Tourism Management 52 (2016) 19e29

Contents lists available at ScienceDirect

Tourism Management
journal homepage: www.elsevier.com/locate/tourman

Wine tourism: Motivating visitors through core and supplementary

services
Erick T. Byrd a, *, Bonnie Canziani a, Yu-Chin (Jerrie) Hsieh b, Keith Debbage c,
Sevil Sonmez d
a
Department of Marketing, Entrepreneurship, Hospitality, and Tourism, Bryan School of Business and Economics, University of North Carolina at
Greensboro, 474 Bryan Building, 516 Stirling Street, Greensboro, NC 27402-6170, USA
b
Department of Hospitality and Tourism Management, College of Applied Science and Technology, Rochester Institute of Technology, One Lomb Memorial
Drive, Rochester, NY 14623, USA
c
Department of Geography, University of North Carolina at Greensboro, 229 Graham Building, 1009 Spring Garden St, Greensboro, NC 27412, USA
d
Department of Tourism, Events and Attractions, Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard,
Orlando, FL 32819, USA

h i g h l i g h t s

Expanded winescape to include additional elements such as customer service.

Good customer service is important to intentions to visit or revisit a winery in NC.

Good customer service is important to intentions to buy NC wine in the future.

a r t i c l e i n f o a b s t r a c t

Article history: Wine tourism is a relatively edgling industry sector facing a number of important economic develop-
Received 26 September 2014 ment issues. One such issue is the industry's ability to foster a sustainable revenue base for small and
Received in revised form medium wineries. Winery visitation is a signicant concern and in this paper is dened as the visitor's
3 June 2015
intention to pay a rst or return visit to a winery. The purpose of this exploratory study is to compare
Accepted 15 June 2015
Available online xxx
specic factors that may inuence wine tourists' intentions to visit or revisit a winery or wine region in
North Carolina. A theoretical model of core and supplementary services is examined to see which of a
number of factors are most inuential in decisions to visit a winery and to determine the role of
Keywords:
Wine tourism
winescape and tourism services in promoting wine tourism. The importance of customer service was
Winescape found to be the primary predictor of intentions for repeat visitation.
Customer service 2015 Elsevier Ltd. All rights reserved.

1. Introduction wine businesses build brand loyalty, improve consumer awareness

A signicant increase in the number of tourists interested in
wine has led many communities to develop wine tourism. In some
destinations, wineries and wine trails serve as major attractions
(Dodd, 1995; Getz, 2000; Mitchell & Hall, 2004). Wine tourism also
provides a reasonably low-cost distribution channel for the sale of
wine and associated products directly to consumers (Getz & Brown,
2006, p. 147). By adding complementary visitor-oriented services,
* Corresponding author.
E-mail addresses: etbyrd@uncg.edu (E.T. Byrd), bmcanzia@uncg.edu
(B. Canziani), y_hsieh@uncg.edu (Y.-C. (Jerrie) Hsieh), kgdebbag@uncg.edu
(K. Debbage), Sevil.Sonmez@ucf.edu (S. Sonmez).
and knowledge, create a positive image of the wine product, and
develop strong consumer relationships through planned on-site
experiences (Asero & Patti, 2011; Bruwer & Alant, 2009; Yan,
Morrison, Cai, & Linton, 2008). Researchers focusing on this area
have suggested that many of the issues related to consumer interest
in wine tourism have yet to be revealed (Bruwer & Lesschaeve,
2012) and warrant additional research on the wine tourism con-
sumer base (Getz & Brown, 2006; Hall et al., 2000; Yan et al., 2008).
One issue ripe for research is the value of perceived wine tourism
benets beyond the core wine product and how these benets help
to drive both visits and bottle sales at local wineries.
Given the increasing importance of wine tourism for many
destinations and the critical role of wine tourism in supporting

