Wine tourism experience: A netnography study

Wine tourism is a growing activity, contributing to the economic development of wine regions. The main objective of this study is to thoroughly examine the wine tourism experience using the experience economy model (4Es). Netnography was selected as a research method. This study considers 825 original reviews posted on TripAdvisor by tourists who visited Cognac (France). The results show that the experiences are globally positive. Among the four dimensions of the conceptual framework, the experiences related to education and entertainment dimensions are predominant. Theoretically, the 4Es model related to the wine tourism experience has been enriched. Furthermore, the research highlights the relevance of the holistic analysis and sweet spot concept of the 4Es model. From a managerial perspective, the absorption side of the experience - either active or passive requires reinforcement by an immersive experience to offer a sweet spot to potential visitors.