Skip to Main Content
Northern Virginia wineries: understanding visitor motivations for market segmentationAuthor(s): Cammeral Geide; Laurie Harmon; Robert Baker
Source: In: Klenosky, David B.; Fisher, Cherie LeBlanc, eds. Proceedings of the 2008 Northeastern Recreation Research Symposium; 2008 March 30 - April 1; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-42. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 350-356.
Publication Series: Other
Station: Northern Research Station
PDF: Download Publication (737.23 KB)
DescriptionThe wine industry is a rapidly growing sector of Virginia's economy, yet little research has been done on this topic. The purpose of this study was to obtain a better understanding of northern Virginia winery visitors' motivations to help winery operators better focus their marketing efforts. This exploratory research project collected basic information about the preferences, needs, and demographics of winery visitors. Almost two-thirds of the respondents were from Virginia and about 88 percent were Caucasian. Their average age was 40, average education level was an undergraduate degree, and most had an above average annual household income. Most popular motivations for visiting the winery included to enjoy the surrounding scenery and to be with people who shared similar interests.
- Check the Northern Research Station web site to request a printed copy of this publication.
- Our on-line publications are scanned and captured using Adobe Acrobat.
- During the capture process some typographical errors may occur.
- Please contact Sharon Hobrla, firstname.lastname@example.org if you notice any errors which make this publication unusable.
- We recommend that you also print this page and attach it to the printout of the article, to retain the full citation information.
- This article was written and prepared by U.S. Government employees on official time, and is therefore in the public domain.
CitationGeide, Cammeral; Harmon, Laurie; Baker, Robert. 2009. Northern Virginia wineries: understanding visitor motivations for market segmentation. In: Klenosky, David B.; Fisher, Cherie LeBlanc, eds. Proceedings of the 2008 Northeastern Recreation Research Symposium; 2008 March 30 - April 1; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-42. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 350-356.
- Wilderness visitors, experiences, and management preferences: How they vary with use level and length of stay
- Visitors' perceptions of tourism development in West Virginia
- Tourism marketing: the best there is--a study of West Virginia
XML: View XML