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

  1. Pelegrín, Jorge 1
  2. González-Menorca, Carlos 2
  3. Meraz, Lino 3
  1. 1 University of La Rioja (UR), España
  2. 2 Universidad Internacional de La Rioja (UNIR), España
  3. 3 Universidad Autónoma de Baja California (UABC), México
Mostrar afiliaciones +
Revista:
Spanish journal of agricultural research

ISSN: 1695-971X,  2171-9292

Año de publicación: 2019

Volumen: 17

Número: 1

Tipo: Artículo

beta Ver similares en nube de resultados
DOI: 10.5424/SJAR/2019171-13524 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Spanish journal of agricultural research

Repositorio institucional: lock_openAcceso abierto Editor

Objetivos de desarrollo sostenible

Resumen

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.

€ Ver financiación

Información de financiación

Funding: INIA (RTA2012-00092-C02); European Regional Development Fund (ERDF); the Spanish Office of Program Planning and Coordination; Spanish Ministry of Economy and Competitiveness; University of La Rioja and Banco Santander (REGI2018/22). Competing interests: The authors have declared that no competing interests exist. Correspondence should be addressed to Carlos González-Menorca: carlos.gonzalez.menorca@unir.net

Financiadores

Referencias bibliográficas

  • Alonso AD, Sheridan L, Scherrer P, 2008. Importance of tasting rooms for Canary Islands' wineries. Brit Food J 110 (10): 977-988. https://doi.org/10.1108/00070700810906606
  • Anderson JC, Gerbing DW, 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychol Bull 103 (3): 411. https://doi.org/10.1037/0033-2909.103.3.411
  • Ariely D, 2008. Las trampas del deseo: Cómo controlar los impulsos irracionales que nos llevan al error. Ariel, Barcelona, pp: 107-125.
  • Bagozzi RP, 2000. The poverty of economic explanations of consumption and an action theory alternative. Manage Decis Econ 21 (3‐4): 95-109. https://doi.org/10.1002/mde.975
  • Bagozzi RP, Gopinath M, Nyer PU, 1999. The role of emotions in marketing. J Acad Market Sci 27 (2): 184-206. https://doi.org/10.1177/0092070399272005
  • Barreiro-Hulé J, 2007. Exploring new functional markets potential: factors affecting willingness to purchase functional wines. Span J Agric Res 5 (4): 452-459. https://doi.org/10.5424/sjar/2007054-282
  • Barrena R, Sánchez M, 2009. Using emotional benefits as a differentiation strategy in saturated markets. Psychol Market 26 (11): 1002-1030. https://doi.org/10.1002/mar.20310
  • Barrena R, Sánchez M, 2013. Neophobia, personal consumer values and novel food acceptance. Food Qual Prefer 27 (1): 72-84. https://doi.org/10.1016/j.foodqual.2012.06.007
  • Bodegas Franco Españolas (2017). Nuestra bodega. https://www.francoespanolas.com/bodega/ [1 March 2017].
  • Bredahl L, 2001. Determinants of consumer attitudes and purchase intentions with regard to genetically modified foods – Results of a cross-national survey. J Consum Policy 24: 23-61. https://doi.org/10.1023/A:1010950406128
  • Bruwer J, 2003. South African wine routes: some perspectives on the wine tourism industry's structural dimensions and wine tourism product. Tourism Manage 24 (4): 423-435. https://doi.org/10.1016/S0261-5177(02)00105-X
  • Bruwer J, Coode M, Saliba A, Herbst F, 2013. Wine tourism experience effects of the tasting room on consumer brand loyalty. J Tourism Anal 18 (4): 399-414. https://doi.org/10.3727/108354213X13736372325957
  • Carlsen PJ, 2004. A review of global wine tourism research. J Wine Res 15 (1): 5-13. https://doi.org/10.1080/0957126042000300281
  • Cervantes S (2012). Bodegas de Santo Tomás, una historia añeja del vino. El economista. https://www.eleconomista.com.mx/estados/Bodegas-Santo-Tomas-una-historia-aneja-del-vino-20120729-0079.html [1 March 2018].
