Abstract (150 Words)
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.
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.
