Abstract
Cellar door experiences represent the core of wine tourism activities and provides wineries with an opportunity to offer a memorable experience to the visitor, which in turn can lead to the creation of a long-term relationship between customer and brand. This study aims to measure visitors experience quality perceptions within the tasting room setting. Data was collected during the summer season of 2017 at four Dalmatian wineries (Croatia). Descriptive statistics were used to analyze the collected data. Learning was the highest rated experience dimension while environment recorded the lowest mean in our study. The proposed wine experience quality scale offers an empirical framework that is easy to use and generalizable in wine tourism contexts.
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