Title: Using means-end chains and hierarchical value maps in leisure winery tourism values for Taiwanese and Chinese tourists

Authors: Tsu-Ming Yeh; Shu-Nui Wu; Mei-Yuan Jeng

Addresses: Department of Leisure and Recreation Management, Da-Yeh University, No. 168 University Rd., Dacun, Changhua 51591, Taiwan ' Department of Leisure and Recreation Management, Da-Yeh University, No. 168 University Rd., Dacun, Changhua 51591, Taiwan ' College of Management, Da-Yeh University, No. 168 University Rd., Dacun, Changhua 51591, Taiwan

Abstract: Perceived values have an effect on a consumer's behaviour. As there is a paucity of literature examining wine tourists' perceived values, this study utilises a means-end chain technique, a qualitative method that has been increasingly adopted by tourism researchers, to delve into winery consumers' reflections on their own personal values through the consequences and attributes they perceive in their winery experience. Forty tourists, including 20 Taiwanese and 20 Chinese, were interviewed one-on-one at five Taiwanese wineries. The results show that six attributes are recognised: opportunities for purchasing local agricultural products, experiencing DIY leisure, being close to nature, beautiful pastoral landscape, pure leisure vacationing, and savouring local cuisine. Moreover, both individual values (better relationships with others, personal enjoyment, and quality of life) and social values (social belonging and fond memories) also emerged. Further analysis revealed a difference between Taiwanese and Chinese tourists' perceived values.

Keywords: wine tourism; means-end chain; MEC; perceived values; attributes; consequences; hierarchical value maps; wineries; wine tourists; Taiwan; China; consumer behaviour; personal values; social values.

DOI: 10.1504/IJSOM.2015.069645

International Journal of Services and Operations Management, 2015 Vol.21 No.3, pp.265 - 288

Received: 18 Jan 2014
Accepted: 16 Feb 2014

Published online: 29 May 2015 *

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