http://dx.doi.org/10.1016/j.tourman.2015.06.009
0261-5177/ 2015 Elsevier Ltd. All rights reserved.
20 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29
their local economies, this paper explores the extent to which
various components of the wine tourism destination, i.e., the wine
product itself, augmented services provided by the winery, and
lastly, more general features of the tourist destination, serve as
value-added perceived benets in the minds of wine tourists. This
study focused on the examination of (1) winery visitors' percep-
tions of benets received from core, augmented, and ancillary
services in a wine region and (2) the impacts of these benets in
determining future winery visit intentions.
2. Literature review
2.1. Dening the wine tourist prole
Wine tourism can be dened in terms of who travels to wineries
and what the wine tourists are experiencing at these destinations.
Wine tourists may be either day-trippers from closer points of
origin or overnight visitors from outside the immediate area. They
demonstrate a mix of demographic characteristics but are often a
mix of domestic and out-of-state travelers representing a relatively
high socioeconomic level in terms of education, income, and pro-
fession. In terms of psychological motivations, the wine tourist was
initially dened as someone who has a desire to taste wine and
experience the geographic space where the wine is produced
(Bruwer & Alant, 2009; Bruwer & Lesschaeve, 2012; Cohen & Ben-
Nun, 2009, p. 21). The notion that wine tourists are solely focused
on drinking wine was later refuted by researchers who suggested
instead that these tourists want a broader set of wine and tourism
experiences (Charters & Ali-Knight, 2000, Charters and Ali-Knight,
2002; Cohen & Ben-Nun, 2009; Dodd, 1995; Hall et al., 2000;
Mitchell & Hall, 2004).
2.2. Dening the wine tourism destination image
The winescape as a destination image has evolved over time from
the core vineyard and/or winery facility to the greater conceptuali-
zation of a wine region as a tourist destination. Initially a winescape
encompassed: 1) the grapes and their needs, 2) the natural envi-
ronment that best meets those needs, and 3) the viticulturists and
wine makers who determine everything from the varieties of grapes,
spacing of the vines, and trellising system to the nal product that
enters the bottle (Peters, 1997, p. 8). Subsequent research described
the winescape as having three distinct components: vineyards,
winemaking activity, and tasting rooms (Telfer, 2000). Thus, in a
typical winescape, the wine tourist normally nds a rural environ-
ment supportive of grape growing and related activities such as wine
making, a picturesque vineyard landscape, and a tasting room where
visitors are able to sample the wine (Hall et al., 2000).
Some researchers have suggested that wine tourists perceive a
wider range of benets before purchase and during winery visits,
including tourism aspects of the surrounding community, i.e.,
outdoor recreational areas, regional heritage and cultural attrac-
tions, and local dining and lodging (Bruwer & Alant, 2009; Bruwer
& Lesschaeve, 2012; Cambourne, Macionis, Hall, & Sharples, 2000;
Cohen & Ben-Nun, 2009; Getz & Brown, 2006; Hall & Macionis,
1998; Johnson & Bruwer, 2007). Others, e.g., Getz (2000) and Hall
and Macionis (1998) have included events such as wine festivals
and wine shows in the perceived benets.
Thus, wine tourism is currently conceived as more than a
perfunctory visit to wineries or vineyards to purchase or drink
wine. The range of destination benets believed to attract con-
sumers to visit wine regions and wineries spans across wine
products, expanded winery experiences, and other tourism and
hospitality features supporting and sustaining general regional
tourism. In line with these perceptions of the greater winescape,
many wineries today market their landscape, craft production, and
retail service outlets, as well as local destination attributes as a
bundled package of experiences. Nonetheless, it is not clear that
they do so in ways that holistically convey the importance of these
varied benets they are promoting or that optimize the investment
of restricted marketing budgets.
2.3. A critical review of destination benets in wine tourism
Generally speaking, understanding which benets of a wine-
scape pull a tourist to visit, revisit, and/or recommend the desti-
nation to others is a fundamental element of developing successful
destination marketing strategies for wineries and wine regions
(Chen & Tsai, 2007). Extant literature on the topic (see Table 1)
demonstrates that myriad factors contributing to positive intent to
visit and/or recommend wineries and wine regions have been
explicitly identied over the past decade (e.g., Baker & Crompton,
2000; Charters & Ali-Knight, 2002; Cole & Illum, 2006; Cole &
Scott, 2004; Galloway, Mitchell, Getz, Crouch, & Ong, 2008; Getz &
Brown, 2006). Much of this work derives from applying survey
methods typical of work on destination attributes and travel deci-
sion and/or purchase behavior (e.g., Bruwer, 2003; Getz & Brown,
2005; Ryan, 2002; Sparks, 2007). It has been suggested that each
of these elements contributes to the creation of the total image of
the winescape in the minds of wine tourists (Bruwer & Lesschaeve,
2012; Johnson & Bruwer, 2007).
Looking critically at Table 1, one would expect to see a growing
consensus as to which destination benets are primary in attract-
ing visitors to wine regions and wineries or how these benets
integrate to attract the wine tourist. Most of these entries, however,
tend to report the importance of individual benet items rather
than attempting to underpin ndings with any robust theoretical
framework that ties benets together conceptually. Results are
generally reported in isolation from other studies; for example, in
one study, winery visitors were found to consider the setting of the
winery, presence of knowledgeable staff, and the taste of the wine
as the most important elements (Charters & Ali-Knight, 2002). In
another study, the top ve features were found to be: the wineries
are visitor friendly; there is a lot to see and do; attractive scenery;
winery staff are knowledgeable about wine; and group tours of the
wineries are offered (Getz & Brown, 2006, p. 152).
Moreover, Table 1 illustrates that additional service-related as-
pects come into play beyond the wine product itself, such as the
level of wine knowledge of winemakers, tasting room services, and
educational opportunities for visitors to increase their wine
knowledge and skills. Customer service emerges as a critical feature
in the benet mix along with the opportunity for socializing with
others at the winery or engaging in wine club membership activ-
ities. Finally, even beyond wine-related services, there are features
identied in the literature that are part of the more general tourism
experience, such as the area's natural resources and additional
entertainment opportunities both on and off site.
Little progress has been made in integrating these many desti-
nation benets with each other from a theoretical basis in order to
build a case for an effective design of a winescape or winery mar-
keting plan. This is the primary gap that the current paper seeks to
ll by applying a model of core, augmented, and ancillary services
to rationalize the strategic conguration of a winescape concept
and to support winery marketing. With this in mind, we turn to a
discussion of core and augmented services deriving from the ser-
vices marketing eld.
2.4. Application of a supplementary services model to wine tourism
Applying service model thinking to the analysis of wine tourism
 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29 21

Table 1
Prevalent destination attributes inuencing visits to a wine region.

