Ana Patrícia Silva, Isabel Figueiredo, Tim Hogg and Miguel Sottomayor
The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical…
Abstract
Purpose
The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework.
Design/methodology/approach
The aim of this study is to identify perceptions, attitudes and behavior of young adults concerning wine consumption, using the “theory of planned behavior” as a theoretical framework.
Findings
The major findings are that attitudes and subjective norms are, apparently, the components with most influence on behavior of young people in relation to wine consumption. For the consumers group, attitudes seem to be the most crucial component, especially the “interest in alcohol”. They drink it in special occasions for sociability and to disinhibit. Regarding the non-consumers group, the main attitude is “dislike taste”. Also the subjective norms, are very present, especially parents, society, friends and publicity, in consumers group. The non-consumers have the perception of greater parental induction to not consume wine. No significant differences were found between gender or educational system.
Research limitations/implications
Concerning the results, a limited, convenience sample, was employed and this is assumedly an exploratory study. Therefore the results cannot be considered to represent a broad section of the groups studied. Still sample related, only Portuguese young adults students were studied.
Social implications
This research can contribute not only for the knowledge relating to Portugal as a wine consuming environment but also to the general area of attitudes and perceptions of young people towards moderate wine consumption. As today young adults, novice or potential wine consumers will be the next generation of wine consumers, it can be beneficial for wine marketers to focus on this target population aiming at exploring further their engagement with wine.
Originality/value
This research has an originally approach to wine consumption by young adults once it focus and explore the non-problematic behavior of young adults about wine consumption. The results of this study can contribute to the development of targeted advertising and publicity of the wine industry, in order to promote moderate wine consumption among young adults.
Details
Keywords
Donald Sinclair and Chandana (Chandi) Jayawardena
The purpose of this paper is to provide an overview of the tourism sector in the Amazon regions of Bolivia, Brazil, Colombia, Ecuador, Guyana, Peru, and Suriname and then discuss…
Abstract
Purpose
The purpose of this paper is to provide an overview of the tourism sector in the Amazon regions of Bolivia, Brazil, Colombia, Ecuador, Guyana, Peru, and Suriname and then discuss the manner in which tourism activity assists the protection of the Amazon rainforests. The paper also describes the manner in which the first World Hospitality and Tourism Themes Roundtable on Tourism in the Amazon is organized in 2009.
Design/methodology/approach
Teams of researchers from the Ministries of Tourism, the private sector and academia in the Member Countries of Treaty for Amazon Cooperation collaborated to address, in ten‐page papers, the question “Does sustainable tourism offer solutions for the protection of the Amazon rainforest?”
Findings
The paper provides valuable information on the current state of tourism policy and practice in the Amazon Member Countries. It also articulates the challenges that attend the development of sustainable tourism as a mechanism for the protection of the Amazon.
Practical implications
Tourism policy officials and managers, should benefit from the discussions of the prospects and challenges that attend the practice of sustainable tourism in the Amazon region. They will also find interesting guidelines and recommendations for action based upon the many destinations and tourism regions under examination.
Originality/value
The issue of sustainable tourism and the rainforest is very topical and this paper will be of immense value to scholars, researchers and tourism practitioners.