Abstract
ABSTRACTWine experiences contributed to attracting tourists to the destinations, in particular in Portugal where wine is worldwide renowned. This research aims to understand what drives tourists to visit a destination to live a wine experience and how this experience may improve the image and retain tourists. This model conceptual in its essence was applied in an emergent wine region in Portugal – Lisbon. Data were collected in 16 wineries from a random sample of 314 visitors in an emergent wine region, and structural equation modelling (SEM) was applied. Structural equation modelling was used to test hypotheses and validate the conceptual model. Results show that motivation positively influences the wine experiences, which in turn is explained by the dimensions presented in the study. Furthermore, the wine experience influences image and satisfaction positively and the brand equity negatively. From the managerial perspective, implications are discussed as well as the main limitations, and then suggestions for further research are provided.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
