Wine tourism in bordeaux

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Wine Tourism in Bordeaux
By
Tatiana Bouzdine-Chameeva
tatiana.chameeva@kedgebs.com
Christophe Faugère
christophe.faugere@kedgebs.com
Pierre Mora
pierre.mora@kedgebs.com
Kedge Business School, Bordeaux, France
Focus: This chapter focuses on wine tourism in the Bordeaux region; a region that is well-
known for a wine-making tradition covering the last two millennia.
Brief description: We compare and contrasts findings from two separate recent studies: the
first one about testimonials of foreign and local tourists visiting wineries in the region and
the second about the perceptions of wine tourists by wine producers in Bordeaux vs. other
wine capitals. We use known categories describing types of wine tourists visiting French
properties (Atout France, 2010) and implement a comparative analysis. This allows us to
point out areas of inconsistencies in the way Bordeaux Châteaux conceive of their wine
tourism activities and services.
Main goal: To understand better the challenges of wine tourism in Bordeaux and the
interference of traditions on the development of this sector.

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Wine Tourism in Bordeaux
The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.
Marcel Proust
In water one sees one's own face, but in wine one beholds the heart of another.
French Proverb
Introduction
Bordeaux is a unique French city who gave its name to the color of its wines and to a special
wine style known all over the world. The city, listed as a UNESCO World Heritage Site since
2007, enjoys its unique prestige in the heart of wine country. According to TripAvisor
1
,
Bordeaux (and the larger Aquitaine region), Napa Valley and Tuscany secure the top three
spots among the top ten wine destinations in the world, followed by French Champagne-
Ardenne region and Australia’s Barossa Valley. Saint-Emilion, a UNESCO World heritage
village, and the Medoc area are the two destinations that attract the most wine tourists to
the region (see Figure 1).
Figure 1: The Bordeaux wine region areas
2
1
http://www.travelblissful.com/where-the-wine-is-divine-top-10-grape-destinations/
2
Source: https://www.bordeauxprof.com

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In 2010, worldwide wine tourism generated about $17 billion annual revenues. Other wine
producing countries such as Australia, New Zealand, South Africa and California have
extensively invested in this new business model for at least two decades now, with a
majority of wineries operating at least a cellar door/sales shop and bigger wineries offering
restaurants and accommodation services as well as other tourist attractions. Curiously, while
France is one of the top wine producing and wine consuming country in the world, and the
first tourist destination on the planet, it has not been a leader in the wine "oeno" tourism
movement. The country lags behind other wine producing countries of the New-World with
only 5.2 million wine tourists, half of them foreigners, out of a total 83 million tourists
visiting the country, according to the figures of the French Ministry of Agriculture (2012).
France became interested in this activity quite recently, mainly because of the growth of
global competition on world wine market and the 2008 global financial crisis (Lignon-
Darmaillac, 2009). An analysis of profits generated during these last five years shows that
wine tourism has become a new economic and strategic trend in the French wine regions.
World wine consumption is nowadays mostly dominated by countries like China, the US and
Russia. Wine tourism when geared towards attracting younger generations and more
women, can become a viable counterweight to the steady drop of wine consumption in
France over the last decade. Wine tourism drives direct sales up for wine Châteaux and at
the same time helps to solidify their market position internationally.
In this regard, wine tourism today turns out to be an unexpected bounty in terms of
promoting the Bordeaux wine region. It is no more a passing fad. It has become the cutting
edge of the global economic development of the region. Although not as widespread in the
Bordeaux region, a number of leading Châteaux have begun to welcome visitors either by
appointment or at allotted times. Nowadays, there is a growing population of producers
rivaling with the best from the New-World by offering accommodations, restaurants, shop
sales and impressive tour experiences of underground cellars/caves.
More and more producers realize that the development of wine tourism can be a successful
means of generating and diversifying sales revenues (Barney, 1991; Peteraf, 1993; Getz and
Brown, 2006). It is an economic asset for vineyards, a new form of enhancing wine
knowledge through direct sales and an effective means of promoting customer loyalty.
Pleasing customers is important, but it is clear that wineries are sometimes not active
enough in shaping their own customer service strategy. Wineries may have a natural
tendency to embrace the unique natural, human and historical capital of their region, but by
the same token inherited traditions can slow down the need to adapt to a new clientele
(Alant and Bruwer, 2004; Brunori and Rossi, 2000; Bouzdine-Chameeva, 2011).
A brief history of Bordeaux's traditions in wine-making and trading
Back when ancient Rome was occupying the south of France, the Graves region, upstream
the river Garonne and southwest of Bordeaux, accounted for the largest part of the
Bordeaux region wine production. The production went as far east as the vineyards known
today as Saint-Emilion. The advent of the Médoc region's wines for example, only occurred
during the nineteenth century.

