1. Wine Cycling Tourism Who does that, and why?
AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel |

2. 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 |

3. 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 |

4. 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 |

5. 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 |

6. 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 |

7. 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 |

8. 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 |

9. 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 |

10. 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. 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 |

12. Thank you Prof. Dr. Jana Heimel Professor International Business
Lucas Nesselhauf
Forschungsprojekt novisys | Wissenschaftlicher Mitarbeiter
AAWE Conference 2018 | Lucas Nesselhauf, Jana Heimel |