Vol. 11 No. 1 (2022)
Original Research Article

The Influence of wine storytelling on the global wine tourism experience

Vasco Santos
ISLA Santarém, Santarém, Portugal and CiTUR, Leiria, Portugal
Alvaro Dias
Universidade Lusófona/TRIE and ISCTE-IUL
Paulo Ramos
CBQF, Porto, Portugal and Fernando Pessoa University, Porto, Portugal
Arlindo Madeira
Tourism and Hospitality Management School, Universidade Europeia, Portugal and ESCAD-School of Science and Administration, Lisbon, Portugal
Bruno Sousa
IPCA - Polytechnic Institute of Cávado and Ave, Barcelos, Portugal and CiTUR, Coimbra, Portugal
Published January 20, 2022
  • wine tourism,
  • wine storytelling,
  • cultural experience,
  • winescape attributes,
  • wine excitement,
  • sensorial attraction
  • ...More
How to Cite
Santos, V., Dias, A., Ramos, P., Madeira, A., & Sousa, B. (2022). The Influence of wine storytelling on the global wine tourism experience. Wine Economics and Policy, 11(1), 3-13. https://doi.org/10.36253/wep-11454


The aim of this paper is to evaluate the role of wine storytelling as an antecedent in the wine tourism experience, namely on other constructs such as winescape attributes, sensorial attraction, wine excitement and cultural experience. This study analyses the combined use of five wine tourism experience dimensions as well the influence of storytelling as a key antecedent of the wine experience. This study extends existing knowledge by identifying new key drivers which focus on wine tourist behavioural responses within visits to the wine cellars. Data were collected within two wine tourism settings in Madeira and Porto wine cellars, from two convenience samples of 647 international wine tourists. Using partial least square structural equation modeling, the results show a direct impact of wine storytelling on the wine tourism experiences of wine tourists, through winescape attributes and sensorial attraction, that also act as mediators, with wine excitement and cultural experience as the outcomes of the visit/tasting.


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