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This paper tests the potential for the food and wine tourism model developed by Hall and Sharples to be used as a tool for identifying specific food and wine segments in a destination. Using Cairns, Australia, as a case study a survey of tourists identified three food and wine segments and confirmed the ability of the model to be used to classify the destination's position as a food and wine destination based on the categories developed by Hall and Sharples. Results of the survey indicate that while almost all participants experienced the destination's food and wine products, only one group of respondents (45%) self-identified as food and wine tourists. A second group participated in food and wine experiences but did not select specific destinations on the basis of the destination's food and wine sector. A third group expressed no interest in food and wine as a tourist experience but did consume unique food and wine as part of the overall tourist experience. The research found that the food and wine tourism model developed by Hall and Sharples was a useful tool for both identifying the stage of development of the food and wine industry and planning strategies to develop the sector. The paper concludes by outlining a number of implications for marketing food and wine tourism.

The ability of tourism regions to attract tourists depends to a great extent on the position of these destinations in the minds of key travel markets. The projection of an appropriate image has been described as a vital element in the positioning process. This research examines the evolving character of wine tourism destination imagery as projected by wine producers and independent writers. The overriding research questions addressed in this paper are “What destination attributes are emphasised in the visual imagery of wine tourism regions, and how has the emphasis on those features varied over time?” The findings suggest that there has been a shift in wine country imagery from an emphasis on wine production processes and related facilities to move of a focus on aesthetic and experiential values associated with more leisurely recreational and tourist pursuits. Over the past decade, the wine tourism experience has become more positioned around the core attraction of a quality wine, accompanied by a set of natural landscape, culinary, educational, event hosting and cultural dimensions. The research identifies the need for a greater emphasis to be placed by wine tourism destinations on protecting rural landscapes, encouraging authentic and unique forms of development, and focusing imagery projection on those elements of the wine country experience which are central to the interests of wine tourists.

Networks linking tourist attractions or organizations are a major focus of tourism research. Despite extensive research on tourism networks, academic research on the spatial structure and formation of wine tourism networks is limited. This study aims to investigate the spatial structure and factors influencing the development of a network among Ningxia wineries, an emerging wine tourism destination in China.

This study uses social network analysis to uncover “what” the spatial structure of wine tourism networks looks like. Sixteen in-depth interviews were conducted among key stakeholders to explain the “why” of such structural characteristics.

The results show that in an emerging wine tourism destination, popular tourist attractions enjoy high centrality and hold key positions in the wine tourism network. Small wineries exhibit high closeness centrality, and only one winery serves as a network broker. According to the stakeholders, the importance of network actors will increase as their economic and political importance increase, while small wineries that lack differentiation in the network may perish.

Local governments can implement the suggested measures for improving network connections, and wineries are advised to find suitable positions to improve the experiences of tourists.

This study pioneers the identification of the distinct structure and factors influencing the network of an emerging wine tourism destination, thus enriching the understanding of the interplay and roles of different actors.

The purpose of this study was conducted to investigate the moderating effects wine destination attributes have upon the negative impacts of travel constraints on consumer’s intent to revisit wine regions and also assist wine destinations with the development of marketing strategies designed to offset travel constraints which then could lead to increased intentions to revisit wine regions.

A sampling frame was designed to collect data from consumers visiting 15 wineries using a list of wineries provided by an industry distributor. Self-administered on-site surveys were distributed to visitors during random days and times at each site. To effectively analyze this study’s data set, hierarchical linear models were developed to test our main research question suggesting the significant cross-level effects wine destination attributes (at the regional level) have upon travel constraints in combination with revisit intention (at the individual level).

The negative impact of the “structural” constraints’ dimension on revisit intention is weaker when people are emotionally attracted to a specific wine destination and/or when wine-specific attractions appeal strongly to visitors. Additionally, the negative impact of the “intrapersonal” constraints on “revisit intention” is weaker when positive perceptions about “wine-specific attractions” and/or “tourism infrastructure” attributes are strong.

