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Mapping the wine visit experience for tourist excitement and cultural experience
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| 2.03 MB | Adobe PDF |
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Resumo(s)
This study aims to examine and estimate the relationships between
wine involvement, cultural experience, winescape attributes, wine
excitement and sensorial attraction in two different wine tourism
destinations and the antecedent role of wine involvement as the
starting point that enhances the other dimensions. Survey data
was analysed using structural equation modelling. Results reveal
a direct relationship of wine involvement, winescape attributes,
and sensorial attraction in the cultural experience and wine
excitement of wine tourists. Furthermore, the mediating role of
winescape attributes and sensorial attraction was identified in the
relationship between wine involvement cultural experiences.
These results allow wine marketeers and decision-makers to map
the different stages in a wine tourism experience and to combine
the use of these five different wine tourism dimensions to deliver
a superior cultural experience.
Descrição
Palavras-chave
Wine tourism wine involvement wine marketing winescape attributes wine excitement sensorial attraction