HND Travel and Tourism: Research Project on Vineyards

This research project proposal aims to investigate tourist attitudes toward vineyards and female winemakers, focusing on the Wallingford region. The study begins with an introduction to the wine tourism concept, highlighting its growth and importance, and then outlines the research's aim and objectives, which include analyzing the concept of wine tourism, identifying influencing factors, determining tourist perceptions of female winemakers, examining associated challenges, and recommending improvements. A comprehensive literature review explores the current market, factors influencing tourist attitudes, and the perception of female winemakers, along with associated challenges. The research questions are formulated to guide the investigation, followed by a discussion of the research methodology, which emphasizes the importance of selecting appropriate tools and techniques. The proposal concludes by mentioning the resources, ethics, limitations, and data analysis plan, providing a structured framework for the research. The project is designed to contribute valuable insights into the dynamics of wine tourism, customer behavior, and the role of female winemakers in the industry.

RESEARCH PROJECT
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TABLE OF CONTENTS
Proposal............................................................................................................................................3
Title of the Research....................................................................................................................3
Background of the Study.............................................................................................................3
Research Aim and Objectives......................................................................................................3
Literature Review.........................................................................................................................4
Research Questions......................................................................................................................7
Research Methodology................................................................................................................7
Resources required.....................................................................................................................10
Ethics..........................................................................................................................................13
Limitations.................................................................................................................................13
Data analysis..............................................................................................................................14
Data Analysis.................................................................................................................................14
Conclusion and Recommendation.................................................................................................22
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PROPOSAL
Title of the Research
To investigate tourists attitude towards vineyards and female winemakers
Background of the Study
Tourism is amongst the highest growing industry with average 4% growth rate every year. The
vineyards are the most attractive factor in present times that help in driving maximum tourist.
There are large number of factors that are responsible for increasing wine tourism. Such as,
warm welcome by employees, educational opportunity in the field, wine festivals and shows are
some leading factors that encourage employees to involve in wine tourism. Further, it is
ascertained that wine tourism is a kind of special interest travel based on the carving of
individual to take trip to wine producing parts and wineries specifically (Beccaria and Rolando,
2016). The intense growth in wine industry and rapid increasing tourism is the major factor that
has encouraged various researchers to study this topic. It is important to determine the
motivational factor that draws in various tourist to take the trip to vineyards. The own researcher
interest in the tourism field and winery has encouraged it to perform this study. The previous
researches are done on culture, historic and urban tourism but less literature is available on
vineyard tourism. With the help of this study, the learning gap and the expectations and
experience of the wine visitors will be understood. The demand and supply on the wine tourism
in particular region will be discovered. The study will also focus on customer behaviours and
motivations for involving in wine tourism to render a framework for linking these problems with
tourist wine expectations and experience. The history, culture and lifestyle of people in such
region are the major factors that influence towards vineyard tourism.
Research Aim and Objectives
Aim: The Key purpose of the present investigation is to analyse the tourists' attitude
towards vineyards and female winemakers. In this regard, the Wallingford is considered as the
location.
Objectives
 To analyse the concept of wine tourism in current market
 To investigate the factors influencing tourist attitude in context to vineyards
 To determine tourist perception for female winemakers
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 To examine the challenges associated with tourist perception for vineyards and female
winemakers
 To recommend ways through which tourist attitude can be transformed towards wine
tourism
Literature Review
Concept of wine tourism in current market
As per the view of Bruwer, Gross and Lee (2016), it can be said that wine tourism is a
concept that plays a key role in the growth of tourism sector. In addition to this, it can be referred
as the visit to the Vineyards, wineries, wine festivals and shows. In these people focus on the
grape wine tasting and experiencing the attributes of the grape wine region. It attracts some
visitors to make sure that they are meeting their needs and feeling motivated. Hoekstra, Lashley
and Cavagnaro (2015) has stated that wine tourism is considered as a form of special interest
travel which is based on the desire to visit the wine-producing region. Along with this, the people
who prefer to taste the grape wine to meet the needs also prefer to visit the wine production
areas. In addition to this, it can be said that overall concept is being promoted effectively due to
the motivation of visitors. It also assists in understanding the key elements of wine so that
experience of travelling activities can be advanced in a critical manner. However, the level of
brand loyalty in such tourism activities is very low. Antonazzo, Fiore and Contò (2015) has
stated that in current market conditions people are looking to explore new regions and
destinations, so people are also attracted towards wine tourism. In addition to this, it can be said
that wine tourism also provides better opportunities to the tourism activities and lead sector t
impressive level of success.