Factor Source

Wine product and consumption experience Alant and Bruwer (2004); Bruwer (2013); Charters and Ali-Knight (2002); Famularo, Bruwer, and Li (2010);
Galloway et al. (2008); Hall et al. (2000); Hall and Macionis (1998)
General winescape features (vineyard, winery Bruwer and Lesschaeve (2012); Galloway et al. (2008); Johnson and Bruwer (2007); Telfer (2000)
production facility, tasting room)
Educational opportunities Bruwer and Alant (2009); Carmichael (2005); Charters and Ali-Knight (2002); Carlsen (2004); Dodd (1995);
Galloway et al. (2008); Getz and Brown (2006)
Entertainment and events Bruwer (2013); Carmichael (2005); Carlsen (2004); Charters and Ali-Knight (2002); Dodd (1995);
Galloway et al. (2008); Getz and Brown (2005, 2006)
Natural environment and rural landscape Bruwer and Alant (2009); Bruwer and Lesschaeve (2012); Carmichael (2005); Carlsen (2004);
Bruwer and Alant (2009), Dodd (1995); Galloway et al. (2008); Getz and Brown (2006)
Relaxation and recreation Carmichael (2005); Carlsen (2004); Dodd (1995); Galloway et al. (2008); Getz and Brown (2005, 2006)
Customer service Baker and Crompton (2000); Bitner (1992); Cole and Scott (2004); Galloway et al. (2008)
Socializing and wine clubs Carmichael (2005); Carlsen (2004); Dodd (1995); Galloway et al. (2008); Getz and Brown (2005, 2006)
Other tourism and hospitality services Bruwer and Lesschaeve (2012); Galloway et al. (2008)

moves the literature beyond what has been previously uncovered
through frequency analysis of destination benets and traveler
motives. Signicant effort in services marketing has centered on
understanding the nature of core products in a business or industry,
as well as how core products can be augmented by additional
relevant services to enhance the perception of benets, and buyer
value (Levitt, 1980; Lovelock, 1992; Lovelock, 996; Shostack, 1977).
The application of this model in the context of wine tourism is
warranted to support winery and regional marketing optimization.
There is a continuing need to focus limited marketing dollars on the
right benet appeals targeted to consumer preferences.
The seminal model of augmented services introduced by
Lovelock (1992) prescribed eight supplementary services deemed
relevant across multiple business contexts; these were information,
consultation, order-taking, hospitality, safekeeping, exceptions,
billing, and payment. Other researchers (e.g., Eiglier & Langeard,
1977; Shostack, 1977) opted for a more open-ended approach to
specifying supplementary services for a product. Their goal was to
differentiate rst between core and supplementary services in an
industry and then to determine for that industry which peripheral
services were most important to customers. Following the latter
perspective, we suggest that, in addition to core product qualities,
supplementary services can be identied for the wine product. This
approach infers several criteria stipulated by Lovelock (1992), i.e.,
that these supplementary services must facilitate the use of the
wine product itself, augment its perceived value to consumers, and
potentially support increased bottle prices and auxiliary revenue
streams.
The concept of supplementary services has been applied in a
variety of contexts, e.g., real estate and nancial services (Colgate &
Alexander, 2002), credit card services (Goyal, 2004) and performing
arts (Hume, 2008). In tourism, researchers have examined how
destinations differentiate themselves by adding non-tourism ser-
vices to the core travel and tourism product, i.e., providing hospi-
tality greeters at airports, convention centers, and hotels during
major conventions (Naipaul & Parsa, 2000). Very little has been
done, however, to conceptualize how tourism services can be
deployed to augment a non-tourism core product, in this case, wine.
2003; Charters & Ali-Knight, 2002; Hall et al., 2000; Hall &
Macionis, 1998). Ultimately, wine tourism would therefore seem
[to be] a logical search for a better acquaintance with the product
(Bruwer & Alant, 2009, p. 235). This specically suggests that wine
tourism benets and wine region attributes conceptually linked to
the core wine product ought to exhibit higher importance ratings
than any other type of perceived benet or destination feature
when examined in the context of decisions to visit, revisit, or
recommend a winery or wine region.
Drawing upon our review of the literature, we demonstrate in
Fig. 1 the idea of the core product (and its associated consumption
activity) and other supplementary services that might be desired by
the wine consumer or offered by the wine producer to enhance
perceived benets and product value.
The portrayal of core and supplementary services depicted in
Fig. 1 preserves the intent of prior supplementary services models
to assure that the core wine product is clearly distinguished from
the contrasted supporting services in the diagram. However, the
relationship between wine production and tourism and the
comparative importance of benets in the winescape are not as
clear as these concepts need to be. We therefore propose an alter-
native vision of wine region destination benets, illustrated in
Fig. 2.

