Original Research Article
Published 2022-01-20
Keywords
- 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
Abstract
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.
References
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[37] Ringle, C.M., Wende, S., & Will, A. (2015). SmartPLS3.0. Hamburg:www.smartpls.de.
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[41] Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 29–50. DOI:10.2307/3151312.
[42] Falk, R.F., & Miller, N.B. (1992). A primer for soft modelling. Akron: University of Akron Press.
[43] Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior research methods, instruments, & computers, 36(4), 717-731.
[44] Ferreira, J., Sousa, B. and Gonçalves, F. (2019), "Encouraging the subsistence artisan entrepreneurship in handicraft and creative contexts", Journal of Enterprising Communities: People and Places in the Global Economy, Vol. 13 No. 1/2, pp. 64-83. https://doi.org/10.1108/JEC-09-2018-0068
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[49] Kirova, V. (2021). Value co-creation and value co-destruction through interactive technology in tourism: The case of ‘La Cité du Vin’wine museum, Bordeaux, France. Current Issues in Tourism, 24(5), 637-650.
[2] Frost, W., Frost, J., Strickland, P., & Maguire, J. S. (2020). Seeking a competitive advantage in wine tourism: Heritage and storytelling at the cellar-door. International Journal of Hospitality Management, 87, 102460.
[3] Charters, S., Fountain, J., & Fish, N. (2009). “You felt like lingering...” Experiencing “real” service at the winery tasting room. Journal of travel research, 48(1), 122-134.
[4] Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: an experiential view. International Journal of Wine Business Research.
[5] Woldarsky, V. (2019). Tapping into the emotions of the wine consumer through storytelling: A case study. In BIO Web of Conferences (Vol. 15, p. 03012). EDP Sciences.
[6] Charters, S., & Ali‐Knight, J. (2000). Wine tourism-A thirst for knowledge?. International Journal of Wine Marketing.
[7] Sousa, B. M. (2019). A theoretical contribution from the perspective of innovation process in wine tourism contexts. Marketing & Tourism Review, v. 4, n. 2, 1-18
[8] Quintal, V., Thomas, B., Phau, I., & Soldat, Z. (2017). Using push-pull winescape attributes to model Australian wine tourist segmentation. International Journal of Wine Business Research.
[9] Dawson, H., Holmes, M., Jacobs, H., & Wade, R. I. (2011). Wine tourism: Winery visitation in the wine appellations of Ontario. Journal of Vacation Marketing, 17(3), 237-246.
[10] López‐Guzmán, T., Rodríguez‐García, J., Sánchez‐Cañizares, S., & Luján‐García, M. J. (2011). The development of wine tourism in Spain. International Journal of Wine Business Research.
[11] Santos, V.; Ramos, P.; Sousa, B. & Valeri, M. (2021). Towards a Framework for the Global Wine Tourism System. Journal of Organizational Change Management, DOI 10.1108/JOCM-11-2020-0362
[12] Charters, S., & Pettigrew, S. (2005). Is wine consumption an aesthetic experience? Journal of Wine Research, 16(2), 121-136.
[13] Brochado, A., Stoleriu, O., & Lupu, C. (2021). Wine tourism: a multisensory experience. Current Issues in Tourism, 24(5), 597-615.
[14] Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: a demand analysis. Tourism management, 27(1), 146-158.
[15] Bruwer, J., & Gross, M. J. (2017). A multilayered macro approach to conceptualizing the winescape construct for wine tourism. Tourism Analysis, 22(4), 497-509.
[16] Mitchell, R., Charters, S., & Albrecht, J. N. (2012). Cultural systems and the wine tourism product. Annals of tourism research, 39(1), 311-335.
[17] Sigala, M. (2020). The Transformational Power of Wine Tourism Experiences: The Socio-Cultural Profile of Wine Tourism in South Australia. In Social Sustainability in the Global Wine Industry (pp. 57-73). Palgrave Pivot, Cham.
[18] Sparks, B. (2007). Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions. Tourism management, 28(5), 1180-1192.
[19] Pikkemaat, B., Peters, M., Boksberger, P., & Secco, M. (2009). The staging of experiences in wine tourism. Journal of Hospitality Marketing & Management, 18(2-3), 237-253.
[20] Crespi-Vallbona, M., & Mascarilla-Miró, O. (2020). Wine lovers: Their interests in tourist experiences. International Journal of Culture, Tourism and Hospitality Research.
[21] Barber, N., Ismail, J. and Dodd, T. (2008), “Purchase attributes of wine consumers with low involvement”, Journal of Food Products Marketing, Vol. 14, p. 1.
