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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.

The purpose of this paper is to investigate the importance of cellar door sales in wineries and test a method of assessing service quality using the services mapping approach, for the purposes of enhancing research in this important area.

Service mapping involved a group of students in using participant observation techniques to map service quality at three stages of the winery visit: approach and entry; the cellar door; departure and other observations. Observers were instructed to use all five senses in making their observations, i.e. the look, smell, sound, taste and feel of the experience. Physical evidence and staff interactions were also recorded and invisible management processes were implied.

Each of the three wineries studied provided a distinct theme and presentation, sensorial experience and level of service quality based on the observations. The technique of service mapping could provide winery and cellar door managers with unique insights into the totality of the cellar door visitor experience.

Research on cellar door service quality has implications for the presentation of the wine brand and corresponding brand awareness, loyalty and sales. This research method has utility in assessing the cellar door experience and associated cellar door and winery management processes.

This is the first time that service mapping has been used to assess the cellar door experience. It has provided some new and useful insights for researchers and managers in the wine industry.

The purpose of this paper is to uncover the service quality dimensions that influence satisfaction with wineries and future intentions to return among Chinese consumers. With the rapidly growing popularity of wine consumption among Chinese consumers, an increasing number of Chinese consumers are visiting wineries in Western countries. However, while substantial research about wine tourism in Western countries has been published, there is very little research available with respect to wine tourism in China and the Chinese winery visitors who visit them.

A convenience sampling method was selected. Specifically, snowball sampling was used to collect the study’s data due to the limited number of Chinese consumers who drink wine and who have been involved with wine tourism. Research assistants who speak Chinese fluently used snowball sampling to recruit Chinese consumers in Yentai region who had participated in wine tourism in the past and asked them to complete the research survey. The research assistants distributed 200 surveys through a snowball sampling and collected a total of 179 responses.

The study’s results suggest that wine tasting operations, such as a variety of wines at tasting room tastings, and the quality of the wines tasted, along with staff attitudes are critical components that influence Chinese wine tourists’ satisfaction and loyalty.

The major contribution of this paper is that it builds on extant wine tourism literature by providing insights into the characteristics of Chinese wine tourists. The paper also illuminates the linkage between winery service quality attributes and Chinese wine tourists’ satisfaction and loyalty.

The results of the study provide a useful guide to both academics and winery operators interested in developing a competitive winery service quality strategy for Chinese wine tourists.

Given the scarcity of literature linking winery service quality attributes and Chinese wine tourists’ satisfaction and loyalty, this study is one of the few studies to explore this relationship.

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.

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.

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.

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.

The purpose of this paper is to examine the relationship between wine tourism experiences (i.e. winescape, winery service quality, winery brand differentiation and tourist motivation) and tourist behavioral intentions (satisfaction, loyalty and revisit intention) from both demand and supply perspectives in Ningxia, China, by using the SERVQUAL model and the self-determination theory.

The research comprises two studies with an exploratory sequential mixed-methods approach. Study 1 adopted semi-structured interviews with winery owners and managers to explore the factors related to wine tourism experiences that influence tourists’ tourism experience. The results from the Study 1 leads to Study 2, which used a survey to explore wine tourist experiences and their behavioral intentions

This study provided important information regarding the factors that influence wine tourists experience in Ningxia wine region from the perspectives of supply and demands sides. Frist, this study confirmed the various factors influence wine tourism experiences in Ningxia based on the results from Study 1 (supply perspectives). Second, by further investigation in the Study 1, this study integrates the SERVQUAL model and the self-determination theory as fundamental theoretical frameworks in Study 2 to analysis the tourist perspectives. Third, as results, the authors finally confirmed the theoretical frameworks of wine tourism in Ningxia based on dual supply-demand perspectives.

The integration of multiple research approaches enriches the research findings and provides a more robust understanding of the wine tourism experiences in Ningxia.

The purpose of this study is to examine the attitudes of Millennial wine consumers and determine if positive evaluations of the winery's web site lead to increased trust in the winery and perceptions of product quality, higher levels of brand equity, and increased purchase intentions. The tasting room experience will be evaluated for consistency with the image created by the web site and the meeting of Millennial expectations during the web site visit.

