Determinants of Perceived Value in Wine Tourism in Spain: The Dominant Role of Motivations

Laura Ortega-Pérez (), María del Rosario Ruiz-Robles, Jesús Heredia-Carroza and Miguel Fuentes-Collado
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Laura Ortega-Pérez: Department of Statistics, Econometrics, Operational Research, Business Organization and Applied Economics, University of Córdoba, 14071 Córdoba, Spain
María del Rosario Ruiz-Robles: Department of Statistics, Econometrics, Operational Research, Business Organization and Applied Economics, University of Córdoba, 14071 Córdoba, Spain
Jesús Heredia-Carroza: Economics & Economic History Department, Universidad de Sevilla, 41004 Sevilla, Spain
Miguel Fuentes-Collado: Department of Statistics, Econometrics, Operational Research, Business Organization and Applied Economics, University of Córdoba, 14071 Córdoba, Spain

Tourism and Hospitality, 2025, vol. 6, issue 5, 1-21

Abstract: Wine tourism has become a key element for the economic and cultural development of Spanish rural areas, traditionally excluded from major tourist flows. This study analyzes the motivations of wine tourists in Spain and their influence on perceived value while also considering the moderating role of perceptions generated during the visit. A total of 357 valid questionnaires were collected between October and December 2022 and analyzed using structural equation modelling (PLS-SEM). Of the two hypotheses proposed, the positive influence of motivations on perceived value was confirmed, while the expected influence of perceptions on perceived value was not supported. The results highlight the importance of motivations as a determining factor for enhancing tourists’ perceived value and, therefore, their satisfaction and loyalty. These findings can be of great help to cooperatives and small wineries when designing wine tourism strategies and wine festivals that enrich the tourist experience and strengthen the positioning of destinations in the Spanish wine sector.

Keywords: wine tourism; motivations; perceptions; perceived value; Spain; PLS-SEM (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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