Factors affecting visitors’ memorable wine tourism experiences at the Urla Vineyard Route (Türkiye – Aegean coast)
DOI:
https://doi.org/10.18778/0867-5856.2025.26Słowa kluczowe:
wine tourism, experience, wine route, vineyard, winery, UrlaAbstrakt
This paper aims to identify the key factors that contribute to a memorable wine tourism experience for visitors to the Urla Vineyard Route (UVR). This route the second most important wine tourism route in Türkiye after the Thrace Vineyard Route, was created by seven vineyard owners in 2015. In the research 378 comments of visitors posted on TripAdvisor between 2016 and 2023 were collected and the data was analyzed using MAXQDA Analytics Pro 2020 software. This research employed the netnographic research process. Results show that six factors affect visitors’ wine tourism experiences: the scenery and atmosphere of the vineyard and winery, winery staff, grape variety, food taste, wine tasting and price. Scenery is the most influential factor, while the price is the least in visitors’ wine tourism experiences.
Pobrania
Bibliografia
Akyürek, S., Karabulut, B., & Özdemir, Ö. (2024). Şarap imalathanelerini ve üzüm bağlarını ziyaret eden turistlerin deneyimleri: Urla (İzmir) örneği / Experiences of tourists visiting wine manufacturers and vineyards: Urla (İzmir) case. Kent Akademisi: Kent Kültürü ve Yönetimi Dergisi / Urban Academy: Journal of Urban Culture and Management, 17(2), 667–685 [in Turkish]. https://dergipark.org.tr/tr/download/article-file/3546819 DOI: https://doi.org/10.35674/kent.1393030
Alant, K., & Bruwer, J. (2010). Winery visitation sets: Intra-regional spatial movements of wine tourists in branded regions. International Journal of Wine Business Research, 22(2), 191–210. https://doi.org/10.1108/17511061011061748 DOI: https://doi.org/10.1108/17511061011061748
Alebaki, M.C., Iakovidou, O.I., & Menexes, G.C. (2014). Current state and potential of wine tourism in Northern Greece: Weighing winemakers’ perceptions. Tourismos: An International Multidisciplinary Journal in Tourism, 9(2), 227–239. https://doi.org/10.26215/tourismos.v9i2.418
Ali-Knight, J., & Carlsen, J. (2003). An exploration of the use of ‘extraordinary’ experiences in wine tourism [Conference paper, International Colloquium in Wine Marketing 2003, 26–27 July, Adelaide, Australia]. Academy of Wine Business Research. http://academyofwinebusiness.com/wp-content/uploads/2010/05/File-019.pdf
Amaral, M.M., Kuhn, V.R., dos Anjos, S.J.G., & da Silva Flores, L.C. (2024). Experiences in a wine tourism destination from the visitors’ perspective. International Journal of Wine Business Research, 36(1), 85–102. https://doi.org/10.1108/IJWBR-05-2023-0028 DOI: https://doi.org/10.1108/IJWBR-05-2023-0028
Back, R.M., Tasci, A.D.A., & Milman, A. (2020). Experiential consumption of a South African wine farm destination as an agritourism attraction. Journal of Vacation Marketing, 26(1), 57–72. https://doi.org/10.1177/1356766719858642 DOI: https://doi.org/10.1177/1356766719858642
Bagozzi, R.P., Gopinath, M., & Nyer, P.U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206. https://doi.org/10.1177/0092070399272005 DOI: https://doi.org/10.1177/0092070399272005
Barth, S., & Salazar, J. (2011). Wine tourism and consumer behaviors related to wine purchases. Journal of Tourism Insights, 1(1), Article 2. https://doi.org/10.9707/2328-0824.1001 DOI: https://doi.org/10.9707/2328-0824.1001
Bekar, A., & Benzergil, N. (2025). The profile of wine tourists and the factors affecting their wine-related attitudes: The case of Türkiye. Tourism and Hospitality, 6(3), Article 132. https://doi.org/10.3390/tourhosp6030132 DOI: https://doi.org/10.3390/tourhosp6030132
Bešlić, Z., Todić, S., Korać, N., Lorenzi, S., Emanuelli, F., & Grando, M.S. (2012). Genetic characterization and relationships of traditional grape cultivars from Serbia. Vitis, 51(4), 183–189. https://doi.org/10.5073/vitis.2012.51.183-189
