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Consumer-based brand equity of US domestic and global wine tourism destinations from the American market perspective

Ady Milman (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Asli D.A. Tasci (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Robin M. Back (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 3 October 2024

48

Abstract

Purpose

This study aims to measure and compare consumer-based brand equity (CBBE) of several US and global wine tourism destinations from an American market point of view.

Design/methodology/approach

An online randomized experimental design was used to assign respondents to different wine tourism destination contexts and measure their perceptions and intentions. A structured survey was designed with CBBE scale items related to the most commonly studied components of CBBE, namely, familiarity, perceived quality, image, consumer value, brand value and brand loyalty.

Findings

The study revealed that respondents were unfamiliar with multi-regional and global wine-growing destinations and their wines, implying that wine tourists belong to different market segments that seek different experiences. Among the US wine tourism destinations, Napa Valley is the destination with the strongest CBBE, with the highest overall ratings in all five CBBE components, on average. In terms of country-level wine tourism destinations, the US has the strongest CBBE, with the highest overall ratings in familiarity and brand loyalty.

Research limitations/implications

Wine tourism destination CBBE is shown to include components that may not relate exclusively to wine and variations in perceptions concerning global wine-growing regions may be associated with consumer familiarity. Future studies may include respondents from different countries to determine the generalizability of the current findings.

Originality/value

To the best of the authors’ knowledge, the current study is the first to assess consumer-based brand equity of wine tourism destinations in the US and globally from a US resident perspective.

Keywords

Acknowledgements

The authors owe special thanks to the Rosen College of Hospitality Management at the University of Central Florida for the Research Grant that made this study possible.

Citation

Milman, A., Tasci, A.D.A. and Back, R.M. (2024), "Consumer-based brand equity of US domestic and global wine tourism destinations from the American market perspective", International Journal of Wine Business Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJWBR-03-2024-0010

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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