Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Science in Agriculture

Degree Level

Undergraduate

Department

Agricultural Education, Communications and Technology

Advisor/Mentor

Dr. Casandra Cox

Committee Member

Dr. Jill Rucker

Second Committee Member

Dr. Kelly Way

Third Committee Member

Dr. Nick Johnston

Abstract

Generation Z represents an emerging consumer group within the hospitality and tourism industry, yet winery experiences are often designed with more traditional audiences in mind. As younger consumers increasingly value authenticity, communication, and experience-driven hospitality, wineries must consider how their practices align with evolving expectations. This honors thesis explores winery hospitality and communication practices in the Ozarks through a Generation Z perspective using a creative, experience-based approach. The final product of this project was Pour & Ponder, a podcast created to document reflective discussions following visits to three wineries: Sassafras Springs Vineyard, St. James Winery, and Ozark Hills Winery. A research-informed hospitality standards rubric developed by the researcher guided winery visits and podcast conversations, helping structure evaluation across key elements of the guest experience. While each winery was assigned a score during podcast discussions, these scores were used as a reflective tool to summarize and compare experiences rather than as formal research data. Through conversational reflection, the podcast captured observations related to communication style, staff engagement, atmosphere, digital presence, and the full guest journey from arrival to departure. Findings suggest that while Ozarks wineries offer strong hospitality foundations, many experiences are still shaped by traditional wine tourism models and may not yet be intentionally designed to engage Generation Z consumers. This project highlights opportunities for wineries to adapt hospitality and communication practices to better connect with younger audiences while maintaining regional identity and tradition.

Keywords

Gen Z, Wine Tourism, Hospitality Communication, Sensory Experience, Consumer Perception

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