Wine tourist motivation and the perceived importance of servicescape: A study conducted in Goa, India

Abstract

The present paper investigates the relationship between the type of wine tourist motivation and how much importance wine tourists motivated by each type give to the wine servicescape. The underlying assumption is that wine customers driven by the secondary motivators like socialization and entertainment consider servicescape as more important to their satisfaction than their counterparts driven by the primary motivators like wine tasting and wine buying. Empirical examination conducted among wine tourists visiting Goa proves this assumption. Potential implications of the study are also discussed. Keywords: Wine tourism, wine tourist motivation and its components, servicescape, and India.

Citation

George, B.P. (2006), "Wine tourist motivation and the perceived importance of servicescape: A study conducted in Goa, India", Tourism Review, Vol. 61 No. 3, pp. 15-19. https://doi.org/10.1108/eb058475