WINE CYCLING TOURISM WHO DOES THAT AND WHY

WINE CYCLING TOURISM WHY IS IT INTERESTING? Cellar door sales decreases. Bicycle tourism increases.

WINE CYCLING TOURISM DEMAND FOR CULINARY / WINE CYCLING TOURS 2014 2018 2017 2018

EMPIRICAL STUDY DESIGN, DATA BASE AND DATA ANALYSIS Sample: 395 Method: Online survey Sampling

DEFINITIONS – CYCLISTS, CYCLING TOURISTS & WINE CYCLING TOURISTS Cyclists Cycling Tourists Wine Cycling

RESULTS CYCLING AND WINE Cyclists Cycling tourists Wine cycling tourists Distance (mean) 1, 151

RESULTS CYCLING TOURS Cycling tourists Wine cycling tourists Destination Rivers Vineyard Month June September

RESULTS VINEYARD VISITS Offer services for cyclists! 73 % would like to visit a

TAKE HOME MESSAGES are the most promising target group for wine cycling tourism visit

THANK YOU Prof. Dr. Jana Heimel Professor International Business Jana. Heimel@hs-heilbronn. de Lucas Nesselhauf

Slides: 12

Download presentation

WINE CYCLING TOURISM WHO DOES THAT, AND WHY? AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018

WINE CYCLING TOURISM WHY IS IT INTERESTING? Cellar door sales decreases. Bicycle tourism increases. 14% 13% 5. 2 4. 5 11% 4 Percentage of cellar door sales in Germany 2014 2015 Cycling Tourists in Germany in million 2016 2014 Gf. K Consumer Panel (2017) AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 2015 2016 Bangel (2017), p. 7. 11. 06. 2018 | 2

WINE CYCLING TOURISM DEMAND FOR CULINARY / WINE CYCLING TOURS 2014 2018 2017 2018 Stuttgart Marketing (2017), Spiegel Online (2014), mosel-rad-touren. de (2018) AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 | 3

RESEARCH FRAMEWORK Enablers & drivers (motivation) Determinants (wine cycling tourist profile) Type of bicycle n Frequency of cycling n Sporty n Nationality n Gender n Age n Level of education n Job position n Income group n… Effects (Success factors) n Try local food n Explore local culture n Travel in a sustainable way n Do something good for the body/health n… n AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 Accessibility of vineyards n Hospitality of vineyards n Quality of culinary services offered at vineyards n Quality of cycle route n Image/reputation of cycle route n… n | 4

EMPIRICAL STUDY DESIGN, DATA BASE AND DATA ANALYSIS Sample: 395 Method: Online survey Sampling method: Convenience Period: August 22 nd, 2017 – March 30 th, 2018 Population: Cyclists, cycling tourists (ADFC), bicycle and wine communities (e. g. facebook groups), tourism associations (newsletters) Incentive: Several wine and bicycle related gifts (lottery) Research design: confirmatory, mostly descriptive Analysis methods: Descriptive (and causal analysis) AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 | 5

DEFINITIONS – CYCLISTS, CYCLING TOURISTS & WINE CYCLING TOURISTS Cyclists Cycling Tourists Wine Cycling Tourists ride a bike travelled with their bikes do not travel with their bikes at least one overnight stay visit a vineyard AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 | 6

RESULTS SOCIO-DEMOGRAPHICS Profile/ Socio-demographics Cyclists Cycling tourists Wine cycling tourists Population (n) 91 (23 %) 175 (44 %) 129 (33 %) Age (mean) 36 years 49 years 55 years Net income (mean) 3, 000 -3, 500 € 3, 500 -4, 000 € AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 | 7

RESULTS CYCLING AND WINE Cyclists Cycling tourists Wine cycling tourists Distance (mean) 1, 151 km p. a. 3, 761 km p. a. 3, 603 km p. a. Utilization (mostly) Commuting/Job Nature Health Commuting/Job Nature Shops Frequency wine drinking Several times per week Once a month Several times per week Price shop (restaurant) in € 9 (19) 7 (16) 8 (19) Concerns about cycling + alc. 2, 7 (more or less) 2, 3 (rather yes) 2, 4 (more or less) AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 | 8

RESULTS CYCLING TOURS Cycling tourists Wine cycling tourists Destination Rivers Vineyard Month June September Importance tour Nice weather Restaurants Importance cycling route Landscape, signs Signs, landscape, culinary offers Time for planning 1 -4 weeks 1 -3 months Duration of last tour (days) 9. 8 days 8. 0 days Distance of last tour (km) 676 km 395 km Expenses per day 84. 2 € 96. 0 € Accommodation Guesthouse Motivation for cycling tourism Nature, region Region, nature, wine tasting AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 | 9

RESULTS VINEYARD VISITS Offer services for cyclists! 73 % would like to visit a vineyard during their tour 50 % drink wine daily during the tour 45 % bought wine on premise Be visible along trails! AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 72 % visit the vineyard spontaneously | 10

TAKE HOME MESSAGES are the most promising target group for wine cycling tourism visit vineyards spontaneously look for vineyards along the trail buy wine on premise AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 | 11

THANK YOU Prof. Dr. Jana Heimel Professor International Business Jana. Heimel@hs-heilbronn. de Lucas Nesselhauf Forschungsprojekt novisys | Wissenschaftlicher Mitarbeiter Lucas. Nesselhauf@hs-heilbronn. de AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11. 06. 2018 | 12