Year: 2023
Type: article
Abstract: In the post-COVID-19 era, Chinese holiday seekers have shown significant interest in outdoor leisure opportunities or rural tourism, with a notable increase in enotourism. Wine tasting and related experiences have extended beyond consumption to become more experiential and sophisticated. To better capture this deepening yet under-addressed experience, this study developed a multi-item scale to measure wine tourism experiences. The scale covers six dimensions, namely escapism, entertainment, esthetics, education, novelty and hedonism, which are based on Pine and Gilmore’s (1998) experience economy model. The scale measures a wide breadth of experiences that are associated with wine tourism in the new era. Hence, it provides revised and pertinent market intelligence for winery to better market their products.
Authors: Yuqing Zhang, Hoffer Lee, Kate Mingjie Ji
Language: English
Topic: Wine Industry and Tourism
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4385816971