  • Charters S, Ali-Knight J, 2002. Who is the wine tourist? Tourism Manage 23 (3): 311-319. https://doi.org/10.1016/S0261-5177(01)00079-6
  • Charters S, Fountain J, Fish N, 2009. "You Felt Like Lingering..." Experiencing "Real" Service at the Winery Tasting Room. J Travel Res 48 (1): 122-134. https://doi.org/10.1177/0047287508326508
  • Chin WW, 1998a. Issues and opinion on structural equation modelling. Mis Quart 22 (1): 7-15.
  • Chin WW, 1998b. The partial least squares approach to structural equation modeling. In: Modern methods for business research. Emerald Group Publ. Ltd, UK, pp: 295-336.
  • Dalenberg JR, Gutjar S, ter Horst GJ, de Graaf K, Renken RJ, Jager G, 2014. Evoked emotions predict food choice. PloS One 9 (12): e115388. https://doi.org/10.1371/journal.pone.0115388
  • Dhar R, Wertenbroch K, 2000. Consumer choice between hedonic and utilitarian goods. J Marketing Res 37 (1): 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718
  • Dijkstra TK, Henseler J, 2015. Consistent partial least squares path modeling. Mis Quart 39 (2): 297-316. https://doi.org/10.25300/MISQ/2015/39.2.02
  • Elliott R, 1998. A model of emotion-driven choice. J Mark Manage 14 (1-3): 95-108. https://doi.org/10.1362/026725798784959408
  • Falk RF, Miller NB, 1992. A primer for soft modeling. Univ. of Akron Press. Akron, OH, USA. 104 pp.
  • Ferrarini R, Carbognin C, Casarotti EM, Nicolis E, Nencini A, Meneghini AM, 2010. The emotional response to wine consumption. Food Qual Prefer 21 (7): 720-725. https://doi.org/10.1016/j.foodqual.2010.06.004
  • Garg N, Inman JJ, Mittal V, 2005. Incidental and task-related affect: A re-inquiry and extension of the influence of affect on choice. J Consum Res 32 (1): 154-159. https://doi.org/10.1086/426624
  • Gefen D, Rigdon EE, Straub DW, 2011. An update and extension to SEM guidelines for administrative and social science research. Mis Quart 35 (2): 3-14. https://doi.org/10.2307/23044042
  • Gibson LS, 2016. Unlocking the treasures of the Shawnee Hills Wine Trail: A welcoming and winsome wealth of untapped winemaking potential. J Wine Res 27 (2): 138-152. https://doi.org/10.1080/09571264.2016.1160880
  • Gnoth J, Zins AH, Lengmueller R, Boshoff C, 2000. Emotions, mood, flow and motivations to travel. J Travel Tour Mark 9 (3): 23-34. https://doi.org/10.1300/J073v09n03_02
  • Griskevicius V, Shiota MN, Nowlis SM, 2010. The many shades of rose-colored glasses: An evolutionary approach to the influence of different positive emotions. J Consum Res 37 (2): 238-250. https://doi.org/10.1086/651442
  • Gutjar S, de Graaf C, Kooijman V, de Wijk RA, Nys A, Ter Horst GJ, Jager G, 2015. The role of emotions in food choice and liking. Food Res Int 76: 216-223. https://doi.org/10.1016/j.foodres.2014.12.022
  • Hair JF, Ringle CM, Sarstedt M, 2011. PLS-SEM: Indeed a silver bullet. J Market Theor Pract 19 (2): 139-152. https://doi.org/10.2753/MTP1069-6679190202
  • Hair JF, Ringle CM, Sarstedt M, 2013. Partial least squares structural equation modeling: Rigorous applications better result and higher acceptance. Long Range Plann 46 (1-2): 1-12. https://doi.org/10.1016/j.lrp.2013.01.001
  • Han S, Lerner JS, Keltner D, 2007. Feelings and consumer decision making: The appraisal‐tendency framework. J Consum Psychol 17 (3): 158-168. https://doi.org/10.1016/S1057-7408(07)70023-2
  • Henseler J, Ringle CM, Sarstedt M, 2016. Testing measurement invariance of composites using partial least squares. Int Market Rev 33 (3): 405-431. https://doi.org/10.1108/IMR-09-2014-0304
  • Horská E, Bercik J, Krasnodębski A, Matysik-Pejas R, Bakayova H, 2016. Innovative approaches to examining consumer preferences when choosing wines. Agr Econ-Czech 62: 124-133. https://doi.org/10.17221/290/2015-AGRICECON
