Wine tourism and purchase intention: a measure of emotions according to the PANAS scale

Abstract

ABSTRACT Tasting sessions for tourists at Spanish wineries are a direct way to promote wines and encourage purchases. Previous academic work has demonstrated the influence of emotions on buying behaviour and of tasting-room experiences on wine purchasing. However, it has not yet been determined which key factor – the winery visit or the novelty of the wine itself – has a greater impact on purchase intention. To fill this gap, our study uses two structural equation models to analyse the impact of emotions on purchase intention. We used a PANAS-based questionnaire to measure the emotions produced by a new type of wine and a winery visit. The results show that the positive emotions generated by the product’s novelty highly explained purchase intention, whilst the emotions produced by the winery visit barely affected it. These outcomes have important marketing and managerial implications for wine tourism management and for wine marketing strategy.