Basics of qualitative research: Grounded theory procedures and techniques

Purpose – The purpose of this paper is to demonstrate the use of an investigative technique which has until now only been used in the field of psychology, namely, the Village Test The new version of the Village Test proposed in this paper aims to explore service brand attachment Design/methodology/approach – Village Tests were administered over 9 months, including two pre-test phases, followed by a series of 21 final tests Two main types of analytical procedures were used in the interpretation of our data: procedures used for textual data analyses and procedures used for non-textual data analyses Findings – The spatially oriented attachment toward service brands is sustained by three service experience axes The first axis involves the ritualized aspects of consumer experience The second axis takes into account the congruence between the servicescape associations and the brand associations The third axis is linked to the memorable nature of a previous consumer experience Research limitations/implic

Reshaping the Village Test for investigating service brand attachment

Critical success factors for wine tourism regions: a demand analysis

Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions

This study examines a behavioral model of wetlands tourism using variables of destination image, attitude, motivation, satisfaction and future behavior for tourists at Cigu, Sihcao and Haomeiliao in southwestern Taiwan. Empirical results indicate that destination image directly affects satisfaction and indirectly affects future behavior. Tourist attitude directly affects satisfaction and indirectly affects future behavior, while tourist motivation directly affects satisfaction and indirectly affects future behavior. Tourist satisfaction had a significant influence on future behavior, and satisfaction proved a significant mediating variable within this behavioral model.

https://www.tandfonline.com/doi/pdf/10.1080/01490400902837787

A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists.

Who is the wine tourist

Purpose – The aim of this study was to investigate the relationship between wine drinkers' product involvement and their engagement with wine quality. It examined particularly how they conceptualise quality, how they evaluate it, and the dimensions of quality they focus on.Design/methodology/approach – The study used focus groups (including wine tasting as a stimulus) and individual interviews to elicit data. Wine drinkers across Australia were informants for the study.Findings – There appears to be a relationship between involvement level and how wine quality is perceived. Higher‐involvement drinkers seemed more inclined to conceptualise wine quality as objective whereas lower‐involvement consumers tended to see it as subjective. Lower‐involvement informants often focused more on sensory dimensions of wine quality (like flavour or smoothness), while high‐involvement drinkers used more cognitive dimensions such as interest or complexity. Further, there appears to be evidence for a group of medium‐involvem...

Product involvement and the evaluation of wine quality

Purpose – Food and alcohol are symbolically and physically linked in many cultures. This article seeks to explore Australians' perceptions of the relationships between food and two of the more popular forms of alcohol – wine and beer.Design/methodology/approach – The findings from two parallel alcohol studies are reported. One study examined the role of wine consumption in Australian culture (n=105), while the other study performed the same function in terms of beer consumption (n=115). Interviews and focus groups were used in both studies to collect data from consumers and industry representatives to identify expectations of appropriate food and alcohol pairing.Findings – Wine was found to be strongly associated with food along three dimensions: complementarity, social meaning, and lubrication. This association occurs in the context that it is generally deemed inappropriate to consume wine without food. By comparison, a much weaker association appears to exist between food and beer. Interviewees reported...

Consumers' expectations of food and alcohol pairing

There is an increasing interest in the consumption and social meaning of food and drinks in the discipline of marketing. This article reports the findings of an exploratory research study into the motivational factors which inform the reasons why people drink wine. A qualitative research process was used to explore these factors to understand better the motivational aspect of Australian consumers' relationship with wine. The findings cover both symbolic and experiential purposes. Enjoyment, situational factors, personal historical context, and lifestyle-related issues appeared to be crucial. Additionally, cognitive dimensions, aesthetics, and memory-related factors are also significant although previously these have been less noted by researchers.

Why do people drink wine? A consumer-Focused exploration

Purpose




The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences.




Design/methodology/approach




The authors conceptually analyse the role of place in marketing by contrasting terroir to three other approaches: “in the style of […]”; “made in […]” and Protected Designations of Origin. They explore the impact of terroir on a range of products, offering a series of terroir value propositions.




Findings




Versus other place links, terroir offers a more specific Resource-Advantage, operating at environmental, philosophical and commercial levels. It offers a unique form of value to both consumers (e.g. identity, authenticity, cultural rootedness) and producers (e.g. irreproducibility, potential legal protection).




Research limitations/implications




Propositions address the antecedents and consequences of the terroir designation, the impact of consumer engagement, perceived authenticity and the added value offered to other regional goods. Additionally, how terroir may form a barrier to market entry, the relationship it has with the territorial brand, whether it offers greater product longevity and how it can be used as leverage for other related place-based brands and tourism are examined.




Originality/value




This is the first paper to address terroir as a marketing concept and to situate it within other forms of place marketing. It provides a definition, outlines the ways in which terroir creates value and provides a research agenda for future engagement with the concept.

Stephen Charters

Papers

Who is the wine tourist

Product involvement and the evaluation of wine quality

Consumers' expectations of food and alcohol pairing

Why do people drink wine? A consumer-Focused exploration

The nature and value of terroir products