  • Howley M, van Westering J, 2008. Developing wine tourism: A case study of the attitude of English wine producers to wine tourism. J Vacat Mark 14 (1): 87-95. https://doi.org/10.1177/1356766707084221
  • Jaeger SR, Rossiter KL, Wismer WV, Harker FR, 2003. Consumer-driven product development in the kiwifruit industry. Food Qual Prefer 14 (3): 187-198. https://doi.org/10.1016/S0950-3293(02)00053-8
  • Kahn BE, Isen AM, 1993. The influence of positive affect on variety seeking among safe, enjoyable products. J Consum Res 20 (2): 257-270. https://doi.org/10.1086/209347
  • Kahneman D, 2003. Maps of bounded rationality: Psychology for behavioral economics. Am Econ Rev 93 (5): 1449-1475. https://doi.org/10.1257/000282803322655392
  • Kim M, Lennon SJ, 2011. Consumer response to online apparel stockouts. Psychol Market 28 (2): 115-144. https://doi.org/10.1002/mar.20383
  • King SC, Meiselman HL, 2010. Development of a method to measure consumer emotions associated with foods. Food Qual Prefer 21 (2): 168-177. https://doi.org/10.1016/j.foodqual.2009.02.005
  • King SC, Meiselman HL, Carr, B. T, 2010. Measuring emotions associated with foods in consumer testing. Food Qual Prefer 21 (8): 1114-1116. https://doi.org/10.1016/j.foodqual.2010.08.004
  • Kolyesnikova N, Dodd TH, 2008. Effects of winery visitor group size on gratitude and obligation. J Travel Res 47 (1): 104-112. https://doi.org/10.1177/0047287507312411
  • Labroo AA, Patrick VM, 2008. Psychological distancing: Why happiness helps you see the big picture. J Consum Res 35 (5): 800-809. https://doi.org/10.1086/593683
  • Labroo AA, Rucker DD, 2010. The orientation-matching hypothesis: An emotion-specificity approach to affect regulation. J Market Res 47 (5): 955-966. https://doi.org/10.1509/jmkr.47.5.955
  • Laverie DA, Kleine III RE, Kleine SS, 2002. Reexamination and extension of Kleine, Kleine, and Kernan's social identity model of mundane consumption: The mediating role of the appraisal process. J Consum Res 28 (4): 659-669. https://doi.org/10.1086/338208
  • Lockie S, Lyons K, Lawrence G, Grice J, 2004. Choosing organics: a path analysis of factors underlying the selection of organic food among Australian consumers. Appetite 43 (2): 135-146. https://doi.org/10.1016/j.appet.2004.02.004
  • Machleit KA, Eroglu SA, 2000. Describing and measuring emotional response to shopping experience. J Bus Res 49 (2): 101-111. https://doi.org/10.1016/S0148-2963(99)00007-7
  • Mano H, 2004. Emotion and consumption: Perspectives and issues. Motiv Emotion 28 (1): 107-120. https://doi.org/10.1023/B:MOEM.0000027280.10731.76
  • Mitchell R, Hall CM, 2006. Wine tourism research: the state of play. Tourism Rev Int 9 (4): 307-332. https://doi.org/10.3727/154427206776330535
  • Mittal B, 1994. A study of the concept of affective choice mode for consumer decisions. Adv Consum Res 21 (1): 256-263.
  • Molina Collado A, Gómez Rico M, Esteban Talaya A, 2013. Caracterización de visitantes enológicos en España: Un análisis comparativo en cinco denominaciones de origen. J Tourism Anal 0 (15): 87-97.
  • Myrick JG, Wojdynski BW, 2016. Moody news: The impact of collective emotion ratings on online news consumers' attitudes, memory, and behavioral intentions. New Media Soc 18 (11): 2576-2594. https://doi.org/10.1177/1461444815598755
  • Nie P, Zhao X, Yu L, Wang C, Zhang Y, 2015. Social emotion analysis system for online news. 12th Web Inform Syst and Appl Conf (WISA), Jinan (China), Sept 11-13. pp: 43-48. https://doi.org/10.1109/WISA.2015.48
  • Olarte-Pascual C, Pelegrín-Borondo J, Reinares-Lara E, 2016. Cognitive-affective model of acceptance of mobile phone advertising. E M Ekon Manag 4: 134-148. https://doi.org/10.15240/tul/001/2016-4-010
  • Olarte C, Pelegrín J, Reinares E, 2017. Model of acceptance of a new type of beverage: application to natural sparkling red wine. Span J Agric Res 15 (1): e0102. https://doi.org/10.5424/sjar/2017151-10064
