ECU College of Business Research: developing wine brands to help with wine tourism

Article

Consumers’ Perceptions of North Carolina Wines: A Case Study with a Place-Based Focus

Publication

Journal of Hospitality & Tourism Cases

Authors

Cynthia S. Deale and Seung Hyun (Jenna) Lee, both from the School of Hospitality Leadership

What does the research explore?

This project explores how to develop and promote a strong, viable brand for wines from a specific place that can enhance opportunities for wine tourism. In this case, the location is the state of North Carolina.

What are the practical implications of this research?

In terms of practical implications, it is important to think critically about marketing wine, from specific locations, in this case, the state of North Carolina. It is helpful for those marketing wine to understand more about consumers’ perceptions of wine, brand imaging, and destination marketing.

What types of practitioners can take action based on your research?

This project is meaningful because it can help those involved in the North Carolina wine industry to understand more about the market for their wines and how to develop an effective brand strategy, in connection with marketing both wine and wine tourism.

What are the top three takeaways from your finds?

In addition to people’s knowledge of a wine region, the destination’s attractiveness can make a difference in brand imaging and identity in terms of wine tourism.
Increase the attractiveness of a wine destination for tourism by aligning marketing efforts and traveler evaluations.
Consumers’ views vary depending on their demographic characteristics