Tourism Destination Image (TDI) Perception Within a Regional Winescape Context

Abstract

This study conceptualizes the perception of a tourism destination image (TDI) in the process integrating multiple theories such as servicescape, place-based, and destination perceptions. The research outlines the conceptualization of a wine TDI in the form of a regional winescape framework as perceived by visitors. The nature of the wine tourism product and experience requires that a research approach be developed that differs from the generic approaches used in mainstream TDI studies. A free form approach was used to integrate TDI perception, services marketing, servicescape, and place-based marketing theories. The winescape construct is identified within a framework of eight dimensions for a well-known Australian region. The most important winescape dimension is the natural beauty/geographical setting. The in-state and out-of-state origin dynamic affects visitors' wine tourism behavior and perception of the region's winescape. For in-state and out-of-state visitors, there are pronounced differences in their perception of the region's winescape dimensions. Increasing distance from the destination region is pivotal in the perception of the winescape dimensions and thus the TDI.