Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries

Abstract

The current study sets out to examine the winescape for its effects on wine tourist behaviour. In doing so, an empirical winescape scale is introduced to an established decision-making model, the theory of planned behaviour. A total of 1,135 responses were collected through a survey that was self-administered to wine tourists across four wineries in Australia and the USA. Structural equation modelling suggested that winescape service staff and complementary product had significant effects on wine tourist attitude toward the winery, making them instrumental in wine tourist decision-making. Winescape setting and wine value were also significant attributes in influencing wine tourist attitude. Findings provide greater insight into which winescape attributes are most critical in shaping wine tourist attitude and in turn, behavioural intention toward the winery. The research model offers an empirical decision-making framework that is easy to use and generalisable in wine tourism contexts.

Exploring critical success factors for Napa’s wine tourism industry from a demand perspective

“…Although Quintal et al (2015) found insignificant effects of winescape atmospherics, explaining the respondents likely did not perceive heritage in winery architecture, this study shows "Preservation of local heritage" to Napa wine tourists as well performing and highly important. Thus, Napa should continue to maintain its efforts of education and preservation of the area's local culture and history as exemplified by the official Napa County Historical Society -a membership-based organization that offers exhibits, lectures, and events for these purposes.…”

“…The survey was then distributed electronically throughout the United States. While many previous wine tourism studies performed the surveying process utilizing a convenience sample -oftentimes directly at the cellar door (Getz & Brown, 2006;Quintal et al, 2015) or on-site at industry events (Getz et al, 1999;Quintal et al, 2015) -the sample for this study was drawn through Qualtrics.…”

“…While many studies and publications note or reference Napa's success (Colman, 2008;Olsen & Thach, 2008;Quadri-Felitti & Fiore, 2013;Wargenau & Che, 2006), few exist which aim attention specifically on exploring the region's unique factors which have fostered its success (Gmelch, Gmelch, & Gmelch, 2011;Jones et al, 2013;Skinner, 2000). While Quintal et al include data from Napa winery visitors in examination of "New World" wine economies, the study is performed from a micro perspective, and -as the authors respectably detail -only considers data that are confined to one specific winery vs. the broad scope of the Napa region (Quintal, Thomas, & Phau, 2015).…”

Do regional factors matter? Determinants of hotel industry performance in China

“…Surprisingly, little research and practice emphasize the influence of exogenous factors on hotel development. Exceptions can be found in studies of specific sources of tourism or festivals, such as those related to skiing, wine, and sports (Chen & Wang, 2014;Nieves & Segarra-Cipr es, 2015;Quintal, Thomas, & Phau, 2015;Song, You, Reisinger, Lee, & Lee, 2014;Sun et al, 2013). These findings spark interest in establishing the connection between the hotel industry and regional development.…”

“…Regional factors related to the destination can be understood by exploring tourism research, especially related to the theories of reasoned action (Baker & Crompton, 2000) and planned behavior (Lam & Hsu, 2006;Quintal et al, 2015). Researchers have discussed sources of tourism, including natural and human landscapes such as water, land, flora, fauna, history, and culture, as they provide experiential value to tourists (Cocklin, Harte, & Hay, 1990;Wong, Newton, & Newton, 2014).…”