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1

Winery business trend

* Focus on the wine product
* Combine wine with tasting yours and food
* Bundle the winery with many atractions

2

Core and supplementary services

* Core product
* Facilitating services
* Enhancing services

3

Core product

The main goal of the product, the characteristics (sell tea leaves)

4

Facilitating services

The services it offers (web page, tour, distribution, tea shops)

5

Enhancing services

The services or characteristics you offer to make you client feel special, the story telling. (presentation flower tea, tasting, tours)

6

Basic steps on selling

* Awareness
* Satisfaction
* Value
* Sale

7

Awareness

Recognition of the brand, the detail information about your winery or wine

8

Satisfaction

needs

9

Value

The costs, benefit (quality + innovation = value)

10

Sale

the purchase

11

Product quality: testing for faults

* Volatil acidity
* Oxidation
* Sulfur-Based Off Aromas
* Cork Taint
* Microbial faults

12

Volatil acidity

All wines want to become vinegar if you let them. Known as Volatile Acidity in the wine industry, and mostly consisting of acetic acid (also known as vinegar). VA can develop on the grapes, during fermentation, or accumulate during barrel aging.

13

Oxidation

While important, wines and oxygen are not always the best of friends. In certain situations, oxygen can become an important component in the aging of wines.

14

Sulfur-based off aromas

Depending on wine processing and aging methods, these sulfur-based aromas can develop.

15

Cork taint

This fault can become apparent when opening a bottle of wine and is noticeable at very low levels and it is commonly associated with natural cork.

16

Microbial faults

These aroma faults are caused by wild yeasts and bacteria and can create cloudiness and sediment in wine, as well as aromas and flavors like cheesiness or rancid butter.

17

Five factors in service quality

* Assurance
* Responsiveness
* Tangibles
* Empathy
* Reliability

18

Assurance

Emphasizing the competence of the staff to service the needs of the guests, knowledge and ability of the personal (No les hagan caso al entrar)

19

Responsiveness

The speed which the tasting room responds to the costumer

20

Tangibles

Physical evidence such as quality of the wine and the cleanliness of the bar

21

Empathy

Understanding of the costumers needs and caring about their individual welfare

22

Reliability

Giving consistent and excellent service to encourage repeat visits (parking)

23

Basic selling

Based on current transaction

24

Social selling

Add a social element (wine clubs, facebook pages, online services an apps, events)

25

Membership upselling

The guests are part of the winery

26

Tasting sheet design

1 name and logo of the winery, memory devices
2 type of wine tasted
3 winemaker notes on wine and food/wine pairing ideas
4 open space for guest to make notes
5 business information, sales information (address, hours..)
6 promotion tactics

27

Wine services

core (wine)
middle (vineyard and landscape, tasting room, wine education, customer service, socializing and wine clubs, production facility and tour)
outside (relaxation and recreation, entertainment and events, other tourism and hospitality services)

28

Story

A narrative account of a real or imagined event or events

29

Neural coupling

A story activates parts in the brain that allows the listener to turn the story into their own ideas and experiences thanks to a process called neural coupling.

30

Mirroring

Listeners will not only experience similar brain activity to each other, but also to the speaker.