Abstract
This article focuses on the study of the main factors attracting visitors, not only new ones, to wineries, and also on how to keep these customers loyal. This research fills a gap in wine tourism literature, taking into account the differences between brand image and destination image as antecedents of brand equity in wine tourism destinations. The empirical analysis has been carried out with two Spanish denominations of origin, Rioja and Navarra, selected by Nielsen’s market share. Particularly, this study draws from a survey of 232 visitors who visited the wineries during the autumn of 2010. The development of a model of wine tourism destination brand equity provides empirical support in order to evaluate the influence of destination image and brand image on brand equity. Before testing the hypotheses, the measuring instrument was evaluated by means of partial least squares regression. A multi-group analysis was carried out to determine the main differences between these two denominations of origin. The paper hereby recommends the creation of alliances among wine companies and tourism industry (hotels, restaurants, active tourism companies, spa resorts, and so on) to succeed in their own businesses. Finally, limitations are outlined to encourage further research.
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