Erwartungen weinaffiner Leistungsträger an eine Weinerlebniskarte – untersucht am Great-Wine-Capitals-Mitglied Mainz/Rheinhessen/Destination Cards with Wine Tourism Offers: Parameters for and Expectations of Oenophile Service Providers – The Case of GWC Member Rheinhessen
KeywordsDestination Card Wine Tourism Offers Feasibility Study
In recent years, destination cards have been discovered by many destination management companies (DMC) as effective marketing tools for customer retention on the one hand and packaging of touristic highlights on the other hand. Due to various advantages for all stakeholders (the destination itself, guests and tourism service providers), the implementation of a destination card in Rheinhessen, the largest wine growing area in Germany (1400 km2) and member of the Great Wine Capitals network, should to be taken into consideration. Due to the fact that wine tourism is a growing tourism segment and Rheinhessen offers plenty of wine tourism, the destination card should emphasize those offers. The development of a destination card system (DCS) requires human resources as well as financial resources. Therefore, it is imperative to evaluate such a project with a feasibility study before the planning process starts to avoid wasting limited resources.
This leads to the central research question „Is it possible to successfully implement a destination card with a focus on wine tourism offers in Rheinhessen with the resources available?“
Are the local wine tourism service providers and wine growers motivated and committed to actively participating in a DCS? What are their expectations, concerns, and objectives concerning the introduction of a destination card in Rheinhessen?
Are there enough wine tourism offers which can be included in the destination card?
Are there enough human as well as financial resources to implement a destination card in Rheinhessen?
Which preconditions are given to implement a destination card?
What are the success factors of a destination card system?
Which type of card system is preferred by the wine tourism service providers?
The objective of this paper is to analyze whether the situation in Rheinhessen is given to develop a destination card with mainly wine tourism offers. The answers to the research questions will be the basis for decision makers in the destination and can be seen as a guideline for other wine tourism destinations like GWC network members. The final evaluation concerning the feasibility of a destination card with mainly wine tourism offers will be based on various criteria including an analysis of the present wine tourism offer in Rheinhessen, interviews with representative wine tourism service providers regarding their commitment and motivation to participate, as well as an assessment of potential project risks will support a final evaluation.
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