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8/10/2019 Wine Tourism in France
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WINE TOURISM IN FRANCE
POINTS OF IMPROVEMENTS
1 Terroir de Bacchus 02 Fbruary 2011
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Definition enoturism in Europe Vintur
enotourism, we mean to designate all the tourist, leisure and spare timeactivities, dedicated to the discovery and to the cultural and enophilepleasure of the vine, wine and its soil.
Travel
Enjoyment
DiscoveriesWine
Regions
Productions
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First study in 2000
Objectives:Identify the stakes wine tourismIdentify expectations and the motivations of thetouristsIdentify expectations of the professionals of the wineand the tourismSuggest main track of development
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Suggest main track of development in 2000
Quality of the information Circuits roads
Improvement of reception
The local actors must be made sensitive to becomereal influencers of local products, in particular somewine.
Create news products for short tourist stays
There is a will to share the budgets of promotionand communication in particular for lounges
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In 2004, Make a success of the Welcome incellars
Objective: supply a guide of the goodpractices marketing
Build its project ofreception in cellarReception
Fit out cellars
Dgustation and salesMake the visitors comein cellars
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Problems in wine tourism
Brakes in the visit: Tourism and wine, a natural marriage?
- the spontaneity, the immediate envy(urge) vs theorganization of holidays, the reservation
- the sharpness(delicacy) of wines, culture of the oenology vs
sometimes superficial character of the holidays - the peace, the intimacy, the small groups vs on Company
- the cost of the offers, the wines vs the search of better price
- the fear of the elitism in particular at the foreigners
- the lack of information vs the surfeit of information byInternet in particular
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En 2010, Tourisme & Wine, tourist marketing
Objectives:A national study on the winetourism was launchedin December, 2008, having for objectives:
- to improve the knowledge of the
offer winetourism, of the demand and thecompetition
- to bring operational answers to theactors of the network.
This study is piloted by Atout France, the Agency of tourist development of
France ( www.atoutfrance.fr ), and led in partnership with eight French wine-producing regions. A grouping of three offices realized this study (ElanDevelopment, BVA, Qassiop), the PV2D cabinet realized the editorial staff.
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Context of the study
Methodology:
A phase of benchmark (four destinations Rioja, Tuscany, Napa Valley and south africa)
A qualitative study shift with the clienteles and the French and foreign non-clienteles ofoffers winetourism
A quantitative study shift with customers of sites winetourism, over the period June2009-Octobre 2009. (9500 questionnaire)
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8 partner regions of the approach:
Aquitaine
Alsace
Champagne
Bourgogne
Languedoc Roussillon
Rhne alpes
Provence
Val de Loire
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The perception of the French wine-producingregions
Understandintellect
FeelSensations
Through associations of ideas
Look for te origins ofthe wine
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Marketing recommandations: the main things
TransportationBike walking
minibus
Psychological price
Duration ansseasons
Short days
Week end
Offer add up
Gastronomy
Culture
Events
Accomadation ofcharm and
personnal touch
Womenand wine
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And Finally improvement wine tourism in France Four points :
1. Keep a standard of regularity, of quality and accessibility of thewine tourism offer of base
2. Offer "more produced" adapted to offer/ public off
3. Allowing to distinguish itself and to win so in attractiveness
4. Propose more profitable and better adapted offers
Marketing recommendations and " examples to be followed "
to develop the French-style Wine tourism
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1. Keep a standard of regularity, of quality and accessibility ofthe wine tourism offer of base
The regularity reception,respect of schedules.
The reception in a place fittedout with adapted comments.
The tasting.
The sale of wine in particularin the unit
The master's degree offoreign languages.
The effective sign and asignalling system.
