Purpose

This paper aims to put Germany on par with other countries in terms of academic research on the topic of wine tourism from a producers’ perspective.

Design/methodology/approach

For this study, 199 in-depth interviews and 703 online questionnaires with winery operators in Germany were collected and analyzed according to a mixed-methods framework.

Findings

The results indicate that wine tourism is highly relevant not only for wineries but also for the families behind the predominantly small companies. The respondents reported increased demand for wine tourism activities, particularly those that are close to large cities. The findings show that the main challenges in the German wine tourism sector are to achieve a coordinated collaboration among stakeholders and to stop the ongoing concentration process in the restaurant industry.

Social implications

Appropriate strategic decisions backed by governmental support may help to enhance Germany’s developing wine tourism industry, thereby preserving cultural heritage and strengthening some of the country’s structurally disadvantaged rural areas.

Originality/value

To the best of the authors’ knowledge, this work is the first mixed-methods framework study in the research field of wine tourism that includes producers from all wine regions in one country.

中文翻译：

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德国葡萄酒旅游的相关性和挑战：酒庄经营者的观点

目的

本文旨在从生产者的角度出发，使德国在葡萄酒旅游这一主题的学术研究中与其他国家并驾齐驱。

设计/方法/方法

在这项研究中，根据混合方法框架，收集并分析了与德国酿酒厂运营商进行的199次深度访谈和703份在线问卷。

发现

结果表明，葡萄酒旅游不仅对于酿酒厂，而且对于主要是小公司背后的家庭而言，都具有很高的相关性。受访者表示对葡萄酒旅游活动的需求增加，尤其是靠近大城市的葡萄酒旅游活动。调查结果表明，德国葡萄酒旅游业面临的主要挑战是实现利益相关者之间的协调合作，并停止餐饮业正在进行的集中化进程。

社会影响

在政府支持下的适当战略决策可能有助于增强德国发展中的葡萄酒旅游业，从而保留文化遗​​产并加强该国一些结构上处于不利地位的农村地区。

创意/价值

据作者所知，这项工作是葡萄酒旅游研究领域中的首个混合方法框架研究，该研究包括来自一个国家所有葡萄酒产区的生产者。