The importance of landscape in wine quality perception: An integrated approach using choice-based conjoint analysis and combination-based permutation tests

This work’s aim is to evaluate the importance of landscape in wine quality perception using a novel integrated approach based on two statistical techniques, i.e. choice-based conjoint analysis (Gustafsson et al., 2001) and combination-based permutation tests (Corain and Salmaso, 2004 and Pesarin and Salmaso, 2009a). To this end we developed a preference choice experiment which was submitted to a sample of respondents during blind wine tasting meetings. The obtained results allow us to weigh up and emphasise the importance of an attractive landscape to the perception of a finer quality of wine. Indeed, we noticed that associating wine to an image of greater visual impact, i.e. an evocative landscape, induces a significantly higher preference for the tasted wine. Moreover, the integrated application of choice-based conjoint analysis and combination-based permutation tests allows us to identify the specific relationship each market segment has with landscape, price and wine quality.