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Environmental attitudes towards wine tourism

Authors Taylor C, Nelson Barber N, Deale C

Published 3 March 2010 Volume 2010:2 Pages 13—26

DOI https://doi.org/10.2147/IJWR.S6685

Review by Single-blind

Peer reviewer comments 2


Christopher Taylor1, Nelson Barber2, Cynthia Deale3

1School of Business, Eastern New Mexico University, Portales, Roosevelt County, NM, USA; 2Whittemore School of Business, University of New Hampshire, Durham, NH, USA; 3Department of Hospitality Management, East Carolina University, Greenville, NC , USA

Abstract: Wine tourism marketers frequently seek new ways to promote destinations, often executing ecologically sustainable practices. As consumer environmental knowledge of a wine tourism destination increases, consumer attitudes change, influencing perceptions of the environmental policies of a wine region. In this consumer-driven economy, it is therefore important to search for effective ways to market destinations, and one approach is selective marketing. By focusing on consumers in this manner, it is possible to understand better their concerns and motivations, which should aid in marketing and advertising efforts. This study investigated wine consumers environmental concerns and attitudes about wine regions. Results suggest environmental attitudes differed by demographics regarding the impact of wine tourism, providing ideas on further marketing efforts for those involved in wine tourism.
Keywords: sustainable wine tourism, green products, wine marketing, consumers

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