Study Challenges Wine Tourism Stereotypes

NAPA VALLEY, CA — Wine tourists’ relationships with wine reveal more about their preferences than their passports, a Sonoma State University study found.

Researchers surveyed 809 wine consumers in France, mainland China, South Korea, and the United States, and interviewed 14 wine professionals across six markets.

Wine involvement, perceived knowledge, and wine-related values explained roughly twice as much variation in preferences as nationality—and eight times as much as age, gender, education, and income.

Hands-on activities, including harvest work, cellar tours, and blending sessions, ranked lowest among four experience categories in every country. Respondents placed greater value on learning and attractive surroundings.

Lead researcher InHaeng Jung, an assistant professor at the Wine Business Institute, recommends offering guided and independent visits, with guests choosing during booking.

The report includes a free, two-minute visitor questionnaire wineries can use when taking reservations.

Wineries can request the report at winelab@sonoma.edu.