The influence of the emotions produced by the wine offer, winery visits, and wine news on wine purchase intent in tourists

Keywords: tourism purchase, wine tourism, wineries

Abstract

Wineries are using wine tourism to sell directly to consumers and develop brand equity. Studies show that emotions directly affect the purchase of products. However, they do not know the degree to which the emotions produced by the winery visit, the wine offer, or news about wine influence wine sales. The aim of this study was to compare the influence of emotions produced by the wine, the emotions produced by the winery visit and the emotions produced by the wine news on wine purchase intent. This paper applied structural equation modeling to a sample of 600 wine tourists in order to explain the influence of the emotions generated by the wine, the winery visit, and wine news on wine purchase intent. The results show that the different types of emotions affect tourists’ wine purchase intent differently. The percentage of variance explained was 34.6% for the model of the emotions produced by the wine vs. 10.3% for the model of the emotions produced by the winery visit and 6.3% for the model of the emotions produced by the wine news. The emotions produced by the wine offer have the greatest influence. The emotions produced by the winery visit were much less influential. Wine news had only a minor influence on purchase intent. Key findings for management are discussed.

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Author Biography

Carlos González-Menorca, Universidad Internacional de La Rioja (UNIR). Av. de la Paz, 137, 26006 Logroño, La Rioja

Business and Communication Faculty

School of Industrial Engineers

PhD. Professor

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Published
2019-04-15
How to Cite
Pelegrín, J., González-Menorca, C., & Meraz, L. (2019). The influence of the emotions produced by the wine offer, winery visits, and wine news on wine purchase intent in tourists. Spanish Journal of Agricultural Research, 17(1), e0104. https://doi.org/10.5424/sjar/2019171-13524
Section
Agricultural economics