GOOD LIVING TOURISM LIFESTYLE ASPECTS OF FOOD AND WINE TOURISM By Beverley Sparks, Linda Roberts, Marg Deery, Jenny Davies and Lorraine Brown GOOD LIVING TOURISM TECHNICAL REPORTS The technical report series present data and its analysis, meta-studies and conceptual studies and are considered to be of value to industry, government and researchers. Unlike the Sustainable Tourism Cooperative Research Centre’s Monograph series, these reports have not been subjected to an external peer review process. As such, the scientific accuracy and merit of the research reported here is the responsibility of the authors, who should be contacted for clarifications of any content. Author contact details are at the back of this report. EDITORS Prof Chris Cooper University of Queensland Editor-in-Chief Prof Terry De Lacy Sustainable Tourism CRC Chief Executive Prof Leo Jago Sustainable Tourism CRC Director of Research National Library of Australia Cataloguing in Publication Data Good living tourism : lifestyle aspects of food and wine tourism. Bibliography. ISBN 1 920704 40 X. 1. Tourism - Australia. 2. Tourism and gastronomy - Australia. I. Sparks, Beverley. II. Cooperative Research Centre for Sustainable Tourism. 338.479194 Copyright © CRC for Sustainable Tourism Pty Ltd 2005 All rights reserved. Apart from fair dealing for the purposes of study, research, criticism or review as permitted under the Copyright Act, no part of this book may be reproduced by any process without written permission from the publisher. Any enquiries should be directed to Brad Cox, Communications Manager ([email protected]) or Trish O’Connor, Publishing Manager ([email protected]). ii Lifestyle Aspects of Food and Wine Tourism CONTENTS ABSTRACT________________________________________________________________________________VI ACKNOWLEDGEMENTS ___________________________________________________________________VI SUMMARY _______________________________________________________________________________ VII CHAPTER 1 INTRODUCTION _______________________________________________________________ 1 BACKGROUND _____________________________________________________________________________ 1 AIMS OF THE STUDY ________________________________________________________________________ 2 CHAPTER 2 METHODOLOGY _______________________________________________________________ 3 ENHANCEMENT FACTORS ___________________________________________________________________ 3 Selection of Participants ___________________________________________________________________ 3 Procedure_______________________________________________________________________________ 3 Data Analysis ___________________________________________________________________________ 3 CONSUMER PREFERENCES __________________________________________________________________ 3 The Questionnaire ________________________________________________________________________ 3 Sample_________________________________________________________________________________ 4 Procedure_______________________________________________________________________________ 4 CHAPTER 3 RESULTS – ENHANCEMENT FACTORS __________________________________________ 5 ENHANCEMENT FACTORS ___________________________________________________________________ 5 AUTHENTICITY _____________________________________________________________________________ 5 VALUE FOR MONEY_________________________________________________________________________ 6 SERVICE INTERACTIONS ____________________________________________________________________ 6 SETTING – SURROUNDINGS__________________________________________________________________ 7 PRODUCT OFFERINGS _______________________________________________________________________ 7 INFORMATION DISSEMINATION______________________________________________________________ 8 PERSONAL GROWTH ________________________________________________________________________ 8 INDULGENCE – LIFESTYLE __________________________________________________________________ 8 CHAPTER 4 SUMMARY AND RECOMMENDATIONS – ENHANCEMENT FACTORS _____________ 10 SUMMARY ________________________________________________________________________________ 10 RECOMMENDATIONS ______________________________________________________________________ 10 The Environment: _______________________________________________________________________ 11 Maps and Signage: ______________________________________________________________________ 11 Provision of Infrastructure: ________________________________________________________________ 11 First Impressions: _______________________________________________________________________ 11 Service Quality:_________________________________________________________________________ 11 A Learning Experience:___________________________________________________________________ 11 Product Offerings: _______________________________________________________________________ 11 CHAPTER 5 RESULTS – CONSUMER PREFERENCES_________________________________________ 12 DEMOGRAPHIC PROFILE ___________________________________________________________________ 12 HOLIDAY PATTERNS _______________________________________________________________________ 13 LIKELIHOOD OF TAKING A HOLIDAY BASED AROUND FOOD AND WINE ACTIVITIES IN THE NEXT 12 MONTHS __________________________________________________________________________ 14 IMPORTANT FACTORS WHEN TAKING A HOLIDAY ___________________________________________ 15 Enjoyment and Pleasure __________________________________________________________________ 16 Pampered______________________________________________________________________________ 16 The Setting ____________________________________________________________________________ 17 Inspirational____________________________________________________________________________ 17 Novelty _______________________________________________________________________________ 18 Past Experience and Friend’s Influence ______________________________________________________ 18 Social Self-Enhancement__________________________________________________________________ 19 Summary of Importance Factors ____________________________________________________________ 20 Items That Did Not Load on any Theme______________________________________________________ 20 iii GOOD LIVING TOURISM INFORMATION SOURCES ___________________________________________________________________ 21 Perceived Helpfulness of Information Sources _________________________________________________ 21 IDEAL LIFESTYLE__________________________________________________________________________ 22 The Simple Life_________________________________________________________________________ 23 The Active Life _________________________________________________________________________ 23 The Comfortable Life ____________________________________________________________________ 24 The Trendy Life_________________________________________________________________________ 24 The Country Life________________________________________________________________________ 24 Summary of Ideal Lifestyle Factors _________________________________________________________ 25 Items That Did Not Load on any Theme______________________________________________________ 25 PERSONAL PREFERENCES __________________________________________________________________ 26 Personal Social Preferences and the Importance of Originality in Obtaining Products___________________ 26 Sociability _____________________________________________________________________________ 26 Uniqueness ____________________________________________________________________________ 27 ACTIVITIES THAT PROVIDE ENJOYMENT ____________________________________________________ 27 Getaway_______________________________________________________________________________ 29 Food Lovers____________________________________________________________________________ 29 Art Lovers _____________________________________________________________________________ 29 Fashion Lovers _________________________________________________________________________ 30 Wine Lovers ___________________________________________________________________________ 30 Summary of Enjoyment Factors ____________________________________________________________ 31 SPENDING COMPARED TO OTHERS__________________________________________________________ 31 Expenditure or Interests Compared to Friends or Associates ______________________________________ 31 CHAPTER 6 SUMMARY AND RECOMMENDATIONS – CONSUMER PREFERENCES_____________ 33 SUMMARY ________________________________________________________________________________ 33 RECOMMENDATIONS ______________________________________________________________________ 33 APPENDIX A: FOCUS GROUP MODERATOR’S GUIDE ________________________________________ 35 APPENDIX B: INTRODUCTORY LETTER AND QUESTIONNAIRE ______________________________ 36 APPENDIX C: FACTOR ANALYSIS __________________________________________________________ 44 REFERENCES _____________________________________________________________________________ 48 AUTHORS_________________________________________________________________________________ 49 iv Lifestyle Aspects of Food and Wine Tourism List of Figures Figure 1: Model of focus group themes (enhancement factors)______________________________________ 5 Figure 2: Percentages of major food and wine regions visited (n = 828) ______________________________ 14 Figure 3: Percentages of top five specific food and wine regions visited (n = 828) ______________________ 14 Figure 4: Percentages of likelihood of food and wine activities in the next