Linking wine consumers to the consumption of local wines and winery visits in the Northern Appalachian States

Wineries in the Northern Appalachian states have expanded significantly over the past 10 years, however, marketing still presents challenges in this globally competitive industry. We explore the linkages between general wine consumption and winery tourism. A market segmentation model is applied to local wine purchases and winery visit behavior. In this four state study of 1,609 wine consumers in Pennsylvania, Ohio, Kentucky, and Tennessee we provide insights into local wine purchasing differences among core, mid-level, and periphery wine consumers. We analyze the determinants of trying local wine and visiting local wineries. Finally, we examine differences in post-winery visit behavior. Our results suggest that the frequency of wine consumption and increase in wine knowledge positively influence the decision to try a local wine and visit a local winery.