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Wine Experts' Subjectivities of Young-Dong Red Wine madefrom Campbell-Early Grape: Q Method

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(3), pp.103-123
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

YU, Byung Ho 1 Hwang Johye 1

1경희대학교

Accredited

ABSTRACT

So far, the majority of wine-related studies have focused on the consumer side of opinions and behaviors through a quantitative method. In the current study, we took a qualitative approach, Q Method, to explore wine experts' subjectivities of Northern Chung-Cheong province Young-Dong red wine made from Campbell-Early. Q Method, a technique designed for the systematic study of subjectivity in terms of opinions, beliefs, and attitudes was employed, eliciting responses from 30 participants. We found that the participants were classified into four clusters by their distinguishing opinions: While the first cluster of participants were recognizing the potentials of the wine, the second cluster was uncertain of its quality. The third cluster pursued self-satisfaction by consuming the wine, and the last cluster simply favored the wine due to its familiarity. Interestingly, most of the participants were indifferent in labeling. As a result, the experts' subjectivities provide suggestions on the identity of the Northern Chung-Cheong province Young-Dong red wine made from Campbell-Early, and provide implications on market positioning of the wine. More issues including distribution system of the Korean wine industry are discussed.

Citation status

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