“…Therefore, during the span of four months, the survey was conducted to the tourist that visited the described locations; all the visitors were invited to take part in the study. Table 2 shows the literature review about the influence of these variables: Shopping behavior (frequency of consumption, type of retailer and willingness to pay) Diamantopoulos et al, 2011;Ghvanidze et al, 2016;Kolyesnikova & Dodd, 2008;Mueller & Lockshin, 2008;Pelegrín-Borondo et al, 2016;Tang et al, 2015;Teng, 2009;Williamson et al, 2016 Variable related to the company Wine marketing Barber et al, 2008;Berselli & da Silva, 2017;Clemente-Ricolfe et al, 2012;Festa et al, 2016;Hollebeek et al, 2007;Troung & Hall, 2010;Xu et al, 2016 Variable related to the visitor Wine tourism experience Briedehhann & Wickens, 2003;Bruwer, 2003;Camussi & Zamora, 2016;Charters & Ali-Knight, 2002;Getz, 2000;Getz & Brown, 2006;Hall & Mitchell, 2000;Hall et al, 2000;Jurincic & Bojnec, 2009;López-Guzmán & Sánchez, 2008;Millán & Melián, 2008;Rodríguez et al, 2010;Szmulewics, 2007;Zamora & Barril, 2007 Variable related to the context Country background Alpizar & Maldonado, 2009;Bringas & Israel, 2004;Celaya, 2014;González & Fuentes, 2013;Meraz & Ruiz, 2016;…”