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How motivations and satisfaction influence wine tourists’ loyalty? An analysis of the Italian case

Maria Giovanna Brandano (CRENoS, University of Sassari, Sassari, Italy)
Linda Osti (Faculty of Economics, Libera Università di Bolzano, Bolzano, Italy)
Manuela Pulina (University of Sassari, Sassari, Italy)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 14 November 2018

Issue publication date: 24 May 2019

Abstract

Purpose

The purpose of this paper is to assess the “motivation-satisfaction-loyalty” framework. Through a structural equation model (SEM), it is possible to disentangle attitudinal and behavioral loyalty as a multifaceted latent variable.

Design/methodology/approach

The empirical analysis is based on data collected in wineries located in two important wine destinations: Trentino and South Tyrol (Italy). Notably, the motivation–satisfaction relationship is confirmed, and the SEM has also assessed the importance of winery services in affecting loyalty, expressed in terms of “visit other cellars,” “repeat a wine vacation” and “recommend wine routes.”

Findings

Destination managers should consider the wine-related “relaxation” as the main push motivation, while the interactions experience are important pull motivations to drive wine tourists’ satisfaction. Nevertheless, the findings reveal that more proactive policies are needed to enhance local wines loyalty.

Originality/value

The novelty of this study is to explore loyalty. In this respect, a multifaceted latent variable is expressed as follows: “buy local wines,” “visit other cellars,” “repeat a wine vacation” as behavioral attitudinal stated loyalty and “recommend wine routes” as attitudinal stated loyalty.

Keywords

Citation

Brandano, M.G., Osti, L. and Pulina, M. (2018), "How motivations and satisfaction influence wine tourists’ loyalty? An analysis of the Italian case", International Journal of Culture, Tourism and Hospitality Research, Vol. 13 No. 1, pp. 55-69. https://doi.org/10.1108/IJCTHR-04-2018-0054

Publisher

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Emerald Publishing Limited

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