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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.

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.

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”.

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.

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.

Although there are some drawbacks, winery tourism offers some significant benefits for wineries which are struggling for recognition. These benefits include the opportunity to build brand loyalty, the chance for consumers to try products with a reduced level of risk, increased margins, and marketing intelligence opportunities. A study of Texas wineries found that winery visitors tend to have high incomes and are highly educated. The attributes most important to these visitors are the taste of the wine, overall quality, the cleanliness of the winery and several factors associated with the service that is provided. Implications for managers, and future research directions are discussed.

In India, Nashik District of Maharashtra State is a major Indian wine-producing region. This study aims to critically explore multiple aspects of an area and bring to the forefront of various sociological or educational variables (Kerlinger, 1973). The variables can help in the generation of the conjectures and premises.

Methodologically, to explore the wine sector in the Nashik District of India total 304 number of wine products and its pricing along with a total 26 number of wineries attributes has evaluated by collecting details of different product attributes of wine products and retail pricing. These were regressed with backward integration to arrive at the characteristics that govern wine prices. Concerning their motivation for wine tourism, a survey of 197 visitors conducted. Seven winery owners/ officials were interviewed that includes the Coordinator of the Wineries association. The interview schedule included open-ended questions. Thus, providing more in-depth insight into the wine sector in the Nashik District of India.

An investigation of the wine industry in the Nashik district of India suggests the potential for combined effects between wineries, local communities and the economy by discovering the sociological or educational variables associated with the considered geographic region.

The research is the field study aimed at discovering the relations or interactions among sociological or educational variables. There can be variables beyond the considered variables affecting the wine product mix and pricing, wine tourism motivation factors and the factors responsible for the economic development of the region.

The empirical research throws light on an unexplored wine-producing region and its potential impact on livelihood. The exploratory study discovers the interactions among educational variables, as asserted by Kerlinger (1973). It can also help in the generation of premises about the wine sector from the area.

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece.

The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis.

The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism.

The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights.

The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies.

The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

本研究的目的是在希腊酒庄参观体验情境下探讨五大人格特质对整体体验建构(即服务场景、其他游客行为)、情绪反应和的重游意愿之间关系的调节作用。

本研究采用了一种游客体验的整体性方法, 并建议游客将他们的体验感知建立在服务景观的属性和其他游客的适当行为上。采用路径分析法来衡量这些建构对游客情绪的影响, 以及这些情绪在预测游客重访意图中所起的作用。运用SPSS软件, 分析了五大人格特质在关系中的调节作用。给希腊的酒庄游客发放了高度结构化的自填问卷, 最终回收615份问卷用于数据分析。

结果表明, 由于游客在开放性、外向性、亲和性和尽责性方面有较高或平均的得分, 或在神经质方面得分较低, 所有被调查的关系变得更强了。

丰富了现有的关于体验营销、葡萄酒旅游营销和个性在旅游中的作用的文献。

总的研究结果将有利于酒庄努力实现以下目标:a.增加游客的重游意愿;b.有效地设计和管理酒庄环境和酒庄体验;c.设计营销策略。

通过提供信息, 明确了游客的个性在两种体验构建（即服务场景和其他来访者行为）中作为情感刺激和重游意愿的促成因素的作用。此外, 本研究试图响应最近对服务场景构建进行多维研究的呼吁, 既关注服务场景的实质阶段(SSoS), 也关注服务场景的交际阶段(CSoS)。最后, 本研究提供了关于在希腊背景下的酒庄体验的新的、实用的见解——目前为止, 相关领域的研究都还非常有限。

关键词 葡萄酒旅游, 酒庄体验, 游客情感, 游客行为意向, 五大人格特质

El objetivo de este estudio es investigar el efecto moderador de los Cinco Grandes rasgos de la personalidad sobre las relaciones entre los constructos de la experiencia holística (como, por ejemplo, servicescape, otros comportamientos de los visitantes) las respuestas emocionales, y la intención de repetir en el contexto de las experiencias de la visita de bodegas en Grecia.