Bosangit, C., Hibbert, S., & McCabe, S. (2015). “If I was going to die I should at least be having fun”: Travel blogs, meaning and tourist experience. Annals of Tourism Research, 55, 1–14. https://doi.org/10.1016/j.annals.2015.08.001 DOI: https://doi.org/10.1016/j.annals.2015.08.001
Brochado, A., Oliveira, C., Rita, P., & Oliveira, F. (2019). Shopping centres beyond purchasing of luxury goods: A tourism perspective. Annals of Leisure Research, 22(4), 484–505. https://doi.org/10.1080/11745398.2018.1522594 DOI: https://doi.org/10.1080/11745398.2018.1522594
Brochado, A., Stoleriu, O., & Lupu, C. (2021). Wine tourism: A multisensory experience. Current Issues in Tourism, 24(5), 597–615. https://doi.org/10.1080/13683500.2019.1649373 DOI: https://doi.org/10.1080/13683500.2019.1649373
Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: An experiential view. International Journal of Wine Business Research, 21(3), 235–257. https://doi.org/10.1108/17511060910985962 DOI: https://doi.org/10.1108/17511060910985962
Bruwer, J., Coode, M., Saliba, A., & Herbst, F. (2013). Wine tourism experience effects of the tasting room on consumer brand loyalty. Tourism Analysis, 18(4), 399–414. https://doi.org/10.3727/108354213X13736372325957 DOI: https://doi.org/10.3727/108354213X13736372325957
Bruwer, J., & Lesschaeve, I. (2012). Wine tourists’ destination region brand image perception and antecedents: Conceptualization of a winescape framework. Journal of Travel & Tourism, 29(7), 611–628. https://doi.org/10.1080/10548408.2012.719819 DOI: https://doi.org/10.1080/10548408.2012.719819
Bruwer, J., & Rueger-Muck, E. (2019). Wine tourism and hedonic experience: A motivation-based experiential view. Tourism and Hospitality Research, 19(4), 488–502. https://doi.org/10.1177/1467358418781444 DOI: https://doi.org/10.1177/1467358418781444
Carlsen, J. (2004). A review of global wine tourism research. Journal of Wine Research, 15(1), 5–13. https://doi.org/10.1080/0957126042000300281 DOI: https://doi.org/10.1080/0957126042000300281
Carlsen, J., & Boksberger, P. (2015). Enhancing consumer value in wine tourism. Journal of Hospitality & Tourism Research, 39(1), 132–144. https://doi.org/10.1177/1096348012471379 DOI: https://doi.org/10.1177/1096348012471379
Carmichael, B. (2005). Understanding the wine tourism experience for winery visitors in the Niagara Region, Ontario, Canada. Tourism Geographies: An International Journal of Tourism Space, Place and Environment, 7(2), 185–204. https://doi.org/10.1080/14616680500072414 DOI: https://doi.org/10.1080/14616680500072414
Cassar, M.L., Caruana, A., & Konietzny, J. (2018). Positioning narratives of wine tourism websites: A lexical analysis across two different regions. Journal of Wine Research, 29(1), 49–63. https://doi.org/10.1080/09571264.2018.1433140 DOI: https://doi.org/10.1080/09571264.2018.1433140
Charters, S., & Ali-Knight, J. (2002). Who is the wine tourist? Tourism Management, 23(3), 311–319. https://doi.org/10.1016/S0261-5177(01)00079-6 DOI: https://doi.org/10.1016/S0261-5177(01)00079-6
Cohen, E., & Ben-Nun, L. (2009). The important dimensions of wine tourism experience from potential visitors’ perception. Tourism and Hospitality Research, 9(1), 20–31. https://doi.org/10.1057/thr.2008.42 DOI: https://doi.org/10.1057/thr.2008.42
Crespi-Vallbona, M., & Mascarilla-Miró, O. (2020). Wine lovers: Their interests in tourist experiences. International Journal of Culture, Tourism and Hospitality Research, 14(2), 239–258. https://doi.org/10.1108/IJCTHR-05-2019-0095 DOI: https://doi.org/10.1108/IJCTHR-05-2019-0095
Dawson, H., Holmes, M., Jacobs, H., & Wade, R.I. (2011). Wine tourism: Winery visitation in the wine appellations of Ontario. Journal of Vacation Marketing, 17(3), 237–246. https://doi.org/10.1177/1356766711409185 DOI: https://doi.org/10.1177/1356766711409185