2.5. Dening core and supplementary services in wine tourism

The wine itself is viewed as the core product in the wine in-
dustry (Bruwer & Alant, 2009; Bruwer & Lesschaeve, 2012) as well
as in wine tourism. From an operational viewpoint, the core service
production arena in wine tourism would be grape growing and
wine production. Several studies found that tasting along with
purchasing were primary benets of visiting a winery (Bruwer, Fig. 1. Core and supplementary services in a wine region.
22 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29
Fig. 2. Core, augmented, and ancillary services in a wine region.
Moving from inner core to outer shell as shown in Fig. 2, we
refer to these as core product (inner circle); augmented services
(middle ring); and ancillary services (outer ring).
1. The core product of a winery visit is the wine itself, its quality,
and the direct physical consumption, i.e., tasting or purchasing
the wine.
2. The middle ring represents augmented winescape services. Our
concept of winescape expands beyond the three features of
vineyard, winemaking activity, and tasting rooms proposed by
Telfer (2000) to also encompass customer service, wine educa-
tion, and socializing/wine club offerings, which surfaced
repeatedly in our review of the literature.
3. Lastly, regarding the third outer level of services, the benets
derived from the literature that seem to be signicant at this
level are relaxation and recreation opportunities, entertainment
and events, and other typical tourism and hospitality services,
e.g., lodging, transportation services, visitor centers, and so
forth.
We posit relationships that will be explored among core prod-
uct, augmented services, and ancillary services in Fig. 2 as follows:
Proposition 1. In the decision to visit a winery or wine region, wine
tourism benets and destination attributes related to consumption of
core product will be rated more important than winery-based
augmented services benets, which in turn will be more important
than ancillary tourism services benets.
This research paper also explores the associations between the
three types of benets and stated intentions for future visits or
likelihood of promoting a winery via word-of-mouth. Intention to
visit is operationalized in this paper as the intention to pay [an
initial or] return visit to a specic winery or winery of a specic
wine region (ONeill & Plamer, 2004).
Proposition 2. The three types of benets will show signicant but
decreasing correlation with future winery visit intentions in the order
of core wine product being most strongly associated, then augmented
services, and lastly, ancillary services.
3. Methodology
3.1. Research setting: overview of the wine industry in North
Carolina
To explore possible answers to our guiding propositions, data
were utilized from a statewide winery visitor intercept survey
previously conducted by the authors at the request of the State of
North Carolina for the purpose of improving marketplace knowl-
edge of the wine and grape industry. North Carolina (NC) ranks as
one of the top ve state destinations in the United States for wine
and culinary tourism (TIA, 2008) and ninth in wine and grape
production (Frank, Rimerman and Co., 2011). North Carolina's
diverse landscape with its variety of climate and soil types provides
and nourishes an excellent environment for growing grapes. Since
the inception of its rst commercial winery in 1835, NC has become
the home of more than 150 wineries and is the 9th largest wine-
producing state in the country. In addition, NC is home to more
than 400 individually owned grape vineyards.
Due to a varied and nurturing environment, a wide variety of
grapes are grown in the state. Growers in the western and central
regions plant more European-style vinifera varieties while
muscadine grapes, native to NC, are grown mostly in the eastern
part of the state. The Yadkin Valley, Swan Creek, Haw River and
Upper Hiwassee Highlands (located in both North Carolina and
Georgia) were named as American Viticultural Areas (AVA) by the
Alcohol and Tobacco Tax and Trade Bureau (TTB), which designates
U.S. wine grape-growing regions.
The NC wine and grape industry has generated substantial
economic growth, creating 7600 jobs and $1.2 billion in total annual
economic impact across the state. In fact, NC's wine tourism reve-
nue grew 27% between 2005 and 2009, with 1.26 million wine
tourist visits and $156 million in wine tourism revenue in 2009
alone (Frank, Rimerman and Co., 2011). These recent and signicant
industry growth trends make North Carolina a viable source of
relevant visitor data for the study of wine tourism.
3.2. Research design and study sample
This study was conducted in the spring and summer of 2012 at
23 NC wineries. A sampling frame of 117 NC wineries provided by
the NC Department of Commerce was used to determine the subset
of wineries that served as nal data collection sites. Selection de-
cisions on which wineries to include in the study were determined
by the study protocol, logistical constraints, as well as budgetary
issues.
As part of the sampling plan, the entire set of NC wineries was
stratied across certain winery attributes in order to reduce se-
lection attribute bias. Stratication factors included: winery loca-
tion, winery trail participation, size of winery, grape variety, AVA
afliation, Internet presence, types of onsite tourist services and
winery events, and inclusion in the NC Visitor's Guide. The nal
subset of wineries selected included those representing each of the
levels of the aforementioned winery characteristics.
Data were collected from winery visitors using a structured
self-administered questionnaire. Trained eld researchers
approached visitors using volunteer sampling techniques and
explained the nature of the study. Visitors completed their surveys
and returned them to the eld researchers waiting nearby. Upon
the completion of data collection at the selected wineries, a
sample of 832 visitors was achieved from a total of 1028 winery
visitors approached, resulting in an 81% response rate. Fig. 3 dis-
plays the geographical distribution of wineries where intercept
surveys were collected.
 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29
Fig. 3. Geographical distribution of wineries in sample.
3.3. Instrument design
The survey questionnaire was developed based on previous
wine tourism research on factors motivating visitation to wineries
and wine regions (in particular, Galloway et al., 2008; Getz &
Brown, 2006; Marzo-Navarro & Pedraja-Iglesias, 2010; O'Neill &
Plamer, 2004; Yan et al., 2008). The survey instrument was rened
in collaboration with researchers at the NC Department of Com-
merce. Upon reaching a consensus between researchers, the
completed survey questionnaire was pilot tested with a group of
individuals who had visited a NC winery in the previous year.
Cognitive testing was conducted to assure that the language of each
question was clear and appropriate, that questions conveyed
intended meanings and made sense, and to assure optimal question
placement and ow; the pilot test was timed to determine how
long it would take to complete; and nally statistical validation was
conducted before the instrument was nalized. The nal survey
instrument includes three major categories:
1. Demographic prole: age; gender; race and ethnicity; marital
and family status, life-cycle stage; education; household in-
come; occupation; and place of visitor origin (in/out-of-state);
2. Perceived benets: rating scales asking about the importance of
items that may motivate tourists to visit NC wineries;
3. Intentions for future visits: rating the intention to revisit the
current vinery; intention to visit any NC winery; likelihood of
recommending the visited winery to others.
3.4. Data analysis
Descriptive statistics using SPSS Version 20.0 were used to
establish overall comparative ratings of benets studied in this
paper. Each benet question was phrased in the survey to ascertain
the item's importance to the visitor's decision to visit a NC winery
in general. In addition, these ratings were examined in the context
of the conceptualized model of core product, augmented services,
and ancillary services. Benet items that were in retrospect not
conceptually relevant to the model being examined, such as vague
benets (to have a day out or to have a different NC experience)
23
were excluded from this subsequent comparison. Benet items
were also removed if they were not directly controllable by the
winery or region, e.g., socializing with friends or family. Further
statistical analysis was performed to investigate correlations be-
tween these selected benets and future intentions to revisit the
current winery, visit any NC winery in the future, or recommend
the current winery to others.
4. Results
4.1. Demographics of the respondent prole
A total of 832 winery visitors participated in the study and from
these 80% identied themselves as tourists (non-residents) visiting
the community (Table 2). For the purpose of the study, any indi-
vidual who did not live in the county where the winery was located
was considered a tourist. The majority (66.7%) of the winery tour-
ists indicated they were from NC. The general demographic prole
of our respondents was similar to participants of previous studies.
4.2. General results of ranked benets
The highest rating of 4.27 (on a 5-point scale ranging from
1 no importance, 2 not very important, 3 neutral,
4 important, to 5 very important) was assigned to the item of
to taste NC wine (see Table 3). This supports previous work sug-
gesting that the wine itself and tasting it are core benets of winery
visits. Clearly, tourism benets unrelated to wine, such as historical
or cultural experiences in the area or outdoor recreation activities
were rated lower on the list, which supports our rst proposition
that these are ancillary rather than core or augmented attributes in
the minds of winery visitors.
The fact that having a day out and resting and relaxing were
rated relatively high is indicative of the impromptu nature of and
hedonic orientation toward wine tourism, which Bruwer and
Lesschaeve (2012) found in their study, particularly for rst-time
visitors to a winery. While not something that can be easily
controlled, as can the more tangible features of a winery operation,
the role of hedonic motives is one that cannot be excluded when
analyzing the importance of perceived benets affecting winery
24 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29

