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Exploring the wellness dimensions of wine tourism experiences: a netnographic approach

Exploring the wellness dimensions of wine tourism experiences: a netnographic approach In a post-COVID world, tourists seeking wellness through unique tourism experiences is expected to intensify. The purpose of this study is twofold – to provide baseline information to explore interlinkages between wine tourism and wellness and to identify wine tourism experiences that create a sense of wellness among wine tourists.Design/methodology/approachThis study adopts a netnographic approach by analysing user-generated content collected from the TripAdvisor platform. A total of 2,117 reviews of seven wineries in Maharashtra, India, were coded.FindingsFourteen interpretive codes were identified and positioned within Dunn’s (1959) four dimensions of wellness, namely, body, mind, spirit and environment. The findings suggest that wine tourism experiences allow wine tourists to rejuvenate their mind, body and spirit, enhancing a sense of holistic wellness.Practical implicationsProposed wellness dimensions of the wine tourism framework can be used by practitioners to enhance the quality and variety of their wine tourism offerings, extending into the realm of wellness.Originality/valueTo the best of the authors’ knowledge, based on the literature review, there are few studies examining wine tourism through the lens of wellness. Also, the study uses Indian wineries as the study site, offering an insight into tourist experiences of this growing wine tourism market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

Exploring the wellness dimensions of wine tourism experiences: a netnographic approach

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1751-1062
eISSN
1751-1062
DOI
10.1108/ijwbr-07-2021-0040
Publisher site
See Article on Publisher Site

Abstract

In a post-COVID world, tourists seeking wellness through unique tourism experiences is expected to intensify. The purpose of this study is twofold – to provide baseline information to explore interlinkages between wine tourism and wellness and to identify wine tourism experiences that create a sense of wellness among wine tourists.Design/methodology/approachThis study adopts a netnographic approach by analysing user-generated content collected from the TripAdvisor platform. A total of 2,117 reviews of seven wineries in Maharashtra, India, were coded.FindingsFourteen interpretive codes were identified and positioned within Dunn’s (1959) four dimensions of wellness, namely, body, mind, spirit and environment. The findings suggest that wine tourism experiences allow wine tourists to rejuvenate their mind, body and spirit, enhancing a sense of holistic wellness.Practical implicationsProposed wellness dimensions of the wine tourism framework can be used by practitioners to enhance the quality and variety of their wine tourism offerings, extending into the realm of wellness.Originality/valueTo the best of the authors’ knowledge, based on the literature review, there are few studies examining wine tourism through the lens of wellness. Also, the study uses Indian wineries as the study site, offering an insight into tourist experiences of this growing wine tourism market.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: Oct 18, 2022

Keywords: Qualitative study; Wine tourism; Wellness tourism; Netnography; Wellness dimensions; Wine tourism experiences

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