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

Abstract

Purpose In a post-COVID world, tourists seeking wellness through unique tourism experiences is expected to intensify. The purpose of this study is twofold – to provide baseline information to explore interlinkages between wine tourism and wellness and to identify wine tourism experiences that create a sense of wellness among wine tourists. Design/methodology/approach This study adopts a netnographic approach by analysing user-generated content collected from the TripAdvisor platform. A total of 2,117 reviews of seven wineries in Maharashtra, India, were coded. Findings Fourteen interpretive codes were identified and positioned within Dunn’s (1959) four dimensions of wellness, namely, body, mind, spirit and environment. The findings suggest that wine tourism experiences allow wine tourists to rejuvenate their mind, body and spirit, enhancing a sense of holistic wellness. Practical implications Proposed wellness dimensions of the wine tourism framework can be used by practitioners to enhance the quality and variety of their wine tourism offerings, extending into the realm of wellness. Originality/value To the best of the authors’ knowledge, based on the literature review, there are few studies examining wine tourism through the lens of wellness. Also, the study uses Indian wineries as the study site, offering an insight into tourist experiences of this growing wine tourism market.

The importance of food and beverages in wellness experiences: a cross-continental analysis of tourists' perceptions

“…The hedonic experience associated with F&B is reflected in the pleasure derived from what one eats and drinks; in this sense, several authors have identified how tourists' visits to specific wellness and spa resort and destinations are characterized by this type of experience (Laki cevi c et al, 2021;Kiatkawsin and Han, 2017). In this logic, alcohol consumption is also depicted as a hedonic, short-lived and relaxing experience (Kim and Yang, 2021), which is why wine consumption can also positively impact the well-being of tourists (Kotur, 2022;Fiore et al, 2019).…”

“…, 2021; Kiatkawsin and Han, 2017). In this logic, alcohol consumption is also depicted as a hedonic, short-lived and relaxing experience (Kim and Yang, 2021), which is why wine consumption can also positively impact the well-being of tourists (Kotur, 2022; Fiore et al. , 2019).…”

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

“…Studies have highlighted the importance of authenticity in enhancing wine tourism experiences by way of tourists engaging in extraordinary activities, savouring local food and wines unique to the place (Ali-Knight and Carlsen, 2003; Cambourne and Macionis, 2000; Quadri-Felitti and Fiore, 2012). Kotur (2022) explored the interlinkages between wine tourism experiences and individual’s holistic wellness using Dunn’s wellness model (1959). Cohen and Ben-Nun (2009) highlighted that consumer experiences played a vital role in strengthening the bond between wine tourists and wine brands.…”

Dimensions of the health benefits of wellness tourism: A review

“…The concept of “wellness” is holistic; many scholars emphasize the multidimensional nature of personal health, combining physical and mental health, social, and environmental factors. It is explained as a state where one experiences “harmony in mental, physical, spiritual, or biological health in general” through healthy and enriching activities ( Kotur, 2022 ). Wellness has five main conceptualizations: wellness as a state of being or outcome, as a process, as an approach to professional care, as a matter of community, and as a global topic ( Stará and Peterson, 2017 ).…”