Gambling and the Millennial Generation: A Segmentation Study

This presentation will discuss the results of a segmentation study done in Minnesota on the gambllng habits of the Millennial Generation. While much of the work done on this generation (or others)focuses on central tendencies, this study was designed to explore the diversity in the gambling behavior, motivations, and attitudes of Minnesotans between the ages of 18 and 35. The authors will demonstrate the wide range of gambling behavior and beliefs within this generation, and discuss the importance of understanding these differences for the gambling industry, public policy, responsible gambling, and problem gambling awareness, treatment, and prevention

The taste of a label : do visual sensory cues on a wine label impact the sensory taste of the wine?

The goal of this research is to understand the influence of wine label visual sensory cues on the perceived sensory taste of wine. This five-phase research study uses consumer culture theory as a framework, which views consumers as identity seekers navigating opportunities in the marketplace that provide a message that embraces who they are based on their own experiences (Askegaard & Linnet, 2011). With increasing experience, wine drinkers create associations between verbal and visual cues on the label, that form expectations for how the wine should taste. This study refers to these variables as visual sensory cues, which become associated with sensory attributes and bias the sensory experience of wine. Visual sensory cues on a label help form the brand image of the wine that impacts purchase intent and appeal (Hoegg & Alba, 2007b). Brand image is measured using four categories; brand personality, design style, narratives, and conveyance of luxury. Willingness-to-pay is used as a measurement to assign value to visual sensory cues and determine if this results in a cross-modal sensory association that impacts the taste of the wine. This study uses the epistemological approach of pragmatism to mix methods from different paradigms on their basis of usefulness to addressing the research questions (Collins & Hussey, 2014). These methods include a quantitative online survey using seventeen uniquely classified wine labels. The survey reveals that wine drinkers anticipate a wine will taste better after seeing a label they identify with. An in-person taste shows that wine drinkers were unable to discriminate between two wines using only taste. A second in-person taste test using the same two wines and two uniquely visually classified labels demonstrates that when consumers identify with a label, they believe the wine tastes better. Follow-up in-depth interviews find wine drinkers look for a label that is “for someone like me” and this impacts the overall sensory experience of the wine. The results of this research reveal a cross-modal association that results when a wine label is identified with through visual sensory cues and this process influences the actual taste of the wine.Arts and Sciences, Irving K. Barber School of (Okanagan)Graduat

Consuming Location: The Sustainable Impact of Transformational Experiential Culinary and Wine Tourism in Chianti Italy

Tourists visit wine and culinary destinations for unique, geographically indicated experiences that are place specific. The objective of this research is to understand how the transformational potential of experiential wine and culinary tourism best promotes sustainability in the context of international educational travel. Our case study in the iconic Chianti Region of Italy applies a ‘Hopeful Tourism Enquiry’ perspective and focuses on participatory, co-transformative learning, and mindful sustainability. A mixed qualitative research strategy was implemented that integrates the results of in-depth interviews with industry experts, excerpts from expository travel journals simultaneously captured during the experience, and focus group dialogues with participating students at the end of the field course. This case study revealed three overlapping thematic results that illustrate the influence of experiential educational tourism on the sensory and cultural experience of sustainable food and wine to produce co-transformative learning. The co-creation of memorable experiences establishes a unique sensual representation of provenance through the interaction with the region through narrative so that not only is the food and wine being consumed, but also the consumption of place through the storyscape of a positive and memorable experience.Arts and Social Sciences, Irving K. Barber Faculty of (Okanagan)Other UBCCommunity, Culture and Global Studies, Department of (Okanagan)ReviewedFacult