The influence of the emotions produced by the wine offer, winery visits, and wine news on wine purchase intent in tourists

Spanish Journal of Agricultural Research

Lino Meraz¹  Carlos González-Menorca²  Jorge Pelegrín³ 

[1] Universidad Autónoma de Baja California (UABC), Boulevard Zertuche y Boulevard de los Lagos S/N Fracc. 22890 Valle Dorado, Ensenada, Baja California;Universidad Internacional de La Rioja (UNIR). Av. de la Paz, 137, 26006 Logroño, La Rioja;University of La Rioja (UR). C/ La Cigüeña 60, 26004 Logroño, La Rioja;

关键词: tourism purchase;    wine tourism;    wineries;   

DOI  :  10.5424/sjar/2019171-13524

来源: DOAJ

【 摘 要 】

Wineries are using wine tourism to sell directly to consumers and develop brand equity. Studies show that emotions directly affect the purchase of products. However, they do not know the degree to which the emotions produced by the winery visit, the wine offer, or news about wine influence wine sales. The aim of this study was to compare the influence of emotions produced by the wine, the emotions produced by the winery visit and the emotions produced by the wine news on wine purchase intent. This paper applied structural equation modeling to a sample of 600 wine tourists in order to explain the influence of the emotions generated by the wine, the winery visit, and wine news on wine purchase intent. The results show that the different types of emotions affect tourists’ wine purchase intent differently. The percentage of variance explained was 34.6% for the model of the emotions produced by the wine vs. 10.3% for the model of the emotions produced by the winery visit and 6.3% for the model of the emotions produced by the wine news. The emotions produced by the wine offer have the greatest influence. The emotions produced by the winery visit were much less influential. Wine news had only a minor influence on purchase intent. Key findings for management are discussed.

【 授权许可】

Unknown