Aesthetics and conviviality as key factors in a successful wine tourism experience

Abstract

Purpose Several studies in management science have called for a better understanding of the experience economy approach to develop wine tourism. Few studies, however, have analysed experiential dimensions in the context of French wine-growing regions. The purpose of this paper is to focus on the difference between what wine tourism providers consider relevant in their market offer and what customers expect from their wine tourism experience. A new categorisation of wine tourists’ expectations based on Pine and Gilmore’s (1998) four realms model and Quadri-Felliti and Fiore’s model (2012) are developed. Design/methodology/approach A mixed methodology, qualitatively analysing 17 semi-structural interviews with the main wine tourism stakeholders in the Alsace region in north-east France and quantitatively analysing 233 questionnaires on wine tourists’ expectations and behaviours are adopted. Findings The study reveals a difference between experiential offers predicated on an educational approach and the explicit expectations of wine tourists (combining aesthetics, conviviality and authenticity, whose central focus is an encounter with the winemaker). Overall, the findings point to a need for greater inclusion of the experiential aspect in the offer designed for wine tourists. Originality/value The study identifies a gap between the educational dimension that professionals tend to promote in their offers and the real expectations of wine tourists who express more interest in the aesthetic dimension provided by an attractive visit environment and an enjoyable experience. At the heart of the authentic experience for wine tourists is meeting the winegrower, making authenticity a major factor.

Exploring Wine Tourism Experience Constructs: A Qualitative Approach

“…In view of the hedonic and sensual nature of wine, wine tourism is theoretically ones of the most suitable one to provide experience services for tourists in the industry. However, there remains little research on the field in an empirical perspective [51]. Most wine tourists can be viewed as potential or actual wine consumers.…”

Demystifying the authenticity experience of locally guided wine tours in the meal-sharing economy

“…Wine tourism is acknowledged as a subject of excellence in French tourism, and it ranks among the world's best popular tourist spots in terms of inbound tourism. France is also the second-largest worldwide wine producer, with 48.6 million hectoliters produced in 2018 and the world's leading wine and spirits exporter in terms of value (Haller et al , 2020). Figures provided for wine tourism by “Atout France” show this single sector in France: 66 departments concerned, 10 million visitors, including 4.2 million foreigner visitors (Medalle, 2020).…”

Exploring the wellness dimensions of wine tourism experiences: a netnographic approach

“…Tourists have “traditionally been experience collectors, iconic figures of the experience economy” (Richards, 2021). Wine tourism is a “multiphase paradigm” (Santos et al , 2019), and recent studies have focussed on the experiential dimension of wine tourism (Arnould et al , 2002; Carlsen and Charters, 2007; Carmichael, 2005; Cohen and Ben-Nun, 2009; Getz, 2000; Haller et al , 2020; Madeira et al , 2019; Pikkemaat et al , 2009; Pivac, 2012; Quadri-Felitti and Fiore, 2012; Thanh and Kirova, 2018). Pivac (2012) attested 10 crucial features of the wine tourism experience, namely, wine tasting and buying; socialising with friends; enjoying the day outdoors; enjoying the rural environment and vineyards; becoming familiar with wine production; learning about wine; wine tasting in restaurants; a tour of the winery; visitor experience of other attractions and activities; and relaxation.…”

“…Therefore, investigating the dimensions of wine tourism and interrelated activities beyond the desire to experience wines has become essential (Cohen and Ben-Nun, 2009; Quadri-Felitti and Fiore, 2012). Several studies have evaluated wine tourist experiences using the experiential dimension (Bruwer and Alant, 2009; Carmichael, 2005; Cohen and Ben-Nun, 2009; Haller et al , 2020; Madeira et al , 2019; Pikkemaat et al , 2009; Quadri-Felitti and Fiore, 2012; Sparks, 2007; Thanh and Kirova, 2018).…”