Title: The visiting motivation, perceived value and future behavioural intentions of winery tourists

Authors: Tsu-Ming Yeh; Mei-Yuan Jeng

Addresses: 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: Wine tourism has become increasingly popular around the world, with such tourists making wineries key players in facilitating local economic growth. Understanding the consumer psychology of wine tourists can thus not only help wineries to predict their behaviours and boost wine sales by building up long-term customer relationships, but also provide the winery-related tourism industry with valuable marketing insights. This study thus examines how motivations and perceived value affect wine tourists' satisfaction, and how satisfaction affects tourists' behavioural intentions. These include the intentions to experience the wine-making process, buy wine, and revisit the location. The study focused on Taiwanese wineries, and found that wine tourists' social background, family structure, degree of relaxation, and learning motivation all affect their satisfaction, and hence their intention to revisit the wineries and purchase items.

Keywords: wine tourists; perceived value; behavioural intentions; visiting motivation; winery tourism; local growth; economic growth; consumer psychology; customer relationships; marketing; customer satisfaction; Taiwan; social background; family structure; degree of relaxation; learning motivation.

DOI: 10.1504/IJSOM.2015.069653

International Journal of Services and Operations Management, 2015 Vol.21 No.3, pp.354 - 369

Received: 12 Feb 2014
Accepted: 21 Mar 2014
Published online: 29 May 2015 *

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