A study on the profiles, motivations and revisit intentions of wine tourists visiting the Thrace vineyard route

It is aimed to determine the profile of the tourists visiting the region, to determine their wine consumption motivations and to determine the effect of the satisfaction of these motivations on their intention to revisit the destination. The population of the study consists of tourists visiting 12 businesses on the Thrace Vineyard Route. 388 of the questionnaires collected from the tourists who tasted wine at the businesses on the Thrace Vineyard Route were included in the analysis. The data were obtained by snowball sampling method via social media between November 2019 and December 2020. Reliability, validity, difference (T-tests and ANOVA) and effect analyzes (regression) were used to reveal the findings of the study. As a result, it has been revealed that cultural experience, sensory characteristics and health dimensions, which are among the wine consumption motivations of tourists, have a significant and positive effect on the intention to revisit. Due to the fact that women give more importance to cultural experience in the Thrace vineyard route, job opportunities for local people in businesses can make women more satisfied. In addition, as a result of this, it may be possible for visitors to learn more easily about other cultures and the life of the local people, as well as the purpose of wine tasting. In the vineyards, conferences or conversations can be organized on the subject of drinking wine and health.