Wine tourism: Predictors of revisit intention to micro, small and medium wineries on the Valle de Guadalupe wine route, Mexico

Abstract

Purpose

In Mexico, wine tourism has become a relevant issue in the past 20 years. Research in this region is in a nascent stage and largely focused on the supply side. Nevertheless, consumer behavior research on wine tourists of the region is needed to improve the wine region positioning. Therefore, the purpose of this paper is to find out the predictors for revisit intention (RI) to the Valle de Guadalupe wine route.

Design/methodology/approach

The information was obtained by applying an exit poll survey to a sample of 422 wine tourists at the micro, small and medium wineries in Ensenada, Mexico. The spatial-temporal model was used to predict the wine tourist RI. Three dimensions were used: pre-visit, in situ experience and travel to/from. Multiple linear regressions were carried out to assess the relation between the three dimensions and RI.

Findings

The results obtained show that the pre-visit and in situ dimensions have an effect on RI to the wine route.

Research limitations/implications

The generalization of the results may be limited due to fact that only the repeated visitors of the autumn season are included; therefore, it is not applicable to summer (high season of wine tourism) and first-time visitors.

Practical implications

The results provide implications for the owners of the micro, small and medium wineries seeking to improve the experience and increasing the tourist RI to the wine route.

Originality/value

The theoretical added value of this paper is its contribution to the body of knowledge about the wine tourism spatial-temporal model, evaluating the complete wine tourism experience to predict RI.

Citation

Ramos, K., Cuamea, O. and Galván-León, J.A. (2020), "Wine tourism: Predictors of revisit intention to micro, small and medium wineries on the Valle de Guadalupe wine route, Mexico", International Journal of Wine Business Research, Vol. 32 No. 1, pp. 22-40. https://doi.org/10.1108/IJWBR-11-2018-0065