Dodd, T.H., & Gustafson, A.W. (1997). Product, environmental, and service attributes that influence customer attitudes and purchases at wineries. Journal of Food Products Marketing, 4(3), 41–59. https://doi.org/10.1300/J038v04n03_04 DOI: https://doi.org/10.1300/J038v04n03_04
Galloway, G., Mitchell, R., Getz, D., Crouch, G., & Ong, B. (2008). Sensation seeking and the prediction of attitudes and behaviours of wine tourists. Tourism Management, 29(5), 950–966. https://doi.org/10.1016/j.tourman.2007.11.006 DOI: https://doi.org/10.1016/j.tourman.2007.11.006
Getz, D. (2000). Explore wine tourism: Management, development & destinations. Cognizant Communication Corporation.
Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146–158. https://doi.org/10.1016/j.tourman.2004.08.002 DOI: https://doi.org/10.1016/j.tourman.2004.08.002
Giampietri, E., Donà Dalle Rose, P., & Morlin, E. (2018). Which winery visit do wine tourists prefer? An explorative analysis in Italy. Quality – Access to Success, 19(S1), 241–249.
Gómez, M., Molina, A., & Esteban, Á. (2013). What are the main factors attracting visitors to wineries? A PLS multi-group comparison. Quality & Quantity, 47(5), 2637–2657. https://doi.org/10.1007/s11135-012-9676-5 DOI: https://doi.org/10.1007/s11135-012-9676-5
Gu, Q., Qiu, H., King, B.E.M., & Huang, S.(S.). (2020). Understanding the wine tourism experience: The roles of facilitators, constraints, and involvement. Journal of Vacation Marketing, 26(2), 211–229. https://doi.org/10.1177/1356766719880253 DOI: https://doi.org/10.1177/1356766719880253
Gündoğan, G., & Yankı, M. (2021). Türkiye önoturizm rehberi / Oenotourism guide to Türkiye [in Turkish]. Alfa Basım Yayım.
Güzel, O., Ehtiyar, R., & Ryan, C. (2021). The success factors of wine tourism entrepreneurship for rural area: A thematic biographical narrative analysis in Türkiye. Journal of Rural Studies, 84, 230–239. https://doi.org/10.1016/j.jrurstud.2021.04.021 DOI: https://doi.org/10.1016/j.jrurstud.2021.04.021
Hall, C.M., & Mitchell, R. (2000). Wine tourism in the Mediterranean: A tool for restructuring and development. Thunderbird International Business Review, 42(4), 445–465. https://doi.org/10.1002/1520-6874(200007/08)42:4%3C445::AID-TIE6%3E3.0.CO;2-H DOI: https://doi.org/10.1002/1520-6874(200007/08)42:4<445::AID-TIE6>3.0.CO;2-H
Hernández, A.L., Alarcón, S., & Ruiz, L.M. (2022). Segmentation of wine tourism experience in Mexican wine regions using netnography. International Journal of Wine Business Research, 34(3), 427–446. https://doi.org/10.1108/IJWBR-02-2021-0010 DOI: https://doi.org/10.1108/IJWBR-02-2021-0010
Hojman, D.E., & Hunter-Jones, P. (2012). Wine tourism: Chilean wine regions and routes. Journal of Business Research, 65(1), 13–21. https://doi.org/10.1016/j.jbusres.2011.07.009 DOI: https://doi.org/10.1016/j.jbusres.2011.07.009
Johnson, R., & Bruwer, J. (2007). Regional brand image and perceived wine quality: The consumer perspective. International Journal of Wine Business Research, 19(4), 276–297. https://doi.org/10.1108/17511060710837427 DOI: https://doi.org/10.1108/17511060710837427
Konuk, G. (2013). Şarap evlerinde yaşanan tüketici deneyimleri üzerine bir araştirma / A study on consumer experiences in wine houses [in Turkish] [Master’s thesis, Anadolu University, Thesis No. 348965]. Ulusal Tez Merkezi / Thesis Center. https://tez.yok.gov.tr/UlusalTezMerkezi/tezDetay.jsp?id=IAiRYfJ5HIntb-VcB_9Fyg&no=3kdu7IjDdlD8WKNXXhF0pg
Kozinets, R.V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72. https://doi.org/10.1509/jmkr.39.1.61.18935 DOI: https://doi.org/10.1509/jmkr.39.1.61.18935
Kozinets, R.V. (2010). Netnography: Doing ethnographic research online. SAGE Publications.
