Abstract
The Federal District and RIDE region is emerging as a new wine tourism destination in Brazil. Wine tourism offers opportunities for modernization at economic, social, and cultural levels. It is important to understand the most relevant experiences and the level of satisfaction among wine tourists to plan and structure the sector effectively in the region. This research aimed to present a roadmap to enhance the satisfaction and experience of wine tourists. Researchers conducted an exploratory study using structural equations with a quantitative approach involving 67 wine tourists. The findings indicate that quality of service accounts for 43.82% of tourist satisfaction, making it the most critical aspect of the wine tourism experience. Consequently, the study produced a roadmap based on the importance and performance matrix, outlining strategies to enhance service quality perceptions through high-quality wines during tastings, memorable tour experiences, and staff friendliness.
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