An analysis of wine tourism destination tangible attraction elements through DEMATEL method: Example of the Thrace vineyard route

In the study, it was aimed to holistically investigate the elements to which local people and wine tourists attach importance within the framework of the problematic "what element is important among the concrete elements of wine tourism experience in wine tourism destinations?" In line with this purpose, a comprehensive literature review was made in the phase of determining the elements that constitute the topic of the study. Then, in order to ensure a common perspective, to reveal the opinions, and to reach a consensus on wine tourism destination elements, expert opinions were taken. As a result of the interviews made, 21 concrete elements were obtained to reflect the wine tourism destination. The DEMATEL method was used to examine the importance and impact level of the elements obtained and to reveal the similarities and differences between the local people and wine tourists who have experienced wine tourism on the Thrace Vineyard Route. Accordingly, a questionnaire was applied to the wine tourists and local people who were selected through convenience sampling method and participated in the wine tourism experience on the Thrace Vineyard Route. With this questionnaire, the participants were asked to compare 21 elements in pairs in a matrix. The findings obtained showed that wine tourists and local people attached the most importance to winery restaurants and wine tasting in wine tourism destinations, respectively. In addition, wine tourism destination elements were examined in two ways as affecting and affected. Winery restaurant was identified as the most important affected element for wine tourists and local people. When the most important affecting factors were examined, it was determined that accommodation businesses for wine tourists were the most important affecting element, while grape and wine variety were the most important affecting elements for local people. As a result of the findings obtained within the scope of the research, various suggestions were developed for the relevant literature and practitioners.