Presentation Title

Understanding the Motivations of Millennials in Participating in Wine Tourism – A Case Study on the Kamloops Wine Trail

Format of Presentation

15-minute lecture to be presented the Saturday of the conference

Location

IB 1014

Start Date

24-3-2018 2:45 PM

End Date

24-3-2018 3:00 PM

Abstract

Introducing Millennials, the tourism industry’s largest market segment, to wine tourism, and understanding their motivation for participation is a crucial part to ensure the industry’s future growth. This research paper reviews literature vis-à-vis the tourism industry in Canada, with specific focus on wine tourism and its development in British Columbia, as well as wine tourist profiles and their travel motivations. A case study on the Kamloops Wine Trail, British Columbia’s newest addition to wine tourism development, focuses on the millennial generation of students at Thompson Rivers University in engaging in local wine tourism practices. The results identify specific attributes of wineries in relation to personal values of the millennial generation which are important motivational aspects to the demand side. Moreover, the use of social media in regard to the wine experience is analysed. By profiling the millennial generation of wine tourists, the research paper provides recommendations for the participating wineries on the Kamloops Wine Trail to enhance their marketing strategy accordingly.

Department

Tourism Management

Faculty Advisor

John Hull

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Mar 24th, 2:45 PM Mar 24th, 3:00 PM

Understanding the Motivations of Millennials in Participating in Wine Tourism – A Case Study on the Kamloops Wine Trail

IB 1014

Introducing Millennials, the tourism industry’s largest market segment, to wine tourism, and understanding their motivation for participation is a crucial part to ensure the industry’s future growth. This research paper reviews literature vis-à-vis the tourism industry in Canada, with specific focus on wine tourism and its development in British Columbia, as well as wine tourist profiles and their travel motivations. A case study on the Kamloops Wine Trail, British Columbia’s newest addition to wine tourism development, focuses on the millennial generation of students at Thompson Rivers University in engaging in local wine tourism practices. The results identify specific attributes of wineries in relation to personal values of the millennial generation which are important motivational aspects to the demand side. Moreover, the use of social media in regard to the wine experience is analysed. By profiling the millennial generation of wine tourists, the research paper provides recommendations for the participating wineries on the Kamloops Wine Trail to enhance their marketing strategy accordingly.