A consumer value approach to a holistic understanding of the winery experience

Charlotte Massa (EM Strasbourg Business School, Strasbourg, France)
Sébastien Bédé (EM Strasbourg Business School, Strasbourg, France)

Qualitative Market Research

ISSN: 1352-2752

Publication date: 10 September 2018



The present study is part of a joint effort to gain a holistic understanding of the consumption experience. This paper aims to understand the essence of the winery experience through a better characterisation of the latter because of the consumer value approach and to define the main cultural differences between the Old World and the New World in this respect.


The authors felt that netnography offered the most suitable qualitative method to capture the meaning of a winery experience in an international context. To this end, we collected 3,065 original tourist reviews for 35 wineries, written from January 2015 to June 2016.


The findings suggest that a winery experience is made up of the following values: “hedonic”, “economic”, “social” and “legacy”. In addition, the results indicate that social and legacy values are more important for the Old World, while the New World tends to put more emphasis on economic and hedonic values.

Practical implications

Wineries need to deliver experiences that encourage tourists to explore what their enterprise has to offer. Given the importance of the customer experience to trigger wine purchases and positive word-of-mouth to promote brand loyalty, the findings can help winery managers to adapt their services in consequence.


Few studies have applied a consumer value approach or used netnography to examine tourists’ experiences from a cross-cultural perspective.



Massa, C. and Bédé, S. (2018), "A consumer value approach to a holistic understanding of the winery experience", Qualitative Market Research, Vol. 21 No. 4, pp. 530-548. https://doi.org/10.1108/QMR-01-2017-0031

Download as .RIS



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.