El estudio adopta un enfoque holístico de la experiencia del visitante y sugiere que los visitantes basan su percepción de la experiencia en los atributos del servicescape y en otros comportamientos adecuados de los visitantes. Se utilizó el análisis de pautas (Path Analysis) para medir el impacto de estos constructos en las emociones de los visitantes y el papel que estas emociones juegan en la predicción de las intenciones de repetir de los visitantes. El efecto moderador de los Cinco Grandes rasgos de personalidad en tales relaciones fue examinado usando SPSS PROCESS. Se distribuyó un cuestionario autoadministrado y altamente estructurado a los visitantes de bodegas en Grecia; se utilizaron 615 respuestas para el análisis de los datos.

Los resultados indican que todas las relaciones examinadas se vuelven más fuertes en el caso de los visitantes que tienen puntuaciones altas o medias de apertura, extraversión, amabilidad y conciencia, o bajas puntuaciones de neurotismo.

Los resultados mejoran la literatura existente relativa al marketing experiencial, el marketing del turismo enológico y el papel de la personalidad en el turismo, proporcionando nuevas perspectivas.

Los resultados globales pueden beneficiar a las bodegas en sus esfuerzos por llevar a cabo lo siguiente: a. aumentar la intención de los visitantes de repetir, b. diseñar y gestionar el entorno de la bodega y la experiencia enológica de manera efectiva, y c. diseñar estrategias de marketing.

La originalidad del trabajo radica en proporcionar información para aclarar el papel de la personalidad de los visitantes como un factor que contribuye a su estimulación emocional y sus intenciones de repetir en términos de ambos constructos de la experiencia (p. ej., servicescape y otros comportamientos de los visitantes). Además, este estudio intenta responder a los recientes requerimientos de realizar investigaciones multidimensionales sobre el constructo servicescape, centrándose tanto en la puesta en escena sustantiva del servicescape como en la puesta en escena comunicativa de la misma. Por último, el presente estudio aporta nuevas ideas prácticas sobre la experiencia enológica en el contexto griego, un ámbito que, hasta ahora, cuenta con un número limitado de investigaciones.

Enoturismo, Experiencia enográfica, Emociones del visitante, Intenciones conductuales del visitante, Cinco grandes rasgos de personalidad

trabajo de investigación

The purpose of this paper is to discern the intra‐regional visitation patterns of wine tourists. Exploratory research was conducted in two branded wine regions, to conceptualise the spatial movement of wine tourists in a theoretical construct.

Information was obtained from a random sample of 214 visitors to 25 wineries in two branded wine regions in South Australia. Data were collected by means of face‐to‐face interviews using a highly structured questionnaire at each of the winery cellar door venues.

A conceptual theory regarding winery visitation sets (VSs) was developed. Discernable spatial visitation patterns to wineries result from the dynamic interaction of visitors’ needs and the incumbent winery profiles that exist in a hierarchy within a wine region. The grouping of sequentially visited wineries in the three‐tier hierarchy form specific VSs of wineries. Winery profiles are initially determined by visitation incidence: the most visited Regional Centre Point (RCP) winery is followed by sequentially less visited regional profile (RP) wineries and a third tier of regional attribute (RA) wineries. Visitation pattern trends are identifiable and differ between first‐time and repeat visitors.

It is possible to detail the market segmentation of wine tourists quite accurately in terms of their psychographics and demographics and favoured visitation patterns within the branded wine region. This will also provide important insights into the balance of winery and cellar door roles in the region and confirm the “optimal” number of wineries required to fulfil the needs of the ever‐increasing numbers of wine tourists.

This paper is of value to academic researchers, wine industry practitioners and travel and accommodation providers alike as it provides the foundation for a conceptual theory to explain the discernable intra‐regional visitation patterns of wine tourists to the cellar doors of wineries.

The purpose of this paper is to provide greater understanding of attractiveness of different wine region types, especially less attractive wine regions. The paper examines the different wine tourist segments’ preferences towards wine region types.

The preferences of wine tourists were analysed based on an online self-administered survey with 8,552 respondents in Hungary. The wine regions were divided into four categories based on their wine and touristic attractiveness: wine dominant, touristic attraction dominant, complex and non-dominant wine regions. Wine region types were examined based on wine travel frequency and also by subjective wine expertise.

Wine tourist groups based on wine travel frequency and subjective wine expertise have significantly different preferences towards wine region types. Less attractive wine regions are more popular among frequent travellers and wine experts.

