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Folly Beach Library
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Wando Mount Pleasant Library
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Village Library
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St. Paul's/Hollywood Library
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McClellanville Library
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Keith Summey North Charleston Library
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Hurd/St. Andrews Library
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Dorchester Road Library
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Determinants of brand love in wine tourism.
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- Author(s): DIAS, ALVARO; SOUSA, BRUNO; SANTOS, VASCO; RAMOS, PAULO; MADEIRA, ARLINDO
- Source:
Wine Economics & Policy; Jun2024, Vol. 13 Issue 1, p3-15, 13p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: Wine tourism provides a multisensory experience through various wine tourism activities. It also adds value to the regions and their producers by enhancing the wine knowledge and sensory experience of the visitors. This study explores the determinants of brand love in wine tourism. Using survey data from wine tourists in Portugal, a structural equation modelling was performed to test the conceptual model. An Importance-performance matrix analysis was also used to obtain additional insights. The results show that the wine tourism enhances brand love. This implies that emotions (i.e., a sense of belonging) towards the overall location is associated with the satisfaction and the quality perception that the winery exhibits. Furthermore, although the consumer's active participation in wine tourism does not impact brand love directly, its influences occur through the mediating effect of the relation quality. From an interdisciplinary managerial perspective, the present study provides insights into tourism management (i.e., wine tourism) and marketing (i.e., brand management and consumer behaviour). [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Wine Economics & Policy is the property of Firenze University Press and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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