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Since the Middle-Ages, Bordeaux owes much of its prosperity to the close relationships of its
vineyards with the United Kingdom. From the 11th century on, beginning with Aliénor
d'Aquitaine, Queen of France and England, a special bond with England was created. Indeed,
during the Hundred Years War, the majority of Aquitaine, and the port of Bordeaux in
particular, were occupied by the English. At that time, the French market, including Paris,
was closed to Bordeaux producers. Furthermore, sea trade was considered safer than
ground transportation.
Bordeaux wines enjoyed a quasi-monopoly on the vast British market. The great historian of
the vine and wine Raymond Dumay argues that the Bordeaux region focused more on
producing large quantities of wine in order to meet the expected volume of exports. Later,
an orientation towards quality became the rule during the twentieth century. The British
imperial power over all the oceans allowed the global expansion of Bordeaux wines. Free
trade was a convenient way for Bordeaux wines to get around the oppressing "centralism" of
the French State.
An innovation of Bordeaux at the time was the blending of varietals, which was a
consequence of a diverse "terroir" (or soil specificities), unlike what has been done in
typically in the Burgundy region. The fact that Bordeaux is today known around the world for
being a product or a brand and not a city, is due to the English genius for exporting and
trading their products (standardized or elitist) to the four corners of the world. Today 25% of
Bordeaux wine production is exported. This percentage is much higher for the Grands Crus
wines.
The commerce network known as La Place de Bordeaux (see Figure 2) is based on the
tradition that the Châteaux from the area (132 Grands Crus today) produce wine but do not
really sell it. Over time they have built relationships with brokers, the "Maisons de Négoce"
or merchants of Bordeaux who market wines on the domestic and export markets. Each
year, during the April campaign, "primeur" or young wines are sampled and their potential
worth is gauged and priced. A few days later, the "allocations" are proposed, i.e. the number
of bottle cases and the prices at which the various Châteaux will sell to merchants. After
agreeing on a price and quantity, the trader/merchant will wait eighteen months during
which the wines are aged in oak barrels in the cellars of the Châteaux. This system
guarantees future purchase prices for the traders and ensures that producers receive the
cash they need to budget their upcoming operational expenses.

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Figure 2. La "Place de Bordeaux"
Merchants have specialized in the acquisition of detailed and valuable knowledge of local
and distant markets, which would be costly for Châteaux to obtain. This activity
specialization between producers and traders indeed has helped Bordeaux wineries with
their maintaining and sometimes expanding their market shares. Often, merchants
themselves select, assemble and even create signature brands.
Today, a clear trend towards the concentration of production and distribution of wines
continues in Bordeaux. Nevertheless, this region has been able to maintain a strong diversity
in an area of 8,000 Châteaux and Domains, with about three hundred merchants on
Bordeaux and fifty seven Controlled Appellations, all of whom can proudly claim a unique
brand identity, with some varying degree of visibility on the global wine market.
Key figures of the Bordeaux region wine tourism
The number of tourists visiting wine Châteaux in the Bordeaux region during the period from
January to August in 2007 was 11,355 visitors, and in 2013, the figure was over 14,000
visitors. This constitutes a 30% increase in spite of the tight economic environment caused
by the 2008 financial crisis. Today, the tourism industry employs in Aquitaine more than
35,000 employees on the permanent basis and about 70,000 during the summer period.
These activities account for more than 5% of wage-earners in the region. Every year over
10,000 visitors in Aquitaine spend about €3 billion between May and September.
St Emilion
Medoc
Graves
Sauternes
Grands
Crus
Châteaux
Second vins
Crus
Bourgeois
Côtes
Other
terroirs
Negociants -merchants
Niche
market
En primeur -
Futures
5%
The
Core
Of
Bordeaux
95%
En Livrable
Distribution
Export
Domestic market
25%
75%
Mass
market
Big five
Specialized
retailers
Bar
restaurants
80%
20%
Allocation
system

