A multilayered macro approach to conceptualizing the winescape construct for wine tourism
Date
2017
Authors
Bruwer, J.
Gross, M.J.
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Journal article
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Tourism Analysis, 2017; 22(4):497-509
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The wine tourism literature is still in its nascent stage as far as the conceptualization of the winescape construct is concerned. In our study 407 responses are collected through a self-administered survey in an Australian wine region. This research contributes to the winescape knowledge base using a triad of methods and a measured multilayered approach by first applying content analysis to the holistic or free-text technique to measure wine region image. Having identified a number of winescape elements, the pick-any technique is then used to further validate the existence of the winescape elements and some of its dimensions. Finally, we empirically validate a 25-item winescape scale through a measurement model, using a macroapproach (viewing the winescape as a wine region or route) and servicescape theory as framework. The winescape scale tests and extends the applicability of the servicescape framework to the macrocontext of a wine region.
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Copyright 2017 Cognizant, LLC