In total, 122 young people (Millennials) with an average age of 23 were asked to visit winery web sites and then evaluate the web sites for quality and perceptions formed relating to the overall image of the winery and its products. The participants were then asked to visit the winery and evaluate their winery experience and its products.

Web site quality was a significant predictor of increased trust in the winery and perceptions of the quality of the wine. Web site evaluations of brand equity carried over to influence evaluations of brand equity after the tasting room experience. When visiting the winery, the more the customers' expectations were exceeded, the higher the level of customer satisfaction with the tasting room experience.

The research findings were based on a small convenience sample of 122 undergraduate US business students from Northern California. Future research should study larger and more diverse samples of the Millennial consumer.

Wine brands attempting to attract the Millennial customer should consider paying close attention to the design, development, and maintenance of a web site that appeals to the savvy Millennial consumer.

The potential for web sites to impact young adults' perceptions of the winery's image, trust in the winery, perceptions of wine quality, and intentions to visit the winery based on these perceptions has not previously been examined.

This paper aims to investigate the antecedents that contribute to wine club members’ intention to remain in the wine club. Additionally, this study examines the potential departure and retention rates of wine club members, as well as provides insight into socio-demographic profiles and differences of wine club members.

This research relied on prior literature to build hypotheses that were tested using multiple linear regression analyses. An online questionnaire was used to recruit a total of 352 usable surveys from wine club members of a winery located in Fredericksburg, Texas. The researchers examined the predictive power of perceived service quality, winery wine club policy, customer loyalty and brand attitude on wine club members’ intention to remain in the wine club.

Customer loyalty and brand attitude were found to significantly predict wine club members’ intention to remain in the wine club, accounting for approximately 49 per cent of the variance explained. However, perceptions of service quality and winery wine club policy were not found to significantly predict wine club members’ intention to remain in the wine club. Additionally, household income was found to also positively correlate with wine club members’ intention to remain.

First, this research relied on self-reported measures. Second, wine club members from only one winery were surveyed, limited generalizability. Third, this paper specifically examined the antecedents of wine club members’ intention to remain and did not examine the reasons why wine club members leave. Ultimately, the main implication of this research is in demonstrating the importance of customer loyalty and brand attitude as antecedents of wine club members’ intention to remain in the wine club, as well as in providing insights as to the potential retention and churn rates of wine club members.

Prior research is yet to investigate the factors that predict wine club members’ intention to remain in the wine club. Thus, this paper provides evidence as to two powerful predictive antecedents that prevent wine club member churn. Furthermore, this research yields additional insights regarding wine consumer behavior within the context of the direct-to-consumer marketing channel.

The purpose of this paper is to investigate the impact of customer perceived value on behavioural intentions in a cellar door context, and to examine the role of satisfaction as a mediator of the customer perceived value‐behavioural intentions relationship.

A multi‐dimensional measure of customer perceived value was used to determine which aspects of the cellar door experience were valued by visitors and how value dimensions impact on subsequent wine purchase intentions. Data collected from visitors to wineries of the Margaret River and the Swan Valley regions in Western Australia were used to empirically test a model of customer perceived value on behavioural intentions with satisfaction posited as a mediating variable. Multiple regression was employed to test hypothesised relationships.

Results indicate that four out of five dimensions of customer perceived value (service quality, technical quality, price, and social value) have a positive impact on the behavioural intentions of cellar door visitors with overall satisfaction partially mediating the relationship.

The data were collected from only one country. Future studies can investigate customer perceived value relating to cellar door visits in a cross‐cultural context covering a wider spread of wine regions. Furthermore, longitudinal research could determine the impact of the customer perceived value dimensions on the actual purchase of the wineries' wines from retail outlets and restaurants.

This paper provides winery managers with valuable information on how cellar door experiences can be improved across a range of different value dimensions.

This paper is the first to empirically test customer perceived value in a cellar door setting.

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.

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.

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.

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.

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.

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.

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.

This study provides an overview of how wineries can improve their services to increase the number of satisfied customers.