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According to Atout France (2010) more than 6 million tourists visit French wine cellars per
year. For the Aquitaine region with 6299 facilities (6230 Châteaux and 69 wine-growers
coops) 5.09 million visitors were recorded between 2010 and 2012 (3.6 million visits for the
Bordeaux area). Wine tourism represents almost 7% of all business revenues generated in
Bordeaux (Office du tourisme, 2012).
In 2009 about 80% of tourists in Aquitaine were French, the rest were foreigners. However
during the last three years, Bordeaux has welcomed more and more foreign tourists. This
trend is strengthening, and in 2013, already more than 35% of visitors were coming from
other countries. These visitors are mainly from United Kingdom, Spain, USA, Germany,
Australia, Italy, Japan, and Netherlands (Office du tourisme, 2012). Since 2010, France has
recorded a 15% annual rise in the number of tourists coming from China. Bordeaux has
indeed become one the most cherished destinations for Chinese tourists. In the past five
years, more than 60 prestigious wine Châteaux have also been purchased by Chinese
investors who are interested not only in meeting a growing Chinese demand for Bordeaux
wines but also in taking advantage of this increasingly lucrative niche of the tourism market.
There are several internationally recognized events in the region linking wine with arts,
culture and even sports! VinExpo founded in 1981 by the Bordeaux Chamber of Commerce
and Industry is held every other year in Bordeaux. It has turned out to be the world’s leading
trade show for wine and spirits professionals. The 17th edition in 2013 attracted more than
50,000 visitors from 148 countries.
Another big event is Le Marathon du Médoc
3
, a race with more than 9,000 runners, one
third of them being foreigners. The marathon snakes its way through more that 50 wineries,
among them many famous Grand Classified Growth as Beychevelle or Haut-Bage. Runners
go from Château to Château. They can stop for tasting wine and are serenaded by piped-in
Mozart concertos. This colorful event is cherished by wine producers of the region, artists,
2800 volunteers and sportsmen and women from 50 different countries.
Since 1998, Bordeaux City Hall organizes the Bordeaux Wine Festival along the Garonne
riverside. The event is run over 4-days in the last weekend in June. Young and old learn more
about the art of wine making and tasting in the joyful atmosphere. The event includes a
parade of Bacchus floats, wine tastings, vineyards tours and wine barrel races; spectacular
riverside fireworks illuminate the night sky on the last day.
This festival features more than 50 stands, 100 chateaux represented and many others open
for tours; a dozen of great food facilities are open for the visitors on the festival's grounds.
Each festival has the city guest of honor - after Porto, Munich, Fukuoka, Saint-Petersburg,
Quebec and Hong Kong, Los- Angeles will play this role in 2014. Out of a total budget of €2
million, 30% come from public grants and subsidies. Attendance is continuously record
breaking approaching 500,000 visitors in 2012. The gross revenue totaled over €3.4 million
that year.
The wine tourist business growth in the Bordeaux region has been supported by an
expansion of wine tourism services. More than 480 wine Châteaux, cooperatives and wine
trade houses open their doors to visitors, year around. Each week more than 40 specialized
3
http://fr.wikipedia.org/wiki/Marathon_du_Médoc

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tours offer wine tasting and Châteaux visits and more than 20 others offer weekend-stays
that bring together wine, historical heritage, spa and golf. Numerous strolls and trails exist in
vineyards around Bordeaux. There has been an increased availability of oenological and
gastronomic activities in the region. Bordeaux has launched the €63 million project of a new
museum - The City of Wine civilizations. It should open its doors in 2016 to welcome 400,000
visitors per year in a space of 10,000 square meters.
During the last ten years, a new trend has emerged. A fierce competition has started in the
region among the leading chateaux of the classified first growths vineyards regarding the
construction of modern cellars. The most famous French architects have been hired for these
new concepts - Portzamparc, Nouvel, Foster, Wilmotte, Botta, Bofill, Pei.., to name a few.
They have not only created architecturally beautiful chef-d'oeuvres (works of art) but they
also have designed exceptional décor with amazing acoustics for music concerts featuring
world class musicians.
It would be reasonable to assume that all these investments and strategic choices are based
on a keen understanding of the type of visitors that come to the Châteaux. It is nevertheless
worth using the scientific method to find out what the key motivational factors are that
attract visitors to the region. A good understanding of the profile and aspirations of
Bordeaux wine tourists may help us determine whether or not wineries respond well to
these expressed needs and preferences.
Wine tourism and culture in the extant literature
Getz (2000) and Hall et al. (2000) define wine tourism as "touring vineyards, wineries, wine
festivals, and wine exhibitions, where wine tasting and/or experiencing the attributes of the
wine region are the principal factors of motivation for the visitors". The activity of wine
tourism is an extension of the rather complex relationship between a wine region as a
tourist destination, the local wineries, and the tourist/consumer (Bruwer and Lesschaeve,
2012).
Wine tourism or visits to wine regions is a phenomenon that has undergone close academic
scrutiny in the last decade. According to Mitchell and Hall (2006) there are seven themes
prevalent in the emergent body of research studies: the wine tourism product, wine tourism
and regional development, quantifications and segmentation of winery visits, behavior of
winery visitors, the nature of the winery visit, biosecurity and wine tourism. Carlsen and
Charters (2006) in turn identify five thematic groupings in academic publications: wine
tourism culture and heritage, wine tourism business, wine tourism marketing, wine tourists
and wine tourism systems.
Tourists have a multitude of reasons for visiting wineries. Indisputably, the core motivating
factor has to do with the consumption of wine. However, this is not enough, as otherwise
these people could just buy wine at the store. The wine tourist aspires to explore both the
wine and location where wine is produced. In a broader context, wine tourism may also be
linked to other lifestyle activities and to travel per-se (Bruwer & Alant, 2009). Pearce (2005)
suggests that the core factors to all travel, regardless of previous experience are "three
dimensions of motivation functions: ... novelty, escape/relax and relationship

