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1 – 10 of over 19000Armand Viljoen, Martinette Kruger and Melville Saayman
The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are…
Abstract
Purpose
The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims to discuss these issues.
Design/methodology/approach
The case study was a well-known and popular Afrikaans national arts festival held annually in Potchefstroom, South Africa. Visitors to three distinct tasting experiences (brandy, whisky and sparkling wine, including Méthode Cap Classique), offered as part of the festival programme, were surveyed.
Findings
In the analyses, 292 completed questionnaires were included, which revealed three managerial factors for a successful tasting experience, as well as six tasting experience dimensions. In all cases, the experiences exceeded the expectations. This research greatly contributes towards the body of knowledge regarding tasting experiences at national arts festivals, an aspect that has not been researched to date.
Practical implications
Based on the results, practical implications are provided to enhance the current tasting experiences as well as visitor loyalty. This research is a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences.
Originality/value
This research identified for the first time the factors that contribute to a memorable tasting experience, as well as evaluated the tasting experience dimensions.
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Terry Lease, Marni Goldenberg, Matt Haberland and Sam Wallan
The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of…
Abstract
Purpose
The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of winery tasting rooms when they had a unique opportunity to restructure their hospitality experience due to government restrictions in response to COVID.
Design/methodology/approach
A qualitative approach was adopted, and a convenience sample was used to conduct semi-structured laddering interviews. Forty interview transcripts were coded as means-end ladders, which were analyzed using a custom computer program to develop the implication matrix and the hierarchical value map.
Findings
This paper demonstrates that means-end is a useful approach to investigate the values and behaviors of the producer, specifically hospitality hosts. It finds that the principal goal of tasting rooms is to generate sales, and offering a compelling guest experience is the characteristic that contributes the most to achieving that goal. The staff and the atmosphere created for the guests are the two factors with the greatest influence on the guest experience.
Originality/value
This is the first paper to use means-end theory to study the hospitality host, or the producer of goods and services in general, and the first to study winery hospitality primarily through the lens of means-end theory. The study also helps fill a gap in research on tasting room sales focused on the winery’s goals.
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Matti Haverila, Kai Haverila and Mehak Arora
The purpose of this study is to compare satisfied and non-satisfied customers in the context of wine tasting rooms using the SERVQUAL model and to examine the relationships in the…
Abstract
Purpose
The purpose of this study is to compare satisfied and non-satisfied customers in the context of wine tasting rooms using the SERVQUAL model and to examine the relationships in the model in terms of service experience to better understand customer needs.
Design/methodology/approach
The data used in this study were derived from a survey conducted among wineries in British Columbia, Canada. Analysis of survey results using the partial least squares structural equation modeling was undertaken. Sample size was 402.
Findings
The findings show that the SERVQUAL constructs that had the most impact on customer satisfaction and dissatisfaction were tangibility and assurance. Somewhat surprisingly, the perceived value for money construct was not significantly related to customer satisfaction but was significantly related to repurchase intent. Furthermore, all SERVQUAL constructs, except the reliability construct, were significantly related to customer satisfaction.
Originality/value
This study provides an overview of how wineries can improve their services to increase the number of satisfied customers.
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Marin Shapiro and Miguel I. Gómez
– The purpose of this paper is to study the linkages between customer satisfaction (CS) and sales performance among wineries in New York State's Finger Lakes region.
Abstract
Purpose
The purpose of this paper is to study the linkages between customer satisfaction (CS) and sales performance among wineries in New York State's Finger Lakes region.
Design/methodology/approach
A survey instrument was used to collect data from visitors to winery tasting rooms in the Finger Lakes. Responses from 457 visitors were collected from nine wineries during the period June 2010 through November 2010. The authors used a factor analysis to identify the primary drivers of CS. Then, the authors modeled the relationship between these drivers and overall CS and assessed the impact of CS on sales, purchase and repurchase intentions.
Findings
The authors found five principal drivers of CS: ambience, tasting protocol, service, retail execution, and tasting experience. Of these, ambience and service exerted the most influence on overall CS. Furthermore, as expected, CS significantly influences purchase intentions, the amount of dollars spent and quantity purchased.
Practical implications
The results provide valuable information to winery tasting room managers/owners on measures they can use to improve sales performance. Identifying attributes of the tasting room that generate a positive customer reaction can help winery managers/owners make profit-maximizing decisions.
Originality/value
While the links between CS and sales performance have been established in other product sectors, few studies have focused on a comprehensive assessment of CS and sales performance in wine tasting rooms.