Lee, S., Bruwer, J., & Song, H. (2017). Experiential and involvement effects on the Korean wine tourist’s decision-making process. Current Issues in Tourism, 20(12), 1215–1231. https://doi.org/10.1080/13683500.2015.1050362 DOI: https://doi.org/10.1080/13683500.2015.1050362
Leri, I., & Theodoridis, P. (2019). The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions. Tourism Review, 74(3), 480–502. https://doi.org/10.1108/TR-07-2018-0092 DOI: https://doi.org/10.1108/TR-07-2018-0092
Madeira, A., Correia, A., & Filipe, J.A. (2019). Wine tourism: Constructs of the experience. In A. Artal-Tur, M. Kozak & N. Kozak (Eds.), Trends in tourist behavior: New products and experiences from Europe (pp. 93–108). Springer. https://doi.org/10.1007/978-3-030-11160-1_6 DOI: https://doi.org/10.1007/978-3-030-11160-1_6
Mano, H. (2004). Emotion and consumption: Perspectives and issues. Motivation and Emotion, 28(1), 107–120. https://doi.org/10.1023/B:MOEM.0000027280.10731.76 DOI: https://doi.org/10.1023/B:MOEM.0000027280.10731.76
Marzo-Navarro, M., & Pedraja-Iglesias, M. (2009). Wine tourism development from the perspective of the potential tourist in Spain. International Journal of Contemporary Hospitality Management, 21(7), 816–835. https://doi.org/10.1108/09596110910985304 DOI: https://doi.org/10.1108/09596110910985304
Mason, R., & O’Mahony, B. (2007). On the trail of food and wine: The tourist search for meaningful experience. Annals of Leisure Research, 10(3–4), 498–517. https://doi.org/10.1080/11745398.2007.9686778 DOI: https://doi.org/10.1080/11745398.2007.9686778
MAXQDA. (n.d.). The #1 qualitative data analysis software with the best AI integration. https://www.maxqda.com/qualitative-data-analysis-software
McNamara, N., & Cassidy, F. (2015). Wine tasting: To charge or not to charge? International Journal of Hospitality Management, 49, 8–16. https://doi.org/10.1016/j.ijhm.2015.05.004 DOI: https://doi.org/10.1016/j.ijhm.2015.05.004
Mitchell, R., & Hall, C.M. (2006). Wine tourism research: The state of play. Tourism Review International, 9(4), 307–332. https://doi.org/10.3727/154427206776330535 DOI: https://doi.org/10.3727/154427206776330535
Mitchell, R., Hall, C.M., & McIntosh, A. (2000). Wine tourism and consumer behaviour. In C.M. Hall, L. Sharples, B. Cambourne & N. Macionis (Eds.), Wine tourism around the world: Development, management and markets (pp. 115–135). Routledge. DOI: https://doi.org/10.4324/9780080521145-6
Oyan, S., & Akdağ, G. (2020). Farklı şarap destinasyonlarını ziyaret eden turistlerin mukayesesi: Portekiz ve Türkiye şarap rotaları / Comparison of tourists visiting different wine destinations: Portuguese and Türkiye wine routes. Journal of Tourism and Gastronomy Studies, 8(4), 2785–2801 [in Turkish]. https://jotags.net/index.php/jotags/article/view/893/1558 DOI: https://doi.org/10.21325/jotags.2020.738
Pearce, P.L., & Wu, M.-Y. (2016). Tourists’ evaluation of a romantic themed attraction: Expressive and instrumental issues. Journal of Travel Research, 55(2), 220–232. https://doi.org/10.1177/0047287514538838 DOI: https://doi.org/10.1177/0047287514538838
Pikkemaat, B., Peters, M., Boksberger, P., & Secco, M. (2009). The staging of experiences in wine tourism. Journal of Hospitality Marketing & Management, 18(2–3), 237–253. https://doi.org/10.1080/19368620802594110 DOI: https://doi.org/10.1080/19368620802594110
Pine, B.J., & Gilmore, J.H. (1999). The experience economy: Work is theater & every business a stage. Ingram Publisher Services.
