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1、Thecurrentissueandfulltextarchiveofthisjournalisavailableatwww.emeraldinsight.com/1751-1062.htmMotivationsofMotivationsofwinetravelerswinetravelersinruralNortheastIowaOksanaGrybovych,JillLankfordandSamuelLankfordDepartmentofManagement,UniversityofNorthernIowa,285CedarFa
2、lls,Iowa,USAReceived22July2012AbstractRevised7January201318March2013PurposeThepurposeofthisexploratoryconsumerresearchstudywastoexaminedemographic20March2013andbehavioralcharacteristicsandmotivationsofwinetravelersontherecentlyestablishedIowaAccepted10April2013WineTrail
3、inruralNortheastIowa.Anarrayofdataonvisitorlifestyles,interests,attitudesandvaluescanprovidemorepowerfulandactionableresearchinformationthandemographicsalone.Equippedwithanunderstandingofvisitormotivations,wineriesandvineyardscanprovidetheircustomerstheexperiencetheywan
4、tandexpect,andnotproductsandservicestheyareassumedtodesire.Design/methodology/approachDataforthisstudywerecollectedusingaquestionnaire-basedsurveyadministeredatthreeparticipatingwineriesovertheperiodofApril-November2005.FindingsThedemographicprofileofvisitorsontheIowaWin
5、eTrailfallswithinacommonstereotypeofawinetourist:middleaged(36-55yearsold),highlyeducated(collegeorpostgraduate),inthemoderatetohighincomebracket(higherthanthemedianhouseholdincomeinIowa),livingincloseproximitytotheIowaWineTrail(mostlyIowaresidents).Themainmotivesforvis
6、itingthewinerieswere(inorderbymeanscores)totastewine,toenjoythescenery,tohaveagoodtimewithfriendsandfamily,torelax,tosupportlocalwineproducers,andtotastelocallyproducedfoods.Thisfindingsupportsthestatementthatwinetouristsareoftendrawnbythewholelocalexperiencepackage,andn
7、otonlybythewineproductitself.Researchlimitations/implicationsFindingsofthisstudyprovidedemographicandbehavioralcharacteristicsandmotivationsofwinetouristsinruralNortheastIowaonlyandshouldnotbegeneralizedtootherruralareas.PracticalimplicationsTheIowaWineTrailattractstypi
8、calwinecustomers,butalsoyoungervisitorsandfemales.Ratherhighincidenceofrepeatvisitorsforatrailthatisstillinits
