Success Factors in Wine Marketing: An Analysis Based on the Example of Wineries in Sonoma Valley

An Empirical Analysis Based on Selected German Wine-Growing Regions (2020)

This bachelor’s thesis aims to characterize wine tourists in German wine-growing regions. To this end, research questions were formulated that focus on the motivation for visiting a wine-growing destination, the reasons for visiting a winery, the importance of personal contact with the winemaker, and the direct purchase of wine on-site. To answer these research questions, a written survey was conducted using a questionnaire. It was directed at wine tourists in the Nahe, Palatinate, Rheingau, Rheinhessen, and Württemberg wine-growing regions. For a more detailed analysis of the results, the wine tourists were divided into two segments: “wine lovers” and “those interested in wine.” The results of the questionnaire characterize the typical regional wine tourism visitor but do not reveal any significant differences among the various wine-growing regions. Nevertheless, regional characteristics are evident that relate to “wine lovers” and “those interested in wine” and from which further courses of action can be derived.