[22] Bruwer, J., & Huang, J. (2012). Wine product involvement and consumers' BYOB behaviour in the South Australian on-premise market. Asia Pacific Journal of Marketing and Logistics, 24(3), 461-481.
[23] Galloway, G., Mitchell, R., Getz, D., Crouch, G., & Ong, B. (2008). Sensation seeking and the prediction of attitudes and behaviours of wine tourists. Tourism management, 29(5), 950-966.
[24] Mitchell, R., & Hall, C. M. (2001). Lifestyle behaviours of New Zealand winery visitors: wine club activities, wine cellars and place of purchase. International Journal of Wine Marketing.
[25] Bonarou, C., Tsartas, P., & Sarantakou, E. (2019). E-Storytelling and Wine Tourism Branding: Insights from the “Wine Roads of Northern Greece”. In Wine Tourism Destination Management and Marketing (pp. 77-98). Palgrave Macmillan, Cham.
[26] Bassano, C., Barile, S., Piciocchi, P., Spohrer, J. C., Iandolo, F., & Fisk, R. (2019). Storytelling about places: Tourism marketing in the digital age. Cities, 87, 10-20.
[27] Barhorst, J. B., McLean, G., Shah, E., & Mack, R. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122, 423-436.
[28] Quadri-Felitti, D., & Fiore, A. M. (2013). Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Tourism and Hospitality Research, 13(1), 47-62.
[29] Rytkönen, P., Vigerland, L., & Borg, E. A. (2019). Georgia Tells its Story: Wine Marketing Through Storytelling.
[30] Santos, V., Ramos, P., Almeida, N., Marôco, J. & Santos-Pavón. E. (2020). Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement, Anatolia, 31(4) 577-590.
[31] Kruger, M., & Viljoen, A. (2021). Terroir wine festival visitors: uncorking the origin of behavioural intentions. Current Issues in Tourism, 24(5), 616-636.
[32] Santos, V., Ramos, P., Almeida, N. and Santos-Pavón, E. (2019), Wine and wine tourism experience: a theoretical and conceptual review, Worldwide Hospitality and Tourism Themes, 11(6), pp. 718-730.
[33] Back, R. M., Bufquin, D., & Park, J. Y. (2021). Why do they come back? The effects of winery tourists’ motivations and satisfaction on the number of visits and revisit intentions. International Journal of Hospitality & Tourism Administration, 22(1), 1-25.
[34] DeVellis, R.F. (2003). Scale development: Theory and applications. London: Sage Publications.
[35] Netemeyer, R.G., Bearden, W.O., & Sharma, S. (2003). Scaling procedures: Issues and applications. London: Sage Publications.
[36] Santos, V., Ramos, P., & Almeida, N. (2017). The relationship between involvement, destination emotions and place attachment in the Porto wine cellars. International Journal of Wine Business Research, 29(4), pp. 401-415.
[37] Ringle, C.M., Wende, S., & Will, A. (2015). SmartPLS3.0. Hamburg:www.smartpls.de.
[38] Hair Jr, J.F., Hult, G.M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
[39] Bagozzi, R.P., & Yi. Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94
[40] Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
[41] Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 29–50. DOI:10.2307/3151312.
[42] Falk, R.F., & Miller, N.B. (1992). A primer for soft modelling. Akron: University of Akron Press.
[43] Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior research methods, instruments, & computers, 36(4), 717-731.
[44] Ferreira, J., Sousa, B. and Gonçalves, F. (2019), "Encouraging the subsistence artisan entrepreneurship in handicraft and creative contexts", Journal of Enterprising Communities: People and Places in the Global Economy, Vol. 13 No. 1/2, pp. 64-83. https://doi.org/10.1108/JEC-09-2018-0068
[45] Agapito, D. (2020). The senses in tourism design: A bibliometric review. Annals of Tourism Research, 83, 102934.
[46] Agapito, D., Mendes, J., & Valle, P. (2013). Conceptualizing the sensory dimension of tourist experiences. Journal of Destination Marketing & Management, 2(2), 62-73.
[47] Ahmad, A., Jamaludin, A., Zuraimi, N. S. M., & Valeri, M. (2020). Visit intention and destination image in post-Covid-19 crisis recovery. Current Issues in Tourism, 1-6.
[48] Sousa, B. & Rocha, A. T. (2019). The role of attachment in public management and place marketing contexts: a case study applied to Vila de Montalegre (Portugal). International Journal of Public Sector Performance Management, Vol. 5, N. 2, pp. 189-205 https://doi.org/10.1504/IJPSPM.2019.099094
[49] Kirova, V. (2021). Value co-creation and value co-destruction through interactive technology in tourism: The case of ‘La Cité du Vin’wine museum, Bordeaux, France. Current Issues in Tourism, 24(5), 637-650.