Factors influencing consumer wine choice: The case of wine tourism

This research was undertaken to examine the relationship between the wine tourism activities of consumers and their subsequent wine choices. Exploratory research was undertaken giving specific attention to wine tourism, first, as a factor of influence on decision-making, second, on levels of consumer involvement and third on long-term consumer loyalty. A convenience sample of 12 wine consumers in Dublin participated in the study. Semi-structured in-depth interviews were used to gather the qualitative data used. The findings clearly establish links made by consumers between their wine tourism experiences and their subsequent wine purchase preferences. The findings highlight the importance of facilitating the co-creation of memorable wine tourism experiences as a determinant of improved consumer involvement as well as the development of long-term consumer loyalty. Implications for industry practitioners suggest a continued focus on the provision of unique wine tourism experiences; while the findings support the theoretical links between consumers own past experiences and their use as a valuable information source when making purchase decisions

A quest for the healthy lifestyle and learning experiences in olive oil tourism

202107 bcvcNot applicableSelf-fundedEarly release18 month

Information asymmetry in the innovation adoption decision of tourism and hospitality SMEs in emerging markets : a mixed-method analysis

202306 bckwNot applicableOthersHong Kong PolyU SHTM Startup fundPublished36 month

Embedding Memorable Experience to Customer Journey

Part 4: Collaborative NetworksInternational audienceCustomer journey mapping (CJM) is a well-known customer-oriented technique used to document and understand a customer’s emotional responses (dissatisfaction-satisfaction) to a product or service on an individual journey for improving the overall experience. Despite the widespread use of CJM, the intention has been centered on providing a good and failure-free customer journey but may not guarantee success in today’s competitive market wherein the aim is towards creating customer loyalty. Type and characteristic of experiences that create memorable experience have not yet been intentionally considered in this technique. Meanwhile, the 4Es model describing four distinct types of experience has been pervasively used, especially in the tourism industry, for providing the richest customer experience. Researchers found that the 4Es model has a positive effect on customer memories and loyalty. Therefore, presented in this paper is an approach to embedding memorable experience to customer journey by incorporating the 4Es model in CJM. A kick-off meeting program of a curriculum development project was used to illustrate the implementation of the proposed approach. The results show that the approach can be practically applied and appropriate for continuous improvement

Exploring Wine Terroir Experiences: A Social Media Analysis

The present study seeks to better understand wine terroir experiences as reported by visitors of a Portuguese wine region, namely Bairrada in Central Portugal that has also been dynamized through a wine tourism route develop- ment. The here presented approach focuses on experiences lived by visitors of this territory and correspondingly reported on Tripadvisor, an intensely used social media site with multiple, shared information on trips, destinations, tour- ism services and vacation or leisure experiences. It is correspondingly frequently used for travel planning and is recognized as significantly impacting destination image development and travel decision-making. For the present study a total of 137 comments reported on Tripadvisor regarding Bairrada experiences from 2019 to 2020 were analyzed using NVivo, following rigorous reliability pro- cedures. Results show the role of wine, tangible cultural heritage and natural landscapes in providing emotionally gratifying, memorable and recommendable wine terroir experiences in Bairrada, with wine interestingly associated to a diversity of experience dimensions. To avoid negative experiences, professional services and quality facilities seem to be paramount

Pouring new wines into old wineskins? Sub-regional identity and the case of the basket range festival

Wine sub-regions may have an important yet disproportionate influence on national wine identity and tourism experiences. The Basket Range is a small sub-region within the Adelaide Hills wine region that is becoming influential in Australia’s export wine scene. The Basket Range has a unique sense of ‘place’ which is influenced by certain geographical and several sociological factors including its ‘hands off’ winemaking approach and unique, non-conformist wine identity. These factors are playing an important role in the production of wines which are achieving both domestic and international critical acclaim. This chapter argues that the combination of the terroir of the Basket Range, the unique personalities and narratives of this artisan collective, and the festival design and delivery is ‘new wine’ that may create a tourist ‘Mecca’ for wine tourists. We use a case study of the Basket Range festival to explore identity, place, and experience and the development of sub-regional identity that is driving creativity, innovation, and experiential tourism. We conclude circumspectly however that there is a tension that needs to be managed around regional tourist development. We observe a sub-region with growing international legitimacy yet arguably lacks the infrastructure and resources of the ‘old wineskins’ to attract tourists in the way more established regions do. This is the challenge faced by those who are responsible for tourist destination management and regional tourism development