The influence of the emotions produced by the wine offer, winery visits, and wine news on wine purchase intent in tourists

Abstract

Wineries are using wine tourism to sell directly to consumers and develop brand equity. Studies show that emotions directly affect the purchase of products. However, they do not know the degree to which the emotions produced by the winery visit, the wine offer, or news about wine influence wine sales. The aim of this study was to compare the influence of emotions produced by the wine, the emotions produced by the winery visit and the emotions produced by the wine news on wine purchase intent. This paper applied structural equation modeling to a sample of 600 wine tourists in order to explain the influence of the emotions generated by the wine, the winery visit, and wine news on wine purchase intent. The results show that the different types of emotions affect tourists’ wine purchase intent differently. The percentage of variance explained was 34.6% for the model of the emotions produced by the wine vs. 10.3% for the model of the emotions produced by the winery visit and 6.3% for the model of the emotions produced by the wine news. The emotions produced by the wine offer have the greatest influence. The emotions produced by the winery visit were much less influential. Wine news had only a minor influence on purchase intent. Key findings for management are discussed.

Visitors’ Happiness and Loyalty in the Moravian Wine Region

“…Therefore, for visitors to be happier and show greater positive emotions, their presence in the destination is required, preferably in the winery, where they can buy regional wine, thus confirming their greater loyalty to the destination as well as the winery. In addition, Pelegrín et al (2019) results confirmed that the positive emotions produced by wine had a positive influence on purchase intent.…”

“…In their study, Šťastná et al (2020) point to quality factors within the vine-growing destination and, similarly to this paper, confirm the factor wine quality as the most significant for the wine destination visitors. Another research by Pelegrín et al (2019) dealing with emotions produced by the wine, specifies that tourists' emotions differ based on their cause. They emphasize that the emotions produced by the wine offer had the strongest influence on the intention to purchase that particular wine.…”

“…Additionally, Bruwer et al (2013a) observed from a wine tourism perspective that wine tourists who are experiencing wine tourism destinations express positive emotions due to the pleasing physical and natural aspects of the landscapes around the wineries. These positive emotions deriving from services in a destination or winery increase tourists' satisfaction, which subsequently generates positive emotions that influence their future visits and implies a higher number of loyal visitors (Pelegrín et al, 2019;Yuan et al, 2008). As Charters et al ( 2009) point out, emotions generated by satisfaction during the winery or wine destination visit can ease the negative emotions.…”

“…A significant impulse for increasing the quality of services, emerging alongside the Moravian Wine Trails, was the certification system, Cyclists Welcome, introduced in 2005 (Nadace Partnerství, 2021a). Furthermore, various wine tourism activities enable the formation of strong and lasting emotional, as well as social, ties between the particular wine destination and its visitors (Getz and Brown, 2006a;Králiková, 2020;Pelegrín et al, 2019). Additionally, these strong ties might have a substantial impact on revisiting intention (Chen and Tsai, 2007).…”

How to increase the value of rural tourism in Spain, based on customer experiences

“…A personal experience stemming from specific interactions between hosts and tourists is regarded as a valued factor in rural tourism (Choo & Petrick, 2014). It can have influence on bonding with the tourist on various levels such as the physical, rational, emotional, sensorial, and spiritual level (Gentile, Spiller, & Noci, 2007;Pelegrín, González-Menorca, & Meraz, 2019). The meeting of tourists and locals in the rural village environment can also play an important role in improving the quality of rural tourism experiences (Kastenholz et al, 2012).…”