Results provide strategic directions for wine destination marketing organizations to more accurately improve their destination’s reputation by determining and establishing the most attractive wine-specific attributes as perceived by visitors. Findings also assist these destinations to develop and provide appropriate tourism infrastructure.

This study investigated the effects of wine destination attributes and their attractiveness upon an individual’s travel constraints and revisit intention using a multilevel approach incorporating a regional-based perspective.

This paper seeks to develop a framework for comparisons and benchmarking between wine tourism destinations.

A regional case study was undertaken, including data from a survey of 23 wineries in Canada's Okanagan Valley, British Columbia. The survey provides the winery perspective on development of wine tourism, as well as opinions on what should be done to improve wine tourism.

Wineries were found to be pursuing tourism developments, but kept little data on visitors and related spending. Their goals and opinions on what is needed in the region revealed that they are mostly oriented toward domestic, independent travelers. One hypothesis emerging from this case study is that the growth and increasing sophistication of wine tourism infrastructure, both at wineries and elsewhere in the region, is in large part a function of market potential. On the supply‐side, a critical mass can be facilitated through establishment of major, landmark wineries that are purpose‐built as tourist attractions.

Using this profile of the Okanagan, implications are drawn for comparisons and benchmarking among wine tourism destinations, including a suggested process and measures.

The single case study limits generalizability to other destinations, and the achieved sample of wineries does not necessarily reflect the major corporate wineries in the Okanagan Valley. More systematic comparison of wine regions is recommended.

This research makes an original contribution for applying the concept and method of benchmarking to wine tourism destinations. It is of value to the wine industry, destination marketers, and host community planners.

The purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese wine tourists.

This study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).

The results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.

This study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.

The results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.

Extant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.

This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners, restaurateurs retailers, lodging providers, attraction operators) with tourists’ perceived experiences.

Adapting the 4E (educational, escapist, esthetic and entertainment) measurement scales of Oh et al. (2007), a cross-sectional survey design was used to gather data from 169 suppliers and 970 wine tourists. Factor analyses, t-tests and ANOVA tests were used to explore differences.

Supply-side cohesion among the four supplier groups appeared across all experiential design priorities and across three of the 4Es regarding their perceptions of the destination; esthetics was the exception. Significant differences between suppliers’ design priorities and visitors’ experiential perceptions were found on three experiential dimensions, and alignment on esthetics was revealed.

Unique attributes of the destination may have affected the results with further development of the supplier measurement scale recommended. Results of the tests that used surrogate variables should be approached with caution.

The study underscores the esthetic experience’s importance to wine tourists and suppliers alike. Results suggest where suppliers should focus their efforts to improve wine tourists’ experiences and what suppliers may expect to emphasize rather than those emphasized by destination managers, i.e. entertainment and education.

This is the first study to compare experience economy priorities of multiple supply-side stakeholders and wine tourists’ perceived experiences.

The paper aims to bring together Limassol’s rich wine culture with the contemporary facet of its developing infrastructure and superstructure as a means through which to promote this city as a tourist destination. Additionally, to identify how Limassol can be experienced in relation to the wine culture based on the experience economy model of Pine and Gilmore (1999) Limassol is a seaside city in Cyprus that has developed extensively over the past few years, with a new infrastructure and superstructure that attracts foreign investments. Additionally, the city has a rich wine history with a particular emphasis on “Commanadaria wine” that originates in the twelfth century and is directly linked with the Richard the Lionheart king of England and the Third Crusade.

The methodology used was qualitative research, and in particular semi-structured interviews with professionals involved in the tourism industry in Limassol. A particular method was used to understand the ways in which wine history and culture permeate and influence the contemporary way of life in Limassol as a tourist destination.

The main results of this study suggest that Limassol has the potential to become an important destination that fulfils the requirements of the experience economy as put forth by Pine and Gilmore (1999). However, the main hindrance is the lack of a constructive tourism policy exclusive on wine tourism that will give a stronger identity to Limassol.

This research is original in nature because it considers a novice geographical area, Limassol, in the academic field. Thus, it is set as the cornerstone for further investigation on wine and tourism in Limassol. The managerial implications of the study are related to the engagement in wine culture, and in providing a unique identity to the city that can be promoted internationally.

