Hiking and Winemaking

Project description

As part of this research project, wine tourism activities were examined in the context of vacation and day trips related to hiking. The central research question is how the German wine industry can benefit from hikers. In addition to general attitudes and interests regarding viticulture, the study also examined hikers’ specific interest in wine tourism products—for example, the importance of wine tourism offerings along hiking trails and the extent to which these offerings are utilized during their stay. Furthermore, the study examined the combination of wine tourism products and purchasing behavior in the wine sector, as well as price sensitivity when buying wine. The data were collected from December 4 to December 12, 2024, via an online survey (CAWI). The population of interest consists of the German-speaking resident population in private households in Germany aged 18 to 74. Quota sampling was used based on the characteristics of gender, age, place of residence (federal state), and level of education. The total sample size was n = 1,928 individuals.