As wine tourism destination image research attracts more attention lately, it is necessary to synthesize the literature and monitor its development. By analyzing the accumulated knowledge in the field, our study aims to form a practical guide based on which future research can avoid duplication and focus on the detected gaps The paper uses literature review methodology of 21 studies published between 2001 and 2020. Sample articles were coded and analyzed by different variables. The results explain some of the features of the field such as common measurement methods, study subjects and objects, samples and their size, destination types, scales, topics, and so forth. It summarizes strengths and weaknesses as well as future research possibilities. Based on the results, it is proposed to diversify the subjects of the study, also, to improve the measurement techniques of wine tourism destination image and focus on projected image which lacks the attention.
Being a highly competitive tourism destination means contributing to the better standard of living for the local community while having sustainability in focus. This paper aims to discuss the most important factors which make Georgia a competitive wine tourism destination. Georgia is often referred to as the birthplace of wine and has its culture and traditions deeply connected to it. The country has authentic food and wine heritage which is a central point for its renowned hospitality. Ancient wine culture attracts present-day curious visitors. The study overviews the academic literature on the key concepts and analyses the wine tourism industry in Georgia. The research summarizes that the country as a wine tourism destination has great opportunities to be competitive. Its history, traditions, hospitality, nature, and other qualities are inherited resources that can attract high-spending visitors and hence contribute to the well-being of the local community. On the other hand, there are some issues and threats that must be tackled for long-term success. The paper suggests that learning the topic with empirical methods is necessary.
Wine tourism plays an important role in the positioning strategies of wine destinations. As the competitiveness is high among wine destinations, it is important to identify the main factors that affect wine tourists’ decision making. One of the most important factors is the wine tourism destination’s image. To measure the image of a wine region, there is a need for a scale that is adapted to the characteristics of wine tourism destinations. Our purpose is to develop a scale that can measure any wine region’s image. We used a literature review and focus group interviews to collect scale attributes. We gathered responses using an online survey. Our respondents were mostly non-visitors. We used FA to analyze the data. We also tested the reliability of this scale using Cronbach’s Alpha. As a result, we developed a reliable scale with six factors. This can be further tested and used by any wine tourism destination to measure the people’s perceptions about them. The developed scale can have various purposes. It can be used by destination management organizations or marketing agencies. Measured images of wine region can be used in the planning of future positioning strategies and promotions. The scale can be used to compare the images of competitor wine regions. Images can also be studied during a period and any changes can be observed.
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