Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7424954 | Journal of Business Research | 2018 | 9 Pages |
Abstract
Tourism is increasingly important for wine regions and local economies. The purpose of this research is to use both symmetric (SEM) and asymmetric (fsQCA) methods to explore the role of motivation and involvement in tourists' intention to return to a wine region. To test these relations the study uses an online survey to obtain a convenience sample of 292 responses from Rioja and Bordeaux wine tourists. The SEM model shows that participation in wine events and product involvement positively relate to the intention to return. Two sufficient configurations in the fsQCA consistently lead to the intention: high core wine and education, high product involvement, and high participation in wine events combined with escape and socialization or with the destination's attractiveness. These results can help wine managers and operators design differentiated strategies to address the specific needs of wine tourists.
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Authors
Carolina Afonso, Graça Miranda Silva, Helena Martins Gonçalves, Margarida Duarte,