Purpose
Wine tourism is gaining increasing popularity among Chinese tourists, making it necessary to thoroughly examine tourist behavior. While online reviews posted by wine tourists have been ...extensively studied from the perspectives of destinations and wineries, the perspective of the tourists themselves has been overlooked. To address this gap, this study aims to identify significant attributes intrinsic to the tourism experiences of Chinese wine tourists by adopting a text-mining approach from a tourist-centric perspective.
Design/methodology/approach
The authors use topic modeling to extract these attributes, calculate topic intensity to understand tourists’ attention distribution across these attributes and conduct topical sentiment analysis to evaluate tourists’ satisfaction levels with each attribute. The authors perform importance-performance analyses (IPAs) using topic intensity and sentiment scores. Furthermore, the authors conduct semistructured in-depth interviews with Chinese wine tourists to gain insights into the underlying reasons behind the key findings.
Findings
The study identifies eleven attributes for domestic wine tourists and seven attributes for outbound wine tourists. From the reviews of both domestic and outbound tourists, three common attributes have been identified: “scenic view”, “wine tasting and purchase” and “wine knowledge”.
Practical implications
According to the results of the IPAs, there is a pressing need for enhancements in the wine tasting and purchasing experience at domestic wine attractions. Additionally, managers of domestic wine attractions should continue to prioritize the positive aspects of the family trip experience and scenic views. On the other hand, for outbound wine attractions, it is crucial for managers to maintain their efforts in providing opportunities for wine knowledge acquisition, ensuring scenic views and upholding the reputation of wine regions.
Originality/value
First, this study breaks new ground by adopting a tourist-centric perspective to extract significant attributes from real wine tourism reviews. Second, the authors conduct a comparative analysis between Chinese wine tourists who travel domestically and those who travel abroad. The third novel aspect of this study is the application of IPA based on textual review data in the context of wine tourism. Fourth, by integrating topic modeling with qualitative interviews, the authors use a mixed-method approach to gain deeper insights into the experiences of Chinese wine tourists.
This study examines the relationship between the motivation of wine tourists to visit cellar doors and destination image perception. A survey of tourists resulted in 676 useable questionnaires. Using ...a novel segmentation method, self‐organizing maps, and bagged clustering, the study identified 5 distinct motivation clusters. These clusters were different on only gender and previous visit to the wine region. Three clusters of destination image were identified using the same segmentation method. Significant relationships were found between the motivation and destination image clusters. Implications for destination marketing and managing the tourist experience at the winery cellar door are discussed.
The metaphor of “Blue Ocean” thinking is used to investigate visitors' preferences for “red ocean” and potential “blue ocean” wine experiences in South Africa's Cape region. A questionnaire was ...completed by 443 tourists who identified as wine tourists. “Red ocean” activities, e.g., wine estate bus tours were less attractive to tourists than potential “blue ocean” activities, e.g., paired wine and dinner tasting. Such activities are not commonly available at present and represent a significant opportunity. The paper shows how visitor research and fresh strategic thinking can unlock value in the tourism market.
PurposeThe purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese ...wine tourists.Design/methodology/approachThis study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).FindingsThe results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.Research limitations/implicationsThis study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.Practical implicationsThe results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.Originality/valueExtant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.
Although socio-economic variables are commonly used for market segmentation and are widely applied in describing winery visitors, increasing awareness is evident in the literature that personality ...might also be useful for that purpose. The present study examined whether, compared with socio-economic variables (age, gender, education level, personal income, and household income), the personality variable sensation seeking adds to the ability to predict differences in various attitudes and behaviours of wine tourists. With the effects of the former controlled, sensation seeking was observed to be significantly related to spending on wine, and wine drinking, as well as to the frequency of visits to wineries and the number of activities engaged in at wineries, the use of the internet as a source of information about wineries, venturing off the beaten track during a visit to a wine region, and the strength of opportunity for learning, stimulation, or indulgence as incentives to visit a wine region. Sensation seeking was also observed to be significantly related to all but one of those variables when the effects of another variable which is receiving increasing attention as a means by which to characterize wine tourists, “involvement”, were controlled. The practical significance of the results for winery and wine region marketing and management is discussed, and several requirements for further research are identified.
Wine tourism is an increasingly prevalent form of tourism, but is still an emerging market in China. Wine tourism is highly experiential, yet only a few research works have focused on the antecedents ...and consequences of co-creation experience in the context of wine tourism. In this study, Chateau Changyu Rena Shaanxi, China, was selected as the site of research to explore the impacts of wine tourism experience on co-creation experience, perceived value, and consumer behavior. The
Structure Equation Modeling
(SEM) method has been used to analyze a sample of 536 respondents who have participated in wine tourism. The results show that most Chinese tourists participated in wine tourism for the first time and spent around 800 Renminbi for wine in average at the winery. In addition, this study is the first to confirm that autonomous of co-creation experience, entertainment, education, escapism, and novelty experience have positive effects on co-creation experience. Education experience, esthetic experience, escapism experience, and hedonism experience are positively correlated with perceived value. Co-creation experience and perceived value are positively correlated with word-of-mouth intention, revisit intention and purchase intention. The results of this study also provide implications for winery operators, guiding them to improve their business strategies, enrich wine tourism experience, encourage tourists to participate in co-creation activities, reward visitors for positive word-of-mouth promotion and offer cost-effective products.
