Purpose

Virtual wine experiences (VWEs) replaced in-person wine experiences during the Covid-19 pandemic and continue to be offered by some actors. This study aims to investigate the factors driving interest in VWEs and identify relevant traits of potential consumers to help assess VWEs long-term potential.

Design/methodology/approach

A representative sample of 399 Oregon and California wine consumers answered a structured online survey. The authors combine ordered logistic regression and qualitative techniques to analyze the data.

Findings

VWEs may effectively attract potential wine consumers and tourists. High interest in VWEs is associated with strong wine involvement and intentions to visit wine regions. Digitization, aversion to travel-related risk and convenience are other relevant drivers of VWE interest. The segmentation analysis revealed that consumers with a potentially higher interest in VWE have distinct traits.

Practical implications

Wineries and wine tourism destinations could leverage VWEs to attract wine tourists and consumers. The authors discuss specific characteristics of high-interest consumers.

Originality/value

Participants in VWEs interact with hosts and explore products in real time. This engagement has long-term marketing potential for attracting them as customers or visitors. The study provides strategic information for practitioners and academics on VWE interest drivers and potential demand, which is currently missing from the literature.

中文翻译：

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开启葡萄酒体验的虚拟前沿：兴趣驱动因素和潜在消费者概况

 目的

在 Covid-19 大流行期间，虚拟葡萄酒体验 (VWE) 取代了面对面的葡萄酒体验，并继续由一些参与者提供。本研究旨在调查推动 VWE 兴趣的因素，并确定潜在消费者的相关特征，以帮助评估 VWE 的长期潜力。

设计/方法论/途径

俄勒冈州和加利福尼亚州 399 名葡萄酒消费者的代表性样本回答了一项结构化在线调查。作者结合有序逻辑回归和定性技术来分析数据。

 发现

VWE 可以有效吸引潜在的葡萄酒消费者和游客。对 VWE 的高度兴趣与对葡萄酒的强烈参与和参观葡萄酒产区的意愿相关。数字化、对旅行相关风险的厌恶和便利性是 VWE 兴趣的其他相关驱动因素。细分分析显示，对 VWE 潜在较高兴趣的消费者具有独特的特征。

 实际影响

酒庄和葡萄酒旅游目的地可以利用 VWE 来吸引葡萄酒游客和消费者。作者讨论了高兴趣消费者的具体特征。

 原创性/价值

VWE 的参与者与主持人互动并实时探索产品。这种参与具有吸引他们作为客户或访客的长期营销潜力。该研究为从业者和学者提供了有关 VWE 兴趣驱动因素和潜在需求的战略信息，而这些信息目前在文献中是缺失的。