酒庄旅游体验如何塑造品牌形象和品牌忠诚度

IF 2.3 Q1 AGRONOMY
Annamma Joy, Seyee Yoon, Bianca Grohmann, K. LaTour
{"title":"酒庄旅游体验如何塑造品牌形象和品牌忠诚度","authors":"Annamma Joy, Seyee Yoon, Bianca Grohmann, K. LaTour","doi":"10.26813/001c.30210","DOIUrl":null,"url":null,"abstract":"Wine Business Journal This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater integration of the consumer experience and the brand image and loyalty literature, as well as quantitative research examining their relation. The findings also have managerial implications for brand experience management in the wine tourism sector.","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":null,"pages":null},"PeriodicalIF":2.3000,"publicationDate":"2021-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":"{\"title\":\"How Winery Tourism Experience Builds Brand Image and Brand Loyalty\",\"authors\":\"Annamma Joy, Seyee Yoon, Bianca Grohmann, K. LaTour\",\"doi\":\"10.26813/001c.30210\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Wine Business Journal This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater integration of the consumer experience and the brand image and loyalty literature, as well as quantitative research examining their relation. The findings also have managerial implications for brand experience management in the wine tourism sector.\",\"PeriodicalId\":46955,\"journal\":{\"name\":\"International Journal of Wine Business Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2021-12-18\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"7\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Wine Business Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.26813/001c.30210\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"AGRONOMY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Wine Business Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.26813/001c.30210","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"AGRONOMY","Score":null,"Total":0}
引用次数: 7

摘要

本研究探讨酒庄旅游体验在品牌形象与品牌忠诚度形成中的作用。对奥肯那根谷四家酒庄在六年内(2014-2020年)发布的2540条TripAdvisor评论(用户生成的电子口碑形式)进行定性分析,不仅揭示了Pine和Gilmore(1999)提出的四类消费者体验(即美学、教育、娱乐和逃避),还揭示了另一个因素(即与员工和其他游客的社会互动)。TripAdvisor的评论还显示,基于他们的酒庄旅游经历,消费者表达了与酒庄相关的不同品牌形象印象和品牌忠诚度。本研究的贡献在于将社会互动作为酒庄旅游体验的补充维度,并将酒庄旅游体验与品牌形象和品牌忠诚度联系起来。从理论角度来看,研究结果鼓励消费者体验、品牌形象和忠诚度文献的更大整合,以及对它们之间关系的定量研究。研究结果还对葡萄酒旅游行业的品牌体验管理具有管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How Winery Tourism Experience Builds Brand Image and Brand Loyalty
Wine Business Journal This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals not only Pine and Gilmore’s (1999) four categories of consumer experiences (i.e., esthetics, education, entertainment, and escape), but also an additional factor (i.e., social interactions with employees and other visitors). The TripAdvisor reviews also show that—based on their winery tourism experiences—consumers express differentiated brand image impressions associated with wineries and brand loyalty. The contribution of this research lies in the identification of social interactions as a complementary dimension of winery tourism experiences, and in linking winery tourism experiences with brand image and brand loyalty. From a theoretical perspective, the findings encourage a greater integration of the consumer experience and the brand image and loyalty literature, as well as quantitative research examining their relation. The findings also have managerial implications for brand experience management in the wine tourism sector.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信