Abstract:

Wine tourism has rapidly grown in many countries (e.g., Italy, France, China) during the last decades. According to past studies, wine tourists expect more than testing and buying wine. As many researchers emphasize, wine tourists seek a "unique and memorable experience" and focus on "added value." The relevant literature reveals that only a few studies have explored wine tourism from the wine tourist perspective and have taken into consideration the concept of experience, especially focusing on young people, particularly Generation Z (Gen Zers) consumers. Based on the above, this study explores Gen Zers' perceptions of wine tourism in Greece and detects the main characteristics that would create a unique and memorable experience. A qualitative research approach was implemented via 18 in-depth asynchronous online interviews. Results demonstrate the significant role of the tour guide as well and the importance of the ambient environment. Wine tourists also aim at escaping from everyday routine and relaxing through their visit to a winery. Finally, any "extras" (e.g., food) offered by the winey are highly appreciated. Wineries could incorporate perceived aspects of a unique experience in their marketing strategy to attract new tourists and build loyalty.