The Profile of Wine Tourists and the Factors Affecting Their Wine-Related Attitudes: The Case of Türkiye
Abstract
1. Introduction
- (1)
- Demographic characteristics (age, sex, marital status, education, income, etc.);
- (2)
- Psychographic features (lifestyles and motivations).
2. Literature Review
2.1. Demographic Characteristics of Wine Tourists
2.2. Psychographic Characteristics of Wine Tourists
2.3. Lifestyle Typologies of Wine Tourists
3. Materials and Methods
3.1. Study Sample and Data Collection
3.2. Data Analysis
4. Results
4.1. Results on the Demographic Profile of Wine Tourists
4.2. Results on the Psychographic Profile of Wine Tourists
4.3. Results on Relationship Between Demographics and Psychographics and Attitudes Towards Wine Tourism
5. Discussion
6. Conclusions, Limitations and Implications
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
1 | The original survey was removed from the Internet as Strategic Business Insights ceased its operations in 2024. |
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Authors | Destination | Demographics of Wine Tourists |
---|---|---|
Dodd (1995) | Texas, USA | High education and income |
Treloar et al. (2004) | New Zealand | Mostly female, 30–50 years old, well-educated, professional, high-income, mostly domestic tourists |
O’Neill and Palmer (2004) | Australia | Female, young, in a managerial or professional occupation, well-educated, and domestic tourists |
Ignatov and Smith (2006) | Canada | Equal numbers of male and female tourists, average age, average education level, and high income |
Lopez-Guzmán et al. (2008) | South of Spain | Aged 50–59, middle or high income, often visiting with family |
Bekar and Şahin (2017) | Datca, Türkiye | Aged 50 and over, middle- and upper-income level, high education level |
Item Code | Factor Load | Cronbach’s α | CR | AVE | |
---|---|---|---|---|---|
WRM | 0.871 | 0.903 | 0609 | ||
My motivation for this travel is to visit wineries. | WRM1 | 0.841 | |||
…is to meet the winemaker. | WRM2 | 0.796 | |||
…is to learn winemaking. | WRM3 | 0.795 | |||
…is to buy wine. | WRM4 | 0.802 | |||
…is to taste wine. | WRM5 | 0.780 | |||
…is to attend the vintage. | WRM6 | 0.653 | |||
PPM | 0.770 | 0.894 | 0.809 | ||
…is to taste local food and drinks. | PPM3 | 0.934 | |||
…is the cultural attractions in the region. | PPM5 | 0.863 | |||
AWC | 0.892 | 0.920 | 0.699 | ||
I like to taste types of wine. | AWC1 | 0.888 | |||
I like to drink wine. | AWC2 | 0.872 | |||
Drinking wine is good for the health as long as it is not in excess. | AWC3 | 0.793 | |||
I buy wine from wineries. | AWC4 | 0.836 | |||
I visit wineries. | AWC5 | 0.787 | |||
AIS | 0.838 | 0.884 | 0.605 | ||
I read magazines about wine. | AIS1 | 0.775 | |||
I follow TV programs about wine. | AIS2 | 0.764 | |||
I meet many people through wine. | AIS3 | 0.789 | |||
I know most types of wine. | AIS4 | 0.797 | |||
I attend wine or vintage festivals. | AIS5 | 0.764 | |||
Believers | 0.790 | 0.855 | 0.544 | ||
