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Organic wine tourism - innovative and sustainable marketing strategy of organic wineries with increased added value
Project
Project code: 2822OE078
Contract period: 01.10.2023
- 30.09.2026
Budget: 219,156 Euro
Purpose of research: Applied research
Keywords: management planning, climate change adaptation, market, sustainability, local supply, consumer expectations, viticulture (winery), competitiveness, organic farming
Wine tourism and the closely related direct marketing is without doubt the most important sales channel of self-marketing wineries in Germany. Current research results show the increasing importance of wine tourism and that organic wineries are moving more into the focus of consumers. Based on these results, it is assumed that wine tourism offers by organic wineries will meet with a positive response and become an important sector of the industry. However, basic information is lacking and there is no strategic plan for the development of innovative and sustainable sales channels of organic wineries with a focus on organic wine tourism. According to the problem described here, this project has four main objectives: 1) To investigate the structure of organic wine marketing channels using a combination of qualitative and quantitative methods. 2) To survey wineries about their attitudes and motivation towards organic wine tourism. 3) To analyse visitors to organic wineries in order to shed light on consumer preferences and the significance of tourism offers from their perspective. 4) To examine the situation also from the side of associations and tourism experts to find out how they perceive the development and role of wine tourism in rural regions. Based on these results, a catalogue of measures is to be elaborated in a second step, which will provide the associations and individual producers of German organic wine with a development strategy towards sustainable organic wine tourism. This catalogue will describe ecological, economic and social measures in the field of wine tourism and identify options for local cooperation. These measures should help to improve the competitiveness of German organic wines and contribute to increased value creation.
Section overview
Subjects
- Viticulture
- Agroeconomics
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
