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Research - Insights
Southern Vineyards Open Weekend
5th and 6th March 2005
Commencing in 1998, the Southern Vineyards Open Weekend (SVOW)
is now a firm fixture within the annual calendar of Tasmanian wine
and food events. In addition, the combination of wine and food
is a strong component of the visitor experience in Tasmania, sitting
alongside nature and cultural heritage as one of the State’s
key brand core appeals.
In the financial year to June 2004,
22% of holiday visitors to Tasmania visited at least one winery,
a slight decrease from 23% in the year to June 2001 (Tasmanian
Visitor Survey, Tourism Tasmania).
These figures varied
slightly for all visitors (18% in the year to June 2004,
remaining constant at 18% to June 2001).
Recently Wine South Tasmania and Tourism Tasmania identified an
information gap regarding the consumer group who attend the SVOW,
until this year held annually in the Coal River, Huon and Derwent
Valleys.
To address this gap a customer survey was developed to
gather basic demographic and behavioural information from consumers
during the SVOW 2005.
The key aim of the snapshot survey was to establish:
- the origin of SVOW attendees
- how attendees found out about the SVOW
- were consumers regular attendees of the SVOW
- which services or facilities were important when choosing a vineyard or winery to visit
- main reasons visitors attended the SVOW and
- level of consumer satisfaction with the event.
The key benefit of the survey results will be enhanced future
decision-making regarding the SVOW, as benchmarking data will now
be available.
Second, this data will support how to best identify,
connect and attract potential consumer audiences to future events.
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