Table 2 Certain benets in Table 3 are relevant to the model proposed on

Demographic prole of tourist respondents. core, augmented, and ancillary services based on our interpretation
% of tourists of the model in Fig. 2. Core product consumption benets are ex-
Mean age 45.9
pected to be to taste NC wine and to buy NC wine. Benets
State of origin reective of augmented services within the control of a winery
North Carolina 66.7 comprise: to enjoy the beauty of rural NC vineyards, to learn
Other states 33.3 about wine and wine making, to go on a winery tour, to attend a
Gender
NC winery event, to be able to talk to a winemaker, and to visit
Male 30.8%
Female 69.2% the wine trail. Finally, three benets were assumed to be ancillary
Occupation tourism services: to experience NC agriculture, farms, or local
Professional/executive 57.0% food, to visit an historical or cultural attraction, and to partici-
Retired 12.0%
pate in outdoor recreation. These benets with their means are
Clerical/sales/craftsman/factory worker 8.3%
Self-employed 7.6%
displayed in Fig. 4.
Student (full time) 4.8% Fig. 4 is not entirely conclusive as to the merits of the proposed
Other 3.7% model and the initial proposition comparing the importance of the
Homemaker 4.2% three benet types; however, mean importance of core product
Military 1.4%
benets, tasting and buying wine, does appear to be relatively
Unemployed 0.9%
Race/ethnic group higher than a majority of other benets in the chart. Secondly,
White 80.6% several critical augmented services in the winescape also have
Black or African American 10.5% comparatively higher mean importance scores, i.e., items related to
Multi-racial/multi-ethnic 3.4% vineyards, wine education activities, winery tours, and wine-
Hispanic 1.8%
American Indian or Alaska Native 2.0%
related events. It is also apparent that ancillary tourism benets
Asian 1.2% have some of the lower ratings in this mix of benets; however, all
Other 0.4% of these benets are at or above the central value of 3.0 and thus of
Native Hawaiian or other Pacic Islander 0.2% some importance to the wine tourist, underscoring the additive
Education level
value of supplementary services.
High school or less 7.5%
Some college e no degree 16.5%
Associate's degree 9.9% 4.3. Ratings of the importance of winery and region destination
Bachelor's degree 35.9%
attributes
Post graduate 30.2%
Annual household income
Less than $25,000 4.6% We also evaluated ratings of destination attributes important in
$25,000e$49,999 17.2% the decision to visit a wine region; ratings in Table 4 were
$50,000e$74,999 18.7% collected on a 5-point scale (1 no importance; 2 not very
$75,000e$99,999 18.9%
important; 3 neutral; 4 important; 5 very important). Six of
$100,000e124,999 16.8%
$125,000e$149,999 7.8% eight winery attributes emerged as important to over 50% of the
$150,000e$199,999 8.4% respondents (see Table 4). Two in particular, good customer ser-
$200,000 7.5% vice and winery staff is knowledgeable about wine were found to
be quite high in rating and were identied as important or very
important by 86% or more of all winery visitors surveyed, further
visit decisions. Such hedonic wine motives are interpreted in this supporting our proposition that the augmented winescape ser-
study as being satised by the actual winery visit rather than by vices identied in the model in Fig. 2 are comparatively more
pursuit of ancillary relaxation services such as a nature walk in the important for attracting visitors to wineries than are ancillary
surrounding natural environment. tourism services.

