Visitors’ Happiness and Loyalty in the Moravian Wine Region

Andrea Králiková, Kubát Patrik () and Ryglová Kateřina ()
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Kubát Patrik: Ph.D. student, Mendel University in Brno, Faculty of Business and Economics
Ryglová Kateřina: Ph.D., Ass. Prof., Mendel University in Brno, Faculty of Business and Economics

European Countryside, 2021, vol. 13, issue 4, 750-767

Abstract: Due to the COVID-19 pandemic, tourists’ loyalty is more pronounced than ever. It is therefore inevitable to know what factors can contribute to the higher levels of loyalty among potential visitors. Since none of the previously researched factors are reflecting visitors’ feelings and emotions, and because wine tourism can build long-lasting emotional ties with tourists, this study focuses on Moravian wine region visitors’ happiness within the context of loyalty. Overall, seven loyalty factors influence the happiness indicators: quality of wine, relaxation, information about wine, natural attractions, friendly acceptance by the locals, wine culture and traditions, as well as vineyard excursions. Furthermore, this study also confirms the dependence the happiness perception has on visitors’ characteristics, such as gender, income, or with whom they visited the destination. The results of the study can be used to restart and support the development of sustainable tourism in the regions.

Keywords: visitors’ happiness; loyalty; wine tourism; rural development; the Czech Republic (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:eurcou:v:13:y:2021:i:4:p:750-767:n:6

DOI: 10.2478/euco-2021-0040

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