Title: Enhancing wine tourism experience through developing wine tourist typology and providing complementary activities

Authors: Eleftheria Fytopoulou; Evangelia Karasmanaki; Spyridon Galatsidas; Veronika Andrea; Georgios Tsantopoulos

Addresses: Aristotle University of Thessaloniki, University Campus, 54424 Thessaloniki, Greece ' Democritus University of Thrace, 193 Pantazidou Street, 68-200 Orestiada, Greece ' Democritus University of Thrace, 193 Pantazidou Street, 68-200 Orestiada, Greece ' Democritus University of Thrace, 193 Pantazidou Street, 68-200 Orestiada, Greece ' Democritus University of Thrace, 193 Pantazidou Street, 68-200 Orestiada, Greece

Abstract: Wine tourism can flourish in rural regions which often have low levels of economic development. To establish rural regions as attractive wine destinations, it is necessary to understand what affects wine tourists' satisfaction and find ways to enhance the wine tourism product. Hence, the aim of the present study is to build a typology of wine tourists based on their satisfaction as well as to examine their preferences for complementary activities while visiting a wine destination in Northern Greece. According to the analysis, two dimensions characterised wine tourists' visit; the first involved the wine region's character and infrastructure and the second their satisfaction with the visit. Moreover, wine tourists expressed interest for carrying out complementary activities unrelated to wine while visiting the wine destination. It may be concluded that wine destinations can develop by applying strategies aiming at enhancing tourist satisfaction and by providing wine tourists with an integrated recreational experience that includes activities which fully correspond to their preferences.

Keywords: wine tourism; wine tourist typology; wine tourism product; complementary tourist activities; winescape; tourist satisfaction.

DOI: 10.1504/IJARGE.2022.124644

International Journal of Agricultural Resources, Governance and Ecology, 2022 Vol.18 No.1/2, pp.145 - 159

Received: 16 Apr 2021
Accepted: 18 Nov 2021
Published online: 31 Jul 2022 *