HND Travel & Tourism Project: Tourists' Attitude Towards Vineyards

This research project investigates tourists' attitudes towards vineyards and female winemakers, focusing on Wallingford as a case study. It aims to analyze wine tourism concepts, identify factors influencing tourist attitudes towards vineyards, determine perceptions of female winemakers, and examine associated challenges. The research employs an inductive approach, interpretivism philosophy, and descriptive qualitative methods, utilizing both primary and secondary data. Key findings reveal that many tourists are first-time vineyard visitors, with a desire for frequent visits. Rural landscapes and hospitality from female workers are major motivators. Tourists seek to experience the history, lifestyle, and culture of wine regions, expecting wine tours to enhance their knowledge. Word-of-mouth and social media are primary information sources. High satisfaction levels are linked to skilled and professional employees, and services offered enhance the overall tourism experience. Quality of tourism services and welcoming staff are key factors influencing repeat visits and recommendations, with advertisement playing a significant role. This project provides valuable insights into improving tourist experiences in the wine tourism sector, and similar resources are available on Desklib for students.

To investigate tourists attitude towards vineyards and
female winemakers

Aim and Objectives
Aim: 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 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
 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

Research Methodology
 Inductive approach
 Interpretivism philosophy
 Descriptive research
 Qualitative type of research
 Primary and Secondary data collection

Theme 1: The majority of tourist have
visited vineyard for the first time
FACTORS FREQUENCY PERCENTAGE
First time 30 60
Second time 15 30
More than 3 times 5 10

Theme 2: The tourist wants a very
often visit to vineyards
FACTORS FREQUENCY PERCENTAGE
Regularly 15 30
Very often 20 40
Sometimes 5 10
Rarely 8 16
Never 2 4

Theme 3: The rural landscape and hospitality by female
workers are the major factors that motivate tourist to visit
vineyards
FACTORS FREQUENCY PERCENTAGE
Educational
possibility about
winery
8 16
Rural landscape 11 22
Ease of
Availability of
services
4 8
Proper directions 3 6
Hospitality by
female workers
11 22
Good quality wines 6 12
Souvenir shops 7 14

Theme 4: To experience the history, lifestyle and culture
of the wine region is the major factor that motivated
tourist to make a trip to vineyards
FACTORS FREQUENCY PERCENTAGE
The service quality level 8 16
Wine tasting and
purchasing
4 8
Enjoy the tourism
experience in country
6 12
Share experience of
vineyard visit with others
7 14
To involve in unique
programs and wine tours
9 18
To experience the history,
lifestyle and culture of the
wine region
12 24
To relish the fascinating scenery and
landscape 4 8

Theme 5: The majority of tourist expect that they must be
involved in wine tour to enhance knowledge regarding its
production and related areas during their visit to
vineyards.
FACTORS FREQUENCY PERCENTAGE
Cultural shows based on
wine themes
7 14
Wine trips with wine
tasting
5 10
Wine shows 6 12
Wine tour to enhance
knowledge regarding its
production and related
areas
12 24
Wine and food cuisine to
acquire learning
regarding its culture
10 20
Involvement in the production of wine 10 20

Theme 6: Word of mouth and advertisement on social
media channels are the major sources that provided
information about vineyard tourism to travellers
FACTORS FREQUENCY PERCENTAGE
Advertisement on
television and
travel magazine
8 16
Advertisement on
social networking
channels
15 30
Brochures 7 14
Past experience 5 10
Word of mouth
15 30

Theme 7: The tourist were highly satisfied with their
tourism experience at vineyard as the employees had
good knowledge, skills and were professional in their
work
Factors Very
high
High Neutra
l
Low Ver
y
low
The employees at
the vineyards are
skilled, friendly
and professional
18 15 8 7 2

Theme 8: Maximum tourist agreed that vineyard help in
satisfying the expectations of the tourist
FACTORS FREQUENCY PERCENTAGE
Very High 12 24
High 18 36
Neutral 7 14
Low 8 16
Very Low 5 10

Theme 9: The majority of tourist stated services offered
in vineyards help in increasing tourism experience
Satisfaction
Level
FREQUENCY PERCENTAGE
Very High 15 30
High 14 28
Neutral 7 14
Low 9 18
Very Low 5 10