The outcome of this research highlights the importance of designing diverse marketing strategies depending on the wine region type. Less attractive wine regions and little-known wineries should focus on frequent travellers and wine experts and provide a complex and high standard experience, as these consumers are more open and have higher expectations of a travel destination.

The study revealed the different wine tourist preferences with regard to the various types of wine regions. Wine-related and non-wine-related aspects were studied in a complex manner.

The present study is part of a joint effort to gain a holistic understanding of the consumption experience. This paper aims to understand the essence of the winery experience through a better characterisation of the latter because of the consumer value approach and to define the main cultural differences between the Old World and the New World in this respect.

The authors felt that netnography offered the most suitable qualitative method to capture the meaning of a winery experience in an international context. To this end, we collected 3,065 original tourist reviews for 35 wineries, written from January 2015 to June 2016.

The findings suggest that a winery experience is made up of the following values: “hedonic”, “economic”, “social” and “legacy”. In addition, the results indicate that social and legacy values are more important for the Old World, while the New World tends to put more emphasis on economic and hedonic values.

Wineries need to deliver experiences that encourage tourists to explore what their enterprise has to offer. Given the importance of the customer experience to trigger wine purchases and positive word-of-mouth to promote brand loyalty, the findings can help winery managers to adapt their services in consequence.

Few studies have applied a consumer value approach or used netnography to examine tourists’ experiences from a cross-cultural perspective.

Highway signage programs are important to the success of winery tourism industry. The purpose of this paper is to investigate the regulatory environment US wineries operate under in regards to highway signage programs. The goal then is to compare wine tourism-related highway signage programs in the USA and identify best practices for the programs.

Twenty-six programs from 13 US states are included in this study. Research collected both primary data (through interviews with 30 officials and representatives) and secondary data (from websites, government publications) to identify the costs, regulations and rules of each program.

A review of these programs shows that while there are many common elements in these programs, all are managed differently, have different operational and facility requirements for participation and vary in cost.

Highway signage programs related to winery tourism are best administered by a single state-wide governmental agency or foundations/trusts. Second, highway signage program should link with a separate certification program for the wineries which guarantees a certain minimum amount of local content. Winery owners and officials interviewed also emphasized the need for synergy among neighboring wineries to facilitate winery tourism.

Limited research has been conducted about the regulatory environment of signage programs that are specific to the wine industry in the USA. This study begins to address this gap in the literature by presenting an overview and best practices of 26 wine tourism-related highway signage programs from 13 different states across the USA.

This paper aims to explore the impact of the experience of a winery visit to the visitor’s emotions and the effect of these emotions on visitor’s intention to revisit and recommend a winery as consequences of visitor satisfaction.

The study adopted a multi approach of customer experience, suggesting that visitors base their experience perception on the servicescape attributes, other visitors’ suitable behaviours and their own yearn for cognitive learning and fun. Path analysis is adopted to measure the impact of these constructs on visitor’s emotions and the role of these emotions in predicting visitor’s satisfaction and behavioural intentions. Data are collected through a self-administered highly structured questionnaire, self-completed by respondents at each winery. A total of 615 usable responses are obtained from eight wineries.

The results indicate that emotions are arisen – in a context of wine tourism – as a result of visitor’s evaluation of winery environment (especially Atmospherics, Signage and Facilities), other visitors’ appropriate behaviour and visitor’s desire to learn something new and to have fun during the winery experience. Also, it is revealed that visitor’s emotions positively impact on his/her satisfaction, which in turn seems to be a significant predictor of his/her intention to revisit the winery and give positive word-of-mouth.

The findings broaden the knowledge on visitor’s winery experience and its impact on visitor’s satisfaction and future behavioural intentions. However, because the study focuses only on winery visitors in Greece, the research results may lack generalizability. The application of the study to other wineries would allow for wider generalisations to be made from the results obtained.

The overall findings may have significant implications for wine tourism industries. Also, it might be beneficial for wineries in their effort to provide a more valuable experience to wine tourists and in increasing wine tourists’ loyalty.

