The average Israeli wine tourist is young, academic and interested in the country's fruit of the vine – but that doesn't mean he is knowledgeable about it.
According to a new study conducted by Haifa University's Center for Tourism, Pilgrimage and Recreation Research, tourists to the nation's wineries drink an average of 18 liters of wine a year, as opposed to the 4-6 liters consumed by the average Israeli.
Wine-maker Zev Donias in moshav Bar Giora in the Judean Hills
Israel news photo: Flash 90
The study, carried out by research student Noa Hanun under the instruction of Prof. Yoel Mansfeld, surveyed 254 visitors at the wineries in the north of Israel. The results showed that about 70 percent of the visitors were aged 24-44; 75 percent had academic backgrounds, and 54 percent had earnings higher or much higher than the average income in Israel.
Most (two-thirds) said "self-fulfillment" was a leading value, and a majority (61 percent) specified "fun and enjoyment in life" as being of foremost importance.
Researchers added the wine tourists were mainly interested in nature and landscape, followed by music.
The frequency of tourists' visits to wineries was determined by income, more than any other factor: the higher the income, the more frequently the tourist visited the wineries, according to the study.
"Surprisingly, the wine tourists prefer a meal at a restaurant over hanging out at a bar or pub," noted the researchers. About 60 percent regularly or frequently drink wine while 31.5 percent drink beer at a similar frequency, and 16 percent prefer other alcoholic beverages.
The study also showed that there are substantial differences between the level of the tourists' interest in wine and their knowledge of the field: 52 percent expressed much interest in the topic while only 22 percent showed a very high level of knowledge of wines and wine production.
According to the researchers, despite their liking wine, more than 90 percent of the visitors were on a trip in the region regardless of the presence of the winery there, and over 70 percent claimed that they decided to visit the winery because it happened to fit into their travel route.
The researchers concluded that wine tourism in the north of Israel ought to be combined with the breadth of the region's general tourism, focus on cooperation with other tourist sites, and increase its marketing efforts. "The northern region's image should be reinforced as a rustic area with innate characteristics of wine, vineyards, and wineries. This could make wine an attractive force for the region," they said.