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What are the main factors attracting visitors to wineries? A PLS multi-group comparison

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  • Mar Gómez
  • Arturo Molina
  • Águeda Esteban

Abstract

This article focuses on the study of the main factors attracting visitors, not only new ones, to wineries, and also on how to keep these customers loyal. This research fills a gap in wine tourism literature, taking into account the differences between brand image and destination image as antecedents of brand equity in wine tourism destinations. The empirical analysis has been carried out with two Spanish denominations of origin, Rioja and Navarra, selected by Nielsen’s market share. Particularly, this study draws from a survey of 232 visitors who visited the wineries during the autumn of 2010. The development of a model of wine tourism destination brand equity provides empirical support in order to evaluate the influence of destination image and brand image on brand equity. Before testing the hypotheses, the measuring instrument was evaluated by means of partial least squares regression. A multi-group analysis was carried out to determine the main differences between these two denominations of origin. The paper hereby recommends the creation of alliances among wine companies and tourism industry (hotels, restaurants, active tourism companies, spa resorts, and so on) to succeed in their own businesses. Finally, limitations are outlined to encourage further research. Copyright Springer Science+Business Media B.V. 2013

Suggested Citation

  • Mar Gómez & Arturo Molina & Águeda Esteban, 2013. "What are the main factors attracting visitors to wineries? A PLS multi-group comparison," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(5), pages 2637-2657, August.
    • Handle: RePEc:spr:qualqt:v:47:y:2013:i:5:p:2637-2657
    DOI: 10.1007/s11135-012-9676-5
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    References listed on IDEAS

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    Cited by:

    1. Paulina Campos-Andaur & Karen Padilla-Lobo & Nicolás Contreras-Barraza & Guido Salazar-Sepúlveda & Alejandro Vega-Muñoz, 2022. "The Wine Effects in Tourism Studies: Mapping the Research Referents," Sustainability, MDPI, vol. 14(5), pages 1-13, February.
    2. Vo Thanh, Tan & Kirova, Valentina, 2018. "Wine tourism experience: A netnography study," Journal of Business Research, Elsevier, vol. 83(C), pages 30-37.

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