First Name:
Kia
Last Name:
Christopher
Major Department:
International Business & Marketing
Thesis Director:
James Stoddard
Date of Thesis:
May 2011
This research was conducted in order to explore the psychographic and demographic similarities and differences among new and repeat visitors and their travel parties to North Carolina wineries. Insight into visitor satisfaction with various aspects ofwineries was gained and information was collected to assist managers when making decisions regarding their marketing mix. Information was also collected about the positive economic impact that wineries have on North Carolina's economy. A survey of903 visitors to North Carolina wineries revealed that there are important differences between new and returning visitors. The results of this study are useful when developing marketing strategy and the research suggests that marketing strategies should be adapted to reach a specific target market that distinguishes between new and returning visitors.