Table 3
Perceived Benets of Visiting an NC winery.

Benet Mean SD

To taste NC wine 4.30 1.030

To have a day out 4.27 0.918
To rest and relax 4.24 0.944
To socialize with friends and family 4.18 1.003
To enjoy the beauty of rural NC vineyards 4.12 0.962
To buy NC wine 3.97 1.027
To eat and drink at the winery 3.90 1.030
To be entertained 3.72 1.091
To engage in an activity to ll a free weekend or holiday period 3.67 1.164
To learn about wine and wine making 3.63 1.100
To have a different NC experience 3.59 1.103
To go on a winery tour 3.53 1.111
To attend a NC wine-related festival or event 3.49 1.169
To visit a historical or cultural attraction in the area 3.43 1.120
To experience NC agriculture, farms, or local foods 3.38 1.152
To be able to talk to a winemaker 3.32 1.187
To visit the wine trail 3.25 1.183
To participate in outdoor recreation activities 3.19 1.215
To buy NC wine related gifts/souvenirs 3.00 1.250
 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29 25

Fig. 4. Mean Ratings of Selected Wine Tourism Benets (5 very important to 1 no importance).

Among the regional attributes, the most highly rated were the
wine region is close to my home, there are a large number of wineries
to visit in the immediate area, and availability of nearby ne dining
and gourmet restaurants. The top two were clearly marking a
narrowly focused trip purpose of visiting a winery rather than
conrming strong interest in generic tourism destination attri-
butes. Ancillary hospitality amenities such as dining and lodging
were moderately high in importance but still lower than
augmented winery attributes. Tourism activities, such as shopping,
arts and crafts, and other regional features were some of the lowest
ranked across all destination attributes measured, suggesting that
respondents in this study did indeed view them as being ancillary
rather than core to their wine region visits.
4.4. Intentions for future visits
Winery visitors were also asked about their intentions regarding
future visits to NC wineries and if they would recommend to others
the winery they were currently visiting. Over 82% of all winery
visitors surveyed indicated that they were likely to revisit the
winery they were at and more than 82% of respondents indicated
they would visit a NC winery in the future (Table 5). Also, over 87.3%
of respondents indicated that they were likely to recommend the
winery they were visiting to others, demonstrating the importance
of word-of-mouth.
4.5. Associations between perceived benets and future intentions
In order to further support a working theory of the comparative
importance of core, augmented, and ancillary services to the visit
decision process of wine tourists, we examined the correlations
between benet rankings and future intentions to visit, revisit, or
promote NC wineries; Table 6 displays these results. The main
nding is that moderate correlations exist between the core

Table 4
Importance of winery and general regional attributes to visiting a wine region.

Mean SD

Winery attributes
Good customer service 4.39 .939
Winery staff are knowledgeable about wine 4.36 .939
Variety of wines 4.10 .971
Winery with a history/story 3.74 1.074
Appealing website 3.62 1.188
Car parking (ample spaces/close to entrance/well paved or sealed) 3.62 1.187
Special pricing or events for wine club 3.38 1.278
Food pairings or cooking classes offered 3.27 1.266
Regional attributes
The wine region is close to my home 3.66 1.274
There are a large number of wineries to visit in the immediate area 3.50 1.264
Fine dining and gourmet restaurants 3.34 1.217
Wineries in the region have good signage 3.22 1.255
Moderately priced accommodations 3.14 1.269
A wide range of regional attractions 3.07 1.233
Specialty shops or markets selling local farm products 2.95 1.234
Local arts and crafts for sale 2.90 1.254
Vacation packages are offered to the region 2.68 1.263
A wide range of activities for children 2.11 1.287
26 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29

Table 5
Future intentions of winery visitors.

Intention Mean % Likely or very likely

How likely are you to visit this winery/vineyard in the future? 4.28 82.6%
How likely are you to visit any winery in NC in the future? 4.32 82.1%
How likely are you to recommend this winery/vineyard to others? 4.38 87.3%

Table 6
Correlations among wine tourism benets and future intentions.

How likely are you to visit How likely are you to visit this How likely are you to recommend
any winery in NC in the future? winery or vineyard in the future? this winery or vineyard to others?

