Wine tourism suppliers’ and visitors’ experiential priorities

Donna Quadri-Felitti · Ann Marie Fiore

53 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Wine Industry and Tourism Diverse Aspects of Tourism Research Culinary Culture and Tourism

Abstract

Purpose – This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners, restaurateurs retailers, lodging providers, attraction operators) with tourists’ perceived experiences. Design/methodology/approach – Adapting the 4E (educational, escapist, esthetic and entertainment) measurement scales of Ohet al.(2007), a cross-sectional survey design was used to gather data from 169 suppliers and 970 wine tourists. Factor analyses,t-tests and ANOVA tests were used to explore differences. Findings – Supply-side cohesion among the four supplier groups appeared across all experiential design priorities and across three of the 4Es regarding their perceptions of the destination; esthetics was the exception. Significant differences between suppliers’ design priorities and visitors’ experiential perceptions were found on three experiential dimensions, and alignment on esthetics was revealed. Research limitations/implications – Unique attributes of the destination may have affected the results with further development of the supplier measurement scale recommended. Results of the tests that used surrogate variables should be approached with caution. Practical implications – The study underscores the esthetic experience’s importance to wine tourists and suppliers alike. Results suggest where suppliers should focus their efforts to improve wine tourists’ experiences and what suppliers may expect to emphasize rather than those emphasized by destination managers, i.e. entertainment and education. Originality/value – This is the first study to compare experience economy priorities of multiple supply-side stakeholders and wine tourists’ perceived experiences.

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References

1988On the Evaluation of Structural Equation Models 2004Co-creation experiences: The next practice in value creation 1999The experience economy: work is theatre & every business a stage 2009Service Design for Experience-Centric Services 2004Critical success factors for wine tourism regions: a demand analysis 2003South African wine routes: some perspectives on the wine tourism industry's structural dimensions and wine tourism product 2009The hedonic nature of wine tourism consumption: an experiential view 2005Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada

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