Exploring Wine Tourism Experience Constructs: A Qualitative Approach

Wine tourism is getting popular in market throughout the world and wine tourism experience keep arousing tourism scholars’ attention. However, for what constructs a wine tourism experience still remains debated. This study aims to identify the underpinning constructs of wine tourism experience using a qualitative approach. Systematic literature review and participative observation methods were employed to explore the seemingly amorphous features of wine tourism experience. Research findings suggest that wine tourism experience is a multi-dimentional construct with six dimensions, namely, escape, esthetic, education, entertainment, novelty and hedonism. The results of study provide with practical implications for wine tourism operations with respect to experiential product development and marketing initiatives.