Wine Tourism Development in Northern Greece
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WINE TOURISM DEVELOPMENT IN NORTHERN GREECE Written by: Whitney Hazard Anushrot Mohanty Casey Magrath Tess Nogueira Page | I WINE TOURISM DEVELOPMENT IN NORTHERN GREECE Greece | Thessaloniki Project Site, Term D—2016 An Interactive Qualifying Project Report Submitted to the faculty of Worcester Polytechnic Institute In partial fulfillment of the requirement for the Degree of Bachelor of Science By Whitney Hazard __________________________ Casey Magrath __________________________ Anushrot Mohanty __________________________ Tess Nogueira __________________________ In Cooperation with: American Farm School—Perrotis College Submitted to: Professor Robert Hersh Professor Nicola Bulled Date: April 28, 2016 Advisor Signature Co-Advisor Signature Page | II Table of Contents Page Acknowledgements------------------------------------------------------------------------------------- V Authorship----------------------------------------------------------------------------------------------- VI List of Tables and Figures----------------------------------------------------------------------------- VII Abstract -------------------------------------------------------------------------------------------------- VIII 1. Introduction------------------------------------------------------------------------------------------- 1 2. Literature Review------------------------------------------------------------------------------------- 3 Wine tourism as an economic sector worldwide------------------------------------------ 3 Expansion of Wine Tourism in Northern Greece--------------------------------------- 7 Efforts to develop regional wine tourism in Northern Greece------------------------ 9 Wineries------------------------------------------------------------------------------------------ 11 Understanding Consumer Motivations and Expectations------------------------------ 13 Expanding wine tourism in Northern Greece-------------------------------------------- 14 3. Methodology------------------------------------------------------------------------------------------ 15 Analyze current involvement of wineries in marketing and promotion-------------- 15 Determine the current actions and efforts of organizations who engage and promote wine tourism in Northern Greece----------------------------------------------- 18 Identify what motivates and interests the potential consumer to participate in wine tourism and explore how wineries could better reach them--------------------- 19 Data Analysis----------------------------------------------------------------------------------- 19 4. Findings------------------------------------------------------------------------------------------------ 21 5. Recommendations and Conclusion--------------------------------------------------------------- 39 Promotion--------------------------------------------------------------------------------------- 39 Packaging the experience of a wine tour--------------------------------------------------- 40 Education---------------------------------------------------------------------------------------- 40 For Future Exploration----------------------------------------------------------------------- 42 References------------------------------------------------------------------------------------------------ 43 Appendices----------------------------------------------------------------------------------------------- 48 Appendix A: Interview Questions for Wineries Regarding Tourism------------------ 48 Appendix B: Interview Questions for Director of Wine Producer’s Association of Northern Greece--------------------------------------------------------------------------- 50 Page | III Appendix C: Interview Questions for Tourist Agencies-------------------------------- 51 Appendix D: Interview Questions for Hotels in Thessaloniki------------------------- 52 Appendix E: Interview Questions for Mayor Boutaris and Eleni Sotiriou----------- 53 Appendix F: Interview Questions for Students at Perrotis College and Aristotle University---------------------------------------------------------------------------------------- 55 Page | IV ACKNOWLEDGEMENTS Our team would like to thank the following organizations and individuals for their help and contributions to our project: Dean Konstantinos Rotsios of Perrotis College for all his help, advice, insight, and organizing interviews and trips to various locations for our project. Professor Robert Hersh and Professor Nicola Bulled of Worcester Polytechnic Institute for their guidance, while challenging us in our project work. The people we interviewed at Domaine Gerovassiliou, Dalamaras Estate, Chatzivaritis Estate, and Thomaidis Distillery