Work

Sustainability and destination brand awareness: the role of destination attribute perception in an emerging wine tourism destination

Year: 2026

Type: article

Abstract: Purpose This study aims to examine how the three dimensions of sustainability influence tourists’ perceptions of the wine tourism experience and destination brand awareness in an emerging wine tourism destination. The research focuses on North Carolina to understand how sustainability practices contribute to strengthening destination branding. Design/methodology/approach A quantitative research design was adopted using survey data collected from visitors attending wine tourism events in North Carolina. The conceptual model was developed based on the triple bottom line framework and tested using partial least squares structural equation modeling. Findings The results reveal that environmental sustainability has the strongest direct effect on destination brand awareness, highlighting the importance of environmental practices in shaping the reputation of wine tourism destinations. Economic and social sustainability significantly relate to tourists’ perceptions of the wine tourism experience, which in turn positively affects destination brand awareness. Practical implications The findings suggest that wine tourism stakeholders should prioritize sustainability initiatives, particularly environmental practices, to enhance visitor perceptions and strengthen destination branding. Integrated sustainability strategies that also support local communities and regional economies can further improve the competitiveness of emerging wine tourism destinations. Originality/value This study contributes to the literature by integrating sustainability dimensions, destination attribute perception and destination brand awareness into a unified framework, offering new insights into sustainable wine tourism development in emerging destinations.

Source: International Journal of Wine Business Research

DOI: 10.1108/ijwbr-03-2026-0040

Authors: Mardy Kramer, Arlindo Madeira, Álvaro Lopes Dias

Institutions: Iscte – Instituto Universitário de Lisboa, University of Trás-os-Montes and Alto Douro, Universidade Europeia, Centro de Estudos Transdisciplinares para o Desenvolvimento, César Ritz Colleges

Language: English

Topic: Wine Industry and Tourism

Subfield: Tourism, Leisure and Hospitality Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

Funder: Fundação para a Ciência e a Tecnologia