The purpose of this study is to evaluate the competitiveness through brand enhancement of the Douro wine tourism apps in light of their content and functionality in comparison to international wine tourism apps.

The content and functionality features of both the Douro and international wine apps are evaluated to determine any statistically significant differences between items. A frequency analysis and chi-square are calculated at item and variable levels, a Shapiro–Wilks test is used to test normality and an independent t-test is deployed to examine the differences in customer ratings and number of downloads.

There is a significant difference between the Douro and international wine apps on an item level, although there is no significant difference between the groups with regard to their content and functionality features in general.

By focussing only on the Douro region, 13 other demarcated Portuguese wine regions have been excluded.

Wine tourism apps could influence destination branding, as they can inform about the wine region and wine-related activities. A clear layout makes it easier to move through the app, and the use of social media and entertainment enhances user experiences, especially for younger generations.

Practical guidelines are proposed for wine tourism marketers and managers wishing to upgrade their destination brand image and its services to satisfy demanding wine tourists.

The study contributes to the literature about mobile apps in tourism with a content and functionality analysis of wine apps as variables in the technology acceptance model and of their impact on destination branding.

本论文旨在评估Douro葡萄酒旅游app的品牌营销竞争力。本论文通过对比国际葡萄酒旅游app对其内容和功能方面进行分析。

研究通过对Douro和国际葡萄酒旅游app在内容和功能上的比较评估来判定是否其之间有显著差别。本论文在内容和功能多个方面上进行频率分析和chi square分析, 本论文还采用Shapiro-Wilks测试来对其样本的做正态分布检查, 通过独立样本t检验来评估消费者评分和下载数量之间的差异。

研究结果表明Douro和国际葡萄酒旅游app在每个细节方面上都有显著差异, 但是在整体内容和功能方面并没有显著差异。

本论文只局限在研究Douro地区, 葡萄牙其他十三个葡萄酒区域未纳入研究样本。

葡萄酒旅游app能够影响旅游目的地品牌营销, 其app能够为游客提供葡萄酒区域和葡萄酒相关活动的信息。App清晰结构能够使得消费者更容易找到相关内容, 社交媒体和娱乐性能的运用能够提高消费者整体体验, 特别是对年轻消费者。

研究结果对有意提高其目的地品牌形象和服务升级的葡萄酒旅游营销商和管理者来说, 提出了很多管理启示, 满足葡萄酒旅游消费需求。

本论文通过葡萄酒app的内容和功能方面的分析, 其中涉及的变量是技术接受模型（TAM）的经典变量, 以及其变量对目的地品牌营销的作用, 因此研究结果对旅游移动app的文献有着显著贡献。

关键词. 内容、功能, 葡萄酒、旅游目的地、品牌营销、Douro

The objective of this study is to analyze the experiences in wine tourism according to narratives shared by the visitors themselves. Furthermore, this study aims to examine the levels of intensity associated with these experiences within a wine destination, considering the segmentation of visitors.

This study uses a mixed-methods approach to analyze data, incorporating a deductive process followed by content analysis. Data collection procedures include a bibliographic review and a data survey conducted through netnography research to analyze 954 visitor reviews on TripAdvisor shared by visitors to Vale dos Vinhedos. Also, statistical analysis is performed to assess whether there are any significant variations in attribute citations among different market segmentation profiles.

The study’s discoveries indicate that there are no significant differences in intensity among profile segments for the dimensions of entertainment, aesthetics, educational and interactions, unlike escapism. The findings reveal that attributes such as “winery,” “wine,” “products and services” and “landscape” are essential for all visitors. In addition, the study shows that social interactions in the wine tourism destination are not as significant as previously assumed.

This research study constitutes a methodological advancement in the field of market segmentation using electronic word-of-mouth data. It provides crucial insights into the experiential nuances of the research locus and the varying degrees of these experiences in relation to visitor segmentation. Additionally, the contributions of this study are not only of theoretical importance but also hold practical implications for market segmentation strategies.