Original Research Article
Published 2022-09-01
Keywords
- winescape,
- wine tours,
- qualitative research,
- netnography,
- Bulgaria
How to Cite
Terziyska, I. (2022). Re-visiting the concept of winescape through netnography: “A tale of two cities”. Wine Economics and Policy, 11(2), 19–29. https://doi.org/10.36253/wep-12806
Abstract
Winescape is a central concept in wine tourism studies but is still under-researched, especially when package tours are concerned. This study has a two-fold objective: 1) to identify the winescape attributes of an emergent wine destination (Bulgaria) as perceived by organized wine tourists and compare them to a well-established Old-World wine region (Italy), and 2) to unveil the links between winescape attributes and servicescape dimensions. To this end, we employed a netnographic approach through the application of content analysis of TripAdvisor reviews and a combination of closed and open coding. Seven categories of winescape were identified, which almost completely coincide with the results of previous research. At the same time, some differences were found, mainly in the salience of the individual elements, which suggests a different composition of the winescape depending on several factors, among which the characteristics of the destination and the specifics of the tour operator. The study complements existing knowledge by validating a previously proposed model, and at the same time showcasing the context-dependent differences in attribute salience for two different types of destinations. In addition, it is the first to identify the links between the traditional supply-driven winescape models and the more holistic concept of experienscape.
References
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[2] World Tourism Organization (UNWTO) and Basque Culinary Center, Eds., Guidelines for the Development of Gastronomy Tourism. World Tourism Organization (UNWTO), 2019. doi: 10.18111/9789284420957.
[3] M. Sigala and R. N. S. Robinson, “Introduction: The Evolution of Wine Tourism Business Management,” in Management and Marketing of Wine Tourism Business: Theory, Practice, and Cases, M. Sigala and R. N. S. Robinson, Eds. Cham: Springer International Publishing, 2019, pp. 1–21. doi: 10.1007/978-3-319-75462-8_1.
[4] J. Bruwer, M. J. Gross, and H. C. Lee, “Tourism Destination Image (TDI) Perception Within a Regional Winescape Context,” Tourism Analysis, vol. 21, no. 2–3, pp. 173–187, May 2016, doi: 10.3727/108354216X14559233984692.
[5] M. Sigala, “Scarecrows: An Art Exhibition at Domaine Sigalas Inspiring Transformational Wine Tourism Experiences,” in Management and Marketing of Wine Tourism Business: Theory, Practice, and Cases, M. Sigala and R. N. S. Robinson, Eds. Cham: Springer International Publishing, 2019, pp. 313–343. doi: 10.1007/978-3-319-75462-8_16.
[6] B. Thomas, V. A. Quintal, and I. Phau, “Wine Tourist Engagement With the Winescape: Scale Development and Validation,” Journal of Hospitality & Tourism Research, vol. 42, no. 5, pp. 793–828, Jun. 2018, doi: 10.1177/1096348016640583.
[7] J. Bruwer and M. J. Gross, “A Multilayered Macro Approach to Conceptualizing the Winescape Construct for Wine Tourism,” Tourism Analysis, vol. 22, no. 4, pp. 497–509, Nov. 2017, doi: 10.3727/108354217X15023805452059.
[8] I. Terziyska and R. Damyanova, “Winescape through the lens of organized travel – a netnography study,” International Journal of Wine Business Research, vol. 32, no. 4, pp. 477–492, Jan. 2020, doi: 10.1108/IJWBR-09-2019-0050.
[9] M. Venkatraman and T. Nelson, “From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China,” J Int Bus Stud, vol. 39, no. 6, pp. 1010–1026, Sep. 2008, doi: 10.1057/palgrave.jibs.8400353.
[10] S. Gunasekar, P. Das, S. K. Dixit, S. Mandal, and S. R Mehta, “Wine-experienscape and tourist satisfaction: through the lens of online reviews,” Journal of Foodservice Business Research, vol. 0, no. 0, pp. 1–18, Nov. 2021, doi: 10.1080/15378020.2021.2006039.
[11] A. Reimer and R. Kuehn, “The impact of servicescape on quality perception,” European Journal of Marketing, vol. 39, no. 7/8, pp. 785–808, Jan. 2005, doi: 10.1108/03090560510601761.
[12] E. Barbierato, I. Bernetti, and I. Capecchi, “Analyzing TripAdvisor reviews of wine tours: an approach based on text mining and sentiment analysis,” International Journal of Wine Business Research, vol. ahead-of-print, no. ahead-of-print, Jan. 2021, doi: 10.1108/IJWBR-04-2021-0025.
[13] I. Terziyska, Wine Tourism: Critical Success Factors for an Emerging Destination. 2020.
[14] G. L. Peters, American Winescapes: The Cultural Landscapes Of America’s Wine Country, 1st edition. Boulder, Colo: Routledge, 1997.
[15] V. A. Quintal, B. Thomas, and I. Phau, “Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries,” Tourism Management, vol. 46, no. C, pp. 596–609, 2015, Accessed: Feb. 03, 2022. [Online]. Available: https://ideas.repec.org/a/eee/touman/v46y2015icp596-609.html
[16] M. J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing, vol. 56, no. 2, pp. 57–71, Apr. 1992, doi: 10.1177/002224299205600205.
[17] M. S. Rosenbaum and C. Massiah, “An expanded servicescape perspective,” Journal of Service Management, vol. 22, no. 4, pp. 471–490, Jan. 2011, doi: 10.1108/09564231111155088.
