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Abstract
Since 1995, the number of wineries and sales of Michigan wine continued to increase. In addition to wine production, the vineyards have been designed for agriculture tourism including the development of tasting rooms and winery tours. Commercial winery is more than simply grape production and has an important relationship with visitors or customers. However, little information concerning the characteristics of Michigan winery visitors was available. Therefore the purposes of this study are to 1) develop a marketing relevant profile for travelers and winery visitors for Michigan wineries, 2) identify the marketing segments based on the visitors' attributes and behaviors, and 3) suggest marketing strategies for increasing winery visitors.
Parent Publication
Citation
Chang, Tzu-Ching; Kim, Mi-Kyung; Kim, Seung Hyun. 2003. Profile of winery visitors of Michigan wineries based on behavioral segmentations. In: Schuster, Rudy, comp., ed. Proceedings of the 2002 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NE-302. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northeastern Research Station. 133-139
