Professional Documents
Culture Documents
Wine Tourism in France
Wine Tourism in France
Wine Tourism in France
POINTS OF IMPROVEMENTS
Travel
Productions
Wine
Regions
Enjoyment
Discoveries
Objectives:
Identify the stakes wine tourism
Identify expectations and the motivations of the
tourists
Identify expectations of the professionals of the wine
and the tourism
Suggest main track of development
Methodology:
A phase of benchmark (four destinations Rioja, Tuscany, Napa Valley and south africa)
A qualitative study shift with the clienteles and the French and foreign non-clienteles of
offers winetourism
A quantitative study shift with customers of sites winetourism, over the period June
2009-Octobre 2009. (9500 questionnaire)
Alsace
Val de Loire
Bourgogne
Rhne alpes
Aquitaine
Provence
Languedoc Roussillon
Feel
Sensations
Understand
intellect
Women
and wine
Psychologic
al price
Duration ans
seasons
Accomadation of
charm and
personnal touch
Short days
Week end
Offer add up
Gastronomy
Culture
Events
Four points :
1.
2.
3.
4.
Quality of
experience
Exemple
A labelling of cellars under the label reception Wine
grower " who concerns 43 vaults on 71 cellars of the
territory.
A totem of road marking of these cellars
Certified "Reception Wine grower ".
A map of routes wine growers with 4 routes in
Ardche Southern (edition to 50000 copies),
On the following subjects: the art of you
Fascinate, the origins of the soil, the art of to
surprise you, of the mystery under them Vineyards,
the art to disorient you, lights of history, the art to
treat you,Grape harvests of the sky and the ground
www.ardeche-wines.com
2. Offer furthermore
A better mediation
/ interpretation
Modernize
proposition
Festive special
events
management
stakes in shows of
the offer
more
effective.sensory
animations and
Inviting commented
tastings
A suplement of
soul
News
technologies
Coktail of news
sensations
Explorations of the
small secrets of the
wine
Trip of
terroir
Trip tecnical
and initiatory
3.1.Epicurians
Friendly
Classic practice
Visit associated with the other tourist activities
Beauty of landscape
Wine trail in bike, by horse
Sensory animations ex :wines bar
Gastronomy
Agreement puts and wines
Accommodation of typical and aesthetic
3.1.Example Epicureans
Ideas
Peculiarity
Figures
3.2. Explorers
Explorer
3.2.Example explorers
Ideas
Peculiarity
Figures
3.3.Experts
Meet
profesionnals,
connoisseurs,
frequent fairs
Pedagogy
Prestige
Reputation
3.3.Example experts
Ideas
Peculiarity
Figures
4.Classic
Wine heart of heritage
Wine
Culture history, architecture,gastronomy
Social
wine
gastronomy
4.1.Example classics
Keys of succes
Targets
Organized
4.1.Example
www.baladesduvin.com
wine trails
Wealth of the offer wine tourism
Association of the landscapes and the cultural offer
professional Master's degree tried in the organization
Potentialities of intensification by blind conformity
Provence
Aquitaine, Alsace
Regions
Control(Master's
degree) of the marketing mix and the management of the offer OeT
O
All
Raising
awareness(Sensitization)
O
Nearness Paca, Provence to the ecological aspect
to Alsace
the new lifestyles
OMerchandising
Identity: adapted
Aquitaine,