A sense of place in wine tourism: differences between local and non local visitors in Bordeaux region

Transcription

1 6 th AWBR International Conference 9 10 June 2011 Bordeaux Management School BEM France A sense of place in wine tourism: differences between local and non local visitors in Bordeaux region Tatiana BOUZDINE-CHAMEEVA BEM-Bordeaux Management School, France tatiana.chameeva@bem.edu François DURRIEU BEM-Bordeaux Management School, France francois.durrieu@bem.edu Abstract Purpose: Wineries face an increasing need to add value to wine tourism experiences. The perception of a place, a sense of place may contribute into the visitors' memories. The aim of this study is to validate the notion of place identity perceived by local and non-local tourists and identify how the critical factors of winery's atmosphere and offers contribute to create an experiential value for the visitor. Approach: In the framework of a larger international study on wine tourism we survey visitors in several wine regions around Bordeaux (N=450) on their attitudes and their sense of place with respect to the offers, hospitality, cultural dimensions, services and activities. A constructed variable defines a visitor as a local visitor when the distance with a home place is less than 100 kilometres. Factor analysis is used to determine the structure of region's cognitions after two classification analysis are realized to have a typology of visitors and Chi², anova and discriminant analysis were conducted to describe the typology.

2 Findings: The four factors define regions cognitions: openness, mutliactivity, culture and conviviality. Our results confirm that the two groups are described by the two dimensions of sense of place - openness and conviviality. The first group of visitors search for discovering novelty and openness while the second group is defined by conviviality dimension, associates the place with "relaxation" and "user-friendliness" as recreational motivations. Practical implications: The study contributes into understanding the added value for wineries to develop their wine tourist activities and encouraging the enhancement of complete wine tourism experiences products. Key words: place identity, consumer behavior, Bordeaux wine, tourism, local and non-local visitors 1. INTRODUCTION 1.1. The Proliferation of Offers for wine tourists in Bordeaux The number of tourists visited wineries (wine chateaux) of the Bordeaux region during the period from January to August of 2007 was tourists, and in the same period of 2008, the figure attained visitors. Saint-Emilion, UNESCO heritage village, and Bordeaux's Medoc wine country are the most appealing destinations in the region. Following TripAdvisor, Bordeaux is number one in Top 10 wine tourist destinations in the world before Napa Valley (Californie), Toscane (Italie), Champagne (France), la Barrossa Valley (Australie), Rioja (Espagne) and the vineyards of Chili, South Africa or New Zealand. The proliferation of offers around wine and gastronomy: more than 480 wine chateaux, cooperatives and wine trade houses open their doors to visitors, more than 40 visits aligning wine tasting and chateaux tours; more than 20 suggestions of a weekend stay bringing together wine, historical heritage, spa and golf; numerous strolls and walk trails in vineyards around Bordeaux CCIB, 2009) aims to build up the attractiveness of the region for the visitors from all over the world. With this proliferation, a key question is what the perception of the region and the sense that the visitor gives to a place The Sense of Place In the context of the commodity metaphor (Patterson, 1992), the place is considered as a set of attributes necessary to support activities and satisfy the goals and needs of the individual visitor. A place can be compared with other places that satisfy similar needs. The multiattribute perspective as utilitarian approach does not examine the emotional and symbolic qualities of a place, nor does it emphasize the fact that visitors come together in a holistic and aesthetic experience. Consumers can become emotionally attached to places (Giuliani and Feldman, 1993). The relationship partner metaphor (Brook et al, 2006) emphasises these aspects: the place is analyzed in view of all human/place interaction, social interactions between visitors and a long-term perspective of the place for visitors. Place bonding emphasizes interaction with the place, while place attachment focuses on social interactions between visitors (Heide and Gronhaug, 2006). Affect experienced by consumers while visiting a place influences their behavior (Michon et al., 2005).

