Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 29, Issue 7, Pages 611-628Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2012.719819
Keywords
Winescape; wine tourist; regional brand; destination image; servicescape; Canada
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This study conceptualizes the winescape framework using a wine region's image as perceived by wine tourists, in the process integrating grounded theory, namely servicescape, destination choice, and place-based marketing theories. Using an a priori approach, it identifies the winescape construct in a framework of eight dimensions within the wine tourism environment in a study with 996 respondents in a well-known Canadian wine region. The most important dimension of the winescape is the region's natural beauty/setting (landscape). Other high impact characteristics are the service staff and friendly local people, overall ambience and the diversity of wine estates. The dynamic of first-time and repeat visitation plays a key role in visitors' wine tourism behavior and their perception of the winescape. The decision to engage in wine tourism is generally impulsive, even spurious, and the motivations guiding the visitors' behavior predominantly hedonic in nature.
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