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Travel Agencies’ Role in Creating Customized Wine Tourism Packages

Author

Listed:
  • Teresa Pataco

    (CiTUR, CEOS.PP, ESHT, Polytechnic Institute of Porto)

  • Dália Liberato

    (Polytechnic Institute of Porto, School of Hospitality and Tourism
    Centre for Tourism Research, Development, and Innovation (CiTUR)
    UNIAG, Applied Management Research Unit
    Polytechnic Institute of Porto, UNIAG, ESHT)

  • Joana Costa

    (ESHT, Polytechnic Institute of Porto)

  • Pedro Liberato

    (UNIAG, ESHT, Polytechnic Institute of Porto)

  • Mónica Oliveira

    (CiTUR, ESHT, Polytechnic Institute of Porto (ESHT))

  • Gisela Soares

    (ESHT, Polytechnic Institute of Porto)

Abstract

Wine tourism is a growing sector that contributes to the regional economy and culture. Travel agencies create packages that meet consumer needs and expectations. Customized packages influence tourist satisfaction and loyalty. Studying travel agencies’ role in creating customized offers is crucial to optimizing competitiveness. The overall objective of this research is to analyze and understand the role of travel agencies in the development of tourism packaging for wine tourism, based on the perception and satisfaction of tourists. The specific objectives are as follows: determine the sociodemographic profile of real or potential wine tourists living in the north and center regions of Portugal; assess the influence of travel agencies on the customization of wine tourism packages; describe the elements most valued by tourists in customized wine tourism packages; and analyze the relationship between their customization and tourist loyalty. Using a quantitative methodology, with data collected through a questionnaire survey, applied to 51 potential or real wine tourists living in the north and center regions of Portugal, the results of this study suggest that most wine tourists are female, aged between 18 and 24, have received higher education or equivalent qualifications, earn a net monthly income of up to €1000, and living in the north and center regions of Portugal. It is suggested that travel agencies have the potential to influence the customization of wine tourism packages, which may be an important factor in improving the quality of travel agency services. In addition, the quality of the wines, the wine tourism destination, customized service, and the guidance provided by the tour guides are elements that potential or current wine tourists value most in wine tourism packages. It has been suggested that the ability of travel agencies to adapt their packages to suit consumer preferences may be an important factor in encouraging customer loyalty and potentially impacting future purchasing decisions.

Suggested Citation

  • Teresa Pataco & Dália Liberato & Joana Costa & Pedro Liberato & Mónica Oliveira & Gisela Soares, 2026. "Travel Agencies’ Role in Creating Customized Wine Tourism Packages," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-17534-2_15
    DOI: 10.1007/978-3-032-17534-2_15
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    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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