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[strengthen]…"… The "novelty" factor relates to motives of varying experiences including
interests and fun, while the ‘‘escape/ relax’’ factor motives relate to getting away and
resting and the relationship (strengthen) factor motives focus on companionship of family
and friends in experiences.
Thus wine tourists may be looking for a multi-layered experience that encompasses broader
touristic, recreational, educational and social activities (Pearce, 2005). They may also seek
multi-sensorial hedonistic experiences via for aesthetic beauty and the pleasure of gourmet
food (Alant and Bruwer, 2004; Bruwer and Alant, 2009; Hall et al., 2000; O’Mahony et al.,
2005). The search for pleasure is indeed a deep-seated human characteristic, which can be
greatly motivational (Goossens, 2000).
Visitors seek relaxation, rest, education, and appreciation of rural landscape and scenery
(Carmichael, 2005). Some of them yearn for a romantic experience (Getz and Brown, 2006).
Wine region visitors’ motivations at the macro level (which region to visit) and micro level
(which winery(ies) to visit and what experiences to have there) may well fit these some or all
of these reasons ( Alant and Bruwer, 2010).
The greater the motivation of visitors for tasting wine, the more intent they are to seek
activities beyond tasting and buying wine, like learning and cultural experiences, but that
this varies across regions and cultures (Charters and Ali-Knight, 2002). These authors find
that there is neither one type of wine visitor nor a clear unilateral definition of wine tourist
behavior. Tourists are not a generic group of people (Pearce, 2005) and hence wine tourist
behavior can vary in different regions and cultures. Carlsen and Charters ( 2004 ) put forth a
broad palette of the internal (motivation, attitudes and beliefs, life styles and personality
types) and external (demography, dynamics and group cultures) factors influencing wine
tourist's consumer behavior: wine purchasing, brand image, loyalty, expert views and
evaluations, recent consumer experiences of visits (hedonic nature, atmosphere, service
quality).
Certain studies emphasize considerable gaps with respect to expectations and actual wine
visits - the lack of information on wines, or the deficiency of attention towards different
levels of consumer knowledge (Famularo et al, 2010; Bruwer and Alant, 2004). There are
more and more ongoing research on wine tourist behavior focusing on their expectations
(Orth et al., 2005), on segmentation in relation to tourist origins, age and/or specific
generation, life style (Carlsen, 2008). Researchers are particularly interested in the role of
tourism experiences in consumer attachment to regional brands (Orth et al., 2011). The
results of these studies are not homogenous and strongly depend on the context of
consumption, and on national or cultural differences. Furthermore, along with similarities
there are striking differences opposing the expectations of local and non-local tourists
(Bouzdine-Chameeva and Durrieu, 2010).
Wine tourists' perceptions and expectations regarding their experience at Bordeaux
wineries
A recent study entitled "Tourism and Wine" (Atout France, 2010) proposes a four socio-
groups typology for wine tourists in France: epicureans, classic, explorers, and experts (see

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Figure 3). These categories were identified through aspirations and different consumption
patterns. According to this study, an "epicurean" wine visitor relates to wine as exaltation of
all senses; for a "classic" tourist, wine is the heart of local historic, cultural, architectural and
gastronomic heritage; a wine tourist "explorer" perceives the magic and alchemy in wine,
which he/she identifies as a work of art; while an "expert" wine visitor has a more scientific
approach and intends to investigate wine through the prism of know-how and technical
competences with their specific codes, terroir, and rules…
Figure 3. The perception of the Bordeaux Region by wine tourists
4
Each socio-group possesses its own expectations and demonstrates a diverse behavior
towards the choice of wine tourism activities. The study concludes that the goal of wine
tourism activities is to find the right balance among sensorial, cultural, emotional and
rational dimensions.
The characteristics of Bordeaux wine visitors are quite representative of the national level:
the epicureans constitute 39% (compared to 40% on national level); the group of classic
tourists accounts for 27% (versus 24% on the national level); the explorers represent 19%
(20% on the national level) and the experts' group accounts 15% (versus 16% on the national
level). The three major motivations for visiting the Bordeaux region are to learn about wines
and vineyards; to discover this world famous region and enjoy the gastronomy around
authentic labels of terroir (see Table 1). From this 2010 study, the findings are that Bordeaux
wine visitors line-up mostly on the two dimensions of being "experts" and "classic"
consumers of wine.
Relying on these categories of wine tourism experiences, we will study how the wine tourism
regional structures meet the needs and expectations of Bordeaux wine visitors in terms of
accommodation, food services, and different activities offered in the region.
4
Adapted from "Tourisme et vin", Atout France, 2010, p.43.
Universality
Depth
Sensorial Type
Emotional Type
Cultural Type
Rational Type
Bordeaux
Loire Valley
Burgundy
Champagne
Beaujolais
Languedoc
Alsace
French Riviera
UNDERSTAND
Learning
SENSE
Feeling