Religion is the most important way to know what’s morally correct. | VALS27 | 0.830 | |||
The government should encourage prayers in public schools. | VALS13 | 0.806 | |||
No matter how much evil I see in the world, my faith in God is strong. | VALS29 | 0.705 | |||
Just as the (Holy Book) says, the world literally was created in six days. | VALS6 | 0.675 | |||
There is too much sex on television today. | VALS20 | 0.655 | |||
Strivers | 0.811 | 0.860 | 0.674 | ||
I like to dress in the latest fashions. | VALS19 | 0.727 | |||
I follow the latest trends and fashions. | VALS5 | 0.781 | |||
I dress more fashionably than most people. | VALS12 | 0.940 | |||
Experiencers | 0.696 | 0.814 | 0.525 | ||
I like trying new things. | VALS17 | 0.811 | |||
I would like to understand more about how the universe works. | VALS34 | 0.654 | |||
I like doing things that are new and different. | VALS32 | 0.779 | |||
I like to learn about art, culture, and history. | VALS8 | 0.638 | |||
Innovators | 0.854 | 0.901 | 0.753 | ||
A good negotiator doesn’t just get the food in the bowl, but the bowl itself. | VALS31 | 0.957 | |||
I like a lot of excitement in my life. | VALS23 | 0.823 | |||
I often crave excitement. | VALS9 | 0.815 | |||
Makers | 0.623 | 0.764 | 0.529 | ||
I like making things of wood, metal, or other such material. | VALS25 | 0.914 | |||
I love to make things I can use every day. | VALS4 | 0.642 | |||
I like to make things with my hands. | VALS30 | 0.582 | |||
Achievers | 0.621 | 0.762 | 0.522 | ||
I like to lead others. | VALS21 | 0.783 | |||
I like being in charge of a group. | VALS7 | 0.554 | |||
I like the challenge of doing something I have never done before. | VALS28 | 0.804 |
AIS | AWC | A | B | E | I | M | PPM | S | WRM | |
---|---|---|---|---|---|---|---|---|---|---|
AIS | 0.778 * | |||||||||
AWC | 0.663 | 0.836 * | ||||||||
Achievers (A) | 0.103 | 0.177 | 0.723 * | |||||||
Believers (B) | −0.273 | −0.489 | 0.057 | 0.738 * | ||||||
Experiencers (E) | −0.065 | 0.117 | 0.315 | 0.028 | 0.725 * | |||||
Innovators (I) | 0.070 | 0.091 | 0.365 | 0.139 | 0.332 | 0.867 * | ||||
Makers (M) | 0.066 | 0.047 | 0.191 | 0.123 | 0.281 | 0.193 | 0.727 * | |||
PPM | 0.114 | 0.128 | 0.164 | 0.080 | 0.285 | 0.154 | 0.098 | 0.899 * | ||
Strivers (S) | 0.134 | 0.072 | 0.204 | 0.152 | 0.209 | 0.198 | 0.072 | 0.069 | 0.821 * | |
WRM | 0.603 | 0.692 | 0.184 | −0.285 | 0.082 | 0.179 | 0.080 | 0.196 | 0.077 | 0.780 * |
AIS | AWC | A | B | E | I | M | PPM | S | WRM | |
---|---|---|---|---|---|---|---|---|---|---|
AIS | ||||||||||
AWC | 0.759 | |||||||||
Achievers (A) | 0.116 | 0.186 | ||||||||
Believers (B) | 0.320 | 0.568 | 0.150 | |||||||
Experiencers (E) | 0.103 | 0.145 | 0.497 | 0.125 | ||||||
Innovators (I) | 0.104 | 0.085 | 0.523 | 0.199 | 0.430 | |||||
Makers (M) | 0.097 | 0.078 | 0.404 | 0.210 | 0.477 | 0.277 | ||||
PPM | 0.136 | 0.148 | 0.215 | 0.123 | 0.389 | 0.175 | 0.122 | |||
Strivers (S) | 0.121 | 0.067 | 0.290 | 0.221 | 0.286 | 0.303 | 0.206 | 0.096 | ||
