Wine tourism quality perception and customer satisfaction reliability: the Italian Prosecco District

Abstract

Recently, we witnessed a growing interest in those tourist experiences that focus on the enhancement and promotion of typical local cultures, in particular related to winemaking traditions. In Italy this evidence is also demonstrated by the emergence of events and tours linked to the promotion of Italian wine. It is therefore necessary to pay particular attention to the degree of satisfaction expressed by visitors with regard to the services currently offered within the framework of their wine tourism experience. The present research applies a study on customer satisfaction in the area of the Prosecco district, in the Veneto Region in Italy. The aim of the paper is to understand, by the use of a mixture model denoted as the Covariate Uniform Binomial Model, whether and to what extent the high degree of quality perceived by respondents depends on factors related to personal experience rather than on the circumstances in which the interviews were conducted. Results show that socio-demographic variables have a great impact on wine tourism behaviour. As a consequence, the possibility of creating segments of consumers based on socio-demographic characteristics and consumer behaviour shows the need to consider different marketing policies to satisfy the different needs of tourists that emerged

The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions

“…In the wine tourism literature, the core winery experience seems to remain crucial to visitor’s satisfaction (Hubbard et al , 2012; Mauracher et al , 2016; Park et al , 2018) and to visitor’s post visit behaviour (Kolyesnikova and Dodd, 2009; Bruwer et al , 2012). Winery visitor’s satisfaction also affects wine sales (Shapiro and Gómez, 2014).…”

A Countryside to Sip: Venice Inland and the Prosecco’s Uneasy Relationship with Wine Tourism and Rural Exploitation

“…Regarding the Prosecco DOCG area, the importance of the beauty of landscape in the perception of wine quality has been investigated by various authors [52][53][54]. Several researches have also examined the development of rural tourism in Conegliano-Valdobbiadene from the ecological perspective, focusing on the role of the Prosecco DOCG as a factor in the attractiveness of the area [55][56][57].…”

Guest editorial

“…Perhaps surprisingly given the role of place in consideration of wine as well as tourism, notions of terroir, place and winescape have not been a significant focus of wine tourism research although research has increased since 2010 Popp and McCole, 2016). Even if destinationoriented research remains a major theme in wine tourism, a notable change is the extent to which wine tourism and marketing-oriented studies have expanded from their historic base in Australia and New Zealand (Hall and Mitchell, 2008) to provide a much wider geographical coverage encompassing both New World (Bruwer and Joy, 2017;Singh and Hsiung, 2016) and Old World (Mauracher et al, 2016;Molina et al, 2015;Riguccio et al, 2017) wine-growing areas as well as emerging wine regions (Chong, 2017;Kerma and Ga cnik, 2015;Malm et al, 2013;Mazurkiewicz-Pizlo, 2016…”

“…Perhaps surprisingly given the role of place in consideration of wine as well as tourism, notions of terroir, place and winescape have not been a significant focus of wine tourism research although research has increased since 2010 Popp and McCole, 2016). Even if destinationoriented research remains a major theme in wine tourism, a notable change is the extent to which wine tourism and marketing-oriented studies have expanded from their historic base in Australia and New Zealand (Hall and Mitchell, 2008) to provide a much wider geographical coverage encompassing both New World (Bruwer and Joy, 2017;Singh and Hsiung, 2016) and Old World (Mauracher et al, 2016;Molina et al, 2015;Riguccio et al, 2017) wine-growing areas as well as emerging wine regions (Chong, 2017;Kerma and Ga cnik, 2015;Malm et al, 2013;Mazurkiewicz-Pizlo, 2016 Note: *Analysis conducted 27 August 2017 Table I. Journal articles on wine tourism in the Scopus database analysed by terms used in abstract, keywords and title Development concerns and issues remain a major theme in wine tourism research, with continuing interest in the life course of wine tourism at both operational and regional levels (Deery et al, 2012;Dodd and Beverland, 2016), although there remains a surprisingly limited amount of research on wine tourism business decision-making and strategy (Alonso et al, 2015;Lavandoski et al, 2016;Stavrinoudis et al, 2012) and issues of entrepreneurship (Dawson, Fountain and Cohen, 2011) and innovation (Alonso and Bressan, 2016;Baird and Hall, 2016).…”

“…Issues of branding Gómez et al, 2015), demographics (Sohn and Yuan, 2013), segmentation (Cho et al, 2017) and satisfaction (Hubbard et al, 2012;Mauracher et al, 2016) continue as major themes in the marketing dimensions of wine tourism. However, the hedonic aspects of wine consumption have increasingly been of interest to researchers (Bruwer and Alant, 2009;Charters et al, 2009), although the cellar door remains a major focus of research (Alonso et al, 2014;McNamara and Cassidy, 2015).…”