[18] E. J. Arnould, L. L. PRICE, and P. TIERNEY, “Communicative Staging of the Wilderness Servicescape,” The Service Industries Journal, vol. 18, no. 3, pp. 90–115, Jul. 1998, doi: 10.1080/02642069800000034.
[19] I. Terziyska, “Winescape framework,” in Encyclopedia of Tourism Management and Marketing, Edward Elgar Publishing, 2022.
[20] J. Bruwer and A. Joy, “Tourism destination image (TDI) perception of a Canadian regional winescape: a free-text macro approach,” Tourism Recreation Research, vol. 42, no. 3, pp. 367–379, Jul. 2017, doi: 10.1080/02508281.2017.1318482.
[21] A. Pizam and A. D. A. Tasci, “Experienscape: expanding the concept of servicescape with a multi-stakeholder and multi-disciplinary approach (invited paper for ‘luminaries’ special issue of International Journal of Hospitality Management),” International Journal of Hospitality Management, vol. 76, pp. 25–37, Jan. 2019, doi: 10.1016/j.ijhm.2018.06.010.
[22] K. Anderson and S. Nelgen, Global Wine Markets, 1961 to 2009. University of Adelaide Press | University of Adelaide, 2011. Accessed: Feb. 03, 2022. [Online]. Available: https://www.adelaide.edu.au/press/titles/global-wine
[23] K. Moulton, A. Simova, and N. Young, “Wine and the Politics of Survival,” in Privatization of Agriculture in New Market Economies: Lessons from Bulgaria, A. Schmitz, K. Moulton, A. Buckwell, and S. Davidova, Eds. Dordrecht: Springer Netherlands, 1994, pp. 263–282. doi: 10.1007/978-94-011-1388-5_12.
[24] “Wine Exports by Country 2020.” https://www.worldstopexports.com/wine-exports-country/ (accessed Feb. 03, 2022).
[25] T. Dodd and M. Beverland, “Winery Tourism Life-cycle Development: A Proposed Model,” Tourism Recreation Research, vol. 26, no. 2, pp. 11–21, Jan. 2001, doi: 10.1080/02508281.2001.11081339.
[26] R. V. Kozinets, “On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture,” ACR North American Advances, vol. NA-25, 1998, Accessed: Jan. 22, 2022. [Online]. Available: https://www.acrwebsite.org/volumes/8180/volumes/v25/NA-25/full
[27] R. V. Kozinets, P.-Y. Dolbec, and A. Earley, “Netnographic Analysis: Understanding Culture Through Social Media Data,” in The SAGE Handbook of Qualitative Data Analysis, 1 Oliver’s Yard, 55 City Road, London EC1Y 1SP United Kingdom: SAGE Publications Ltd, 2014, pp. 262–276. doi: 10.4135/9781446282243.n18.
[28] A. Chua and S. Banerjee, “Reliability of Reviews on the Internet: The Case of TripAdvisor,” undefined, 2013, Accessed: Feb. 03, 2022. [Online]. Available: https://www.semanticscholar.org/paper/Reliability-of-Reviews-on-the-Internet%3A-The-Case-of-Chua-Banerjee/8fc16a4a6c950f11e1a922545ac1f5b8c91a34cb
[29] V. Taecharungroj and B. Mathayomchan, “Analysing TripAdvisor reviews of tourist attractions in Phuket, Thailand,” Tourism Management, vol. 75, pp. 550–568, Dec. 2019, doi: 10.1016/j.tourman.2019.06.020.
[30] D. Krech and R. S. Crutchfield, “Beliefs and attitudes of men,” in Theory and problems of social psychology, New York, NY, US: McGraw-Hill, 1948, pp. 149–174. doi: 10.1037/10024-005.
[31] V. Braun and V. Clarke, “Using thematic analysis in psychology,” Qualitative Research in Psychology, vol. 3, no. 2, pp. 77–101, Jan. 2006, doi: 10.1191/1478088706qp063oa.
[32] F. Cavallo, M. Fait, P. Scorrano, and L. Iaia, “Wine web 2.0: digital communication and tourist netnography. Opportunities for new entrepreneurship,” Sinergie Italian Journal of Management, vol. 33, pp. 83–103, Jul. 2015, doi: 10.7433/s97.2015.06.
[33] I. P. Tussyadiah and F. Zach, “Identifying salient attributes of peer-to-peer accommodation experience,” Journal of Travel & Tourism Marketing, vol. 34, no. 5, pp. 636–652, Jun. 2017, doi: 10.1080/10548408.2016.1209153.
[34] B. J. P. Pine and J. H. Gilmore, The Experience Economy, Revised edition. Boston, Massachusetts: Harvard Business Review Press, 2019.
[35] B. Weiler and R. Black, “The changing face of the tour guide: one-way communicator to choreographer to co-creator of the tourist experience,” Tourism Recreation Research, vol. 40, no. 3, pp. 364–378, Sep. 2015, doi: 10.1080/02508281.2015.1083742.
[36] “Decanter 2019 World Wine Awards - a historic year for Bulgaria,” Bulgaria Online Shop, 2020. https://www.bulgaria-shop.de/en/magazin/decanter-2019-world-wine-awards-a-historic-year-for-bulgaria/ (accessed Feb. 02, 2022).