The paper’s originality lies in providing information to clarify the relationships between the constructs of experience, visitor’s emotions, satisfaction and future behavioural intentions in a winery setting. Also, this study provides new and practical insights of winery experience in the Greek context, an area where very limited research has been conducted. Finally, this is one of the few studies that focus on more than two servicescape elements and their impact on visitor’s emotions.

This study aimed to identify both visitors’ and residents’ general wine consumer typology as well as their typology specific to a wine destination, Florida, and investigated the influences of these typologies on consumer motivation to visit a winery in Florida and their motivations’ influences on their satisfaction with the winery visit and loyalty in the way of likelihood to revisit.

Two studies were conducted to identify the wine consumer typology and its influences, one with residents of a wine destination and one with its visitors. In both studies, the same cross-sectional survey design was conducted. The survey was designed using the survey design tools of Qualtrics.

Study results showed similar general wine consumer typology for both visitors and residents but slight differences in the destination-specific wine consumer typology. Results also revealed differences in the influences of these typologies on motivation, with different influences on satisfaction and loyalty for the two segments.

Even though consumer typologies have been discussed in tourism destination decision-making and choice, consumer typology in wine destination consumption has been lacking in the literature. To the best of the authors’ knowledge, this is the first study to identify both visitors’ and residents’ general wine consumer typology as well as their typology specific to a wine destination, Florida, and to investigate the influences of these typologies on consumer motivation to visit a winery in Florida and their motivations’ influences on their satisfaction with the winery visit and likelihood to revisit.

此文章通过两项研究来探讨葡萄酒消费者类型及其影响, 一项针对葡萄酒目的地的居民, 另一项针对其游客。这两项研究采用了设计相同的调查问卷, 该调查问卷的设计使用了 Qualtrics 的调查设计工具。

该研究旨在归纳游客和居民的葡萄酒消费者类型以及他们在佛罗里达州葡萄酒目的地的特定类型, 并调查了这些类型对消费者参观佛罗里达州酒庄的动机的影响以及他们的动机对其满意度和再次参观酒庄意愿的影响。

研究结果显示, 游客和居民的葡萄酒消费者类型相似, 但特定目的地的葡萄酒消费者类型略有不同。 结果还揭示了这些类型对动机的影响存在差异, 对游客和居民的满意度和忠诚度的影响也不同。

尽管文献已经讨论了旅游目的地决策和选择背景下的消费者类型, 有关葡萄酒目的地消费的消费者类型的研究却相对缺乏。此文章旨在发掘游客和居民的葡萄酒消费者类型以及佛罗里达州葡萄酒目的地特有的消费者类型, 并调查这些类型对消费者参观佛罗里达州酒庄动机的影响以及此动机对酒庄参观的满意度和再次参观的可能性的影响。

Se realizaron dos estudios para identificar la Tipología del Consumidor de Vino y sus influencias, uno con residentes de un destino enoturístico y otro con sus visitantes. En ambos estudios se llevó a cabo el mismo diseño de encuesta transversal. La encuesta se diseñó utilizando las herramientas de diseño de encuestas de Qualtrics.

El estudio identificó la tipología general del consumidor de vino tanto de los visitantes, como de los residentes, así como su tipología específica para un destino vinícola, como el de Florida, e investigó las influencias de estas tipologías en la motivación del consumidor para visitar una bodega en Florida y las influencias de sus motivaciones en su satisfacción con la visita a la bodega y la probabilidad de volver a visitarla

Los resultados del estudio mostraron una tipología general del consumidor de vino similar tanto para los visitantes, como para los residentes, pero ligeras diferencias en la tipología del consumidor de vino específica del destino. Los resultados también revelaron diferencias en las influencias de estas tipologías sobre la motivación, con distintas influencias sobre la satisfacción y la fidelidad para los dos segmentos.

Aunque se ha hablado de tipologías de consumidores en la toma de decisiones y la elección de destinos turísticos, la tipología de consumidores en el consumo de destinos vinícolas ha estado ausente en la literatura. Éste es el primer estudio que identifica tanto la tipología general del consumidor de vino de los visitantes y residentes como su tipología específica para un destino vinícola como el de Florida, e investiga las influencias de estas tipologías en la motivación del consumidor para visitar una bodega en Florida y las influencias de sus motivaciones en su satisfacción con la visita a la bodega y la probabilidad de volver a visitarla.