To buy NC wine Pearson correlation .473a .351a .397a

Sig. (2-tailed) .000 .000 .000
N 736 736 732
To taste NC wine .459a .310a .335a
Sig. (2-tailed) .000 .000 .000
N 742 742 737
To attend a NC wine-related Pearson correlation .362a .269a .304a
event Sig. (2-tailed) .000 .000 .000
N 737 737 734
To enjoy the beauty of rural Pearson correlation .332a .279a .286a
NC vineyards Sig. (2-tailed) .000 .000 .000
N 740 740 736
To visit the wine trail Pearson correlation .234a .169a .233a
Sig. (2-tailed) .000 .000 .000
N 730 730 728
To be able to talk to a Pearson correlation .227a .160a .163a
winemaker Sig. (2-tailed) .000 .000 .000
N 734 733 731
To go on a winery tour Pearson correlation .212a .131a .142a
Sig. (2-tailed) .000 .000 .000
N 740 739 737
To experience NC Pearson correlation .199a .183a .218a
agriculture & farms/food Sig. (2-tailed) .000 .000 .000
N 738 738 734
To learn about wine and Pearson correlation .194a .163a .172a
wine making Sig. (2-tailed) .000 .000 .000
N 743 742 740
To buy NC wine related Pearson correlation .125a .143a .194a
souvenirs Sig. (2-tailed) .000 .000 .000
N 736 736 732
To participate in outdoor Pearson correlation .123a .147a .168a
recreation Sig. (2-tailed) .000 .000 .000
N 736. 736 732
To visit a historical or Pearson correlation .100a .118a .179a
cultural site Sig. (2-tailed) .000 .000 .000
N 733 733 730
a
Correlation is signicant at the 0.01 level (2-tailed).

benets of tasting wine and buying wine and the three types of visit
intentions. With respect to the augmented and ancillary services,
the correlations between these benets and visit intentions are
signicant but low to very low in a majority of cases, with
augmented services benets of visiting vineyards and attending
wine-related events being slightly higher than the other benets in
either of these latter categories.
4.6. Associations between destination attributes and future
intentions
In a complementary effort to consider the drivers of winery visit
intentions from the three types of services (core/augmented/
ancillary), regional and winery attributes were correlated against
future intentions. The importance of customer service to the
respondent emerged as the attribute most highly correlated with
all four intentions examined in Table 7. Nearly all (91.2%) of the
visitors who indicated that good customer service was very
important also indicated that they would likely revisit the present
winery and recommend the winery to others, as well as visit
another NC winery in the future, and buy NC wine in the future. As
the importance of customer service decreased, so too did respon-
dent likelihood of engaging further with NC wine and wineries.
Interestingly, the variety of wines was the factor that showed
the highest correlation with the intention to purchase NC wine in
the future, which validates the ideas that an attribute related to the
core product of wine itself would outshine other supplementary
services. While several augmented wine services, i.e., staff knowl-
edge and wine clubs, showed weak positive correlations with
future intentions, ancillary hospitality and tourism services showed
little or no correlation; the latter again supports second proposi-
tion, rationalizing the idea of three service types. It is entirely
feasible that while wine product and tasting motives propel visitors
to a winery the rst time, the augmented winescape attributes keep
them coming back for more.
5. Conclusions
Wine tourism is a fast growing, increasingly important, and
nancially lucrative segment of tourism activity across the United
 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29 27

Table 7
Correlations between regional/winery attributes and future intentions.

How likely are you to How likely are you to How likely are you to How likely are you to
visit any winery in NC purchase NC wines visit this winery/vineyard recommend this
in the future? in the future? in the future? winery/vineyard to others?

Good customer service Pearson correlation .460b .436b .368b .411b

Sig. (2-tailed) .000 .000 .000 .000
N 751 746 751 747
Variety of wines Pearson correlation .437b .441b .319b .357b
Sig. (2-tailed) .000 .000 .000 .000
N 750 745 749 744
There are a large number Pearson correlation .411b .357b .185b .216b
of wineries to visit Sig. (2-tailed) .000 .000 .000 .000
N 742 737 741 737
Winery staff are Pearson correlation .361b .390b .298b .345b
knowledgeable Sig. (2-tailed) .000 .000 .000 .000
N 753 748 752 748
The wine region is close Pearson correlation .340b .312b .282b .273b
to my home Sig. (2-tailed) .000 .000 .000 .000
N 752 747 751 747
Winery with a Pearson correlation .340b .318b .255b .297b
history/story Sig. (2-tailed) .000 .000 .000 .000
N 752 748 751 747
Special pricing or events Pearson correlation .309b .309b .284b .304b
for wine club members Sig. (2-tailed) .000 .000 .000 .000
N 744 739 743 739
Wineries in the region Pearson correlation .303b .275b .201b .243b
have good signage Sig. (2-tailed) .000 .000 .000 .000
N 747 742 746 741
Appealing website Pearson correlation .287b .279b .212b .242b
Sig. (2-tailed) .000 .000 .000 .000
N 746 741 745 740
Moderately priced Pearson correlation .181b .168b .144b .177b
accommodations Sig. (2-tailed) .000 .000 .000 .000
N 746 742 745 741
Car parking (# spaces; Pearson correlation .176b .161b .172b .189b
near entrance; paved) Sig. (2-tailed) .000 .000 .000 .000
N 751 746 750 746
Food pairings or cooking Pearson correlation .148b .162b .144b .169b
classes offered Sig. (2-tailed) .000 .000 .000 .000
N 746 742 745 741
Fine dining and gourmet Pearson correlation .143b .094a .120b .156b
restaurants Sig. (2-tailed) .000 .010 .001 .000
N 745 740 744 739
Shops/markets for local Pearson correlation .114b .114b .113b .162b
farm products Sig. (2-tailed) .002 .002 .002 .000
N 751 745 750 745
Local arts and crafts Pearson correlation .108b .089a .074a .097b
for sale Sig. (2-tailed) .003 .015 .045 .009
N 743 740 742 739
Vacation packages are Pearson correlation .096b .092a .095b .089a
offered to the region Sig. (2-tailed) .009 .012 .009 .016
N 745 739 744 739
A wide range of regional Pearson correlation .075a .074a .089a .134b
attractions Sig. (2-tailed) .041 .043 .015 .000
N 748 744 747 743
A wide range of activities Pearson correlation .049 .034 .100b .130b
for children Sig. (2-tailed) .184 .355 .006 .000
N 748 743 747 742
a
Correlation is signicant at the 0.05 level (2-tailed).
b
Correlation is signicant at the 0.01 level (2-tailed).

