This document summarizes an exploratory analysis of wine tourism in the Prosecco area of Italy. It presents statistical data on wine tourists' countries of origin, spending habits, generations, and reasons for visiting wineries. Survey results from 145 questionnaires across 8 wineries are analyzed, identifying 5 factors that influence wine tourism: informations and rarity, rural context, informal staff and niche brands, guided tastings, and nightlife attractions. A cluster analysis divides wine tourists into 5 groups: pseudo-tourists, missing, wine specialists, traditionals, and wine tourists. The document concludes by stating the analysis was presented by Federico Lovat under the supervision of Prof. Giovanna Galli at the University of Modena and

1. WINE TOURISM IN THE PROSECCO AREAExploratory analysisBy Federico LovatSupervisor: Prof. Giovanna GalliUniversity of Modena and Reggio EmiliaMarch, 12th 2009

2. 1 Switzerland 2 Austria 3 Germany 4 Australia 5 Spain 6 UK 7 USA 8 Sweden 9 Canada 10 France 11 Iceland 12 Finland 13 Denmark 14 Hong Kong 15 Portugal 16 Singapore 17 Norway 18 Netherlands 19 New Zeland 20 Luxemburg 21 Ireland 22 Greece 23 Japan 24 Cyprus 25 Malta 26 Estonia 27 Belgium 28 Italy Correlation TTCI with the income generated by foreign tourists: 75%. 1: Low tourist competitiveness

3. 2: High Yeld Data CISET 2007 on the Veneto Region.

4. 3: Nobody did it before […] It seems essential that more research is undertaken in Europe. (Carlsen, 2006) Who’s visiting wine routes?Very few know it or say it.Informations are conflicting.Conclusion: we don’t know our own market. (Antonioli et al. 2007)

6. Wine tourism. Definition: To visit places different from residence Wine How many wine tourists?

7. Secondary data on current development Origin of wine-related events’ visitors on the Piave Wine Route (N=309). (Elaboration on data from Galletto, 2008 p.161)

8. The national strategy for wine tourism […] they went on just thinking on how to get the public fundings. (Monterumisi, 2007 p.9)

9. 145 Questionnaires 8 Wineries 4 Enviromental settings 3 Time slots 2 Special events 60 Variables considered The Survey

10. The Questionnaire

11. Sample origin Province of residence

12. Distribution of tourists in the Treviso Province by month and origin (C.I.S.E.T.2008 p.14) Official data on tourism

13. Purchases Bulk wine Both Other Bottles for personal use

14. Generations Born before 1944 (>64YO) 30-44 Years Old Born after 1978 (<29YO) 45-64 Years old

15. Events

16. Factor Analysis Specialty: Informations and rarity. Idyll: rural context and unspoiled environment. Peculiarity: Informal staff and niche brand. Lead me: Guided tasting and winery tour. Amusement: nightlife and tourist attractions.

17. Cluster analysis PseudoTourists Missing Wine specialists Traditionals Wine tourists

18. The End WINE TOURISM IN THE PROSECCO AREAExploratory analysis Presented by Federico LovatSupervisor: Prof. Giovanna GalliUniversity of Modena and Reggio EmiliaMarch, 12th 2009