Abstract
The aim of this research is to understand the role of wine as a perceived component of the image of an urban tourism destination and measure the weight of wine in shaping the destination image. Although many studies have shown that the typical wine and food offer is a pivotal component of the tourist experience also for an urban destination (see, e.g. Lu et al. 2015, for the case of a historic district), its actual weight in tourists’ choice and satisfaction is still unknown.
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