Experience, Price, and Loyalty: A Comparative Analysis of Wine and Beer in Baja California, Mexico

Sandra Nelly Leyva-Hernández, Leonardo Ramos-López (), Octavio Tadeo Barrera-Perales and José Manuel Camarena-Onofre
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Sandra Nelly Leyva-Hernández: Instituto Tecnológico del Valle de Etla, Tecnológico Nacional de México, Oaxaca 68030, Mexico
Leonardo Ramos-López: Facultad de Ingeniería y Negocios San Quintín, Universidad Autónoma de Baja California, San Quintín 22930, Mexico
Octavio Tadeo Barrera-Perales: Facultad de Ingeniería y Negocios San Quintín, Universidad Autónoma de Baja California, San Quintín 22930, Mexico
José Manuel Camarena-Onofre: Facultad de Ingeniería y Negocios San Quintín, Universidad Autónoma de Baja California, San Quintín 22930, Mexico

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-21

Abstract: In the tourism industry, loyalty is a crucial factor that can significantly impact a business’s success and survival. In niche markets such as wine and beer, it is even more relevant, as in Mexico, most businesses are small and medium-sized enterprises. This study aimed to compare the influence of experience and price on tourist loyalty between wine and beer, using a sample of 245 adult tourists in Baja California, Mexico. Structural equation modeling using partial least squares (PLS) was employed for data analysis, utilizing an embedded two-stage approach. It was found that there is no significant difference in the influence of experience and price on loyalty, regardless of the type of beverage being consumed. In both cases, price is the variable that most influences tourist loyalty, although the influence of experience on loyalty is also significant but only for beer. These results enable the development of targeted marketing strategies for regions that focus on gastronomic tourism centered on these types of beverages. In addition to practitioners concentrating on developing a sensory, affective, and behavioral experience for tourists, it is also essential to set an attractive price for the consumer.

Keywords: sensory experience; affective experience; behavioral experience; price; tourist loyalty (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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