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Type: Journal article
Title: Wine tourists' destination region brand image perception and antecedents: conceptualization of a winescape framework
Author: Bruwer, Johan de Wet
Lesschaeve, Isabelle
Citation: Journal of Travel & Tourism Marketing, 2012; 29(7):611-628
Publisher: Routledge
Issue Date: 2012
ISSN: 1054-8408
School/Discipline: School of Agriculture, Food and Wine
Statement of
Johan Bruwer and Isabelle Lesschaeve
Abstract: This study conceptualizes the winescape framework using a wine region’s image as perceived by wine tourists, in the process integrating grounded theory, namely servicescape, destination choice, and place-based marketing theories. Using an a priori approach, it identifies the winescape construct in a framework of eight dimensions within the wine tourism environment in a study with 996 respondents in a well-known Canadian wine region. The most important dimension of the winescape is the region’s natural beauty/setting (landscape). Other high impact characteristics are the service staff and friendly local people, overall ambience and the diversity of wine estates. The dynamic of first-time and repeat visitation plays a key role in visitors’ wine tourism behavior and their perception of the winescape. The decision to engage in wine tourism is generally impulsive, even spurious, and the motivations guiding the visitors’ behavior predominantly hedonic in nature.
Keywords: Winescape; wine tourist; regional brand; destination image; servicescape; Canada
Rights: Copyright © Taylor & Francis Group, LLC
DOI: 10.1080/10548408.2012.719819
Appears in Collections:Agriculture, Food and Wine publications

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