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The perception of various wine regions of France by a wine visitor differs, and Bordeaux is
viewed by most as the most symbolic, iconic and ambivalent region in terms of its image and
attractiveness. The cultural and rational dimensions are more prevalent dimensions in the
perception of Bordeaux by wine tourists.
Table 1. Reasons and motivations of wine tourists in the Bordeaux region
The tourists' motivations are :
All tourists
Foreign tourists
French tourists
Discovery of wines and vineyards
40%
50%
34%
Fame of region
26%
27%
25%
Gastronomy and local authentic products
21%
21%
22%
Family ties and attachment to the region (friends,
memories, families…)
20%
14%
24%
Cultural and architectural heritage (museums, sites…)
17%
17%
17%
Weather/Climate
14%
15%
14%
Nature and natural landscape
13%
12%
14%
Regular visits to a site or previous stays in the area
10%
9%
11%
Trails, walks, cycling, biking
9%
8%
9%
Visiting a particular site
6%
3%
8%
Coming to a cultural event (festival, concert, exhibits)
2%
1%
2%
in % of tourists - the total may be above 100% as these are multiple choice questions
A sample of 450 tourist surveys visiting six different wine areas of Bordeaux region (including
Saint Emilion, Medoc Graves, Sauterne, Cotes de Bordeaux and Entre-deux-Mers – Figure 1)
was analyzed in a recent study (Bouzdine-Chameeva, 2011). The goal of that study was to
define the obstacles and incentives associated with wine tourism, the types of activities to
be offered, the profile of wine tourists in Bordeaux and their wine knowledge.
The survey contained 129 questions as part of a broader international study (Orth et al.,
2011) of 15 wine regions in 9 different countries: Germany, Australia, Austria, Spain, USA,
France, Hungary, Italy and Switzerland. The respondents filled the questionnaire on their
way out of wine cellars' tasting or in the buses bringing them back to the city after wine
Châteaux visits. The survey was conducted during the period from November 2009 to March
2010 which is considered as a quiet time in the tourist season, despite the fact that the
number of visitors remains relatively high throughout the year.
This study (Bouzdine-Chameeva, 2011) essentially adds to the findings published in 2010 by
Atout France. It allows us to identify the deep-seated motivations as well as profile
differences of wine visitors coming to Bordeaux vineyards in high and low seasons.
The sample was gender balanced (52.2% were men and 47.8% were women). The majority
age range of tourists was under 30-years old followed by those currently in their 40s and
50s. This implies that wine tourism in the Bordeaux region attracts more a dynamic and
active young population, particularly during the low season. Most respondents lived less
than 2000 km from the Bordeaux region and came for a short-stay visit of three days at
maximum. The public interested in wine tourism in the region is predominantly French
(84%), although 23 countries are represented in the sample.
With respect to habits and wine knowledge of respondents, 20.4% of them are regular
consumers of Bordeaux wines (the age range concerned is less than 30 and 40-50 years old);

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only 8.2 % do not drink wine or drink it rarely. The level of knowledge about the Bordeaux
wine region and the consumption frequency are partly correlated; and there is relative
consensus concerning fair pricing of Bordeaux wines (41.3%). Nevertheless consumers'
indifference in this regard (28.7%) may indicate that price is not a decisive criterion for them
when buying wine. Tourists do not seem to be sensitive to fashion trends in respect to wine.
They consider wine prices as a sign of quality and the selling price of wine in certain cellars
maybe revised upwards as long as psychological barrier is not surpassed.
Visitors perceive the Bordeaux region as being rather exclusive with its high quality wines.
More than 75% of respondents were attracted by its charm, character and personality.
However the opinions of respondents strongly differ with respect to hospitality and the
warmth of welcome. They point to the lack of information about the range of existing
activities and services related to wine tourism. More than 50% of the surveyed considered
that the onsite services offered good value for money, whilst about 25% of respondents
were indifferent. 75% of the interviewed tourists find that their stay matched their
expectations about the Bordeaux region even if less than half consider coming back for
future vacations.
Further analysis by age range resulted in the following key findings:
 The youngest age group of less than 30-years old seeks vacations with dynamic
cultural, sportive and festive activities and attaches considerable importance to the
nightlife around;
 The group between 30 and 40-years old favors rural get-away holidays with children
appreciating cultural and sports activities, in particular amusements parks, concerts,
museums without neglecting shopping in local boutiques;
 Those who are in 40s to 50s range, are in line with the previous group on cultural
interests, but they appreciate more walking, biking and cross-country cycling;
 The age group between 50 and 60-years old definitely places less emphasis on
shopping or nightlife but focuses more on cultural events;
 The oldest group of over 60-years old takes far more into account gastronomy and
relaxation, and prefers going out to a lunch or dinner or to the movies.
Wine producers' perception regarding wine tourists: Bordeaux vs. other famous wine
producing regions
While getting direct testimonials from tourists regarding their winery visit experience is a key
step for understanding the wine tourism market, it is also interesting to get the other side's
perspective; i.e. winery owners/managers' perceptions of their visitors. By comparing the
two perspectives, one can infer whether or not Bordeaux wine producers do indeed respond
well to the needs and expectations of their visitors and thus demonstrate a strong
commitment to expanding their wine tourism business.
Here, we report on producers' perceptions using a study of wineries members of the Great
Wine Capitals Global Network. The Great Wine Capitals (GWC) is a network of nine major
cosmopolitan cities in both the northern and southern hemispheres. These cities are the
business hubs for their nearby famous wine regions.

