East Stroudsburg University’s Provost’s Colloquium Series, an intellectual experience that promotes dialogue among ESU faculty, staff, students, and community, concludes the Spring 2024 semester with a presentation by Fredrick (Chuck) Meitner, Ph.D., and Yongwook (Yong) Ju, Ph.D., assistant professors, hospitality, recreation, and tourism management (HRTM) and Li-Ming (Stanley) Chiang, Ed.D., professor and department chair, HRTM, “A Visitor Sentiment Analysis of PA Wineries: A Big Data Approach and A Guided Wine Tasting” will take place on Wednesday, April 24, at 5:30 p.m. in P&J’s Restaurant. The presentation will also be live streamed on the ESU Live Events webpage.
Presenters will discuss the state of consumer sentiment toward Pennsylvania wineries and explore how Big Data mining techniques can be employed to investigate consumer behavior on a particular topic, in this case, the Pennsylvania Wine Industry. This project is part of a larger four-part research initiative to investigate what factors will most encourage consumers to choose wine from Pa. over wines from other regions and/or to visit a local Pa. winery.
Despite being one of the top wine producing states, Pennsylvania’s wineries face two large challenges. First, distribution channels heavily favor large corporations with vast brand portfolios. Virtually all Pa. wineries are small, independently owned operations so they struggle for placement on restaurant wine lists and store shelves. Second, consumer preferences appear to be changing, particularly among younger people who’ve recently reached drinking age. It is not yet clear what products will appeal to this generation. Furthermore, these small wineries lack the resources needed to gain a deep understanding of their customer base. This research initiative aims to help Pennsylvania wineries make the best use of their marketing dollars.
Following their presentation, a guided wine tasting will be conducted. Interested guests will compare and contrast the sight, smell, and taste of two similar wines, one locally produced, and one produced in Europe, in order to understand why wines taste different from one region to another. “Wine is the most cerebral of beverages,” Dr. Meitner says. “It is the ultimate topic for people who love learning because it touches on so many different topics – chemistry, economics, agriculture, travel/tourism, gastronomy – the list goes on.”
For more information about the Provost’s Colloquium Series, contact Lynne Ozgur, assistant director, office of sponsored projects and research, at (570) 422-7908 or lozgur@esu.edu.