Wine experience scale: validating the behavior and motivations of Spanish wine tourists (original) (raw)
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Developing a Wine Experience Scale: A New Strategy to Measure Holistic Behaviour of Wine Tourists
Sustainability , 2020
This study develops a scale to measure wine tourism experiences and was tested in Portugal, in two of the main wine tourism centres: Porto and Madeira. The wine experience scale combines experience traits with the traditional approach to scales related to wine tourism. The development of the scale follows the most recognised validated procedures. Data were collected from a total of 647 international wine tourists in the wine cellars of the two main fortified wine tourism regions visiting areas: Porto and Madeira. Structural equation modelling (SEM-AMOS) was used as the main analysis and validation tool. The resulting 18-item wine experience scale comprises four major dimensions: (1) Wine storytelling, (2) wine tasting excitement, (3) wine involvement, and (4) winescape. All these showed reliable and validated indicators. This new scale presents a valid new tool to better measure and evaluate experiences in a wine tourism setting. This study offers a broad range of use for academics, managers, planners, and practitioners. It shows how a new measurement tool focused on the wine tourism experience in terms of several outcomes and applications, addressing important practical managerial implications, can have an impact on academic research. Most previous tourism scales still fail to measure the specifics of wine settings. This is the first scale that comprises the dimensions of experience with wine senses, applied in a relevant wine destination where research is still limited. The results are relevant in boosting the increasingly recognized awareness of Portugal as wine tourism, as well as bringing experience scales to the body of knowledge.
Mapping the wine visit experience for tourist excitement and cultural experience
Annals of Leisure Research
This study aims to examine and estimate the relationships between wine involvement, cultural experience, winescape attributes, wine excitement and sensorial attraction in two different wine tourism destinations and the antecedent role of wine involvement as the starting point that enhances the other dimensions. Survey data was analysed using structural equation modelling. Results reveal a direct relationship of wine involvement, winescape attributes, and sensorial attraction in the cultural experience and wine excitement of wine tourists. Furthermore, the mediating role of winescape attributes and sensorial attraction was identified in the relationship between wine involvement cultural experiences. These results allow wine marketeers and decision-makers to map the different stages in a wine tourism experience and to combine the use of these five different wine tourism dimensions to deliver a superior cultural experience.
Wine tourism and purchase intention: a measure of emotions according to the PANAS scale
Journal of Wine Research
Tasting sessions for tourists at Spanish wineries are a direct way to promote wines and encourage purchases. Previous academic work has demonstrated the influence of emotions on buying behaviour and of tasting-room experiences on wine purchasing. However, it has not yet been determined which key factorthe winery visit or the novelty of the wine itselfhas a greater impact on purchase intention. To fill this gap, our study uses two structural equation models to analyse the impact of emotions on purchase intention. We used a PANAS-based questionnaire to measure the emotions produced by a new type of wine and a winery visit. The results show that the positive emotions generated by the product's novelty highly explained purchase intention, whilst the emotions produced by the winery visit barely affected it. These outcomes have important marketing and managerial implications for wine tourism management and for wine marketing strategy.
Influence of wine storytelling on the global wine tourism experience
Wine Economics and Policy
The aim of this paper is to evaluate the role of wine storytelling as an antecedent in the wine tourism experience, namely on other constructs such as winescape attributes, sensorial attraction, wine excitement and cultural experience. This study analyses the combined use of five wine tourism experience dimensions as well the influence of storytelling as a key antecedent of the wine experience. This study extends existing knowledge by identifying new key drivers which focus on wine tourist behavioural responses within visits to the wine cellars. Data were collected within two wine tourism settings in Madeira and Porto wine cellars, from two convenience samples of 647 international wine tourists. Using partial least square structural equation modeling, the results show a direct impact of wine storytelling on the wine tourism experiences of wine tourists, through winescape attributes and sensorial attraction, that also act as mediators, with wine excitement and cultural experience as ...
