A Multilayered Macro Approach to Conceptualizing the Winescape Construct for Wine Tourism

Abstract

The wine tourism literature is still in its nascent stage as far as the conceptualization of the winescape construct is concerned. In our study 407 responses are collected through a self-administered survey in an Australian wine region. This research contributes to the winescape knowledge base using a triad of methods and a measured multilayered approach by first applying content analysis to the holistic or free-text technique to measure wine region image. Having identified a number of winescape elements, the pick-any technique is then used to further validate the existence of the winescape elements and some of its dimensions. Finally, we empirically validate a 25-item winescape scale through a measurement model, using a macroapproach (viewing the winescape as a wine region or route) and servicescape theory as framework. The winescape scale tests and extends the applicability of the servicescape framework to the macrocontext of a wine region.