Emotions among winery tourists: new vs old wine world

Abstract

Purpose This study aims to compare the influence of emotions produced by the wine and the winery visit on wine purchase intent at two destinations with different cultural views (old and new wine worlds). Design/methodology/approach A quantitative approach was adopted using a total sample of 600 tourists from two different wineries, one in La Rioja (Spain, Europe) and the other in Baja California (Mexico, North America). All the tourists surveyed at the European winery were European, and all the tourists surveyed at the North American winery were North American. Findings The results expand on previous research. At the tested wineries, the emotions produced by the wine (product) had a greater influence than those produced by the winery (environment); however, the intensity of their respective influences varied depending on whether the winery was in the new or old wine world. Research limitations/implications While the wine description was controlled by showing the same offer at both destinations, the winery visit experience was neither controlled nor controllable because the tours were real. Additionally, although the research variables were very similar in this study, the effect of differences in income between the tourists from the different regions was not considered. Practical implications Winery managers wishing to positively influence wine purchases at their establishments should focus their efforts on generating high positive emotions through the wine offer. They should also keep in mind the possible need for different approaches because of cultural differences between the tourists (North American or European) visiting the winery. To sell wine and build their brand, they should identify those tourists truly interested in wine. Originality/value Although the literature recognizes the influence of the emotions produced by the product and the environment on wine purchase intent, this is the first study to simultaneously compare the influence of the emotions generated by both the wine on offer (product) and the winery visit (environment) on wine purchase intent in tourists to two different wineries (new vs old wine world).

Towards a framework for the global wine tourism system

“…It has been widely demonstrated that emotions among winery tourists in both the old and new wine worlds are seen as a way to directly establish intensity and engagement in wine tourists visiting wineries and wine regions, depending on whether the wine destinations were located in the new or old wine world (Pelegrín-Borondo et al , 2019). With regard to the dimensions of wine tourism experience emotions, Santos et al (2020) found that wine experience dimensions are influenced by four dimensions: wine storytelling, wine tasting excitement, wine involvement and winescape, which can measure the holistic behaviour of wine tourists (Santos et al , 2020).…”

A bibliometric review of research in wine tourism experiences: insights and future research directions

“…Wine tourism is a hedonic experience involving senses and emotions (Brochado et al , 2021; Pelegrín-Borondo et al , 2020). While the multi-dimensionality of wine tourism experiences is a popular research agenda, its multi-sensorial nature is largely under-researched and presents an opportunity for further studies (Brochado et al , 2021).…”

“…Four important areas for research emerge based on thematic mapping and examination of literature (Figure 6). 5.1 Multi-sensorial nature of wine tourism experiences Wine tourism is a hedonic experience involving senses and emotions (Brochado et al, 2021;Pelegrín-Borondo et al, 2020). While the multi-dimensionality of wine tourism experiences is a popular research agenda, its multi-sensorial nature is largely under-researched and presents an opportunity for further studies (Brochado et al, 2021).…”

How consumer involvement influences beer flavour preferences

“…Other studies indicate that early exposure to flavours (Blake, 2006), the actual food exposure (Zellner et al , 1999) and tasting experiences are the most relevant factors (Giacalone et al , 2014). Moreover, other authors report that product familiarity (Birch, 1999), the individual personality traits (Cardello et al , 2019) or even emotions (Pelegrín-Borondo et al , 2019) influence flavour and food preferences.…”