Does Covid scare wine travelers? Evidence from France and Italy
- wine tourism,
- travel intentions,
- covid phobia
Copyright (c) 2022 Giulia Gastaldello, Florine Livat, Luca Rossetto
This work is licensed under a Creative Commons Attribution 4.0 International License.
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.