Pomarici and Vecchio (2014) has contended that demographic attributes play a key role in
the development of wine tourism. It has been noticed that people are mostly focused towards
attending wine festivals so that goals and objectives can be accomplished in the desired manner.
It also allows having a better understanding in regard to the cultural values of wine area. With an
assistance of offering better knowledge about the operation of vineyards, the promotion of
tourism activities can be considered in an appropriate manner. Sogari, Mora and Menozzi (2016)
has asserted that effective consideration of study indicates that majority of tourist are mainly
from domestic areas who does not live in near to the wine region. It has been noticed that wine
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tourism success is mainly dependent upon people interest. It is because the person that holds the
interest regarding the wine production and taste are more attracted towards tourism activities. It
helps in the effective development of opportunities so that goals and objectives can be
accomplished effectively. It has been witnessed that wine production provides a great
opportunity in context to employment. The majority of housewife and women are attracted
towards wine production process in order to accomplish the objectives. Along with this, it can be
said that overall development of travel and tourism sector is greatly dependent upon wine
tourism.
Factors influencing tourist attitude in context to vineyards
Geringer, Patterson and Forsythe (2014) has stated that there are some factors which
impact the attitude of travellers in context to vineyards. It has been noticed that positive relation
with the wine product is one of key factor which motivates individuals to have visited the
vineyards. In addition to this, it can be said that wine tourist can be promoted effectively among
individuals by having the assistance of experience. It has been noticed that information seeking
activities are also demonstrate to travellers which also attract more and more customers. It helps
in understanding the cultural values and attract customers to visit to yards. With an improved
focus on demonstration activities, the issues can be resolved effectively. Yoo, Saliba and Ryan
(2013) has contended that key consumption experience is also a factor which attracts the tourist
to have visited the vineyards. If better experience is being provided to customers, then it will
attract more customers because it also promotes the level of word of mouth advertising. Along
with this, educational reasons is also one of critical aspect which attracts the travellers to visit the
yards. With an assistance of this, better opportunities can be attained in an appropriate manner so
that goals and objectives can be accomplished in the desired manner.
Jaykumar and Fukey (2014) has stated that size of wineries is also a critical aspect which
has a great impact on the attitude of the customer. It has been noticed that if the vineyard is
established at large scale and offering better services to the customers, then it will attract more of
them to visit the yards. In addition to this, it can be said that if wine marks do not provide
appropriate guidance about the process and does not have direct interaction with members then
motivation of travellers will get affected in a diverse manner. In order to have better
opportunities, it is significant to make sure that goals and objectives are being accomplished
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effectively according to travellers needs. Lee and McCole (2016) has asserted that level of
motivation can also be affected due to rural area aspect. If key standards of hospitality are well
maintained in the rural area or wine area, then it will attract more customers. With an assistance
of this, the issue can be resolved in an appropriate manner and improve the ratio of tourism
activities. Rural area factors are critical because the vineyards are mainly located near rural
areas. In order to have the effective promotion of wine tourism, the authorities need to develop
better services in context to hospitality so that goals and objectives can be accomplished
effectively.
Tourist perception for female winemakers
Kim and Bonn (2015) has asserted that tourist perception towards female winemakers is
positive which also promote wine tourism in an appropriate manner. In addition to this, it can be
said women provides hospitality services at an extra-ordinary level according to key standards
which improve the level of motivation. It has been noticed that by having an effective application
of diverse strategies the tourist perception can be transformed in a positive manner. Byrd and
et.al (2016) have also contended that tourist also loves to watch the process of wine production
which is presented by women. It also makes travellers feel valuable so that goals and objectives
can be accomplished in the desired manner.
