This study aims to determine overall profile characteristics of wine tourists who are visiting Kula destination and reveal their points of views on wine tourism. Findings of the study indicate that wine tourists generally are well educated, have high income and belong to middle or higher age groups. Other findings reveal that wine tourists are willing to travel long distances in order to have a wine tourism experience and they have plenty of leisure time besides not having monetary issues. On

more »

... e other hand wine tourists' interest in wines generally show a long term relationship and travels towards wine tourism are quite preferred touristic activities by wine tourists. Furthermore, wine tourists are found out have a sophisticated palate. Results of the study support previous studies of the national and international literature. Attitudes and profile characteristics of wine tourists who are visiting Kula destination show similar properties which are towards different wine destinations. Finally, it is found out those wine tourists who are visiting Kula have little knowledge on the destination prior to their travel and they were expecting inferior supply elements regarding wine tourism at Kula destination before their visit. However their perceptions towards Kula changed in a positive manner after their experience.