Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective

Alvaro Dias (), Bruno Sousa, Vasco Santos, Paulo Ramos and Arlindo Madeira
Additional contact information
Alvaro Dias: Business Research Unit and Iscte—Instituto Universitário de Lisboa, Av. das Forças Armadas, 1649-026 Lisbon, Portugal
Bruno Sousa: IPCA-Polytechnic Institute of Cávado and Ave, 4750-810 Barcelos, Portugal
Vasco Santos: CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria, Portugal
Paulo Ramos: CBQF School of Biotechnology, The Portuguese Catholic University, 1649-023 Lisboa, Portugal
Arlindo Madeira: Tourism and Hospitality Management School, Universidade Europeia, 1500-210 Lisbon, Portugal

Sustainability, 2023, vol. 15, issue 6, 1-12

Abstract: The research on tourism is constant and unending; food and wine tourism research still represents a small part inside this wider field. Wine tourism and events are critical for sustainable development of rural areas. In this context, the emotional bond between the wine tourists the regions and the producers that they visit is created, not just through the wine as a product, but also through a set of hedonic features that are present in the visit and tasting experience. To reach the research objectives, a quantitative methodology was chosen. For this research a questionnaire was used and completed by wine cellar visitors and distributed to wine tourism facilities. An online questionnaire was applied in wine and wine tourism social network groups. To test the hypothesis, a structural equation modelling (SEM) was used has well as an importance–performance matrix analysis (IPMA) was also used for further exploration of the results. Results reveal that brand love and wine involvement are positively related to emotional satisfaction, evaluative satisfaction, and word-of-mouth (WOM) intention. Regarding the two dimensions of satisfaction (emotional and evaluative), only the second revealed a direct and indirect positive effect on WOM. From an interdisciplinary point of view, this paper presents insights for niche marketing (i.e., wine tourism, segmentation and brand management) and for local and sustainable development. Lastly, the research limitations and suggestions for future research are presented.

Keywords: wine experiences; brand love; emotional satisfaction; sustainable concerns; satisfaction; wine involvement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/6/5182/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/6/5182/ (text/html)

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:gam:jsusta:v:15:y:2023:i:6:p:5182-:d:1097578

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().