Original Research Article
Published 2024-04-09
Keywords
- wine tourism experiences, 4Es, family-owned winery, netnography, Bulgaria
How to Cite
Terziyska, I. (2024). Drivers of Memorable Wine Tourism Experiences – a Netnography Study. Wine Economics and Policy. Retrieved from https://oaj.fupress.net/index.php/wep/article/view/14433
Copyright (c) 2024 Ilinka Terziyska
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This study has a two-fold purpose: 1) to identify the main architectural elements of the wine tourism offering that contribute to a memorable experience, and 2) to determine how they are related to the four customer experience realms (4Es). It is a micro (winery) level one, focused on a specific type of winery (small, family-owned) from an emergent wine destination (Bulgaria). The research design is based on the netnography approach, and more specifically, a content analysis of visitor reviews in TripAdvisor, with the results being quantified in order to establish the salience of individual factors.
The most powerful drivers of memorable wine tourism experiences identified are people and wine, and they are mostly linked to the escapist and aesthetic experience dimensions. The findings are in stark contrast with previous research where the escapist dimension is usually assessed as the least significant one.
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