Investigating differences between domestic and international winery visitors in Greece

Abstract

Despite the growth of the global wine tourism market, officially recorded data and comparative empirical studies concerning the issue are relatively limited. Though, market knowledge is fundamental to support future growth. In this vein, the present study aims to investigate differences between domestic and international winery visitors in Greece. A convenience sample of 517 visitors, 349 Greeks and 168 foreigners is used. Statistical comparisons of the two sub-samples identified significant differences in terms of motives, initial attitudes, awareness and loyalty, wine spending, income, age groups, satisfaction and future behavioral intentions. Practical implications of the findings are discussed.