More than words: Do personality, emotion, and lifestyle matter on the wine tourism?

Xi Wang · Guang Han · Yiqi Wang · Jie Zheng

11 citations0/0 files storedInternational Journal of Tourism Research

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

Abstract

Abstract In enhancing marketing strategies for wine tourism destinations, this study explores the influence of emotional factors, personality traits, and lifestyle components on the wine tourism experience. Utilizing natural language processing (NLP), over 8000 wine tourism reviews on TripAdvisor.com were analyzed to discern consumers' implicit emotions and personality types. Through extensive big data analyses, relationships between personality types and eight emotional dimensions, as well as associations with lifestyle factors, were examined. Key findings revealed that lifestyle significantly impacts wine visitors' tourism behavior, with leisure being a primary lifestyle factor, while religion has a lesser effect on wine tourism. Additionally, the emotion of joy and the personality of openness emerge as determinants significantly affecting wine tourism decisions. This understanding of the interplay between emotional experiences, personality traits, lifestyle, and wine tourism behaviors enriches theoretical frameworks and offers insights for refining marketing strategies, thereby fostering the growth of wine tourism.

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References

2011Exploring the essence of memorable tourism experiences 2004Critical success factors for wine tourism regions: a demand analysis 2006Wine Tourism Research: The State of Play 2011Consumer behaviour and sensory preference differences: implications for wine product marketing 2013The Big Five Personality–Entrepreneurship Relationship: Evidence from Slovenia 2005Linking Wine Preferences to the Choice of Wine Tourism Destinations 2014Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries 2006Sustainable Wine Tourism: The Host Community Perspective

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