3 Hammit et al. (2009) consider these two adjacent concepts. The place extends beyond its physical characteristics: it encompasses what the visitors do and with whom; it is why we are place attached. These experiences define the sense of place for visitors, the relationships that the visitors have with the place. Emotional and symbolic meanings define the place identity, whereas functional meanings define how the place facilitates desired experiences such as place dependence (Kyle and Chick, 2007). Recent research suggest that consumer affective experiences have the power to influence their attachmens to place and prominently feature these experiences (Hidalgo and Hernandez, 2001). In the wine context, the link between these experiences and events strengthens visitors place attachment (Gross and Brown 2008) and also they are connected to personal stories which coincide fairly well with the place identity.. When visitors think of a place, they remember what this place means to them in terms of experience, feelings, evaluations and emotions. It is a question of the place having its own image and a positioning perceived by the consumer as being different from another place. As a place, the winery is embedded in a wine tourism region and the winery experience is included in a wider experience covering all the places visited. So the winery image in the visitor's mind is one of the places which meets their expectations and is different from the images of the other place. That is why the objective of our study is to define the sense of place, to get a better understanding of the kind of place representation visitors have in their minds and finally to define sense of place for them. A number of differences between local and non local visitors have been revealed in an experiential study of a winery in France (Bouzdine-Chameeva, et Durrieu, 2010). This place is not perceived in the same manner by a local visitor (with recreational approach) and a non local visitor (with experiential approach). We posit that it might be important to compare the sense of place for local and non-local visitors. Though we will not compare foreign and domestic tourists but focus on local and nonlocal tourists in the Bordeaux region, it is certainly worth mentioning that there exist a number of differences relating to different countries, and France in particular. Indeed, it has been noted (Daniel 1994) that 80% of tourists (French and foreigners) took their holidays for cultural reasons, related to architecture and history, while 60% took them for reasons related to gastronomy and wine. The association between food and wine has been identified here, even if few intend to eat at the cellar door restaurant (Allan and Bruwer 2004). 2. WINE AS EXPERIENTIAL CONSUMPTION IN THE WINERY INSIDE A REGION The consumption of wine during the winery tour is a ritual which makes it possible to interact and exchange with other consumers. Interactions and communication during the winery visit frequently stimulate the exploration process. These exchanges facilitate the sharing of common experiences (Groves et al., 2000). The possibility of tasting the wines and the design of the winery itself create the sensory stimulation for the winery visitor. Sensory stimulations in a perceived pleasant atmosphere are optimal in order to obtain a sensory experience (Orth and Bourrain, 2005). This leads to exploratory behaviour and discoveries of new wines by seeking diversity in terms of grape variety, taking risks for label colours and motivating curiosity through label content. Sensory experiences induce emotions (sublimates, pleasure), discussions and wine consumption can be considered as an aesthetic experience from this point of view (Charters and Pettigrew, 2005). Experience is also related to what the person does (handling the bottle or the glass or any other sensory activity), how the person reacts to a product and interacts

4 with other people and a marketing environment. Thus, it is important to take account of how a winery stimulates the visitor aesthetically and how it should be organized in terms of an experience "arena" (Westwood, 2006). Wine consumption focuses more on symbolic, aesthetic and hedonistic dimensions (Charters and Pettigrew, 2005; Groves et al., 2000). The consumer goal is not to make the right decision but to have a holistic and aesthetic experience. He or she seeks pleasure in gaining knowledge, feelings and strong emotions of beauty, a sublime experience even if for some people a wine in itself could not be an aesthetic object (Charters and Pettigrew, 2005). It is not only a question of creating a unique experience during the visit, but this experience should be cultivated by creating post-visit strategies. If the experience was strong and pleasant, the consumer will undoubtedly be interested in renewing it. This development of consumer loyalty encompasses the feeling of membership of a club (preview invitation to events, promotional offers). A newsletter, which develops a stronger feeling of belonging to a community, could remind customers of their pleasant experience. So, winery visiting experiences refer to social identity, social groups and the various cultures. A visitor does not have the same kind of experience on his/her first visit as on subsequent visits. The first time, the intention is mainly to discover a new taste and a new wine but also to "experience the atmosphere of the winery" (Bruwer and Alant, 2004). For the first visit, the winery is included in a holiday trip with other tourist attractions and the diversity of the experience is crucial. If it is a repeat visit, the visitor expects to spend a pleasant moment with friends or family. On the other hand, for both first-time visitors and repeat visitors, what they most want is to experience the wine and the wineries. The pleasure of tasting wine and discovering interesting and special wines are key motivations for visitors (Bruwer and Alant, 2004). Analysis of the wine tourism experiment goes beyond the attributes of the wine offer, it must be combined with the tourism offer, with the personal characteristics of the tourist, and must also take into account the vineyard and the regional characteristics (Mitchell et al., 2000). The tourism offer of the winery forms part of a broader tourist offer encompassing the area. The region is a sense of place for the visitors who have made a personal connection with a winery and remain loyal to the region because of this connection. Furthermore, the regional attributes perpetuate collective reputations based on quality of wine, flavour profile, individual brands but also landscape, history, architecture, etc. Identification and elucidation of these terroir characteristics will create the link for the consumer thereby enhancing association to the region of origin through multiple associations that make the wine distinctive and typical of that region. So, region offers another means of wine tourism product differentiation by providing a place of connection for the visitor, thus creating brand recognition, loyalty and ultimately an added value (Van Ittersum, 2001). 3. RESEARCH METHODOLOGY The increasing number of tourists visiting wineries (wine chateaux) of the Bordeaux region in the last years witnesses the growing interest towards wine tourism. Following the estimations of 2009 (Schoendoerffe, 2009) the profile of wine tourists in France is constituted of 2/3 of French tourists and 1/3 of foreigners. From this, it is evident that the population of visitors contain a large proportion of local and non-local wine tourists that underpinning an objective of this study. A constructed variable defines a visitor as a local visitor when the distance with a home place is less than 100 kilometers. A sample of 450 tourists visiting different areas of the Bordeaux region (including Saint Emilion and Medoc together with Sauternes, Bordeaux Supereure, Graves, Pessac-