The reliable information onopenings and performancesproposed via referencing
Quality ofexperience
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Exemple
The association 2000 wines of Ardche, a politics of routesThemes and of totems " Reception Wine grower "
A labelling of cellars under the label reception Winegrower " who concerns 43 vaults on 71 cellars of theterritory. A totem of road marking of these cellarsCertified "Reception Wine grower ". A map of routes wine growers with 4 routes in
Ardche Southern (edition to 50000 copies),
On the following subjects: the art of youFascinate, the origins of the soil, the art of tosurprise you, of the mystery under them Vineyards,the art to disorient you, lights of history, the art to
treat you,Grape harvests of the sky and the ground
www.ardeche-wines.com
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2. Offer furthermore
A better mediation/ interpretation
stakes in shows ofthe offer
A suplement ofsoul
Newstechnologies
moreeffective.sensoryanimations and
Inviting commentedtastings
Contact more relax
Human dimension
Modernizeproposition
Festive specialevents
management
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Example : Maison de sancerre
IdeasPeculiarityFigures
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3.The behavior of the clienteles in their choice of holidaysconnected to the wine
Propose offers more profitable and better adapted to the segments
of clienteles winetourism identified (Epicureans, explorers, experts,classics)
Coktail of newssensations
Trip of terroir
Explorations of the
small secrets of thewine Trip tecnicaland initiatory
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3.1.Epicurians
FriendlyClassic practice
Visit associated with the other tourist activities
Beauty of landscape
Wine trail in bike, by horse
Sensory animations ex :wines bar
Gastronomy
Agreement puts and wines
Accommodation of typical and aesthetic
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3.1.Example Epicureans
wines Buissonnires " in Peak Saint wolf inLanguedoc-Roussillon, soft hikes through Vineyards Ideas
Peculiarity
Figures
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3.2. Explorers
ExplorerDiscover the intimacy of the wine, the tasting, therelation to the vineyard(vine)
IntimityPick up(Dislodge) little conaked wine growers
Learn and practise tastings in the intimacy of cellars
Stamp
Accommodation(Hosting) of carcatre in the heart ofvineyards will be preferred
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3.2.Example explorers
The Table of Aim, restoring of the house Cazes
IdeasPeculiarityFigures
http://www.cazes-rivesaltes.com/images/gallery/52.jpghttp://www.cazes-rivesaltes.com/images/gallery/88.jpghttp://www.cazes-rivesaltes.com/images/gallery/84.jpghttp://www.cazes-rivesaltes.com/images/gallery/62.jpghttp://www.cazes-rivesaltes.com/images/gallery/82.jpghttp://www.cazes-rivesaltes.com/images/gallery/41.jpg8/10/2019 Wine Tourism in France
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3.3.Experts
Learn the historyof wines,
codifications,
stakes
Pedagogy
Meetprofesionnals,connoisseurs,frequent fairs
Prestige
Reputation
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3.3.Example experts
Ideas Peculiarity
Figures
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4.Classic
Wine heart of heritage Wine Culture history, architecture,gastronomy
Meet wine producers wine Well being
Social wine gastronomy
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4.1.Example classics
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4. Format the off re just like productsSold by the distributors
Keys of succes Targets
Organized
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4.1.Example
www.baladesduvin.com
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Benchmark or How see we our competitors
Rioja, Spain: convergence and differentiation withthe French models
The Tuscany, Italy: the enrichment by the versatilityof the tourist offer
NAPA, E.U.: the sales management of the customerrelationship
South Africa: for the models of treatment of thewaits(expectations) clienteles by TRICK
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The foreign competitionRioja :Global characteristics
Management of A.O.C. cooperative cellars, big vaults Importance of the period of sunshine festive Lifestyle and Mediterranean lifestyle Regions
Potentialities of intensification by blind conformity Languedoc Roussillon Midi-Pyrnes the South of Rhne-AlpesTuscany: Global characteristics
wine trails Wealth of the offer wine tourism Association of the landscapes and the cultural offer professional Master's degree tried in the organization Potentialities of intensification by blind conformity ProvenceAquitaine, Alsace
Regions O All O Nearness Paca, Provence O Identity: Aquitaine, Alsace
Napa valley : Global characteristics
Control(Master's degree) of the marketing mix and the management of the offer OeT Raising awareness(Sensitization) to the ecological aspect Merchandising adapted to the new lifestyles
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THE FUTURE IN FRANCE
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THANK FOR YOUR ATTENTION