declining since 2008. Wine tourism emerged as a crucial strategy to attract this segment seeking shareable experiences. We explore how tourism diversification strategies combining wine tourism with shopping, food, culture, nature, heritage, sport, nightlife, relaxation, and festivals in French wine regions could enhance the experience and attract young adult tourists. Using a sample of 500 wine tourism trips, we first analyze correlations (discrete choice models) between tourist profiles and activity combinations and test (heteroskedastic-corrected models) their impact on stay satisfaction. Results reveal distinct young wine tourists' profiles according to combinations, with specific satisfaction effects according to age group and wine commitment. Under conditions, the wine tourism diversification strategy may attract young adults but also favor the diversification of wine destinations. By demonstrating how diversified tourism experiences can appeal to younger adults, the research offers insights into preserving wine culture for future generations.

Date: 2025-06
References: Add references at CitEc
Citations:

Published in Journal of Destination Marketing & Management, 2025, 36, pp.101000. ⟨10.1016/j.jdmm.2025.101000⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05009152

DOI: 10.1016/j.jdmm.2025.101000

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().