5 Leognan and Cotes de Bordeaux areas) has been surveyed for this research on their attitudes and their sense of place with respect to the offers, hospitality, services and activities. Data collection took place by means of an administrated survey questionnaire elaborated by the team of professor U. Orth (Orth et al, 2011) in the framework of a larger international study on wine tourism. Questionnaires were completed by respondents either at the cellar doors or at the end of their bus tours. The survey was conducted at a time of year (November to March) considered low season for tourists in Bordeaux though the number of visitors is relatively high all the year round. The questionnaire includes items measuring sense of place based on cognitions (Orth and Tureckova 2002). The questionnaire also included a series of socio-demographic, tourism behaviour questions. The data was entered and manipulated in the SPSS statistical software programme and information compared and extracted due to the nature of the data collected. In order to determine why visitors appreciated their visit several items have been analysed and in the following subsections we will expose the research results, present inferences made and highlight specific findings. Factor analysis is used to determine the structure of region's cognitions after two classification analysis are realized to have a typology of visitors and Chi², anova and discriminant analysis were conducted to describe the typology. As previously stated, the sample of visitors participated in this study has an acceptable degree of fit with and proportionality to the universe of wine tourists in the region. 4. RESEARCH RESULTS An Exploratory Factor Analysis (with principal components analysis) is used to find the structure of sense of place (cognitions for a region). A promax rotation is carried out during the Exploratory Factor Analysis. Four strategies showed in Table 1 are identified that represent 72% of the variance. people are trustworthy and reliable.,850 staff can be relied upon to give honest advice even if they won t make a sale.,819 people are friendly and excellent hosts.,807 service staff and tourism personnel understand customers needs and wants.,738 service staff and tourism personnel take excellent care of their customers.,695 a wide and varied range of options for going out and having fun is at hand.,913 a wide range of leisure and sport activities are offered.,898 Composante standard of living is high.,914 a broad offer of art and culture exists.,700 warmth of hospitality and interpersonal relationships are missing.,954 Table 1: Dimensions of sense of place's scale The first factor represents openness dimension because staff and people are reliable, friendliness and take care of their visitors' needs. The second factor describe multi activity dimension offered by a region. The third one represent culture dimension and the fourth one the conviviality dimension.

6 A typology of visitors is constructed using a hierarchical classification. The criteria of a maximum jump in the clustering levels defines a solution with 2 groups. K-means classification is used to confirm this hypothesis. Table 2 presents the characteristics of place attachment by groups. Group 1 2 openness, ,54270 multi activity, ,16673 culture, ,06417 conviviality -,63626,78896 %Size 55% 45% Table 2: Means of sense of place's dimensions by groups The two groups are described by the two dimensions of sense of place (openness and conviviality). As a next step we selected the variables that we don't use for classification in order to profile these groups through a Chi-square analysis or anova analysis. These variables are sex, age, visiting length and distance from visitor's location. There are no link between our typology and sex (Chi² 0,05 p=0,46), and age (F 0,02, p=0,88). There is a link between our classification and visiting length (Chi² 2,29 p=0,08).the short visiting is over represented in the second group and a long visiting (14 days) defined more the first group. There is a poor link between our typology and distance (Chi² 1,59 p=0,14). The Local visitors (less than 100 kilometers) are more in the second group and the non local in the first group. The first group is defined positively by openness (0,44) and negatively by conviviality (-0,64). They spend time in the region and are no local visitors. The second group is defined negatively by openness (-0,54) and positively by conviviality (0,79). They spend short time in the region and are local visitors. The discriminate analysis extracts three discriminate variables (openness, conviviality and culture). They defined one discriminate axis with a canonical correlation of We present the definition of the discriminate axis in table 3. Axis 1 openness -,843 culture,316 conviviality 1,018 Table 3: Dimensions of discriminant axis The stability of the classification is analyzed by comparing typology building on the basis of two methods: The first one is obtained by using the K-means method and the second one by discriminant analysis. Ninety seven per cent of the observations are correctly classified. This result verifies the quality of classification.

