A model of wine tourist behaviour: a festival approach

Abstract

The study constructs a temporal model of wine tourist behaviour on the basis of the social psychologist' theory of consumer attitudes and related concepts with regard to past behaviour, satisfaction, perceived value and behavioural intentions. More importantly, this study added two dimensions to this model by proposing that satisfaction and perceived value had an impact on the attendees' intentions (i) to visit a local winery and (ii) to buy local wine products. Using a path analysis approach and data collected from the attendees at a regional wine festival, the study examined the above relationships. The results of this path analysis can be summarised as: (i) past behaviour infl uenced the intention to revisit and the level of perceived value, but had no effect on the level of satisfaction; (ii) perceived value strongly affected the level of satisfaction; (iii) satisfaction had a strong impact on future intentions to revisit and also an effect on intentions to visit local wineries and to buy local wine products; and (iv) perceived value affected the intentions to revisit the festival and to visit local wineries but did not infl uence the intentions to buy local wines. It is believed that the results of the present study will be useful to organisers of wine festivals and/or wine tourism developers.

Wine tourism: Motivating visitors through core and supplementary services

“…The survey questionnaire was developed based on previous wine tourism research on factors motivating visitation to wineries and wine regions (in particular, Galloway et al, 2008;Getz & Brown, 2006;Marzo-Navarro & Pedraja-Iglesias, 2010;O'Neill & Plamer, 2004;Yan et al, 2008). The survey instrument was refined in collaboration with researchers at the NC Department of Commerce.…”

“…By adding complementary visitor-oriented services, wine businesses build brand loyalty, improve consumer awareness and knowledge, create a positive image of the wine product, and develop strong consumer relationships through planned on-site experiences (Asero & Patti, 2011;Bruwer & Alant, 2009;Yan, Morrison, Cai, & Linton, 2008). Researchers focusing on this area have suggested that many of the issues related to consumer interest in wine tourism have yet to be revealed (Bruwer & Lesschaeve, 2012) and warrant additional research on the wine tourism consumer base (Getz & Brown, 2006;Hall et al, 2000;Yan et al, 2008). One issue ripe for research is the value of perceived wine tourism benefits beyond the core wine product and how these benefits help to drive both visits and bottle sales at local wineries.…”

Attendee Motivations at an International Wine Festival in China

“…In addition, such studies naturally link festivals with wine tourism development (J. J. Yuan et al, 2005a;J. J. Yuan, Morrison, Cai, & Linton, 2008).…”

“…Within this context, wine festival research within wine regions indicates that festivals can attract significant numbers of visitors and help build loyalty to wineries and wine merchants, as well as strengthen, enhance, or change a destinations brand (Arnold, 1999;Jago, Chalip, Brown, Mules, & Ali, 2003; J. J. Yuan et al, 2008).…”

From Having Fun to Applause: The Study of Relationships among Festival Benefits, Festival Identity and Festival Support by Viewpoints of the Hosts and Guests

“…To examine variety of issues, we should implement different kinds of research, such as research on event festival activities [30] or traditional festival activities [31]. The researchers' interest in tourists' experience and perception, revisit intention, and loyalty investigate tourists' support for festival activities, although they know it to a certain extent for residents; however, they are also participants in the festival activities.…”