WRM | 0.698 | 0.766 | 0.213 | 0.315 | 0.124 | 0.190 | 0.127 | 0.232 | 0.089 |
Sex | Percentage | Marital Status | Percentage |
---|---|---|---|
Female | 52.7 | Married | 33.4 |
Male | 47.3 | Single | 66.6 |
Age (years) | Monthly average income (per person) * | ||
18–24 | 32.4 | EUR 435 or below | 29.0 |
25–34 | 33.2 | EUR 436–740 | 18.9 |
35–44 | 17.8 | EUR 741–1050 | 18.5 |
45–54 | 7.1 | EUR 1051–1355 | 11.0 |
55 and older | 9.5 | EUR 1356 or above | 22.6 |
Education level | Having children | ||
Primary and/or secondary education | 11.4 | Yes | 24.7 |
Associate/bachelor’s degree | 66.2 | No | 75.3 |
Postgraduate degree | 22.4 | ||
Place of Residence | Occupation | ||
Türkiye | 91.3 | Student | 31.5 |
USA | 2.5 | Private Sector Employee | 28.6 |
Spain | 1.7 | Public Sector Employee | 15.8 |
France | 1.5 | Self-employed | 9.1 |
Germany | 1.5 | Retired | 7.5 |
Japan | 1.4 | Unemployed | 7.5 |
Travel companion | |||
Alone | 12.7 | ||
With friends | 47.5 | ||
With partner | 23.6 | ||
With family (partner and children) | 9.1 | ||
With parents | 7.1 |
Demographics | Dimensions of AWT | |||||||||
---|---|---|---|---|---|---|---|---|---|---|
AWC | AIS | |||||||||
n | ± SD | t | F | p | n | ± SD | t | F | p | |
Female | 273 | 3.53 ± 1.10 | −1.144 | - | 0.253 | 273 | 2.85 ± 0.95 | −1.503 | - | 0.134 |
Male | 245 | 3.64 ± 1.03 | 245 | 2.97 ± 0.91 | ||||||
Married | 173 | 3.57 ± 1.10 | −0.266 | - | 0.790 | 173 | 2.89 ± 1.00 | −0.295 | - | 0.776 |
Single | 345 | 3.59 ± 1.05 | 345 | 2.92 ± 0.09 | ||||||
18–24 | 168 | 3.35 ± 1.11 | - | 3.349 | 0.010 * | 168 | 2.74 ± 0.91 | - | 2.018 | 0.091 |
25–34 | 172 | 3.75 ± 1.10 | 172 | 3.01 ± 0.86 | ||||||
35–44 | 92 | 3.61 ± 1.16 | 92 | 2.93 ± 1.06 | ||||||
45–54 | 37 | 3.67 ± 0.09 | 37 | 3.02 ± 0.96 | ||||||
55 and above | 49 | 3.71 ± 0.95 | 49 | 2.98 ± 0.92 | ||||||
Primary and/or secondary education | 59 | 2.55 ± 1.34 | - | 35.212 | 0.000 * | 59 | 2.24 ± 1.06 | - | 18.545 | 0.000 * |
Associate/bachelor’s degree | 343 | 3.71 ± 0.91 | 343 | 2.97 ± 0.84 | ||||||
Postgraduate degree | 116 | 3.73 ± 1.07 | 116 | 3.07 ± 1.00 | ||||||
Unemployed | 39 | 2.98 ± 1.19 | - | 5.941 | 0.000 * | 39 | 2.35 ± 0.81 | - | 4.700 | 0.000 * |
Private sector employee | 148 | 3.80 ± 0.95 | 148 | 3.05 ± 0.93 | ||||||
Public sector employee | 82 | 3.69 ± 1.01 | 82 | 2.93 ± 0.91 | ||||||
Retired | 39 | 3.66 ± 1.00 | 39 | 2.97 ± 0.94 | ||||||
Self-employed | 47 | 3.88 ± 0.93 | 47 | 3.16 ± 0.96 | ||||||
Student | 163 | 3.38 ± 1.13 | 163 | 2.81 ± 0.92 | ||||||
EUR 435 and below | 150 | 3.07 ± 1.20 | - | 13.717 | 0.000 * | 150 | 2.53 ± 0.89 | - | 9.000 | 0.000 * |
EUR 436–740 | 98 | 3.73 ± 0.99 | 98 | 3.09 ± 0.95 | ||||||
EUR 741–1050 | 96 | 3.73 ± 1.00 | 96 | 3.05 ± 0.95 | ||||||
EUR 1051–1355 | 57 | 3.82 ± 0.94 | 57 | 3.03 ± 0.83 | ||||||
EUR 1356 and above | 117 | 3.89 ± 0.83 | 117 | 3.06 ± 0.88 |
Hypothesis | Sub-Hypothesis | Paths | Result |
---|---|---|---|
H1 | H1a AWT—Sex | AWC—Sex | unsupported |
AIS—Sex | unsupported | ||
H1b AWT—Marital status | AWC—Marital status | unsupported | |