7 5. DISCUSSION 6 th AWBR International Conference Bordeaux Management School 9-10 June 2011 The four factors define regions cognitions: openness, mutli activity, culture and conviviality. Because the region is open, visitors want to discover novelty in wine-tasting (Bruwer and Alant, 2004) which contributes to a pleasant experience. The region is defined as attractive scenery (Carmichael, 2005) in which culture (art, wine, gastronomy, etc.) and leisure are represented as a global experience in the case of wine tourism. Nevertheless visitors seek a unique relationship with the place because they "want to be enchanted by the stories that connect the land, the people and the wine" (Hall and Michael, 2008). It is absolutely necessary for the visitor to feel that this experience was created for him and that this experience is unlike that in any other region. The first group is defined by openness dimension of sense of place. These visitors search for discovering novelty in wine-tasting (Bruwer and Alant, 2004, Galloway and Ali, 2008). Also, the visitor matches wine, art and culture inside cultural activities (Cohen and Ben-Nun 2009) and "multi-actvity" in the same place or around it (Getz and Brown 2006). They are open to discover all the activity offered by the region. This finding suggests that non local people visit for holistic experience and not for purchasing wine (Jarvis and Lockshin 2005). The second group is defined by conviviality dimension of sense of place. Local visitors associate the place with "relaxation" and "user-friendliness" as recreational motivations ( Bruwer and Alant, 2004; Carmichael, 2005; Mitchell et al., 2000). It is not a didactic or "indoctrination" process but much more and interactive and playful process that build the experience (Mitchell and Hall 2008). It is consistent with Jaffe and Pasternak (2004) when they consider domestic visitors that visit the winery for outing, To summarize our results, one can build the sense of place of a region on one dimension: Recreational/Discovery. 6. CONCLUSION Figure 1. Collectivee perceptions of expectations of local and non- local visitors ( adapted from Bouzdine-Chameeva et Durrieu, 2010) 6.1. Practical Implications Wine tourism in Bordeaux region represents 7% of GDP (CCIB, 2009). This research contributes to validating empirically causal relationships between visitors' associations with a place identity of the region, and defining the sense of the place for a visitor. Two implicit assumptions of this research based on the previous studies are that there are differences between local and non-local visitors in Bordeaux wine region. Our exploratory survey supports this assumption to a certain degree.

8 For local, conviviality appears as necessary conditions to ensure an exciting and memorable experience. To be attractive for local tourism, the diversity of wine offers, relaxation space and recreational activities are very much marketing driven (e.g. Raymond and Brown, 2007). Also, personalization is conditioned by strong interactivity with the winemaker which builds an authentic and unique experience (Hall and Mitchell 2008), for example, the wine-tasting would be better perceived if run by winemakers transmitting their passion rather than by didactic experts. Wineries may offer more spectacular /artistic events to attract local visitors: cultural dimension is one of the reasons why the local visitors come in this place. The building and artistic events are necessary to improve the attractiveness of the place. For non-local tourism, it is important that the winery defines some trails between landscape and building and some cultural activities (exhibitions, concerts) that the visitor could then choose quite independently. The winery for these visitors could build a network of relationship centered on it (Mitchell and Hall 2006): the tourism offer of the winery forms a part of a broader tourist offer concerning the area. The openness and the freedom are the key factors to develop a multi-activity center (cultural and tourist information). The study defines of the sense of place by local and non-local tourists and this is important in understanding the added value for wineries to develop their wine tourist activities. In the similar way, the study contributes into encouraging the enhancement of complete wine tourism experiences products. The results of the study will be useful in designing training and educational programs for sectors actual stakeholders in order to help them to develop wine tourist activities and focus on hedonic, educative, humanistic and cultural factors which contribute to build a pleasant, memorable wine tourism experience for local and non-local visitor as it is necessary to provide the region with qualified wine tourism personnel. Establishing an inter-industry working partnership between wine, tourism and associated industries to provide recreational and discovery alternatives to meet the expectations of local tourists on one side, and non-local on the other is also one of the practical application of our study. Thus, it seems likely that cross sector cooperation and networking may soon flourish in the region to propose to the visitor a global wine tourism experience. The region proposes several wine roads which represent a coalition of actors working in the same direction through joint promotion programs. These roads pass through places concerned not only with the wine dimension but also with cultural and natural dimensions. This authority will organize different activities and events like wine fairs and wine festivals, develop promotional tools and draw up selection criteria for wineries, restaurants, accommodation, etc. Promote best wine tourism practices and expertise exchange basing on specific needs of local and non-local tourists can be also expanded through Internet. We could cite an excellent example of of a wine tourism brand in the Brunelo wine region of Italy: "Terre di Siena", a wine tourism web portal that encompasses accommodation, wine routes, tourist information on Siena and the surrounding area. The traveler can create his holiday by himself and join a community, receive a newsletter and become aware of cultural events, new travel offers, museum exhibitions, wine activities and events, etc. The optimisation of wine tourism resources in a single area depends on the success of the winery Recommendations for Future Research This research is exploratory and is based on a survey which has inherent limitations re the studying subject. In particular, little to no opportunity exists for clarifying the particular hedonic, educative, and humanistic or items contained in the database we dispose. Engaging