for their help and support throughout our project. This includes, but is not limited to: providing important information concerning tourism and their inputs on our recommendations, and continued insight into our project. The employees we interviewed from Silver Holidays, Ambotis Air Tour Services, and Electra Palace Hotel for their professional input, experiences, and suggestions for our project. The director of the Wine Roads of Northern Greece for his input, experiences, and suggestions for the direction of our project. The Mayor of Thessaloniki and his consultant for taking time to speak with us and providing their input and experiences, and suggest the possibilities of our project. Worcester Polytechnic Institute for establishing this project site and making this trip possible. Page | V AUTHORSHIP Chapter Contributing Author(s) Editor(s) Abstract Casey Magrath All Introduction Whitney Hazard, Casey Magrath, Tess Nogueira All Casey Magrath, Whitney Literature Review Anushrot Mohanty, Tess Nogueira Hazard Methodology Whitney Hazard All Findings Casey Magrath, Whitney Hazard, Tess Nogueira All Recommendations Tess Nogueira, Casey Whitney Hazard, Anushrot Mohanty and Conclusions Magrath This report represents the work of WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review. For more information about the projects program at WPI, please see http://www.wpi.edu/academics/ugradstudies/project-learning.html! Page | VI List of Table and Figures Page Table 2.1: Strategic Wine Tourism Research (Carlsen, 2004) 4 Table 2.2 International Examples in Wine Tourism 6 Figure 2.1: Wall of important awards at Domaine Gerovassiliou 8 Figure 2.2: Map of the Wine Roads of Northern Greece and Macedonia 10 Table 2.3: Goals of wine tourism 12 Table 2.4: Products and services offered at wineries 12 Figure 2.3: Domaine Gerovassiliou in the region of Epanomi, Greece 13 Figure 3.1: Venn Diagram of Wine Tourism Stakeholders in Northern Greece 15 Figure 3.2: The four wineries interviewed 16 Table 3.1: Winemaker Interviews 17 Table 3.2: Wine Marketer Interviewees 19 Figure 4.1: Venn Diagram highlighting the first overlap between wineries and associated 21 organizations. This is the focus of the following findings. Figure 4.2: A wine tasting being held outside at Chatzivaritis Estate 23 Figure 4.3: Dalamaras Estate in the region of Naoussa, Greece 25 Figure 4.4: A pamphlet for a wine tasting event organized by the Naoussa region wine 27 association Figure 4.5: Venn diagram highlighting the overlaps of both the wineries and the associations, but moving to highlight the overlap between the associated 29 organizations and the potential tourists. The following information focuses on these. Figure 4.6: Venn diagram highlighting the three overlaps, building upon the last two sections, this now highlights the connections between the consumers and the 34 wineries. Figure 4.7: Project team with advisor, sponsor, and owners of Chatzivaritis Estate 36 Figure 4.8: Venn diagram showing the culmination of the three overlaps, focusing on the interconnection of all three groupings. This is the epicenter of our findings and 37 is the concept of direct sales. Figure 5.1: A typical winery tour involves learning about the wine making process. 41 Page | VII ABSTRACT Wine tourism is a rapidly expanding yet nascent industry in Northern Greece. Despite extensive research on consumer segmentation, the motivations of the market, and the actions of small-medium scale wineries to reach their target consumer, inadequate information exists on the connections of these wineries and organizations involved in wine tourism. Through in-depth interviews and an analysis of information collected, recommendations were made addressing how to increase wine tourism through the linkages of the winemakers, organizations engaged in wine tourism, and potential consumers. This project will expand on the existing knowledge and understanding of issues related to alternative wine tourism and sustainable rural development for the American Farm School in Thessaloniki, Greece. Page | VIII 1. INTRODUCTION Wine tourism combines the needs and interests of two different economic sectors – the wine industry and the tourism industry. It has been defined as “a trip related to the attraction of wineries and of a wine-growing area, a kind of market niche and way of destination development, and it is an opportunity for direct sales and a marketing opportunity for the wine industry” (Getz, 2000, p. 5). Carlsen (2004) reviewed past and current research regarding the two disparate sectors of wine tourism, which are wine production and tourism. The wine industry is characterized by “being supply-led, price-taking, producing a standardized, homogeneous product, cost-minimizing and reliant