AIS—Marital status | unsupported | ||
H1c AWT—Age | AWC—Age | supported | |
AIS—Age | unsupported | ||
H1d AWT—Education | AWC—Education | supported | |
AIS—Education | supported | ||
H1e AWT—Occupation | AWC—Occupation | supported | |
AIS—Occupation | supported | ||
H1f AWT—Income | AWC—Income | supported | |
AIS—Income | supported |
Paths | R2 | Q2 | VIF | f2 |
---|---|---|---|---|
WRM → AWC PPM → AWC Believer → AWC Striver → AWC Experiencer → AWC Innovator → AWC Maker → AWC Achiever → AWC | 0.585 | 0.399 | 1.235 1.150 1.204 1.108 1.343 1.295 1.126 1.259 | 0.641 0.001 0.231 0.008 0.003 0.001 0.001 0.008 |
WRM → AIS PPM → AIS Believer → AIS Striver → AIS Experiencer → AIS Innovator → AIS Maker → AIS Achiever → AIS | 0.410 | 0.240 | 1.235 1.150 1.204 1.108 1.343 1.295 1.126 1.259 | 0.409 0.003 0.030 0.030 0.038 0.000 0.008 0.000 |
Paths | Beta Co. | SD | t | p | Result | ||
---|---|---|---|---|---|---|---|
H2 | H2a | WRM → AWC | 0573 | 0.032 | 18.118 | 0.000 ** | Supported |
H2b | WRM → AIS | 0.546 | 0.039 | 13.871 | 0.000 ** | Supported | |
H2c | PPM → AWC | 0.017 | 0.033 | 0.511 | 0.609 | Unsupported | |
H2d | PPM → AIS | 0.048 | 0.038 | 1.260 | 0.208 | Unsupported | |
H3 | H3a | Believer → AWC | −0.340 | 0.032 | 10.774 | 0.000 ** | Supported |
H3b | Striver → AWC | 0.059 | 0.038 | 1.569 | 0.117 | Unsupported | |
H3c | Experience → AWC | 0.043 | 0.041 | 1.050 | 0.294 | Unsupported | |
H3d | Innovators → AWC | −0.020 | 0.035 | 0.580 | 0.562 | Unsupported | |
H3e | Makers → AWC | 0.016 | 0.036 | 0.458 | 0.647 | Unsupported | |
H3f | Achievers → AWC | 0.066 | 0.035 | 1.895 | 0.058 | Unsupported | |
H3a | Believer → AIS | −0.146 | 0.040 | 3.667 | 0.000 ** | Supported | |
H3b | Striver → AIS | 0.139 | 0.052 | 2.693 | 0.007 ** | Supported | |
H3c | Experiencer → AIS | −0.174 | 0.055 | 3.144 | 0.002 ** | Supported | |
H3d | Innovators → AIS | −0.009 | 0.045 | 0.192 | 0.848 | Unsupported | |
H3e | Makers → AIS | 0.072 | 0.060 | 1.198 | 0.231 | Unsupported | |
H3f | Achievers → AIS | 0.017 | 0.038 | 0.434 | 0.664 | Unsupported |
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Bekar, A.; Benzergil, N. The Profile of Wine Tourists and the Factors Affecting Their Wine-Related Attitudes: The Case of Türkiye. Tour. Hosp. 2025, 6, 132. https://doi.org/10.3390/tourhosp6030132
Bekar A, Benzergil N. The Profile of Wine Tourists and the Factors Affecting Their Wine-Related Attitudes: The Case of Türkiye. Tourism and Hospitality. 2025; 6(3):132. https://doi.org/10.3390/tourhosp6030132
Chicago/Turabian StyleBekar, Aydan, and Nisan Benzergil. 2025. "The Profile of Wine Tourists and the Factors Affecting Their Wine-Related Attitudes: The Case of Türkiye" Tourism and Hospitality 6, no. 3: 132. https://doi.org/10.3390/tourhosp6030132
APA StyleBekar, A., & Benzergil, N. (2025). The Profile of Wine Tourists and the Factors Affecting Their Wine-Related Attitudes: The Case of Türkiye. Tourism and Hospitality, 6(3), 132. https://doi.org/10.3390/tourhosp6030132