Challenges associated with tourist perception for vineyards and female winemakers
Winkler and Nicholas (2016) has contended that challenges there are few challenges
which are being faced in context to wine tourism. It has been noticed that travellers expect a high
level of services so that their experience can be advanced. It is one of critical task for authorities
to meet the standards regarding services at vineyards. Along with this, the another issue is to
provide appropriate transportation services because vineyards are mainly located in the rural
areas. If transportation services in rural areas is not appropriate, then it will impact the standard
of services. In addition to this, it can be said that such kind of activities can not be accomplished
in the desired manner. Dressler (2016) has asserted that marketing of wine tourism is one of most
critical aspect which might impact the overall outcome in a diverse manner. In addition to this, it
can be said that people does not aware about the wine tourism and fewer options in the context of
marketing is one of critical aspect which might influence the overall outcome. In order to
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overcome such kind of issue the improved focus on marketing principles is significant so that
goals and objectives can be accomplished in the desired manner.
Research Questions
 What do you understand by wine tourism in the current market?
 Which factors influences the tourist attitude in context to vineyards?
 What does tourist percept for female winemakers?
 Evaluate the challenges associated with tourist perception for vineyards and female
winemakers?
 How can tourist attitude be transformed towards wine tourism?
Research Methodology
For the effective accomplishment of the overall study, it is significant for a researcher to have an
effective selection of research methodology. In addition to this, it can be said that selection of
methodology and tools is beneficial for effective accomplishment of goals and objectives in
desired way. It provides a well-framed path to conduct an investigation. In this section,
discussion about diverse methods and tools is being considered as critical aspect so that subject
can be evaluated in the appropriate manner (Jackson, 2010). It has been noticed that appropriate
selection of tools and techniques is also beneficial in order to make sure that investigation
regarding tourists attitude towards vineyards and female winemakers. There are a number of
methodological tools that need to be considered in the appropriate manner. Classification of
methods can be as philosophy, approach, design, collection, etc.
Research Approach
The research approach is one of most critical aspect which needs to be considered as the critical
aspect in order to ensure that goals and objectives are being accomplished in the desired manner.
The approach can be understood as a scheme that helps in deciding in the manner a particular
research will be initiated and progressed to reach end destination. In addition to this, it can be
said that by having an effective selection of research approach the diverse process like collection
and analysis can be accomplished in desired manner (Khan, 2011). It has been noticed that there
are basically two kinds of approaches which are being employed such as inductive and
deductive. By having an application of inductive approach in the present investigation, the
objectives are being accomplished effectively. It has been noticed that inductive approach is most
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appropriate because it allows providing better evidence in respect to the subject. It means factors
influences the tourist attitude in context to vineyards can be evaluated effectively.
Research Philosophy
Research philosophy is a key measure that assists in the accomplishment of study and provides
significance to the belief of researcher. In addition to this, it can be said that presentation about
the belief and values can consider as a critical aspect in the accomplishment of the study. With an
assistance of this, nature of study can be understood in the desired manner. It has been noticed
that positivism, realism, interpretivism and few other philosophies are mainly employed by the
investigators. For the present project, the selection of interpretivism philosophy will be referred
as one of most critical aspect (Dey, 2002). It means by having an improved focus on the research
philosophy the concept of wine tourism in the current market can be evaluated effectively. With
an assistance of interpretivism philosophy, the literature review regarding subject can be drawn
effectively so that better outcome can be attained. It also helps in identify the ways through
which tourist attitude can be transformed towards wine tourism.
Research Design
Research design assists in the appropriate collection of data and analysis of gathered information
so that goals and objectives can be accomplished effectively. It has been noticed that for the
present investigation the descriptive research design will be employed so that goals and
objectives can be accomplished effectively. With an assistance of this, in -depth information
about the subject can be gathered in desired way (Crowther and Lancaster, 2012). It means the
challenges associated with tourist perception for vineyards and female winemakers can be
explored effectively. Moreover, factors influence the tourist attitude in context to vineyards can
also be evaluated in a descriptive manner by having an effective application of descriptive
design.
Research Type
In addition to this, it can be said that selection of research type is one of most critical aspect
because it allows making sure that overall process is being accomplished effectively. It has been
noticed that it is significant section because it allows improving the understanding of the tools
and techniques which are being employed in the investigation. There are two types which are
being considered such as qualitative and quantitative. To meet the objectives of the present
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investigation the qualitative type of research will be preferred so that goals and objectives can be
accomplished (Pring, 2014). It assists in determine tourist perception for female winemakers.
Along with this, the ways through which tourist attitude can be transformed towards wine
tourism can be evaluated effectively.
