Diego Gómez-Carmona , Alberto Paramio , Serafín Cruces-Montes , Pedro Pablo Marín-Dueñas , Alexander Aguirre Montero , Antonio Romero-Moreno
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The international promotion of wine routes is leading to a growing demand for wine tourism activities. More and more tourists are choosing wine tourism as an option when planning their trips. Although the data are encouraging, little is known about the effect that these tourist activities have on wine consumers. This paper shows the effect of the wine tourism experience on a group of consumers. Through an analysis of variance, the results show that by increasing the wine tourism experience, consumers improve their attitudes towards wine, their evaluation of extrinsic and intrinsic attributes and their loyalty towards different wines. In addition, segmentation according to the level of wine tourism experience can help wine marketers to understand their potential audience and market orientation.
期刊介绍：
The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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