Select Page

Research unveils what motivates wine lovers to visit the Okanagan

Research unveils what motivates wine lovers to visit the Okanagan

Extensive research conducted by the Okanagan Wine Festivals Society, the British Columbia Wine Institute and Okanagan College’s School of Business has uncovered what motivates wine visitors to come to this region and the secret to ensuring they return.

This is especially important given the Okanagan’s increasing profile on the global wine stage. A July poll of readers of the U.S.’s largest circulating newspaper, USA Today, found the Okanagan was the #2 wine destination in the world, second only to Alentejo, Portugal.

The greatest influence on visitor motivation was event and festivals execution—meaning not just the presence of those events but also the experience guests had while there.

“You may sell out your event or win an award for your wine but if you haven’t devoted enough resources to ensuring a seamless experience, such as having prominent directional signage, good traffic flow to your wine shop, enough tasting room servers, and ample parking, visitors won’t return. And they won’t recommend it to their friends either,” says Blair Baldwin leader of the research project Dr. Blair Baldwin, Okanagan College professor and Okanagan Wine Festivals Society general manager.

silver-star-summer-wine-festival

Silver Star Summer Business Manager Ian Galbraith welcomes visitors to the Mile High Wine Festival

Interviews were conducted with 900 visitors to the Winter, Spring and Fall Okanagan Wine Festivals in 2012 and early 2013.

Baldwin was invited to present these groundbreaking findings at the prestigious Academy of Wine Business Research conference at the University of Geisenheim in Germany earlier this summer.

“The critical knowledge gained from this primary research will add so much value to the industry,” says Jonathan Rouse, Okanagan College’s Director of Food, Wine and Tourism. “This was a rare opportunity to promote Okanagan College and our region’s exceptional wineries, events and festivals to an international audience.”

Delegates numbered 125 from 28 wine regions including the Okanagan, Niagara, Sonoma, Napa, Marlborough, Adelaide, Bordeaux, Champagne, Oregon and Tuscany.

The research project was part of a larger body of research originally conducted by the same group in the fall of 2013 that looked at the economic impact of wine tourism to the Okanagan.

Related Post

About The Author

Editor

Okanagan Life captures the essence of life in the Okanagan Valley with informative and entertaining features on issues that matter to people who live or vacation in this great region, plus regular stories on Okanagan destinations, personalities, wine, food, history, outdoor recreation and more. We're now in our 26th year. Subscribe

Current Issue

Upcoming Events

Sep
21
Thu
9:00 pm Folk music tour: Ellen Froese & ... @ Barley Station brew Pub
Folk music tour: Ellen Froese & ... @ Barley Station brew Pub
Sep 21 @ 9:00 pm
Folk music tour: Ellen Froese & Derek Curtis @ Barley Station brew Pub | Salmon Arm | British Columbia | Canada
Coming together over the Canadian Border, Ellen Froese and Derek Curtis will be touring across Western Canada and playing their folk music from Saskatchewan through British Columbia. With Ellen hailing from Saskatoon and Derek from[...]
Sep
23
Sat
9:00 pm Folk music tour: Ellen Froese & ... @ The Grateful Fed
Folk music tour: Ellen Froese & ... @ The Grateful Fed
Sep 23 @ 9:00 pm
Folk music tour: Ellen Froese & Derek Curtis @ The Grateful Fed | Kelowna | British Columbia | Canada
Coming together over the Canadian Border, Ellen Froese and Derek Curtis will be touring across Western Canada and playing their folk music from Saskatchewan through British Columbia. With Ellen hailing from Saskatoon and Derek from[...]
Oct
17
Tue
7:30 pm Burton Cummings @ Kelowna’s Community Theatre
Burton Cummings @ Kelowna’s Community Theatre
Oct 17 @ 7:30 pm
Burton Cummings @ Kelowna’s Community Theatre | Kelowna | British Columbia | Canada
Canadian music icon to perform in Kelowna in October Burton Cummings, one of the most celebrated rock artists in Canadian music history, will perform at Kelowna’s Community Theatre at 7;30 p.m. on Tuesday October 17[...]

TWITTER

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match