Using means-end chains and hierarchical value maps in leisure winery tourism values for Taiwanese and Chinese tourists

Tsu-Ming Yeh, Shu-Nui Wu and Mei-Yuan Jeng

International Journal of Services and Operations Management, 2015, vol. 21, issue 3, 265-288

Abstract: Perceived values have an effect on a consumer's behaviour. As there is a paucity of literature examining wine tourists' perceived values, this study utilises a means-end chain technique, a qualitative method that has been increasingly adopted by tourism researchers, to delve into winery consumers' reflections on their own personal values through the consequences and attributes they perceive in their winery experience. Forty tourists, including 20 Taiwanese and 20 Chinese, were interviewed one-on-one at five Taiwanese wineries. The results show that six attributes are recognised: opportunities for purchasing local agricultural products, experiencing DIY leisure, being close to nature, beautiful pastoral landscape, pure leisure vacationing, and savouring local cuisine. Moreover, both individual values (better relationships with others, personal enjoyment, and quality of life) and social values (social belonging and fond memories) also emerged. Further analysis revealed a difference between Taiwanese and Chinese tourists' perceived values.

Keywords: wine tourism; means-end chain; MEC; perceived values; attributes; consequences; hierarchical value maps; wineries; wine tourists; Taiwan; China; consumer behaviour; personal values; social values. (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=69645 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijsoma:v:21:y:2015:i:3:p:265-288

Access Statistics for this article

More articles in International Journal of Services and Operations Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().