A model of wine tourist behaviour: a festival approach

A model of wine tourist behaviour: a festival approach The study constructs a temporal model of wine tourist behaviour on the basis of the social psychologist' theory of consumer attitudes and related concepts with regard to past behaviour, satisfaction, perceived value and behavioural intentions. More importantly, this study added two dimensions to this model by proposing that satisfaction and perceived value had an impact on the attendees' intentions (i) to visit a local winery and (ii) to buy local wine products. Using a path analysis approach and data collected from the attendees at a regional wine festival, the study examined the above relationships. The results of this path analysis can be summarised as: (i) past behaviour influenced the intention to revisit and the level of perceived value, but had no effect on the level of satisfaction; (ii) perceived value strongly affected the level of satisfaction; (iii) satisfaction had a strong impact on future intentions to revisit and also an effect on intentions to visit local wineries and to buy local wine products; and (iv) perceived value affected the intentions to revisit the festival and to visit local wineries but did not influence the intentions to buy local wines. It is believed that the results of the present study will be useful to organisers of wine festivals and/or wine tourism developers. Copyright © 2008 John Wiley & Sons, Ltd. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Tourism Research Wiley

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Publisher
Wiley
Copyright
Copyright © 2008 John Wiley & Sons, Ltd.
ISSN
1099-2340
eISSN
1522-1970
DOI
10.1002/jtr.651
Publisher site
See Article on Publisher Site

Abstract

The study constructs a temporal model of wine tourist behaviour on the basis of the social psychologist' theory of consumer attitudes and related concepts with regard to past behaviour, satisfaction, perceived value and behavioural intentions. More importantly, this study added two dimensions to this model by proposing that satisfaction and perceived value had an impact on the attendees' intentions (i) to visit a local winery and (ii) to buy local wine products. Using a path analysis approach and data collected from the attendees at a regional wine festival, the study examined the above relationships. The results of this path analysis can be summarised as: (i) past behaviour influenced the intention to revisit and the level of perceived value, but had no effect on the level of satisfaction; (ii) perceived value strongly affected the level of satisfaction; (iii) satisfaction had a strong impact on future intentions to revisit and also an effect on intentions to visit local wineries and to buy local wine products; and (iv) perceived value affected the intentions to revisit the festival and to visit local wineries but did not influence the intentions to buy local wines. It is believed that the results of the present study will be useful to organisers of wine festivals and/or wine tourism developers. Copyright © 2008 John Wiley & Sons, Ltd.

Journal

International Journal of Tourism ResearchWiley

Published: May 1, 2008

References

  • South African wine routes: some perspectives on the wine tourism industry's structural dimensions and wine tourism product
    Bruwer, Bruwer
  • Who is the wine tourist?
    Charters, Charters; Ali‐Knight, Ali‐Knight
  • Reflections on gaining competitive advantage through customer value
    Parasuraman, Parasuraman

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