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A survey of winery owners or general managers was administered during winter 2011 and
spring 2012. A sample of 186 wineries responses was collected covering six wine major wine
capitals of the world: Mendoza (Argentina), Bordeaux (France), Mainz (Germany), Firenze
(Italy), Porto (Portugal) and Cape Town (South Africa). To contrast Bordeaux winery
owners/managers' attitudes with those of other regions, we split the sample into two
groups: Group 1 Bordeaux (95 wineries) and Group 2 composed of Mendoza, Mainz,
Florence, Porto and Cape Town with a total of 91 wineries.
The survey questionnaire was designed to elicit the winery's owners' (or general managers')
perception of visitors as well as several indicators of wine tourism business performance
(not covered in this chapter).
5
Table 2 below shows the list of possible predefined alternative
answers to the question "How would you characterize the type of tourist who comes as
visitor?" For assessing the owners' perceptions, the coded variables are polychotomous with
five survey responses choices for each answer: Strongly Agree, Agree, Neither Agree nor
Disagree, Disagree or Strongly Disagree.
Table 2. Glossary of Terms Used in Figures 4 through 7
How would you characterize the type of tourist who comes as visitor?
Abbreviated Variable
The average visitor knows about wine
VKnowsWine
The average visitor comes because of aesthetic beauty of winery or surrounding
landscape
AestheticB
The average visitor comes because winery offers unique experiences (separate from
wine tasting)
UniqueExp
The average visitor shows genuine curiosity about our wine
Curiosity
The average Visitor comes because of the recommendation from other businesses
RecomBus
The average visitor seeks a sophisticated sensory experience
SphstctedExp
The average visitor appreciates and shows a deep respect for our traditions
DeepRspct
The average visitor comes because our winery is on a wine route
WineRoute
The average visitor comes because our winery is part of an organized tour
BcsOrganizedTour
The average visitor comes because our winery is famous in the region
WineryFamous
The average visitor comes because our winery is in tourism brochures and magazines
BrochMagazines
The average visitor comes because our winery is listed on internet
LstdInternet
On average, visitors come back to visit us
RptCustomers
The average visitor comes because he/she wants to introduce winery to friends or
relatives
FriendsRelat
The average visitor come because they are attracted by our wine making philosophy
based on environmentally friendly methods
PhiloEnviro
Figures 4 and 5 below show mean response rates for all alternative answers given by Group
1 (Bordeaux) wineries. First, we note that a majority of Bordeaux owners testify that visitors
are genuinely curious and come foremost to their winery in order to discover their wines.
They strongly agree that visitors show a "deep respect" for their winery and its traditions.
Owners are less in agreement regarding the assessment that their visitors already know
about wine before coming onsite and that they seek a unique experience beyond just wine
tasting. Overall, they are more dubious that visitors are familiar or resonate with their "wine-
making philosophy". They are evenly split in terms of agreement/disagreement about the
statement that their visitors are looking for a sophisticated experience.
5
The full-blown study linking activities to performance can be found in Faugère, Bouzdine-Chameeva, Durrieu & Pesme
(2013).

"Bordeaux Wine tourism" book chapter
12
The self-image of the winery being famous in the region definitely plays an important role in
the owners' minds as a wine tourist attraction. By contrast, the aesthetic beauty of the
winery and its surrounding landscape are not very important factors to the owners' eyes. In
their judgment, wine tourists come to a great extent because they wish to visit the winery
with family and friends. There is overall agreement with the proposition that many visitors
are repeat customers.
Recommendations by other businesses are very important as a perceived determinant of
visits. Media such as the internet and brochures and magazines are also perceived as having
largely a positive effect on attracting visitors. On the other hand, and this might be an issue
specific to the Bordeaux region, wineries are evenly split with respect to the proposition that
tourism business is generated by wine routes, and they are largely in disagreement that
organized tours help generate business.
0%
10%
20%
30%
40%
50%
60%
70%
VKnowsWine AestheticB UniqueExp Curiosity RecomBus SphstctedExp DeepRspct
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Figure 4. Perceptions of Visitors by Bordeaux Wineries (I)

