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The wine tourism literature is still in its nascent stage as far as the conceptualization of the winescape construct is concerned. In our study 407 responses are collected through a self-administered survey in an Australian wine region. This research contributes to the winescape knowledge base using a triad of methods and a measured multilayered approach by first applying content analysis to the holistic or free-text technique to measure wine region image. Having identified a number of winescape elements, the pick-any technique is then used to further validate the existence of the winescape elements and some of its dimensions. Finally, we empirically validate a 25-item winescape scale through a measurement model, using a macroapproach (viewing the winescape as a wine region or route) and servicescape theory as framework. The winescape scale tests and extends the applicability of the servicescape framework to the macrocontext of a wine region.

This study conceptualizes the perception of a tourism destination image (TDI) in the process integrating multiple theories such as servicescape, place-based, and destination perceptions. The research outlines the conceptualization of a wine TDI in the form of a regional winescape framework as perceived by visitors. The nature of the wine tourism product and experience requires that a research approach be developed that differs from the generic approaches used in mainstream TDI studies. A free form approach was used to integrate TDI perception, services marketing, servicescape, and place-based marketing theories. The winescape construct is identified within a framework of eight dimensions for a well-known Australian region. The most important winescape dimension is the natural beauty/geographical setting. The in-state and out-of-state origin dynamic affects visitors' wine tourism behavior and perception of the region's winescape. For in-state and out-of-state visitors, there are pronounced differences in their perception of the region's winescape dimensions. Increasing distance from the destination region is pivotal in the perception of the winescape dimensions and thus the TDI.

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