Imagery and Consumption of Wine: A Southern United States Case Study

Abstract

The present study examines images that wine evokes among frequent and non-frequent wine consumers, as well as factors driving wine choices (e.g., type of wine, country/region) and the level of consumption of wines from different regions / countries. The findings indicate that regardless of respondents' wine consumption level, wine evokes various positive memories, particularly related to pleasure, special occasions, relaxation food, and travel. However, lack of consumption experience of wines from different origin is noticed among the more frequent consumers. The importance of education is therefore emphasised to create a long-term link between the wine product and consumers.

Applying experiential marketing in selling tourism dreams

“…Post-trip, tourists often engage in past-oriented imagery processing to savour their holiday memories (Filep, Cao, Jiang, & DeLacy, 2013;Wu, Pearce, & Dong, 2017) and create their own stories and fantasies around their past experiences (Alonso & O'Neill, 2012;Laing & Crouch, 2009). Such a recollection and reconstruction process of past holiday experiences determines tourist revisit intentions, word-of-mouth and purchase decisions of destination-related products ( Kim & Jang, 2016;Lakshmanan & Krishnan, 2009;Yin et al, 2017).…”

The experience of New Zealand in the evolving wine markets of Japan and Singapore

“…It is these restaurateurs, wine journalists, wine bloggers, sommeliers, and wine enthusiasts who in the emerging wine markets of Japan and Singapore play a significant role in the successful globalisation of wine while at the same time ensuring that local culture is not marginalised. With wine, we know that imagery and consumption are tied and education can play an important role in influencing both (Alonso and O'Neill, 2012). The findings suggest that different cultural intermediary roles might have different priorities in these two markets where in Japan they play more of an educator role whereas in Singapore there tends to be more of an overtly promotional role in communicating appropriate "taste" so we foresee more of a role for cultural intermediaries in mediating taste and consumption practices in alignment with the needs of wine producers for whom they have established good relationships, i.e.…”