Modelling wine tourism experiences

Arlindo Madeira · Antónia Correia · José Filipe

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

Abstract

Wine experiences contributed to attracting tourists to the destinations, in particular in Portugal where wine is worldwide renowned. This research aims to understand what drives tourists to visit a destination to live a wine experience and how this experience may improve the image and retain tourists. This model conceptual in its essence was applied in an emergent wine region in Portugal – Lisbon. Data were collected in 16 wineries from a random sample of 314 visitors in an emergent wine region, and structural equation modelling (SEM) was applied. Structural equation modelling was used to test hypotheses and validate the conceptual model. Results show that motivation positively influences the wine experiences, which in turn is explained by the dimensions presented in the study. Furthermore, the wine experience influences image and satisfaction positively and the brand equity negatively. From the managerial perspective, implications are discussed as well as the main limitations, and then suggestions for further research are provided.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1999The experience economy: work is theatre & every business a stage 2004Critical success factors for wine tourism regions: a demand analysis 2002Who is the wine tourist?2007Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions 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

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