9 in a more in-depth investigation with a smaller group of participants, perhaps in a focus group, would result in a deeper understanding of the perceptions of local and non-local visitors. On the other hand, this study compares local and non-local visitors only for one region, while an international study contains the data on the visitors to fifteen regional destinations in eight countries including Australia (Western Hills), Austria (Burgenland, Wachovia), France (Bordeaux, Burgundy), Hungary (Eger, Tokaj), Italy (Marche, Tuscany), Spain (Ribera del Duero, Rioja), Switzerland (Geneva), and the United States (Napa, Sierra Foothills, Sonoma).. We plan to enrich our research by including these additional regions. Another interesting perspective we consider is to cover other categories of visitor (e.g. visitors from overseas) and open up a new perspective for exploring differences in winery perceptions according to visitors' personal characteristics, such as sex or age. It may be interesting to link the sense of place perceived by the visitors to their buying behavior in future studies. Finally, future research should explore how to build a strong and collective wine tourism brand with a unique access for the visitor. The visitor has got a better understanding of what the region propose in terms of wine tourism offers. References Bouzdine-Chameeva, T. and Durrieu, F. (2010), The Winery as an Experiential Stimulation: Differences between Passage and Proximity Tourism, Proceedings of the 5th International Academy of Wine Business Research conference, Auckland, NZ, February 8-10, Bruwer J. and Alant K. (2009), The hedonic nature of wine tourism consumption: an experiential view, International Journal of Wine Business Research, Vol. 21, No 1, pp Carmichael, B.A. (2005), Understanding the wine tourism experience for winery visitors in the Niagara region, Ontario, Canada Tourism Geographies, Vol. 7, No. 2, pp CCIB ( 2009) Bordeaux: Fleuron de l œnotourisme", Dossier de presse. Charters, S. and Pettigrew, S. (2005), Is wine consumption an aesthetic experience?, Journal of Wine Research, Vol. 16, N. 2, pp Cohen, E. and Livinat, B.N. (2009), The important dimensions of wine tourism experience for potential visitors' perception, Tourism and Hospitality Research, Vol. 9, N. 2, pp Daniel, V. (1994), "Le tourisme en espace rural." Travaux et innovation, Vol. 6 pp Galloway, G., Mitchell, R., Getz, D., Crouch, G. and Ong, B. (2008), Sensation seeking and the prediction of attitudes and behaviours of wine tourists, Tourism Management, Vol. 29, No. 5, pp Getz, D. and Brown, G. (2006), Critical success factors for wine tourism regions: a demand analysis, Tourism Management, Vol. 27, No. 1, pp Giuliani, M.V. and Feldman, R. (1993), "Place attachment in a developmental and cultural context, Journal of Environmental Psychology, 13, pp Gross, M.J. and Brown, G. (2008), An empirical structural model of tourists and places: progressing involvement and place attachment into tourism, Tourism Management, Vol. 29, No. 6, pp Groves, R., Charters, S. and Coral, R. (2000), Imbibing, inscribing, integrating and imparting: a taxonomy of wine consumption practices, Journal of Wine Research, Vol. 11, No. 3, pp Hall, C.M. and Mitchell, R. (2008), Wine marketing: a practical guide, Butterworth- Heinemann, Oxford. Hammitt, W.E., Kyle, G.T. and Oh, C.O. (2009), Comparison of place bonding models in recreational resource management, Journal of Leisure Research, Vol. 41, No. 1, pp

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