Pivac, T. (2012). Vinski turizam Vojvodine. Monografija. Univerzitet u Novom Sadu, Prirodni-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo.
Qiu, H.Z., Yuan, J.(J.)., Ye, B.H., & Hung, K. (2013). Wine tourism phenomena in China: An emerging market. International Journal of Contemporary Hospitality Management, 25(7), 1115–1134. https://doi.org/10.1108/IJCHM-06-2012-0087 DOI: https://doi.org/10.1108/IJCHM-06-2012-0087
Quadri-Felitti, D., & Fiore, A.M. (2012). Experience economy constructs as a framework for understanding wine tourism. Journal of Vacation Marketing, 18(1), 3–15. https://doi.org/10.1177/1356766711432222 DOI: https://doi.org/10.1177/1356766711432222
Quadri-Felitti, D.L., & Fiore, A.M. (2013). Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Journal of Hospitality Research, 13(1), 47–62. https://doi.org/10.1177/1467358413510017 DOI: https://doi.org/10.1177/1467358413510017
Rachão, S.A.S., Breda, Z., Fernandes, C., & Joukes, V. (2021). Food-and-wine experiences towards co-creation in tourism. Tourism Review, 76(5), 1050–1066. https://doi.org/10.1108/TR-01-2019-0026 DOI: https://doi.org/10.1108/TR-01-2019-0026
Roberts, L., & Sparks, B. (2006). Enhancing the wine tourism experience: The customers’ viewpoint. In J. Carlsen & S. Charters (Eds.), Global wine tourism: Research, management & marketing (pp. 47–55). CABI Publishing. https://doi.org/10.1079/9781845931704.0047 DOI: https://doi.org/10.1079/9781845931704.0047
Rodrigues, H., Brochado, A., Troilo, M., & Mohsin, A. (2017). Mirror, mirror on the wall, who’s the fairest of them all? A critical content analysis on medical tourism. Tourism Management Perspectives, 24, 16–25. https://doi.org/10.1016/j.tmp.2017.07.004 DOI: https://doi.org/10.1016/j.tmp.2017.07.004
Saayman, M., & van der Merwe, A. (2015). Factors determining visitors’ memorable wine-tasting experience at wineries. Anatolia: An International Journal of Tourism and Hospitality Research, 26(3), 372–383. https://doi.org/10.1080/13032917.2014.968793 DOI: https://doi.org/10.1080/13032917.2014.968793
Saayman, M., & van der Merwe, P. (2015). Factors contributing to a memorable wine route experience. African Journal for Physical, Health Education, Recreation & Dance, 21(3.2), 1052–1064. https://hdl.handle.net/10520/EJC175490
Santos, V., Ramos, P., Almeida, N., & Santos-Pavón, E. (2020). Developing a wine experience scale: A new strategy to measure holistic behaviour of wine tourists. Sustainability, 12(19), Article 8055. https://doi.org/10.3390/su12198055 DOI: https://doi.org/10.3390/su12198055
Sekulić, D., Mandarić, M., & Milovanović, V. (2016). Motivation of travelers for participation in wine tourism in Serbia. Ekonomika poljoprivrede / Economics of Agriculture, 63(4), 1237–1252. https://scindeks-clanci.ceon.rs/data/pdf/0352-3462/2016/0352-34621604237S.pdf DOI: https://doi.org/10.5937/ekoPolj1604237S
