USING ANNs TO DETERMINE PLACE EVOKED AFFECTIVE CONSUMER REACTIONS IN WINE TOURISM

Abstract

ALBERT STÖCKL,1 WOLFRAM RINKE,2 and ANDREAS EISINGERICH3 1Lecturer and Researcher, University of Applied Sciences Burgenland, Austria, E-mail: albert.stoeckl@fh-krems.ac.at 2University of Applied Sciences Burgenland, Austria 3Associate Professor of Marketing, Imperial College London, Great Britain 10.1 Background ................................................................................ 167 10.2 Related Literature ....................................................................... 168 10.3 Data Collection .......................................................................... 169 10.4 Measures .................................................................................... 170 10.5 ANN Model Building ................................................................. 170 10.6 Findings from the First Model ................................................... 172 10.6 Findings from the Open Form Model and Simulation Results .. 174 10.7 Conclusion ................................................................................. 182 Keywords .............................................................................................. 183 References ............................................................................................. 183 10.1 BACKGROUND Tourism experiences in viticultural areas tend to evoke strong positive and affective consumer reactions (Yuan et al., 2008). Ideally they lead to sentiments such as pleasure, satisfaction, nostalgia, or even emotional attachment (Gross and Brown, 2006; Hammitt et al., 2006). Studies show that satisfaction is strongly related to attachment to a certain place (Williams and Huffman, 1986) and pleasure (Orth et al., 2011) and can lead to consumer loyalty (Dodd, 2000; Alexandris et al., 2006) as well as greater spending (Moore and Graefe 1994; Dodd, 2000; Kyle, Absher and Graefe, 2003). In addition, research showed that visitors who are familiar with a region, that is, they have visited the destination before, are more likely to develop strong attachment to that place over time (Williams et al., 1992).

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