Wine experience scale: validating the behavior and motivations of Spanish wine tourists

Purpose Understanding the role of emotion, landscape, involvement and storytelling related to wine is the basis for understanding the wine tourist experience. The purpose of this study is to analyze the validity and reliability of the wine experience scale in Spain. Design/methodology/approach The scale validation comprised translation, cultural adaptation and validity, in which 250 wine tourists (45.6% male and 54.4% female) from 17 Spanish wineries participated. Data was collected on different days during three consecutive months. To carry out the analyses, IBM SPSS and JASP software were used. Findings The statistical procedures used allowed the verification of psychometric properties as well as adjustment indices and reliability measures. The analyses carried out retained 16 items and ensured grouping into four factors: wine storytelling, wine involvement, winescape and wine tasting excitement. Originality/value By providing this instrument, it will be possible to create a promising path of commercial knowledge. Its application will contribute to establishing a more accurate profile of wine tourists and, simultaneously, to adapting a sustainable tourist offer.