NoRThERN viRGiNia WiNERiES: uNdERST aNdiNG viSiT oR moTiva TioNS foR maRkET SEGmENTaTioN

The wine industry is a rapidly growing sector of Virginia's economy, yet little research has been done on this topic. The purpose of this study was to obtain a better understanding of northern Virginia winery visitors' motivations to help winery operators better focus their marketing efforts. This exploratory research project collected basic information about the preferences, needs, and demographics of winery visitors. Almost two-thirds of the respondents were from Virginia and about 88 percent were Caucasian. Their average age was 40, average education level was an undergraduate degree, and most had an above average annual household income. Most popular motivations for visiting the winery included to enjoy the surrounding scenery and to be with people who shared similar interests. They were most likely to buy a new variety of wine if it was recommended by a friend or if they saw it featured in a wine magazine article. Possible marketing strategies based on the findings are discussed.