Effects of atmosphere on emotions and consumer behaviour at wineries

Abstract

Purpose The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries. Design/methodology/approach The study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries. Findings Findings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery. Research limitations/implications The geographical location of the study is limited to one state in Australia. Originality/value In distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.

The Experience Economy in a Wine Destination—Analysing Visitor Reviews

“…In Quadri-Felitti and Fiore's [44] study, the authors revealed the crucial importance of the aesthetic dimension in visitors' satisfaction and loyalty and the moderate effect of the educational dimension in memorability and satisfaction. Sassenberg et al [43] also pointed at the outstanding importance of the natural environment (besides live music and social interaction, i.e., immaterial culture elements) to visitors' positive emotional well-being in a winery experience, corroborating other studies showing the relevance of natural and cultural resources. Cruz-Ruiz et al [45] present a model that comprises the elements that should be considered in a wine route or itinerary design, based on a literature review and on visitors, winemakers and stakeholders' perspectives from a wine destination in Spain.…”

“…Indeed, the experience context contributes to add unique value to the tourist experience, since natural (e.g., vineyards landscape) and cultural elements (e.g., traditions and local lifestyles) of the destination are also an integrative part of multisensory food and wine experiences [35,39]. Furthermore, Sassenberg et al [43] noted that the physical environment influenced visitors' emotions positively in wine tourism, stressing the importance of natural settings (e.g., gardens) in winery experiences. Indeed, the adoption of a holistic perspective of food and wine experiences contributes to visitors' satisfaction and loyalty, as pointed out in this and other studies.…”

A bibliometric review of research in wine tourism experiences: insights and future research directions

“…The concept of “sensescape” (Quintal et al , 2015) in wine tourism needs further scrutiny in relation to experiences. Music is a powerful stimulus that is formative in wine tourism experiences (De Luca et al , 2019; Sassenberg et al , 2022). Several studies have studied the effect of colour, texture, temperature, aroma, flavours and wine glass shape on wine-tasting experiences (Heatherly et al , 2019; Ross et al , 2012; Wan et al , 2015).…”

Music in business and management studies: a systematic literature review and research agenda

“…Music has positive and negative influences on consumers’ emotions within the environment in which they complete their purchases. Moreover, it is able to extend consumers’ in-store visits, promoting a name, brand, and experience that customers experiment with during their purchase process (e.g., Sassenberg et al 2022 ). This is not limited to products but includes issues related to perceived images and positive or negative reactions to what consumers see.…”