The Influence of Belief Systems and the Use of Financial and Human Resources of Scgs on the Orientation And Online Evaluation of Wine Tourism

Abstract

Objective: The study aims to analyze the influence of the belief system and the use of financial and human resources from SCGs on the guidance and online evaluation of wine tourism. Theoretical Framework: Research grounded in Attention-Based Theory suggests that, due to cognitive limitations, only the most salient beliefs influence action (Ocasio, 1997; Kerr & Franco-Santos, 2023). Method: Data were collected from 123 Brazilian wineries registered on TripAdvisor. A questionnaire was administered to the winery management teams (TMT), and the responses were augmented with online review information. The data analysis was performed using structural equation modeling (PLS/SEM). Results and Discussion: The findings indicate that the formal structure of the belief system in the context of wine tourism positively impacts the use of financial and human resources. It was also discovered that human resource management is directly linked to the ability to meet the expectations of wine tourists, positively influencing online reviews. Research Implications: The results highlight the need for winery managers to adopt an approach oriented towards wine tourism, integrating a belief system and effective management strategies to enhance the experience and satisfaction of wine tourists. This shift in focus beyond wine production requires the development of new skills. Originality/Value: This research contributes to the debate by showing that, despite the challenges identified by Attention-Based Theory, adapting winery management systems to wine tourism can be crucial for improving online evaluations, reinforcing the orientation towards wine tourism.