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Matti Haverila, Kai Haverila and Jenny Carita Twyford
Relying on importance–performance theory, this paper uses a distinctive statistical analysis instrument to investigate the importance and performance of crucial wine tasting room…
Abstract
Purpose
Relying on importance–performance theory, this paper uses a distinctive statistical analysis instrument to investigate the importance and performance of crucial wine tasting room constructs and indicators with a purpose to make real and tangible recommendations for wine tasting room managers to improve the winery visit experience.
Design/methodology/approach
The surveys (N = 402) were conducted among 14 wineries in British Columbia, Canada. The data was analysed by using partial least squares structural equation modelling software SmartPLS with importance–performance functionality embedded in it.
Findings
The findings indicate the importance and performance of the service quality constructs, assurance, empathy, reliability, responsiveness, and tangibility and their respective indicator variables in importance–performance map analysis (IPMA). The responsiveness construct showed the highest need for improvement in terms of performance of exogenous service quality constructs in wine tasting rooms. Empathy, value for money and reliability constructs got “no change” recommendation and “tangibility” and “education” recommendation. The assurance construct was not significantly related to customer satisfaction and was not included in the IPMA analysis.
Originality/value
The approach provides an easy to use and visual tool for wineries to assess the importance and performance of the various service quality elements. The tool provides the management of wineries guidance for the identification of strategic areas of service quality improvement.
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Keywords
- Canada
- Structural equation models
- Regression
- Customer satisfaction
- Critical success factors
- Consumer behavior
- Survey research
- Marketing research
- Marketing models
- Wine tasting rooms
- Satisfaction
- Repurchase intent
- Value for money
- Service quality importance–performance (IMPA)
- Partial least squares modelling (PLS)
Abel D. Alonso, Lynnaire Sheridan and Pascal Scherrer
The purpose of this paper is to explore the role of the tasting room for wineries from a re‐developing Spanish wine region, and identify the challenges winery owners currently…
Abstract
Purpose
The purpose of this paper is to explore the role of the tasting room for wineries from a re‐developing Spanish wine region, and identify the challenges winery owners currently face in their pursuit to market their wines through the tasting room.
Design/methodology/approach
Between May and June of 2007 a total of 23 winery owners, managers and wine makers located in the Canary Islands were interviewed from a sample of 61 wineries identified in Tenerife and La Palma islands.
Findings
The findings confirm the vital importance of the tasting room as a marketing, branding, and educative vehicle for the wine product. Overall, wineries focus on the tasting room as a way to advertise and present their wines to visitors and passers by as part of a long‐term strategy, rather than as a way to make direct wine sales.
Research limitations/implications
It is acknowledged that the sample of only 23 participating businesses may not be enough to make generalisations about the impact of the tasting room on wineries of the Canary Islands. However, the sample does provide useful insights into the benefits, issues and challenges of the tasting room in this context.
Practical implications
The findings demonstrate the innovative and proactive spirit of winery management, including the push for quality and educating visitors, as key to survival and success in this very competitive industry. In this process, the role of the tasting room becomes critical to achieve those objectives.
Originality/value
The study provides new insights into the role of the tasting room in a Spanish wine region that has received very limited attention. The exploratory nature of this study also provides an avenue for future studies into an industry that is growing around a region's main income magnet: tourism.
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Frank Badu-Baiden, Seongseop (Sam) Kim, Honggen Xiao and Jungkeun Kim
This study aims to test a new model by examining the influence of memorable local food consumption experiences (MLFCEs) on international diners’ affective states, well-being and…
Abstract
Purpose
This study aims to test a new model by examining the influence of memorable local food consumption experiences (MLFCEs) on international diners’ affective states, well-being and attitudinal loyalty. Local food tasting destination, local food neophobia and previous local food tasting experience are used as moderating variables.
Design/methodology/approach
A quantitative data collection method was used to source data from 900 US tourists to European countries (excluding the UK) and Asian countries. The data were quantitatively analyzed to examine the multidimensionality of tourists’ MLFCEs as well as their influence on outcome variables.
Findings
The findings indicate that MLFCEs significantly explain diners’ attitude toward local food, subjective well-being, intention to recommend and attitudinal loyalty. Also, three variables partially moderate the associations between the proposed constructs.
Research limitations/implications
Theoretically, the study enhances our understanding of the dimensional nature of tourists’ MLFCEs and how they inform the affective and behavioral states of tourists. Practically, it provides insights for local food businesses and destination marketing organizations concerning the composition of tourists’ MLFCEs and promotion of a tourism destination.
Originality/value
This study has quantitatively unraveled the dimensionality of tourists’ MLFCEs. It also developed an integrated model to test the predictive effect of MLFCEs on outcome variables and has provided a deeper understanding of the relationships, thereby enriching the literature and aiding the development of relevant theories.
