2022: Just Accepted
Original Research Article

Does Covid scare wine travelers? Evidence from France and Italy

Giulia Gastaldello
Dept. Land, Environment, Agriculture, and Forestry (Tesaf), University of Padova
Bio
Florine Livat
Kedge Business School, Center of Excellence Food, Wine and Hospitality, France
Bio
Luca Rossetto
Dept. Land, Environment, Agriculture, and Forestry (Tesaf), University of Padova
Bio
Published March 22, 2022
Keywords
  • Covid,
  • wine tourism,
  • travel intentions,
  • covid phobia
How to Cite
Gastaldello, G., Livat, F., & Rossetto, L. (2022). Does Covid scare wine travelers? Evidence from France and Italy. Wine Economics and Policy. Retrieved from https://oaj.fupress.net/index.php/wep/article/view/11550

Abstract

Tourism is sensitive to shock, 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 travelers behavior and intention to go on a wine holiday. This study explores the impact of Covid-related fear and anxiety on wine tourism intentions after the first lockdown considering both contextual factors and the main antecedents of wine tourism acknowledged by the literature. 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 is not negatively impacted by fear of contagion while it is enhanced by dedicating time to wine in lockdown and willingness to support local wine producers. Implications for sectors stakeholders are suggested.