Wine tasting: to charge or not to charge?

Article

McNamara, Noeleen and Cassidy, Frances. 2015. "Wine tasting: to charge or not to charge?" International Journal of Hospitality Management. 49 (8), pp. 8-16. https://doi.org/10.1016/j.ijhm.2015.05.004
Article Title

Wine tasting: to charge or not to charge?

ERA Journal ID19662
Article CategoryArticle
AuthorsMcNamara, Noeleen (Author) and Cassidy, Frances (Author)
Journal TitleInternational Journal of Hospitality Management
Journal Citation49 (8), pp. 8-16
Number of Pages9
Year2015
Place of PublicationUnited Kingdom
ISSN0278-4319
1873-4693
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ijhm.2015.05.004
Web Address (URL)http://www.sciencedirect.com/science/article/pii/S0278431915000778
Abstract

In Australia there is an inconsistency of practice between cellar door operators as to whether they charge for a wine tasting or not. The liquor licensing legislation in each State permits cellar door operators to charge for a wine tasting. Some charge for tastings but deduct this from any purchase made, some provide food to accompany the tasting and others provide a free tasting. This paper considers the practice from a consumer’s (wine tourist’s) viewpoint. A survey was conducted of wine tourists who have attended a cellar door wine tasting to gauge their attitude about charges for wine tastings and probable impacts on their purchasing decisions. The majority expressed a preference for free tastings and stated they would not stay if there was a charge for tastings. However some tourists were willing to pay in a range of circumstances, depending on the services provided and overall experience.

Keywordscellar door; wine tasting; wine tasting charges; Australian wine tourism; liquor licensing; consumer behaviour; consumer satisfaction
ANZSRC Field of Research 2020489999. Other law and legal studies not elsewhere classified
350804. Tourism marketing
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Byline AffiliationsSchool of Law and Justice
School of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
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