Importance of design for small Western Australian wineries

Abstract

. His research interests include business-related areas of concern of small and medium enterprises (SMEs), urban (eg, hospitality) and rural (eg, wineries), as well as wine consumer and winery visitor behaviour. Alfred Ogleis Lecturer in Hospitality Management, Edith Cowan University, Western Australia. Ogle ' s research interests include hotel guest -management interface, hotel product and service innovation, and HRD and training in the hospitality industry. AbstractThe purpose of this paper is to explore the importance of winery facility design among operators of small wineries open to the public, and to what extent operators use this element to market their winery to visitors. A total of ten small wineries, eight of them representing the entire Chittering Valley Wine Trail near Perth in Western Australia, agreed to participate and to be interviewed face to face. Operators view their role in the design of their winery building in various ways, including using the cellar door as a critical tool to enhance visitors ' winery experience. Of particular importance is the environment wineries promote through their uncomplicated yet inviting design. The very small sample of wineries in this study does not allow for making generalisations of the many existing small wineries in Western Australia. The value operators place on the association between the winery, the surroundings and the area where the winery is located is a critical component that will positively refl ect on visitors ' experience and may transcend beyond their visit. The study examines an emerging wine trail and a dimension, small winery design, that to date have received limited attention in academic research.

Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars

“…For example, though considered the most relevant factor for assessing visitor's experience quality, Functional Benefits had the second lowest mean of all the dimensions considered, which may raise some questions about how this dimension is being managed. A similar result was observed with Environment, which was expected to enhance visitors' winery experience (Alonso and Ogle, 2008). Namely, the ability of the wineries' environment to generate surprise and impact the visitors' state-of-mind had the lowest scores of all the items considered (5.45 and 5.76 respectively), and should deserve more attention as key elements of experience (Poulsson and Kale, 2004).…”

“…Hedonic services, such as tourism and wineries, are good examples of experiences that are able to generate emotional and experiential reactions (Slatten et al, 2009). Wineries are authentic places (Hall and Mitchell, 2008) with physical characteristics that define an atmosphere favourable to the enhancement of the visitors' experience (Alonso and Ogle, 2008). While visiting a winery, tourists seek for a relationship with the place and want to know more not only about the wine itself, but also about the region and the people (Hall and Mitchell, 2008).…”

Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)

“…In order to satisfy the client, creating a positive experience that translates into an increased loyalty and relationship with the company [63], wineries need to consider the environmental framework that surrounds them. They must pay great attention to their facilities' design [64] and to the choice of a human team, so they must be careful to select caring professionals that know how to share their knowledge with great passion. That increases the chances of product purchase after the visit and, especially, the beginning of a strong client-winery relationship [51,65].…”

Consumers’ ideal eating out experience as it refers to restaurant style: A case study

“…Almost one-fourth of participants who provided comments on the style of the restaurant mentioned the aspect of rusticity or rustic design. Recent ( Alonso and Ogle, 2008b ), for instance, identifi ed the aspect of rusticity as very important. Moreover, operators whose establishments provided food and beverage (winery restaurant) sought to relate the chosen style and the natural surroundings of the winery.…”