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Letizia Alvino, Rob van der Lubbe, Reinoud A.M. Joosten and Efthymios Constantinides
The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and…
Abstract
Purpose
The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and their preferences during product consumption. In this study, the authors especially focus on individual preferences during a wine tasting experience.
Design/methodology/approach
A consumer neuroscience experiment was carried out with 26 participants that evaluated different red wines while their brain activity was recorded with EEG. A within-subjects design was employed and the experiment was carried out in two sessions. All participants took part in a blind taste session (no label session), in which information about the wine was not disclosed, and a normal taste session (label session), during which the bottle and its label were visible.
Findings
The findings suggest that EEG is a useful tool to study brain activity during product experience. EEG has high temporal resolution, low costs, small dimensions and superior manoeuvrability compared to other consumer neuroscience tools. However, it is noticed that there is a lack of solid theoretical background regarding brain areas (e.g. frontal cortex) and brain activity (e.g. brain waves) related to consumer preferences during product experience. This lack of knowledge causes several difficulties in replicating and validating the findings of other consumer neuroscience experiments for studying consumer behaviour.
Originality/value
The experiment presented in this paper is an exploratory study. It provides insights into the possible contribution of EEG data to the prediction of consumer behaviour during product experience.
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Doris Chenguang Wu, Chenyu Cao, Ji Wu and Mingming Hu
Wine tourism is gaining increasing popularity among Chinese tourists, making it necessary to thoroughly examine tourist behavior. While online reviews posted by wine tourists have…
Abstract
Purpose
Wine tourism is gaining increasing popularity among Chinese tourists, making it necessary to thoroughly examine tourist behavior. While online reviews posted by wine tourists have been extensively studied from the perspectives of destinations and wineries, the perspective of the tourists themselves has been overlooked. To address this gap, this study aims to identify significant attributes intrinsic to the tourism experiences of Chinese wine tourists by adopting a text-mining approach from a tourist-centric perspective.
Design/methodology/approach
The authors use topic modeling to extract these attributes, calculate topic intensity to understand tourists’ attention distribution across these attributes and conduct topical sentiment analysis to evaluate tourists’ satisfaction levels with each attribute. The authors perform importance-performance analyses (IPAs) using topic intensity and sentiment scores. Furthermore, the authors conduct semistructured in-depth interviews with Chinese wine tourists to gain insights into the underlying reasons behind the key findings.
Findings
The study identifies eleven attributes for domestic wine tourists and seven attributes for outbound wine tourists. From the reviews of both domestic and outbound tourists, three common attributes have been identified: “scenic view”, “wine tasting and purchase” and “wine knowledge”.
Practical implications
According to the results of the IPAs, there is a pressing need for enhancements in the wine tasting and purchasing experience at domestic wine attractions. Additionally, managers of domestic wine attractions should continue to prioritize the positive aspects of the family trip experience and scenic views. On the other hand, for outbound wine attractions, it is crucial for managers to maintain their efforts in providing opportunities for wine knowledge acquisition, ensuring scenic views and upholding the reputation of wine regions.
Originality/value
First, this study breaks new ground by adopting a tourist-centric perspective to extract significant attributes from real wine tourism reviews. Second, the authors conduct a comparative analysis between Chinese wine tourists who travel domestically and those who travel abroad. The third novel aspect of this study is the application of IPA based on textual review data in the context of wine tourism. Fourth, by integrating topic modeling with qualitative interviews, the authors use a mixed-method approach to gain deeper insights into the experiences of Chinese wine tourists.
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Genevieve d’Ament, Anthony John Saliba and Tahmid Nayeem
The prevalence of visually splendid multi-million-dollar cellar doors (CDs) builds an assumption that bricks and mortar create the co-created cellar door experience (CDE). This…
Abstract
Purpose
The prevalence of visually splendid multi-million-dollar cellar doors (CDs) builds an assumption that bricks and mortar create the co-created cellar door experience (CDE). This study aims to determine what attracts the visual attention of staff and customers during a CDE at three visual designs of CD: lively, stylised and simple.
Design/methodology/approach
A total of 23 customers and five staff consented to record their CDEs using TobiiPro2 glasses with 35 recordings providing 993 min for analysis with Tobii Pro Lab. Twenty-five areas of interest were used to calculate fixation and visit metrics.
Findings
The most attended elements of a co-created CDE were staff and faces. Attention is less influenced by the design of CD, whereas staff significantly influence attention.
Research limitations/implications
The findings are valuable to the industry as they highlight the importance of human resources to a winery business, an increasingly casualised workforce. Future research could focus on staffing needs, including training and performance during experience delivery, with the expectation of increasing profitability.
Originality/value
To the best of the authors’ knowledge, this study is the first to analyse objective recordings of staff and customer visual attention during their experience.
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