Aug 1st, 11:00 AM - 12:00 PM


Winery Visitation in the Wine Appellations of Pelee Island and Lake Erie North Shore


This paper examines visitors to wineries of two viticulutural regions in South Western Ontario. It initially explores what is wine tourism and who are wine tourists, and then addresses why winery visitation is paramount to the financial sustainability of many Ontario wineries. The paper examines the various factors that encourage consumers to experience wines at their point of production and profiles their demographic traits, attitudes and motivations, consumption patterns and purchasing behavior. A convenience sample of 396 visitors to six wineries provided data for this study. The results can serve Ontario vintners in developing effective marketing programs that attract visitors to their cellar doors.