  • Oliver RL, Rust RT, Varki S, 1997. Customer delight: foundations, findings, and managerial insight. J Retailing 73 (3): 311-336. https://doi.org/10.1016/S0022-4359(97)90021-X
  • Organ K, Koenig-Lewis N, Palmer A, Probert J, 2015. Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices. Tourism Manage 48: 84-99. https://doi.org/10.1016/j.tourman.2014.10.021
  • Orta MR, Olague JT, Rodríguez MOL, Estrada IC, 2016. Importancia y valoración de los componentes de satisfacción en la experiencia enológica en Valle de Guadalupe Ensenada, Baja California: Contribuciones al proceso de gestión sustentable. J Tourism Anal 22: 39-55.
  • Park CS, 2015. Applying "negativity bias" to Twitter: Negative news on Twitter, emotions, and political learning. Journal of Information Technology & Politics 12 (4): 342-359. https://doi.org/10.1080/19331681.2015.1100225
  • Pelegrín-Borondo J, Juaneda-Ayensa E, González-Menorca L, González-Menorca C, 2015. Dimensions and basic emotions: A complementary approach to the emotions produced to tourists by the hotel. J Vacat Mark 21 (4): 351-365. https://doi.org/10.1177/1356766715580869
  • Pelegrín-Borondo J, Reinares-Lara E, Olarte-Pascual C, Garcia-Sierra M, 2016. Assessing the moderating effect of the end user in consumer behavior: the acceptance of technological implants to increase innate human capacities. Front Psychol 7: 132. https://doi.org/10.3389/fpsyg.2016.00132
  • Pelegrín-Borondo J, Arias-Oliva M, Olarte-Pascual C, 2017a. Emotions, price and quality expectations in hotel services. J Vacat Mark 23 (4): 322-338. https://doi.org/10.1177/1356766716651305
  • Pelegrín-Borondo J, Reinares-Lara E, Olarte-Pascual C, 2017b. Assessing the acceptance of technological implants (the cyborg): Evidences and challenges. Comput Hum Behav 70: 104-112. https://doi.org/10.1016/j.chb.2016.12.063
  • Penz E, Hogg MK, 2011. The role of mixed emotions in consumer behaviour: Investigating ambivalence in consumers' experiences of approach-avoidance conflicts in online and offline settings. Eur J Marketing 45 (1-2): 104-132. https://doi.org/10.1108/03090561111095612
  • Prescott J, 2017. Some considerations in the measurement of emotions in sensory and consumer research. Food Qual Prefer 62: 360-368. https://doi.org/10.1016/j.foodqual.2017.04.005
  • Quiñónez JJ, Bringas NL, Barrios C, 2012. La Ruta del Vino de Baja California. Patrimonio Cultural y Turismo Cuadernos 18: 131-150.
  • Ram J, Corkindale D, Wu ML, 2014. ERP adoption and the value creation: Examining the contributions of antecedents. J Eng Technol Manage 33: 113-133. https://doi.org/10.1016/j.jengtecman.2014.04.001
  • Reinares‐Lara E, Olarte‐Pascual C, Pelegrín‐Borondo J, Pino G, 2016. Nanoimplants that enhance human capabilities: A cognitive‐affective approach to assess individuals' acceptance of this controversial technology. Psychol Market 33 (9): 704-712. https://doi.org/10.1002/mar.20911
  • Rodríguez-Entrena M, Salazar-Ordóñez M, Sayadi S, 2013. Applying partial least squares to model genetically modified food purchase intentions in southern Spain consumers. Food Policy 40: 44-53. https://doi.org/10.1016/j.foodpol.2013.02.001
  • Roldán JL, Sánchez-Franco MJ, 2012. Variance-based structural equation modeling: Guidelines for using partial least squares in information systems research. In: Research methodologies, innovations and philosophies in software systems engineering and information systems; Mora M, Gelman O, Steenkamp A, Raisinghan M (eds.). pp: 193-221. IGI Global, Hershey, PA, USA. https://doi.org/10.4018/978-1-4666-0179-6.ch010
  • Ronteltap A, Van Trijp JCM, Renes RJ, Frewer LJ, 2007. Consumer acceptance of technology-based food innovations: Lessons for the future of nutrigenomics. Appetite 49 (1): 1-17. https://doi.org/10.1016/j.appet.2007.02.002
