Mapping the wine visit experience for tourist excitement and cultural experience

ABSTRACT

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.

KEYWORDS:

• Wine tourism
• wine involvement
• wine marketing
• winescape attributes
• wine excitement
• sensorial attraction

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Vasco Santos

Vasco Santos, PhD in Business Sciences with specialization in Marketing, PhD in Tourism, MSc in Marketing and Tourism Promotion and BA in Hospitality Management. Coordinator Professor of Tourism and Marketing at ISLA Santarém. Coordinator of the Degree in Tourism Management. Researcher in CiTUR – Center for Tourism Research, Development and Innovation. Author of scientific papers and book chapters. Research areas: wine marketing, wine tourism, wine tourist behaviour, luxury tourism, sustainable luxury tourism, and employer branding.

Alvaro Dias

Alvaro Dias. Full Professor of Strategy and Entrepreneurship at Universidade Lusófona/TRIE and ISCTE-IUL, Lisbon, Portugal. He holds two Ph.Ds. one in Management and Marketing and another in Tourism, Postdoctoral studies in Management, MSc in Strategy, and MBA in International Business. He has over 26 years of teaching experience. He has had several visiting positions in different countries and institutions including Brazil, Angola, Spain, Saudi Arabia, Poland, and Finland. Professor Dias has produced extensive research in the field of Tourism and Management. His work has published Current Issues in Tourism, J. Sustainable Tourism, J. Brand Management or Bus. Process Management J.

Paulo Ramos

Paulo Ramos, PhD Management Sciences University of Porto, MSc Marketing and Product Management, Cranfield University, UK, BA International Relations, Minho University. Assistant Professor at Fernando Pessoa University and Lusíada University. Former Marketing course coordinator in both universities. Guest lecturer in the Catholic University and FCUP. Researcher in CBQF. Member of the editorial board do Journal of Organizational Studies and Innovation, Management and Business Academy, UK. EU project expert and evaluator by appointment of the Northern Regional Coordination Commission (CCRN).

Arlindo Madeira

Arlindo Madeira is professor at the ESCAD-School of Sciences (Lisbon) and at the School of Social Sciences and Technology of the European University (Lisbon). He is a researcher at TRIE-Centre for Transdisciplinary Research for Entrepreneurship and Ecossistémica Innovation. He holds a PhD in Tourism Management from ISCTE-University Institute of Lisbon in association with Universidade Europeia, a master's in Marketing from Universidade Europeia (Portugal) and graduated in Hospitality Management from ISLA (Portugal). His current research interests/areas are tourism, enogastronomy and hospitality management.

Bruno Sousa

Bruno Sousa is Adjunct Professor of Marketing at Polytechnic Institute of Cavado and Ave (IPCA), Portugal and PhD in Marketing and Strategy in Universidade do Minho, Portugal. Head of Master Program – Tourism Management (IPCA) and CiTUR research member. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.