Tourism destination image (TDI) perception of a Canadian regional winescape: a free-text macro approach

ABSTRACT

This research conceptualises a wine region destination’s perceived image by integrating servicescape and destination choice theory using a ‘back-to-basics’ free-text macro approach. The study (n = 510 respondents) outlines the process of conceptualising a wine region destination’s image in the form of a winescape framework as it is perceived by tourists. The winescape construct is identified within a framework of nine dimensions for a Canadian wine region. The most important winescape dimension is the destination’s natural beauty/geographical setting of its landscape. The first-time and repeat visit dynamic impacts differently on visitors’ perception of the destination region’s winescape. For wine tourism ‘specialists’ and wine tourism ‘generalists’ there are pronounced differences in their perception of the region’s winescape dimensions. The decision to engage in wine tourism, even while primarily on vacation, is seemingly impulsive from a timing viewpoint and the motivations guiding the visitors’ behaviour are of a fairly hedonic nature.

KEYWORDS:

• Tourism destination image
• wine tourism
• free-text approach
• winescape
• consumer behaviour
• Canada

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Johan Bruwer is Professor of Marketing in the School of Marketing, Ehrenberg-Bass Institute for Marketing Science at the University of South Australia in Australia. He is Editor-in-Chief of the International Journal of Wine Business Research. His research interests include place-based marketing, market segmentation, consumer behaviour and wine tourism.

Annamma Joy is Professor of Marketing in the Faculty of Management at the University of British Columbia Okanagan, Canada. Her research interests include the impact of culture on consumption, focusing on art, fashion, architecture/design and wine.

ORCID

Johan Bruwer http://orcid.org/0000-0001-7568-605X

Additional information

Funding

This work was supported by University of British Columbia Provost Office [grant number 1]; Social Sciences and Humanities Research Council of Canada [grant number 430-2012-144].