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Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective

Author

Listed:
  • Alvaro Dias

    (Business Research Unit and Iscte—Instituto Universitário de Lisboa, Av. das Forças Armadas, 1649-026 Lisbon, Portugal)

  • Bruno Sousa

    (IPCA-Polytechnic Institute of Cávado and Ave, 4750-810 Barcelos, Portugal
    CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria, Portugal)

  • Vasco Santos

    (CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria, Portugal
    ISLA Santarém, 2000-241 Santarém, Portugal
    Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), Universidade de Aveiro, 3810-193 Aveiro, Portugal)

  • Paulo Ramos

    (CBQF School of Biotechnology, The Portuguese Catholic University, 1649-023 Lisboa, Portugal
    COMEGI, Universidade Lusíada do Porto, 4100-346 Porto, Portugal)

  • Arlindo Madeira

    (Tourism and Hospitality Management School, Universidade Europeia, 1500-210 Lisbon, Portugal
    ESCAD—School of Science and Administration, 1950-396 Lisbon, Portugal)

Abstract

The research on tourism is constant and unending; food and wine tourism research still represents a small part inside this wider field. Wine tourism and events are critical for sustainable development of rural areas. In this context, the emotional bond between the wine tourists the regions and the producers that they visit is created, not just through the wine as a product, but also through a set of hedonic features that are present in the visit and tasting experience. To reach the research objectives, a quantitative methodology was chosen. For this research a questionnaire was used and completed by wine cellar visitors and distributed to wine tourism facilities. An online questionnaire was applied in wine and wine tourism social network groups. To test the hypothesis, a structural equation modelling (SEM) was used has well as an importance–performance matrix analysis (IPMA) was also used for further exploration of the results. Results reveal that brand love and wine involvement are positively related to emotional satisfaction, evaluative satisfaction, and word-of-mouth (WOM) intention. Regarding the two dimensions of satisfaction (emotional and evaluative), only the second revealed a direct and indirect positive effect on WOM. From an interdisciplinary point of view, this paper presents insights for niche marketing (i.e., wine tourism, segmentation and brand management) and for local and sustainable development. Lastly, the research limitations and suggestions for future research are presented.

Suggested Citation

  • Alvaro Dias & Bruno Sousa & Vasco Santos & Paulo Ramos & Arlindo Madeira, 2023. "Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective," Sustainability, MDPI, vol. 15(6), pages 1-12, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5182-:d:1097578
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    References listed on IDEAS

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    Cited by:

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    2. Mitra Madanchian, 2024. "Generative AI for Consumer Behavior Prediction: Techniques and Applications," Sustainability, MDPI, vol. 16(22), pages 1-21, November.
    3. Caterina Fucile Franceschini & Elisa Giampietri & Eugenio Pomarici, 2025. "What Defines the Perfect Wine Tourism Experience? Evidence from a Best–Worst Approach," Agriculture, MDPI, vol. 15(8), pages 1-21, April.
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    5. Gonzalo Díaz-Meneses & Maica Amador-Marrero, 2023. "The Experiential Wine Tourist’s Model: The Case of Gran Canaria Wine Cellar Establishments," Sustainability, MDPI, vol. 15(19), pages 1-20, October.
    6. Marko Šostar & Vladimir Ristanović, 2023. "Assessment of Influencing Factors on Consumer Behavior Using the AHP Model," Sustainability, MDPI, vol. 15(13), pages 1-24, June.

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