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The Hedonic Nature of Wine Tourism Consumption: An Experiential View
Johan Bruwer,Karin Alant +1 more
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TLDR
In this paper, the authors used the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region environment and determined the impact of travel antecedents such as the perceived characteristics of wine region, information sources utilised, and previous knowledge of the region and its products on the destination decision-making process and ultimately the visitation motivations.Abstract:
Purpose – The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region environment. It also aims to determine the impact of travel antecedents such as the perceived characteristics of the wine region, information sources utilised, and previous knowledge of the region and its products on the destination decision-making process and ultimately the visitation motivations.Design/methodology/approach – Information is obtained from a random sample of 304 respondents from 12 wineries representing all size groups situated on the Paarl Wine Route (PWR) in South Africa. Data are collected through the use of a self-administered, highly structured questionnaire, self-completed by respondents at each of the winery cellar door venues.Findings – The most important characteristic of the entire winescape is the region’s scenic beauty. Other high impact characteristics are the friendly people and their hospitality, overall ambience and the diversity of wine estates. These factors point to hedonic behaviour in a highly social context and primarily a search for enjoyment/pleasure, mainly by first-time visitors. The dynamic of first-time and repeat visitation plays a key role in visitors’ wine tourism behaviour. The decision to engage in wine tourism is generally impulsive, even spurious, the visit duration short and the motivations guiding the visitors’ behaviour predominantly hedonic in nature.Research limitations/implications – The impact of the natural landscape underlines the premise that an experiential research approach can yield valuable insights and sheds new light on the fact that a memorable experience for a wine tourist does not only evolve inside the winery’s cellar door. In the process it exposits what could be unique selling points for marketing differently positioned wine regions.Originality/value – This study is of value to academic researchers, travel and accommodation providers and wine industry practitioners alike as it highlights important aspects of wine tourism behaviour with regard to the actual (underlying) motivations that drive them to visit cellar doors in awine region.read more
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Investigating the role of festivalscape in culinary tourism: The case of food and wine events
TL;DR: In this article, the importance of festivalscapes in determining emotions, satisfaction and future behavior of participants at food and wine events was analyzed, and it was shown that festivalscape and emotions have significant direct effects on satisfaction, which has a significant effect on behavioral intention.
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Experience economy constructs as a framework for understanding wine tourism
TL;DR: A recent study revealed that wine tourists look for dining, shopping, and cultural and recreational activities al... as mentioned in this paper, and that global growth in wine tourism mirrors that of wine consumption and rural tourism.
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Wine tourism experience: A netnography study
Tan Vo Thanh,Valentina Kirova +1 more
TL;DR: In this article, the authors examined the wine tourism experience using the Experience Economy Model (4Es) and found that the experiences related to education and entertainment dimensions are predominant among the four dimensions of the conceptual framework, and highlighted the relevance of the holistic analysis and "sweet spot" concept of the 4Es model.
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Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions:
TL;DR: This paper analyzed survey data from 970 tourists to evaluate their Lake Erie wine region experience using structural equation modeling, an adapted scale of the experience economy's 4Es (i.e. educational, esthetic, entertainment and escapist experiences) proved reliable and valid for measuring rural wine tourism.
References
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The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun
TL;DR: In this paper, the authors argue for the recognition of important experiential aspects of consumption, such as the symbolic, hedonic, and esthetic nature of the experience of consumption.
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Hedonic Consumption ; Emerging Concepts, Methods and Propositions
TL;DR: In this paper, the authors define hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience.
Journal Article
Welcome to the Experience Economy
B J Pine nd,James H. Gilmore +1 more
TL;DR: The authors offer five design principles that drive the creation of memorable experiences that engage all five senses to heighten the experience and thus make it more memorable.
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Measuring the hedonic and utilitarian sources of consumer attitudes
Rajeev Batra,Olli T. Ahtola +1 more
TL;DR: In this paper, it has been suggested that consumer attitudes have distinct hedonic and utilitarian components, and that product categories differ in the extent to which their overall attitudes are derived from these two components.
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Consumer choice between hedonic and utilitarian goods.
Ravi Dhar,Klaus Wertenbroch +1 more
TL;DR: In this paper, the authors examined how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task and found that the relative saliency of hedonism is greater when consumers decide which of several items to give up (forfeiture choices) than when they decide which item to acquire (acquisition choices).