  • Salazar-Ordóñez M, Schuberth F, Cabrera ER, Arriaza M, Rodríguez-Entrena M, 2018. The effects of person-related and environmental factors on consumers' decision-making in agri-food markets: The case of olive oils. Food Res Int 112: 412-424. https://doi.org/10.1016/j.foodres.2018.06.031
  • Schwarz N, 2000. Emotion, cognition, and decision making. Cognition Emotion 14 (4): 433-440. https://doi.org/10.1080/026999300402745
  • Shepherd R, 2011. Determinants of food choice and dietary change: Implications for nutrition education. In: Linking research, theory and practice; Contento IR (ed.). pp: 30-58. Jones & Bartlett Publ, Sudbury, MA, USA.
  • Shiv B, Fedorikhin A, 1999. Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. J Consum Res 26 (3): 278-292. https://doi.org/10.1086/209563
  • Siegrist M, 2008. Factors influencing public acceptance of innovative food technologies and products. Trends Food Sci Tech 19 (11): 603-608. https://doi.org/10.1016/j.tifs.2008.01.017
  • Silva AP, Jager G, van Bommel R, van Zyl H, Voss HP, Hogg T, de Graaf C, 2016. Functional or emotional? How Dutch and Portuguese conceptualise beer, wine and non-alcoholic beer consumption. Food Qual Prefer 49: 54-65. https://doi.org/10.1016/j.foodqual.2015.11.007
  • Steenkamp JBEM, 1997. Dynamics in consumer behavior with respect to agricultural and food products. In: Agricultural marketing and consumer behavior in a changing world; Wierenga B et al. (eds.). pp: 143-188. Kluwer Acad Publ, Dordrecht. https://doi.org/10.1007/978-1-4615-6273-3_8
  • Thaler RH, 2008. Mental accounting and consumer choice. Market Sci 27 (1): 15-25. https://doi.org/10.1287/mksc.1070.0330
  • Venkatesh V, Davis FD, 2000. A theoretical extension of the technology acceptance model: Four longitudinal field studies. Manage Sci 46: 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  • Wang YJ, Minor MS, Wei J, 2011. Aesthetics and the online shopping environment: Understanding consumer responses. J Retailing 87 (1): 46-58. https://doi.org/10.1016/j.jretai.2010.09.002
  • Watson D, Clark LA, Tellegen A, 1988. Development and validation of brief measures of positive and negative affect: the PANAS scales. J Pers Soc Psychol 54 (6): 1063. https://doi.org/10.1037/0022-3514.54.6.1063
  • Wilkinson SBT, Pidgeon N, Lee J, Pattison C, Lambert N, 2005. Exploring consumer attitudes towards functional foods: a qualitative study. J Nutraceut Funct Med Foods 4 (3-4): 5-28. https://doi.org/10.1300/J133v04n03_02
  • Wine Institute, 2016. The economic impact of the California wine and winegrape industry, 2015. https://www.wineinstitute.org/files/Wine_Institute_2015_Economic_Impact_Highlights.pdf [1 March 2018].
  • Yeh SS, Chen C, Liu YC, 2012. Nostalgic emotion, experiential value, destination image, and place attachment of cultural tourists. In: Advances in hospitality and leisure, pp: 167-187. Emerald Group Publ Ltd, Bingley. https://doi.org/10.1108/S1745-3542(2012)0000008013
  • Yeh TM, Jeng MY, 2015. The visiting motivation, perceived value and future behavioural intentions of winery tourists. Int J Serv Oper Manage 21 (3): 354-369. https://doi.org/10.1504/IJSOM.2015.069653
  • Yeung CW, Wyer Jr RS, 2004. Affect, appraisal, and consumer judgment. J Consum Res 31 (2): 412-424. https://doi.org/10.1086/422119
  • Yu L, Zhifan Y, Nie P, Zhao X, Zhang Y, 2015. Multi-source Emotion tagging for online news. 12th Web Inform Syst Appl Conf (WISA), Jinan (China), Sept 11-13. pp: 49-52. https://doi.org/10.1109/WISA.2015.24
  • Yuan JJ, Morrison AM, Cai LA, Linton S, 2008. A model of wine tourist behaviour: A festival approach. Int J Tour Res 10 (3): 207-219. https://doi.org/10.1002/jtr.651
Fuente de los datos: Dialnet