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Article
Publication date: 10 April 2023

Kettrin Farias Bem Maracajá, Vanessa Batista Schramm, Fernando Schramm, Vander Valduga and Jaiany Rocha Trindade

The purpose of this paper is to apply PROMETHEE II, a multicriteria decision-making method, to evaluate wineries, aiming to support the tourist’s decision regarding an online…

Abstract

Purpose

The purpose of this paper is to apply PROMETHEE II, a multicriteria decision-making method, to evaluate wineries, aiming to support the tourist’s decision regarding an online recommendation system on which wineries to prioritise visiting.

Design/methodology/approach

This study was divided into four phases: literature review, which aimed to identify a list of criteria related to the quality of services offered by wineries in specialised literature; validation of the categories and criteria with specialists in the field of wine tourism using a questionnaire with questions based on the stage of the research; multicriteria evaluation of wineries using PROMETHEE II method which was adjusted to the model through a pre-test with ten specialist professionals from different states (Rio Grande do Sul, Santa Catarina, Paraná, São Paulo and Pernambuco); and validation of the model with one decision-maker representing each winery in Rio Grande do Sul, Brazil, and a decision-making expert who is familiar with all the wineries.

Findings

These findings reveal various scenarios based on different criteria that wine tourists may consider, with emphasis on the terroir of the region, extensive tasting, picnics in the vineyards and improvement in the development of wine tourism with a night harvest. The core of wine tourism services is based on 12 dimensions: waiting for the service, ease of purchase, opening hours, price, winery landscape, variety of products, local cuisine, quality of tasted products, access to the winery, tourist facilities, sustainable products and hygiene installation.

Originality/value

This research contributes to the literature by demonstrating the applicability of multicriteria tools to solve wine tourism services based on the tourist perspective of the service. Still, this paper proposes that it be applied to other case studies.

Details

International Journal of Wine Business Research, vol. 35 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 29 July 2021

Kettrin Farias Bem Maracajá, Vanessa Batista Schramm, Fernando Schramm and Vander Valduga

This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective.

Abstract

Purpose

This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective.

Design/methodology/approach

The model is comprising two phases: structure of the problem and application of the method. First, the selection of wineries in a given region, the identification of decision-makers that will perform the evaluation according to a set of 19 criteria based on the Tourqual protocol and the construction of the evaluation matrix in the next phase. Then, the analytic hierarchy process (AHP) method is applied and a rank of wineries is provided.

Findings

The model is applied to evaluate the seven most important wineries in South Brazil and the results provided by the AHP method, considering the categories of Tourqual protocol, are consistent with the opinion of specialists in wine tourism.

Research limitations/implications

The model needs to be applied to other case studies to evaluate the consistency of the results and their acceptability by the tourism sector.

Practical implications

The model has the potential to be applied as a formal tool for evaluation of wineries, support decision-making processes in different wine tourism management structures: private wine and tourism organizations; public managers of tourism activity and managers of governance structures.

Originality/value

This paper presents a novel AHP-based model for evaluation of service quality in the winery’s tourism domain, an empirical application of the model for evaluation of wineries in one of the most important regions that produce grapes and wine in South America.

Details

International Journal of Wine Business Research, vol. 34 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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