Investigating the effects of consumer experience tourism on brand equity and market outcomes : an application in the wine industry

Athina Nella · Evangelos Christou

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Wine Industry and Tourism Diverse Aspects of Tourism Research Consumer Behavior in Brand Consumption and Identification

Abstract

This paper aims at presenting a conceptual framework about Consumer Experience Tourism in a winery setting and its effects on post-visit consumer behavior. The tourism experience of a winery visit has been noted as having multiple valuable effects for the winery and its brands, such as increased brand awareness, loyalty, emotional connection, increased involvement and brand differentiation. The proposed model offers an examination of the on-site winery experience within a wide temporal context, by incorporating pre-visit expectations, satisfaction parameters and post visit consumer behaviour. The main focus is the effect on consumer based brand equity and linked market outcome

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1991Managing Brand Equity 1996Services Marketing: Integrating Customer Focus Across the Firm 2001Developing and validating a multidimensional consumer-based brand equity scale 2002Understanding Relationship Marketing Outcomes 2007Strategic Brand Management

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