The hedonic nature of wine tourism consumption: an experiential view
International Journal of Wine Business Research, 2009
Purpose -The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region environment. It also aims to determine the impact of travel antecedents such as the perceived characteristics of the wine region, information sources utilised, and previous knowledge of the region and its products on the destination decision-making process and ultimately the visitation motivations. Design/methodology/approach -Information is obtained from a random sample of 304 respondents from 12 wineries representing all size groups situated on the Paarl Wine Route (PWR) in South Africa. Data are collected through the use of a self-administered, highly structured questionnaire, self-completed by respondents at each of the winery cellar door venues. Findings -The most important characteristic of the entire winescape is the region's scenic beauty. Other high impact characteristics are the friendly people and their hospitality, overall ambience and the diversity of wine estates. These factors point to hedonic behaviour in a highly social context and primarily a search for enjoyment/pleasure, mainly by first-time visitors. The dynamic of first-time and repeat visitation plays a key role in visitors' wine tourism behaviour. The decision to engage in wine tourism is generally impulsive, even spurious, the visit duration short and the motivations guiding the visitors' behaviour predominantly hedonic in nature.
Insights from wine’s amateurs for wine tourism
2017
Researches have sought to define and understand the wine tourists as a particular type of tourist. Studies have focus on the activities done during the stay and at the wineries and on the degree of satisfaction of the visitors. Based on the principle of segmentation, researches have used sociodemographics data and visitors' motivations to identify wine tourists' profiles. Although rich and useful, these researches have been manly conducted through quantitative methods and by selecting and surveying wine tourists at sites visits. We believe this has
A Research Proposal to Explore the Factors influencing Wine Tourist Satisfaction
This paper aims to conceptualise the commonly referred to ‘winescape’ in wine tourism literature and to identify key winescape attributes that affect wine tourist satisfaction. Integrating theoretical underpinnings from services, tourism and wine tourism marketing literature, a framework for the proposed winescape that contains winescape aesthetics, winescape layout and signage, winescape features, winescape activities and winescape service staff is presented. It is expected that all these attributes will have a positive effect on wine tourist satisfaction with a wine region.
Encouraging Wine Storytelling in the Tourist Experience: A Preliminary Study
Smart innovation, systems and technologies, 2022
Wine tourism has long since ceased to be just a visit to wine producing regions and wineries, just to taste or buy wine. In fact, wine tourism has become more complex as a tourist product, due to the requirement of visitors to obtain a differentiated experience, composed of multiple elements Wine tourism activities consist of, above all, wine tastings and cellar, wine house and wine museum visits. Currently, and in the future, wine tourism has provided and boosted the creation of genuine and unique tourist experiences, more and more differentiated tailor-made. This preliminary approach aims to evaluate the role of wine storytelling as an antecedent in the wine tourism experience, namely on other constructs as winescape attributes, sensorial attraction, wine excitement and cultural experience. A range of practical implications are provided for wine tourism managers, marketers and wine guided tours namely on the importance on the training the storytelling skill by the wine cellars staff. The new vogue of wine tourism forces us to challenge and re-visit the power relationships that exist within contemporary tourism and the host-guest relationship. As an interdisciplinary approach, this research contributes positively to the development of theory in relationship marketing and tourism contexts in wine management (theoretical implications). At the end, guidelines for future work will be presented.
Heritage
Sensory experiences play a remarkable role in the visitor’s satisfaction and behavioral intention to return to a wine tourism unit, so it is important to frequently review the environment in which the experience is lived, to make it memorable. This study aimed to perform a comparative analysis of the perception of sensory experiences between the Abruzzo region in Italy and the Douro region in Portugal. This study also intended to understand the most important sensations sought by wine tourists in each region. A quantitative methodology was used, based on a questionnaire survey that analyses the perceptions of sensory experiences and some variables that characterize the profile of wine tourists. The sample consisted of 199 wine tourists who visited the wine tourism units of the aforementioned regions. The structural equation model results showed that sensory experiences were composed of five factors: sight, hearing, smell, taste, and touch, and sensory experiences manifested with gre...