Skip to main content
Article
Motivations of wine travelers in rural Northeast Iowa
International Journal of Wine Business Research (2013)
  • Oksana Grybovych, University of Northern Iowa
  • Jill Lankford, University of Northern Iowa
  • Samuel Lankford, University of Northern Iowa
Abstract
The purpose of this exploratory consumer research study was to examine demographic and behavioral characteristics and motivations of wine travelers on the recently established Iowa Wine Trail in rural Northeast Iowa. An array of data on visitor lifestyles, interests, attitudes and values can provide more powerful and actionable research information than demographics alone. Equipped with an understanding of visitor motivations, wineries and vineyards can provide their customers the experience they want and expect, and not products and services they are assumed to desire.
Keywords
  • Marketing strategy,
  • Consumer behaviour,
  • USA,
  • Survey research,
  • Conceptual/theoretical,
  • Wines,
  • Tourism development,
  • Structural equation models
Publication Date
November 4, 2013
DOI
10.1108/IJWBR-07-2012-0023
Citation Information
Oksana Grybovych, Jill Lankford and Samuel Lankford. "Motivations of wine travelers in rural Northeast Iowa" International Journal of Wine Business Research Vol. 25 Iss. 4 (2013) p. 285 - 309
Available at: http://works.bepress.com/oksana-grybovych/5/