Uncorking the potential of wine: an empirical prediction of consumers’ intention to visit wine tourism destinations (WTDs) post-COVID-19

Abstract

PurposeThe study aims to examine consumers' intentions to visit wine tourism destinations (WTDs) in Canada post-COVID-19 by combining destination-related constructs with the theory of planned behavior (TPB).Design/methodology/approachConvenience sampling was employed in the online survey method to gather data. Using AMOS and SPSS software, structural equation modeling (SEM) was used to analyze the data.FindingsThe outcomes of the SEM show that a powerful model for predicting consumers’ intention to visit WTDs was developed by combining the TPB with additional variables. More precisely, the study identified that consumers' attitudes, perceived behavioral control, wine product involvement and motivation exhibit positive influences on their intention to visit WTDs. Conversely, subjective norms and the destination wine image did not influence the intention.Research limitations/implicationsThe findings have important ramifications for various parties involved, including the government, travel agencies, tourism associations and wine producers. This research's emphasis on consumer behavior enables practitioners to adjust to the changing needs of consumers in the post-pandemic environment.Originality/valueThe drawn-out model gives an improvised view of consumers’ behavioral intentions to visit WTDs post-COVID-19 by testing an integrated structural model comprising TPB and destination-related constructs. As far as the authors are aware, this research represents the first-ever effort to predict consumer's intentions to visit WTDs post-COVID-19.