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
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Revue:
Spanish journal of agricultural research

ISSN: 1695-971X,  2171-9292

Année de publication: 2019

Volumen: 17

Número: 1

Type: Article

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DOI: 10.5424/SJAR/2019171-13524 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

D'autres publications dans: Spanish journal of agricultural research

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Résumé

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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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

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