"Bordeaux Wine tourism" book chapter
13
In order to bring forth an international perspective, we now compare the (Strongly Agree +
Agree) response rates from Bordeaux with that of the other Great Wine Capitals. Figure 6
and Figure 7 below show a direct comparison between Bordeaux and Group 2 capitals:
Mendoza, Mainz, Firenze, Porto and Cape Town. First, we find that Group 2 capitals tend to
consider in greater proportion that their visitors are indeed educated about wine; that they
seek a sophisticated sensory experience and an experience that goes beyond just wine
tasting. This is further stressed by Group 2 owners being in broader agreement with the
proposition that visitors appreciate the aesthetic beauty of the winery and landscape. Group
2 winery owners also emphasize more strongly the perception that many of their visitors are
repeat customers. The aspects of curiosity and respect for traditions are also as important in
their judgment, not so different from the results reported for Bordeaux wineries.
0%
10%
20%
30%
40%
50%
60%
70%
WineRoute BcsOrganizedTour WineryFamous BrochMagazines LstdInternet RptCustomers FriendsRelat PhiloEnviro
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Figure 5. Perceptions of Visitors by Bordeaux Wineries (II)

"Bordeaux Wine tourism" book chapter
14
The winery owners' perceptions might be influenced to a great extent by the type of
activities they offer. Figure 8 shows the main activities offered onsite. It is not very surprising
to find that most wineries in the overall sample offer wine tasting and guided visits as the
main onsite activity. We find that Group 2 wineries tend to focus more on gastronomy,
lodging and cross-selling of regional produces than Bordeaux region wineries. On the other
hand, Bordeaux wineries consider arts (painting and photo) exhibits and entertainment
activities such as concerts relatively more important.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mendoza, Mainz, Firenze,
Porto, Cape Town
Bordeaux
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bordeaux
Mendoza, Mainz, Firenze,
Porto, Cape Town
Figure 6. Perceptions of Visitors by GWC Wineries (I)
Figure 7. Perceptions of Visitors by GWC Wineries (II)

"Bordeaux Wine tourism" book chapter
15
Thus, to a certain extent it is not surprising that Group 2 wineries feel that their visitors are
seeking an experience non-exclusively focused on wine tasting, given the holistic nature of
the services they offer. However, it is surprising that Bordeaux wineries would not consider
(as much) that their visitors seek a sophisticated experience, given that the owners
emphasize more cultural and entertainment exhibits. In that respect, it seems that Bordeaux
wineries hold a paradoxical view of that their visitors are sophisticated about the arts and at
the same time that they are not very sophisticated about wine appreciation. This
observation is however consistent with the Atout France (2010) categorization of wine
tourists in the Bordeaux region as being more "intellect driven" while at the same time not
having a deep prior knowledge about wine.
Figure 9 shows the main marketing tools used by our sample of GWC wineries. Wineries
were asked what were their top 3 main marketing tools. By far, the top marketing tool used
across the sample is a winery’s Own Website. However, this does not mean that this
category where wineries deploy the most resources or that it is their most effective tool.
Tourism Offices are intensely used by Group 1 (Bordeaux) wineries by contrast with wineries
in Group 1. Brochures in Hotels as well. By contrast, Tasting Events, Travel Agents, Tour
Operators and Newsletters appear to be marketing strategies that are used more intensively
by Group 2 wineries.
From these findings we can infer that Group 2 wineries put more emphasis on a holistic
tourism experience with the wine experience as one of the key components. They use more
tour operators and other means of connecting with their clientele and thus appear to want
to create an emotional attachment with their wineries. Bordeaux wineries put more
emphasis on investing in the cultural and educational aspect of the wine experience and use
more tradtional means of marketing which do not necessarily seek to establish a long-term
relationship with the visitor.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52%
87%
80%
22%
10%
52%
26%
21%
45%
Bordeaux
Mendoza, Mainz, Firenze,
Porto , Cape Town
Figure 8. Key Activities Offered

"Bordeaux Wine tourism" book chapter
16
Managerial implications
As a first exploratory study, the 2010 Atout France survey findings are enlightening. The
profile of an average Bordeaux wine tourist is that of an "expert" and "classic", not that of an
"epicurean" or "explorer". To a certain extent, this correlates with the perception of wine
growers in the Bordeaux region regarding their visitors. Nevertheless, there are some
discrepancies. Bordeaux winery owners/managers do not seem to believe that their visitors
are "experts" and therefore do not treat them as such. They strongly emphasize the
educational aspect of their job when dealing with visitors. The depiction of the average
tourist as "classic" in the Bordeaux regions may also be deceivingly oversimplified.
It appears that many visitors seek multi-layered and sophisticated experiences, which
encompass other activities than just wine tasting and culture. Bordeaux wineries do not
seem to reach a consensus with respect to recognizing this specific segment of touristic
demand. This is the demand for well-being activities: a combination of eating well, staying in
nice accommodations, other social activities, with a friendly hospitality. Testimonials by
Bordeaux visitors, at least show that there is room for progress in the latter category. The
weight of tradition can be observed with the strong emphasis that Bordeaux Châteaux place
on the fact that their visitors show a "deep respect" for their traditions. This sentiment can
certainly taint the overall interaction between winery staff and visitors and create a feeling
of "distance" for the visitor.
The international study of Great Wine Capitals (Faugère, Bouzdine-Chameeva, Durrieu and
Pesme, 2013) finds that other world famous wine regions tend to take a more holistic and
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%
Travelagent
Tourismex
Tastingevents
TraditionalAd
Appellation
MajrToperators
TourismOff
Spclzdmedia
SocialNetw
Brochinhotels
Ownwebsite
Newsletter
Bordeaux
Mendoza, Mainz, Firenze,
Porto, Cape Town
Figure 9. Main Marketing Tools

