Conversion of local winery awareness : An exploratory study in visitor vs non‐visitor attitude and perception

Purpose – The aim of this research is to distinguish between the attitudinal and behavioral differences in consumers aware of local wineries; half of which visited the wineries ( n =233) and half of which did not ( n =212). Smaller wineries are dependent on wine sales at the “cellar door” meaning on‐site; therefore, the cellar door experience is a critical part of the wineries overall success. Researchers examined the non‐visitor population in an effort to identify ways in which wineries can improve their services and reputation to convert non‐visitors to visitors. A unique contribution was made in identifying barriers to converting non‐visitors to visitors as well as the non‐visitors' interest and willingness to buy local. Design/methodology/approach – A first phase of qualitative research occurred to obtain early learning on consumer awareness, trial, repeat, barriers, and image of local wines and wineries. The second phase consisted of a quantitative survey with local wine users/visitors and aware non‐users/visitors, using a panel design and web execution. Findings – The research factors differ in attitudes, leisure preferences and identification of barriers to determine marketing approaches that would increase winery visits. Factor analysis found strong cores for wine/winery reputation and winery experience. A key discovery to enhance the appeal of local wines was the need to emphasize and romance the hedonic aspect of wine and the winery setting as opposed to expanding knowledge of wines and winery operation. Factor analysis revealed added dimensions for non‐visitors involving travel planning, indoor recreational preference, and buying local. Originality/value – An examination of local US winery marketing practices, and attitudes of consumers aware of the wineries, yield useful insights for crafting marketing strategies to increase first time and repeat visits to local wineries. This research adds to the limited study of the behavior of consumers aware of local wineries but not visiting the cellar door.