The satisfaction of wine tourist: causes and effects

Abstract

Goal and objectives of the dissertationGoalTo analyze oenologist cultural tourist satisfaction, identifying its causes and the effects that can determine the tourist experience.ObjectivesTo develop a model explaining the causes of satisfaction / dissatisfaction of tourists and the effects of it, tested in a given environment, specifically the Huelva County ("Condado de Huelva", in the Spanish region of Andalusia) wineries. This overall objective was broken down in nine more specific objectives, identifying:Objective 1: The individuals' expectations before the visit to the winery.Objective 2: The perception of quality of service.Objective 3: The perception of price-quality relationship (i.e. value).Objective 4: The perception of overcrowding degree.Objective 5: The perception of promotion-communication efforts.Objective 6: The level of perceived authenticity.Objective 7: The degree of visit satisfaction.Objective 8: The level of repetition to the destination.Objective 9: The recommendation to friends and family members.MethodologyIn the first part of this thesis, the classic methodology of a comprehensive review of the scientific literature was used, based on which the model was created to be tested. The second section is aimed to describe the geographic area where the empirical study was performed (called "Condado de Huelva", an area with a very long tradition of wine production, located in the extreme south-west of Andalusia, Spain). The third part is devoted to the empirical study, in which the technique of Partial Least Squares (PLS) has been used to test the hypotheses of our research model; for this purpose a measurement instrument (questionnaire) was designed and validated.ResultsConclusions, limitations and future research lines integrate the last section.In the subsequent table, the data sheet with the characteristics of the sample is presented.We have concluded that:* Following the values of composite reliability obtained for all the constructs in this study, they have a quite acceptable degree of internal consistency.* Similarly, their convergent validity is another feature to underline (at least 50% of the variance is due to all its indicators).* It also notes the existence of discriminant validity in the measures, which has been verified through the AVE (Average Variance Extracted).Specific results:* The set of variables analyzed in our study predicts 56.68% of the oenologist cultural tourist satisfaction.* The impact of authenticity on the visitor's satisfaction is the highest, coming to explain 33.699% of its variance.* Another variable that impacts the most over tourist satisfaction is the perceived value for money, with 13.70%.* Overcrowding has virtually no effect on tourist satisfaction: it only reaches a value of 0.5% of the total variance of satisfaction.* Satisfaction is able to explain 43.42% of the loyalty's variance.Theoretical ConclusionsAfter reviewing the literature on cultural tourist satisfaction, we have noted that there are some variables that act as predictors of satisfaction, which have been taken into account in our research model. These include the variable authenticity, which is understood from three perspectives or dimensions: human, physical and contextual. Apparently, tourists look for places that maintain a balance between the original and the modern, but without falling into the commodification of local traditions, that goes on to become a mere object of consumption.Another variable that most influences the satisfaction is the price-quality variable, so we can therefore say, consistently with the literature findings, that tourists are not out to the influence of the price paid when visiting a winery.Regarding the variable overcrowding, we must consider that in our study did not influence tourist satisfaction because of the study was carried out in an oenologist cultural tourism emerging destination, so it is not yet visible a clear decrease in the level of satisfaction with the experience because of the overload of people visiting the place. …