Why Travel to Georgia? Motivations, Experiences, and Country’s Image Perceptions of Wine Tourists

Sophie Ghvanidze (), Linda Bitsch, Alvaro Elze, Jon H. Hanf and Soo Kang
Additional contact information
Sophie Ghvanidze: Institute of Wine and Beverage Business, Hochschule Geisenheim University, Von-Lade-Str. 1, 65366 Geisenheim, Germany
Linda Bitsch: Institute of Wine and Beverage Business, Hochschule Geisenheim University, Von-Lade-Str. 1, 65366 Geisenheim, Germany
Alvaro Elze: Institute of Wine and Beverage Business, Hochschule Geisenheim University, Von-Lade-Str. 1, 65366 Geisenheim, Germany
Jon H. Hanf: Institute of Wine and Beverage Business, Hochschule Geisenheim University, Von-Lade-Str. 1, 65366 Geisenheim, Germany
Soo Kang: Department of Food Science and Human Nutrition, Colorado State University, Fort Collins, CO 80523, USA

Tourism and Hospitality, 2022, vol. 3, issue 4, 1-17

Abstract: This study examined the wine tourists’ perceptions of the country’s image and the motivations and expectations of experiences in Georgia as a wine tourism destination. A survey of tourists in the most important wine region—Kakheti—resulted in 227 usable questionnaires. Using factor analyses, four dimensions were assigned to the country’s hedonic and aesthetic related image. Based on the experience economy of Pine and Gilmore, two motivational and three experiential factors were identified. Implications for the country’s branding strategy and managing the wine tourist’s experience in Georgia are discussed.

Keywords: wine tourism; country image; experience economy; motivations; Georgia (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2673-5768/3/4/52/pdf (application/pdf)
https://www.mdpi.com/2673-5768/3/4/52/ (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:jtourh:v:3:y:2022:i:4:p:52-854:d:934999

Access Statistics for this article

Tourism and Hospitality is currently edited by Mr. Philip Li

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