Wine tourists in South Africa: A demographic and psychographic study

The aim of the study was to develop a demographic and psychographic profile of wine tourists in South Africa. Personal interviews were conducted using a structured questionnaire involving 165 wine tourists selected through a systematic random sampling technique. The demographic variables such as type of tourist, age, main income categories, marital status, education levels and gender versus visitation rates of wine tourists were determined. The psychographic factors such as the accommodation preference of wine tourists, mode of transport, the number of wine farms visited, sources of information, general wine route habits, areas for improvement and key aspects of the wine tourism destination were assessed.