O enoturismo é uma forma de turismo cada vez mais prevalente, mas ainda é um mercado emergente na China. O enoturismo é altamente experiencial, no entanto, apenas alguns trabalhos de investigação se centraram nos antecedentes e consequências da experiência de cocriação no contexto do enoturismo. Neste estudo, o Chateau Changyu Rena Shaanxi, China, foi selecionado como local de pesquisa para explorar os impactos da experiência do enoturismo na experiência de cocriação, valor percebido e comportamento do consumidor. O
Modelo de Equações Estruturais
(SEM) foi utilizado para analisar uma amostra de 536 inquiridos que participaram no enoturismo. Os resultados mostram que a maioria dos turistas chineses participou do enoturismo pela primeira vez e gastou em média cerca de 800 Renminbi em vinho na adega. Além disso, este estudo é o primeiro a confirmar que a experiência autônoma de cocriação, entretenimento, educação, evasão e experiência de novidade têm efeitos positivos na experiência de cocriação. Experiência educacional, experiência estética, experiência de evasão e experiência de hedonismo encontram-se positivamente correlacionadas com o valor percebido. A experiência de cocriação e o valor percebido estão positivamente correlacionados com a intenção passa-palavra, intenção de revisitar e intenção de compra. Os resultados deste estudo têm ainda implicações para os agentes vitivinícolas, orientando-os para melhorar as suas estratégias de negócios, enriquecer a experiência do enoturismo, incentivar os turistas a participar em atividades de cocriação, recompensar os visitantes pelo passa-palavra positivo e oferecer produtos com boa relação custo-benefício.
Non-Resident Wine Tourist Markets Williams, Peter W.; Dossa, Karim B.
Journal of travel & tourism marketing,
11/18/2003, 2003-11-18, Letnik:
14, Številka:
3-4
Journal Article
Recenzirano
This paper describes key travel traits of non-resident visitors to British Columbia's wine tourism destinations. It identifies Genera-list and Immersionist as being important segments of this market ...that merit particular attention in future destination management planning and marketing initiatives. It uses an importance-performance analysis framework to determine the key areas for management activity that need to be addressed in order to meet the travel product needs of each of these segments. The paper concludes by recommending a range of strategic initiatives that should be used by the wine industry and its tourism partners to elevate the appeal of BC wine destinations in the international marketplace. While specific to the
Nowadays, the relationships among wine tourism and environmental and economic sustainability has gained an outstanding importance on the supply side because of changes in wine visits’ demand and ...behaviour. This paper aims to better understand the model which explains the number of wine visits wherever product and landscape management are considered key factors for the wine tourism development of the Conegliano Valdobbiadene Prosecco PDO. In order to assess the research questions, we used the method of instrumental variables (IV), applied through the Two-Stages Least Squares (TSLS) procedure for evaluating wineries sustainability’s policies towards winery visits. Results showed how in the case of the Conegliano Valdobbiadene Prosecco PDO’s wineries, evidence-based strategies on product and landscape sustainability policies should be taken into account when managing more effective visits experiences.
PurposeWine tourism has stood out as a very recognized and valid tourism and marketing segment, growing worldwide and urging the complex needed advances on wine tourism practices performance. This ...paper aims to develop a new framework strictly applied to the global wine tourism system, taking into account emerging and future constructs and dimensions that precede and consequence it.Design/methodology/approachThe systematic mapping study (SMS) was adopted as the selected research methodological approach, both to analyze and to structure a broad research field concerning methods, designs and research, focuses on the papers published in reliable academic databases such as Emerald, ProQuest, Sage, Science Direct, Scopus, Wiley, Web of Science, Taylor and Francis and Wiley were properly selected and analyzed.FindingsThe following four dimensions were found to comprise the global framework of the wine tourism system: (1) support features (governance, public policies and economic investment; supply development; physical and capacity conditions; requirements of health safety; opinion makers and leaders: managers/stakeholders/players/marketers and benchmarking and value chain); (2) innovation ecosystem (profile of the new generations of wine tourists; virtual and augmented reality: digital and hybrid wine events; smart wine tourism companies; digital channels and platforms: blogs, websites, applications; wine tourism creative activities for all from kids to seniors and sustainable and ecologic wine tourism practices); (3) wine tourism experience dimensions (storytelling; involvement; winescape; attachment; emotions and sensory) and (4) behavioural intentions (satisfaction; loyalty; and WoM).Research limitations/implicationsThe framework still needs to be empirically applied in wine tourism settings to enrich tourists’ robustness in cross-cultural wine tourism experiences, covering a wider spread of abroad wine tourism destinations and products.Practical implicationsThis framework is a useful tool and becomes vital to their continued success, as a key reference of wine tourism management and marketing. As a wine tourist's visitation frequency plays a role in his/her travel motives, product and service quality of tour packages must be improved and monitored.Originality/valueThis is the first research study to demonstrate the combined use of the main domains forming the wine tourism system within a global perspective, covering of the most critical aspects.
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