Winery Tasting-Room Employee Training: Putting Wine First in Oregon

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2016-01-14
Authors
Marlowe, Byron
Brown, Eric
Zheng, Tianshu
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Brown, Eric
Associate Chair for Undergraduate Academic Affairs and Associate Professor
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Apparel, Events and Hospitality Management
Abstract

Oregon wineries have become increasingly reliant on tasting-room employees to increase wine distribution. Properly training tasting-room employees is essential to increasing sales of wine at wineries. In this study, the researchers explore the methods, techniques, and practices employed to train Oregon tasting-room employees. The results indicate managers perceive product knowledge as the most common form of training needed for tasting-room employees to succeed. Sales incentives were not consistent in the findings of the training programs. Three out of every four managers responded that job shadowing was the most popular form of training in their tasting rooms.

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This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Quality Assurance in Hospitality & Tourism on 2016, available online: http://www.tandfonline.com/Doi: 10.1080/1528008X.2015.1034399. Posted with permission.

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Fri Jan 01 00:00:00 UTC 2016
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