More Than Taste: Effects of Visitor's Cognitive Appraisal on the Complete Satisfaction of Wine Tourism

Abstract

Wine tourism is gaining popularity as visitors seek unique experiences. This study investigated the effects of tangible and intangible factors on visitors' satisfaction with wine tourism. Free cancellation, multi‐language support, tour guides, service animals, tasting fees, and refreshments positively affected satisfaction, while COVID‐19 measures, larger groups, and more tastings had negative impacts. Positive emotions in reviews correlated with higher satisfaction, while negative emotions lowered it. The research contributes to understanding wine tourism and provides insights for operators to improve satisfaction and reform the industry post‐pandemic.