Calculating the purchasing power of tourists in a wine region – a case study from Germany / Kaufkraft von Touristen in einer Weinregion – eine Fallstudie aus Deutschland

摘要

The main purpose of this consumer study was firstly to calculate the economic importance, in term of purchasing power, of visitors in the German wine growing region Rheingau, and secondly to examine their demographic and behavioural characteristics, as well as their the motivation using segmentation approach. In the framework of a face-to-face survey, conducted between April and May 2015, a total of 1,555 tourists were interviewed at 18 different locations in the Rheingau. Four wine tourist types were identified by using cluster analysis: 1) Wine and Rheingau lovers, who have a high interest in wine and visit the region several times a year; 2) wine-oriented tourists, who use the culinary offerings of the Rheingau with pleasure but do not come to the region very often; 3) new visitors, who come to the region mainly because of the nature and history; and 4) foreign tourists, who have less knowledge about the Rheingau and buy less wine in the region. With the help of the purchasing power calculation, we can state that approximately 18 % of the total production is purchased directly in the region by tourists.