Abstract

Wine tourism is a relatively fledging industry with a range of important economic development issues. One issue is the identification of key drivers of repeat business, in this case, intention to pay a return visit to a winery or wine region. The purpose of this study is to identify specific factors that may influence wine tourists’ intentions to revisit a winery or wine region in North Carolina. Exhaustive CHAID decision tree analysis was used to identify statistically significant visitor characteristics influencing respondents’ intentions to revisit a winery or wine region in North Carolina. Customer service and the importance it has to the visitors was found to be the best predictor of their intention to revisit.

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Predictors of Repeat Winery Visitation in North Carolina

Wine tourism is a relatively fledging industry with a range of important economic development issues. One issue is the identification of key drivers of repeat business, in this case, intention to pay a return visit to a winery or wine region. The purpose of this study is to identify specific factors that may influence wine tourists’ intentions to revisit a winery or wine region in North Carolina. Exhaustive CHAID decision tree analysis was used to identify statistically significant visitor characteristics influencing respondents’ intentions to revisit a winery or wine region in North Carolina. Customer service and the importance it has to the visitors was found to be the best predictor of their intention to revisit.