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Why Travel to Georgia? Motivations, Experiences, and Country’s Image Perceptions of Wine Tourists

Author

Listed:
  • Sophie Ghvanidze

    (Institute of Wine and Beverage Business, Hochschule Geisenheim University, Von-Lade-Str. 1, 65366 Geisenheim, Germany)

  • Linda Bitsch

    (Institute of Wine and Beverage Business, Hochschule Geisenheim University, Von-Lade-Str. 1, 65366 Geisenheim, Germany)

  • Alvaro Elze

    (Institute of Wine and Beverage Business, Hochschule Geisenheim University, Von-Lade-Str. 1, 65366 Geisenheim, Germany)

  • Jon H. Hanf

    (Institute of Wine and Beverage Business, Hochschule Geisenheim University, Von-Lade-Str. 1, 65366 Geisenheim, Germany)

  • Soo Kang

    (Department of Food Science and Human Nutrition, Colorado State University, Fort Collins, CO 80523, USA)

Abstract

This study examined the wine tourists’ perceptions of the country’s image and the motivations and expectations of experiences in Georgia as a wine tourism destination. A survey of tourists in the most important wine region—Kakheti—resulted in 227 usable questionnaires. Using factor analyses, four dimensions were assigned to the country’s hedonic and aesthetic related image. Based on the experience economy of Pine and Gilmore, two motivational and three experiential factors were identified. Implications for the country’s branding strategy and managing the wine tourist’s experience in Georgia are discussed.

Suggested Citation

  • Sophie Ghvanidze & Linda Bitsch & Alvaro Elze & Jon H. Hanf & Soo Kang, 2022. "Why Travel to Georgia? Motivations, Experiences, and Country’s Image Perceptions of Wine Tourists," Tourism and Hospitality, MDPI, vol. 3(4), pages 1-17, October.
    • Handle: RePEc:gam:jtourh:v:3:y:2022:i:4:p:52-854:d:934999
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    References listed on IDEAS

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    2. Lela Khartishvili & Andreas Muhar & Thomas Dax & Ioseb Khelashvili, 2019. "Rural Tourism in Georgia in Transition: Challenges for Regional Sustainability," Sustainability, MDPI, vol. 11(2), pages 1-20, January.
    3. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    4. van Ittersum, Koert & Candel, Math J. J. M. & Meulenberg, Matthew T. G., 2003. "The influence of the image of a product's region of origin on product evaluation," Journal of Business Research, Elsevier, vol. 56(3), pages 215-226, March.
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    Cited by:

    1. Inoue Takako, 2023. "Œnotourisme in Switzerland-Producer initiatives and policies," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 15(3), pages 291-320, October.

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