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Developing a Wine Experience Scale: A New Strategy to Measure Holistic Behaviour of Wine Tourists

Author

Listed:
  • Vasco Santos

    (University of Seville, Calle San Fernando, 4, 41004 Sevilla, Spain
    CiTUR, ESTM, Polytechnic of Leiria, Rua do Conhecimento, 2520-641 Peniche, Portugal
    ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal)

  • Paulo Ramos

    (CBQF UCP–ESB, Rua de Diogo Botelho, 1327, 4169-005 Porto, Portugal
    Fernando Pessoa University, Praça 9 Abril, 349, 4249-004 Porto, Portugal)

  • Nuno Almeida

    (CiTUR, ESTM, Polytechnic of Leiria, Rua do Conhecimento, 2520-641 Peniche, Portugal)

  • Enrique Santos-Pavón

    (Department of Physical Geography and Regional Geographical Analysis of the University of Seville, 41004 Sevilla, Spain)

Abstract

This study develops a scale to measure wine tourism experiences and was tested in Portugal, in two of the main wine tourism centres: Porto and Madeira. The wine experience scale combines experience traits with the traditional approach to scales related to wine tourism. The development of the scale follows the most recognised validated procedures. Data were collected from a total of 647 international wine tourists in the wine cellars of the two main fortified wine tourism regions visiting areas: Porto and Madeira. Structural equation modelling (SEM-AMOS) was used as the main analysis and validation tool. The resulting 18-item wine experience scale comprises four major dimensions: (1) Wine storytelling, (2) wine tasting excitement, (3) wine involvement, and (4) winescape. All these showed reliable and validated indicators. This new scale presents a valid new tool to better measure and evaluate experiences in a wine tourism setting. This study offers a broad range of use for academics, managers, planners, and practitioners. It shows how a new measurement tool focused on the wine tourism experience in terms of several outcomes and applications, addressing important practical managerial implications, can have an impact on academic research. Most previous tourism scales still fail to measure the specifics of wine settings. This is the first scale that comprises the dimensions of experience with wine senses, applied in a relevant wine destination where research is still limited. The results are relevant in boosting the increasingly recognized awareness of Portugal as wine tourism, as well as bringing experience scales to the body of knowledge.

Suggested Citation

  • Vasco Santos & Paulo Ramos & Nuno Almeida & Enrique Santos-Pavón, 2020. "Developing a Wine Experience Scale: A New Strategy to Measure Holistic Behaviour of Wine Tourists," Sustainability, MDPI, vol. 12(19), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:8055-:d:421635
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    References listed on IDEAS

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    5. Bonnie Farber Canziani, 2019. "Wine Tourism: Balancing Core Product and Service-Dominant Strategies," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Wine Tourism Destination Management and Marketing, chapter 0, pages 185-201, Springer.
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    7. Asero, Vincenzo & Patti, Sebastiano, 2009. "From Wine Production to Wine Tourism Experience: The Case of Italy," Working Papers 56206, American Association of Wine Economists.
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