Data Collection Method
Primary and secondary data collection methods are mainly preferred by the experts in order to
have an effective collection of data. It has been noticed that for the present study both primary
and secondary data collection will be a critical aspect. In order to meet the standards of primary
data collection, the questionnaire will be framed on the basis of objectives. By having improved
focus on primary investigation, the analysis of information will be accomplished. The
questionnaire will be presented to visitors of vibe yard so that authentic information can be
collected. On the other side, in the secondary collection, the number of sources will be accessed
in order to make sure about objectives (.Saunders and et. al., 2010). Books, journals and online
sources will be considered as a critical aspect in order to have the effective accomplishment of
the data collection process. It will make sure that literature documents of previous authors are
providing appropriate information about vineyards and their role in the development of tourism
sector. With an assistance of this data collection process, the factors influencing tourist attitude in
context to vineyards can be evaluated effectively (Silverman, 2010). Along with this, it will also
assist in gathering data so that concept of wine tourism in the current market can be understood
effectively.
Representative Sample
In order to have the effective accomplishment of the data collection process, it is significant for
the researcher to have an appropriate selection of sampling method. For the present investigation,
random sampling method will be employed. It helps in effective selection of research universe so
that goals and objectives can be accomplished in the desired manner. The questionnaire will be
presented to sample size selected so that information can be gathered effectively for the
accomplishment of the objectives (Singh. 2010). In addition to this, it can be said that
questionnaire will be presented to 50 customers or individual's who visit the vineyard. In this
regard, the Wallingford is considered as the location. It means the Brightwell Vineyard will be
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most suitable option for the data collection and it will assist in the effective accomplishment of
objectives.
Implementation Plan
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Writing the research proposal
Reading and understanding the literature
Finalisation of the objectives
Drafting the literature review
Collection of secondary data
Analysis of the secondary data
Development of research approach
Drafting of research methodology
Formulating the questionnaire
Arranging survey
Conducting survey
Gathering of the information
Findings of the Draft
Evaluation of the data
Finalising other chapters
Draft findings chapter
Submission to tutor and awaiting feedback
Revising the final draft
Printing and binding
Submit
Resources required
In addition to this, it can be said that there are a number of resources which are required for
effective accomplishment of the objectives. It has been noticed that there are some resources
which are required for effective accomplishment of goals and objectives. By having an improved
focus on the finance, human resources, etc. the study can be completed in the desired manner.
There are some secondary sources which requires special access to the content which also
requires the effective amount of finance. If finance is not available, then the collection of
information might get affected in a diverse manner. It has been noticed that data collection and
analysis also requires skilled human resource. If such aspect is not well maintained, then the
issue might be faced in this context. It will impact the overall effectiveness of the project, so
researcher needs to ensure about it in an appropriate manner.
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Questionnaire
Demographic information
Name:
Age:
Occupation:
Gender:
Specific information
How many times you have visited winery
 First time
 Second time More than three times
How often do you prefer visiting vineyards?
 Regularly
 Very often
 Sometimes
 Rarely Never
What is the factor that motivated you to visit a winery
 Educational possibility about winery
 Wine tasting and purchasing
 Enjoy the tourism experience in country
 Share experience of vineyard visit with others
 To involve in unique programs and wine tours
 To experience history, lifestyle and culture of the wine region. To relish the fascinating scenery and landscape
In your opinion what is the factor that is significant in boosting your tourism experience?
 The service quality level
 Rural landscape
 Availability
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 Proper directions
 Hospitality by female workers
 Wine trips and taste different wines
 Good quality wines Souvenir shops
According to your expectations, what kind of services must be rendered to you by the winery?
 Cultural shows based on wine themes
 Wine trips with wine tasting
 Wine shows
 Wine tour to enhance knowledge regarding its production and related areas
 Wine and food cuisine to acquire learning regarding its culture Involvement in the production of wine
Please rate the information mediums used by you before your trip to the vineyard?
 Advertisement on television and travel magazine
 Advertisement on social networking channels
 Brochures
 Past experience Word of mouth
Please rate your satisfaction level with your wine tourism experience?
 The vineyards helps in satisfying the expectations of travellers
 The services offered in vineyards help in increasing tourism experience
 The quality wines are provided by winery The employees at the vineyards are skilled, friendly and professional
What was the main motive of yours behind taking wine tour?
 To have to out with family and friends
 To have fun
 To acquire knowledge about wine and its production methods
 To have new kind of tourism experience
Rate the following factors influencing you to visit vineyards again in future or recommend them
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