Wine Cycling Tourism Who does that, and why? AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
WINE Cycling tourism why is it interesting? Cellar door sales decreases. Bicycle tourism increases. GfK Consumer Panel (2017) Bangel (2017), p. 7. AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Wine Cycling tourism demand for culinary / wine cycling tours 2014 2018 2017 2018 Stuttgart Marketing (2017), Spiegel Online (2014), mosel-rad-touren.de (2018) AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Research Framework Enablers & drivers (motivation) Determinants (wine cycling tourist profile) Effects (Success factors) Try local food Explore local culture Travel in a sustainable way Do something good for the body/health … Type of bicycle Frequency of cycling Sporty Nationality Gender Age Level of education Job position Income group … Accessibility of vineyards Hospitality of vineyards Quality of culinary services offered at vineyards Quality of cycle route Image/reputation of cycle route … AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Empirical study Study design, data base and data analysis Sample: 395 Sampling method: Convenience Population: Cyclists, cycling tourists (ADFC), bicycle and wine communities (e.g. facebook groups), tourism associations (newsletters) Method: Online survey Period: August 22nd, 2017 – March 30th, 2018 Incentive: Several wine and bicycle related gifts (lottery) Research design: confirmatory, mostly descriptive Analysis methods: Descriptive (and causal analysis) AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Definitions – Cyclists, Cycling tourists & wine cycling tourists ride a bike do not travel with their bikes Cycling Tourists travelled with their bikes at least one overnight stay Wine Cycling Tourists travelled with their bikes at least one overnight stay visit a vineyard AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Results Socio-demographics Profile/ Socio-demographics Cyclists Cycling tourists Wine cycling tourists Population (n) 91 (23 %) 175 (44 %) 129 (33 %) Age (mean) 36 years 49 years 55 years Net income (mean) 3,000-3,500 € 3,500-4,000 € AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Results Cycling and Wine Cyclists Cycling tourists Wine cycling tourists Distance (mean) 1,151 km p.a. 3,761 km p.a. 3,603 km p.a. Utilization (mostly) Commuting/Job Nature Health Shops Frequency wine drinking Several times per week Once a month Price shop (restaurant) in € 9 (19) 7 (16) 8 (19) Concerns about cycling + alc. 2,7 (more or less) 2,3 (rather yes) 2,4 (more or less) AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Results Cycling tours Cycling tourists Wine cycling tourists Destination Rivers Vineyard Month June September Importance tour Nice weather Restaurants Importance cycling route Landscape, signs Signs, landscape, culinary offers Time for planning 1-4 weeks 1-3 months Duration of last tour (days) 9.8 days 8.0 days Distance of last tour (km) 676 km 395 km Expenses per day 84.2 € 96.0 € Accommodation Guesthouse Motivation for cycling tourism Nature, region Region, nature, wine tasting AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Results Vineyard Visits Offer services for cyclists! 73 % would like to visit a vineyard during their tour 50 % drink wine daily during the tour 45 % bought wine on premise 72 % visit the vineyard spontaneously Be visible along trails! AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Take home messages are the most promising target group for wine cycling tourism visit vineyards spontaneously look for vineyards along the trail buy wine on premise AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018
Thank you Prof. Dr. Jana Heimel Professor International Business Jana.Heimel@hs-heilbronn.de Lucas Nesselhauf Forschungsprojekt novisys | Wissenschaftlicher Mitarbeiter Lucas.Nesselhauf@hs-heilbronn.de AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel | 11.06.2018