Singh, N., & Hsiung, Y. (2016). Exploring critical success factors for Napa’s wine tourism industry from a demand perspective. Anatolia: An International Journal of Tourism and Hospitality Research, 27(4), 433–443. https://doi.org/10.1080/13032917.2016.1160414 DOI: https://doi.org/10.1080/13032917.2016.1160414
Sönmez, S.F., & Graefe, A.R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of Travel Research, 37(2), 171–177. https://doi.org/10.1177/004728759803700209 DOI: https://doi.org/10.1177/004728759803700209
Soylu, Y. (2022). Şarap turizmi destinasyonlarindaki yiyecek içecek işletmelerine yönelik tripadvisor yorumlarinin içerik analizi. Sinop Üniversitesi Boyabat İktisadi ve İdari Bilimler Fakültesi e-Dergisi, 2(1), 81–101. https://dergipark.org.tr/tr/download/article-file/3430911
Sparks, B. (2007). Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions. Tourism Management, 28(5), 1180–1192. https://doi.org/10.1016/j.tourman.2006.11.003 DOI: https://doi.org/10.1016/j.tourman.2006.11.003
Stergiou, D.P. (2018). An importance-performance analysis of young people’s response to a wine tourism situation in Greece. Journal of Wine Research, 29(4), 229–242. https://doi.org/10.1080/09571264.2018.1532878 DOI: https://doi.org/10.1080/09571264.2018.1532878
Süer, S., & Keskin, N. (2024). Kırsal kalkınma açısından önemli bir sektör: Önoturizm. Journal of Academic Tourism Studies, 5(Special Issue), 37–50. http://doi.org/10.29228/jatos.78100 DOI: https://doi.org/10.29228/jatos.78100
T.C. Urla Kaymakamliği. (n.d.). Urla tarihi. http://www.urla.gov.tr/urla-tarihi
Urla Bağ Yolu / Urla Wine Route. (n.d.). Detaylı haritamız / Detailed map. Retrieved July 15, 2023, from https://urlabagyolu.com/urlabagmap/urlamap.html
Urla Şarapçılık / Urla Winery. (n.d.). Urla. Retrieved July 15, 2023, from http://www.urlasarapcilik.com.tr/urla
Urla Vineyard Route: A rhapsody of colors. (n.d.). Vineyard GoTürkiye. https://vineyards.goturkiye.com/urla-vineyard-route
Urry, J. (1995). Consuming places. Routledge.
Velikova, N., Charters, S., Bouzdine-Chameeva, T., Fountain, J., Ritchie, C., & Dodd, T.H. (2015). Seriously pink: A cross-cultural examination of the perceived image of rosé wine. International Journal of Wine Business Research, 27(4), 281–298. https://doi.org/10.1108/IJWBR-10-2014-0050 DOI: https://doi.org/10.1108/IJWBR-10-2014-0050
Williams, P. (2001) The evolving images of wine tourism destinations. Tourism Recreation Research, 26(2), 3–10. https://doi.org/10.1080/02508281.2001.11081338 DOI: https://doi.org/10.1080/02508281.2001.11081338
Zhang, Y., & Lee, H.M. (2022). Exploring wine tourism experience constructs: A qualitative approach. Advances in Economics, Business and Management Research, 211, 3225–3230. https://doi.org/10.2991/aebmr.k.220307.530 DOI: https://doi.org/10.2991/aebmr.k.220307.530
Pobrania
Opublikowane
Numer
Dział
Licencja
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne – Bez utworów zależnych 4.0 Międzynarodowe.
