Tasmanian Wine Case Study - Management Assignment Help

Assessment brief

Read Case study 3.1: ‘Tasmanian wine: Best served with a unique cultural experience’ on pages 624–629 of the textbook and respond to the following questions:

1. Outline the characteristics of wine connoisseurs, art enthusiasts, music lovers and fine food fanatics. What common values do they all share?

2. What type of physiological needs and psychological needs do consumers satisfy when consuming wine and cultural experiences?

3. Use insights from the academic literature (minimum of 2 peer-reviewed academic articles) depicting how experiential segmentation has been applied in the wine-tourism industry context. What can the Tasmanian Wine Industry learn from these findings to assist in segmenting their cultural consumers?

4. Apply the Customer Experience Management Model to improve the effectiveness of Tasmanian wine offerings. Specifically, address how to strengthen the perception levels (Hedonic vs Utilitarian Values) and relationship levels (Attitudinal & Behavioural Loyalty) and why?

5. Utilising motivation theory, explain how Tasmanian wine producers influence customer experience, satisfaction and desire to visit.

6. What other experiences could wine producers offer at their cellar door to attract these cultural consumers? In this discussion consider The 4Es framework by Quadri-Felitti and Fiore (2012) in their article Experience economy constructs as a framework for understanding wine tourism. How should these experiences be modified now given the current COVID-19 situation?

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