"Bordeaux Wine tourism" book chapter
17
personalized approach to wine tourism. This is because on average, they offer a more
diversified portfolio of activities and use marketing tools that aim at cultivating a long-term
relationship with the client. On the other hand, Bordeaux wineries rely more on the goodwill
capital that comes from the region and the Châteaux's fame (Bouzdine-Chameeva, 2011).
They also tend to use more classic marketing tools.
With respect to managerial implications we consider that specific marketing strategies
should target the groups of those who are in their 30s and their 50s - these two age ranges
consume less wine than other groups. One of the strong motivations of wine tourists in the
Bordeaux region is the desire to acquire knowledge in oenology, and this should be taken
into consideration when elaborating novel vacation packages. Night clubs, extreme sport
activities in wine areas would attract the youngest group seeking more dynamic vacations.
The group of those over 60-years old prefers vacation offers focused on well-being including
spa, vino therapy and gastronomy, including cooking classes for example.
Wine tourists testify that several dimensions of the winery experience are missing because
many Bordeaux wineries do not really need to commit resources and train staff for these
activities. However, many smaller properties relying on direct selling as a key revenue source
have caught on with this new wave, and furthermore the positive fallouts in terms of
promotional goodwill cannot be underestimated, especially when social networks reign
supremely in today's world.
Conclusions
The world-wide reputation of the Bordeaux name is a double-edge sword. The attractiveness
of the Bordeaux wine region for wine tourists is primarily due to the image of icon Bordeaux
wines, to the historical, cultural and architectural heritage, to the inherent landscape and
vineyards. Riding on this reputation may on the other hand prevent Châteaux to get fully
committed to wine tourism, as other sales channels provide the lion's share of their
revenues and investing in new infrastructures (lodging/restaurants) is a costly hurdle. There
is a danger for Bordeaux wine producers to view wine tourism activities simply as an
opportunity for direct wine sales, and not as a different and comprehensive approach to
doing business.
6
For a flourishing wine tourism business, the relationship between wine producer, the
product itself and wine consumer has to become a finely balanced long-term partnership, in
the context of the strong global competition on the wine market. Producers should be
aiming to get as close as possible to their final consumers to ensure future success.
A recognition of wine tourism as a modern, economically based construct embedded in
consumptive behavior is slowly spreading in the Bordeaux region today. As in all other wine
regions of the world the primary motivations of visitors to winery cellar doors remain "to
taste wine" and "to buy wine". The challenges for the development of wine tourism in
6
As an example, Chateau Franc-Mayne in Saint Emilion sells around 80% of their wine in direct to the
consumers through wine tourism and online/mail, bypassing therefore the traditional intermediaries of
merchants and maximizing their profit margin (Lacey, 2012).

"Bordeaux Wine tourism" book chapter
18
Bordeaux include the difference in viewing a wine Château as the home of the brand, while
in the New world (in Australia or USA) tasting rooms are the home of the brand.
Bordeaux wine producers assume that their consumers already have a relationship with
Bordeaux brand, which is more or less correct. They see their role as that of simply
displaying the existing history and reputational winemaking quality that has endured over
the centuries. Hence the "selling" of wine is not strongly emphasized during visits. By
contrast, in the New World, the focus is more on getting the visitor to buy wine or other
regional goods on the premises. Hence, the focus in Bordeaux is on leaving visitors with the
memory of unforgettable wines, traditions etc… rather than on the visitor’s total experience.
This approach necessarily leads to obvious infrastructure issues.
As with any successful company or organization there is a need to adapt to new market
conditions and demands in order to stay profitable. The Bordeaux wine region, whilst
possessing a long history and tradition, has to adapt to changes in the modern market place.
There is no doubt that Bordeaux is a success story having produced some of the world’s
most iconic, desirable and expensive wine products. Nevertheless, in terms of wine tourism,
the region is in some sense polarized. The producers at the top level have great success via
the traditional sales channels, while the smaller ordinary wine producers struggle at the
bottom and need to continually adapt using new sales strategies because of their lesser
known brands.
Wine tourism in the Bordeaux region exhibits a substantial potential for growth, for example
with Chinese tourism. This growth can be built upon the great cultural and intangible
heritage of its wine sites. It is a robust and positive force that a region with such a glamorous
wine reputation can tap into while preserving its values and heritage.

"Bordeaux Wine tourism" book chapter
19
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