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

Does Covid scare wine travelers? Evidence from France and Italy

Giulia Gastaldello
Department of Land, Environment, Agriculture, and Forestry (Tesaf), University of Padova, Viale dell’Università, 35020 Legnaro PD
Bio
Florine Livat
Kedge Business School, Center of Excellence Food, Wine and Hospitality, 680 Cours de la Libération, 33405 Talence
Bio
Luca Rossetto
Department of Land, Environment, Agriculture, and Forestry (Tesaf), University of Padova, Viale dell’Università, 35020 Legnaro PD
Bio
Published March 22, 2022
Keywords
  • Covid-19,
  • Wine tourism,
  • travel intentions,
  • Covid phobia,
  • involvement with wine,
  • structural equation modelling,
  • solidarity
  • ...More
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How to Cite
Gastaldello, G., Livat, F., & Rossetto, L. (2022). Does Covid scare wine travelers? Evidence from France and Italy. Wine Economics and Policy, 11(1), 89-106. https://doi.org/10.36253/wep-11550

Abstract

Tourism is sensitive to shocks, and the Covid pandemic has profoundly changed sector dynamics. Although wine tourism is primarily a form of proximity tourism, the pandemic may have affected wine travellers behaviour and intention to go on a wine holiday. This exploratory study proposes a comprehensive analysis of the impact of Covid-related fear and anxiety on wine tourism intentions after the first lockdown while jointly considering the effects of solidarity, situational and personal involvement with wine. An online survey was delivered to a sample of 553 wine tourists from Italy and France, two major wine tourism destinations. Results highlight changes in wine travel patterns after the pandemic, which boosted post-lockdown wine tourism intentions. Indeed, the latter are poorly impacted by fear of contagion while it is enhanced by dedicating time to wine in lockdown (i.e., situational involvement) and by willingness to support local wine producers. Implications for sectors stakeholders are suggested.