What went right and what went wrong in my cellar door visit? A worldwide analysis of TripAdvisor reviews of Wineries & Vineyards
- Wine tourism; Hunter Valley; Mendoza; Napa Valley; Stellenbosch; Tuscany; cellar door; service quality; service failure; TripAdvisor; Sentiment analysis; Natural Language Processing
Copyright (c) 2022 Elena Barbierato, Iacopo Bernetti, Irene Capecchi
This work is licensed under a Creative Commons Attribution 4.0 International License.
The purpose of this work is to study the issues of service quality and service failure of visits to the cellar door in the 5 regions where wine tourism is most developed: Hunter Valley (AU), Mendoza (AR), Napa Valley (USA), Stellenbosch (ZA) and Tuscany (IT).
We propose a methodology based on the combination of sentiment analysis and natural language processing applied to 89,672 TripAdvisor reviews. The results indicate that the issues most linked to service quality and service failure are in order of importance: the quality of the main wine product, the experience in the tasting room, the organized tours, the empathy of the staff, the reliability of the staff, and the setting of the cellar and the landscape. These themes are common to all 5 wine tourism regions, but each region declines them differently.
The results obtained confirm and expand the results of previous studies and may prove useful both to professionals (wineries, tour operators, travel agents) and for the design of a product that meets the needs of wine tourists.
The main limitation of the study concerns the application of the methodology to the five most developed wine regions in the world, therefore the results obtained may not be immediately applicable to the wine regions that are starting the development of wine tourism.