Strategic Customer Insights: Leveraging Online Reviews for Service Enhancement in Wine Tourism

Fatheia Ibrahim (), Serdal Işiktaş and Ayşem Çelebi
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Fatheia Ibrahim: Department of Business Management, Faculty of Business and Economics, Girne American University, North Cyprus, via Mersin 10, Kyrenia 99428, Turkey
Serdal Işiktaş: Department of Business Administration, Faculty of Social and Human Sciences, Cyprus Health and Social Sciences University, North Cyprus, via Mersin 10, Guzelyurt 99750, Turkey
Ayşem Çelebi: Department of Business Administration, Faculty of Social and Human Sciences, Cyprus Health and Social Sciences University, North Cyprus, via Mersin 10, Guzelyurt 99750, Turkey

Sustainability, 2025, vol. 17, issue 9, 1-20

Abstract: Wine tourism is a key segment of the global tourism industry, offering visitors opportunities to explore vineyards, taste wines, and experience cultural heritage. This study examines online reviews to identify positive and negative themes of wine tourism experiences and explores how perceptions vary among traveler types. Data were collected from 2850 TripAdvisor reviews of wineries in Bordeaux, Champagne, and Burgundy, France, and analyzed using Leximancer software. The findings reveal seven key themes, including Wine Quality, Tasting Experiences, Tour Guides, Vineyard Views, and Cultural Charm, alongside Dissatisfaction with Time Management and Value for Money. Variations among traveler types highlight distinct preferences, with solo travelers valuing education, couples prioritizing romance, groups focusing on culture, and families concerned with organization. This study contributes to research on experiential tourism by addressing diverse visitor expectations and enhancing service quality.

Keywords: wine tourism; online reviews; customer perception; netnographic analysis; data-driven strategies (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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