States. While wine tourism can be considered a relatively young
industry in NC, wine tourists in the state are growing in number.
Therefore, it is vital to understand the drivers and motivations
underlying winery visits, in order both to increase tourism reve-
nues and to further bottle sales and concomitant revenue increases
at wineries. The broad theoretical framework for the paper was a
modied supplementary services model that served as a theoretical
rationale for marketing both core product and supplementary
services that would draw visitors to wineries. This study reinforced
the important role of an expanded winescape in attracting wine
tourists by offering additional elements such as customer service,
socializing, wine clubs, and wine education to complement current
wine production and grape growing activity. Largely, the ndings
suggest that wineries must continue to focus on the quality and
variety of wines as the initial and continuing attraction for wine
tourists. Study ndings support maintaining focus on core con-
sumer benets of tasting and buying wine, but also augmenting
supplementary services that directly facilitate enjoyment of the
wine product.
In the subject group studied, wine tourists were primarily
interested in tasting local wines as part of a relaxing day outdoors
with opportunities to socialize with friends and family and enjoy
28 E.T. Byrd et al. / Tourism Management 52 (2016) 19e29
the beauty of rural vineyards; the apparent hedonic value of a
winery visit may also be appealed to through strategic winery and
regional advertising. A number of other benets, such as learning
about wines, attending wine events, and going on winery tours
were highly important to the decision to visit a winery, thus
exposing the added value of these select augmented services. There
was insufcient evidence of the importance of the more general-
ized hospitality and tourism services to the wine tourist, other than
the fact that most ratings of these ancillary services were above the
central value on the survey item scale.
To explore the utility of our model of core, augmented, and
ancillary services in Fig. 2 more directly, we examined respondents'
mean ratings of the importance of various wine tourism benets
and winery/region attributes to verify if consumers are making any
distinctions among items following our proposed three groupings
in the model. We anticipated that core wine items would be rated
most important, followed by augmented attributes, and then
ancillary features. For the most part, we found this to be true for
both benets and destination attributes. We also found that core
product elements and selected augmented services had signi-
cantly higher associations with future intentions to visit, buy wine,
and promote via word-of-mouth.
5.1. Interpreting ndings from a practitioner's (vintner's)
perspective
The results clearly revealed that good customer service and a
skilled winery staff, who are knowledgeable about the wines being
tasted, are of utmost importance to both intentions to visit a NC
winery and buy NC wine in the future. The quality of customer
service has been associated with many consumer decisions in past
studies, i.e., visitors' future intentions to revisit and repeat a pur-
chase (Bruwer, 2013; Cole & Illum, 2006; Dodd, 1999; Hashimoto
& Telfer, 2003; O'Neill & Charters, 2000). Based on our study re-
sults, it is strongly recommended that NC wineries make high
quality customer service a top priority as well as one of the main
components of a clearly dened competitive strategy (Bruwer &
Alant, 2009; Fuchs & Weiermair, 2004). Clearly, if visitors have a
good customer service experience at a specic winery, they are
more likely to revisit that location and provide positive word-of-
mouth about the winery, and they are more likely to express in-
tentions to visit another NC winery in the future. Therefore, good
customer service emerges as vital for the NC wine tourism
industry.
5.2. Limitations
Because only NC wine regions were studied, the results should
not be considered generalizable beyond the state. Therefore,
further research on the hierarchy of attribute importance suggested
in our model should be performed in other study locations. Addi-
tionally, data were collected during the peak visitation season
(summer) for NC wineries due to the timing and funding of the
research project and do not necessarily reect views of visitors
during other periods of the year. Also, data were not specically
collected to test the model so we were unable to incorporate some
aspects of Fig. 2 into the analysis.
5.3. Future research
The current results suggest a need to inspect more thoroughly
how complementary tourism benets such as relaxation and rec-
reation, entertainment and events, and other tourism and hospi-
tality services depicted in the model actually add value to the wine
region visit. Wine regions and wineries continue to explore the
development of allied tourism businesses, i.e., events, food sales,
and lodging facilities, with the goal of prompting winery visitors to
stay longer, spend more, and thus benet the local economy more
broadly.
The present study, however, suggests that while augmenting
services at the winery to increase consumer enjoyment of the core
product is critical, the value of incorporating ancillary services in
the form of expanded tourism superstructure needs to be better
understood and measured, both at the winery business and
regional levels. Further research is needed to contrast alternative
investments of winery resources, i.e., to compare the potential ef-
fects of investments in augmented services versus ancillary services
on total winery revenue, including a measure of direct impacts on
bottle sales, so that limited resources can be applied to the most
lucrative tactics.
Appendix A. Supplementary data
Supplementary data related to this article can be found at http://
dx.doi.org/10.1016/j.tourman.2015.06.009.
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