Third International Conference on Tourism & Leisure Studies

Abstract

Winescape is a concept similar to wine tourism destination image, where attributes of a wine tourism destination forms a landscape in tourists minds (Bruwer and Lesschaeve, 2012; Bruwer et al., 2015; Quintal et al., 2015; Thomas et al., 2016). The dimensions of wine tourism includes physical and socio-cultural quality regarding the rural character of the landscape (Mitchell, Chraters, and Albrecht, 2012). This study investigates the attributes of Florida winescape with its multidimensional attributes from different tourism paradigms, in relation to tourist motivation, decision-making, and visit experience. Different attributes of winescape may play varying levels of importance in tourists’ motivations and decisions to choose to visit wineries and their experiences with the wineries they visit. A comprehensive content analysis of the wine tourism, destination image, and winescape related articles to identify the common attributes of winescape and winescape attributes specific to Florida. A through list of winescape attributes was developed and pilot tested on a sample of tourists. The results were used to purify the scales. In the main study, the scales were tested for reliability and validity by using exploratory factor analysis and confirmatory factor analysis. The results showed different factors of winescape based on the tourism paradigms as well as product category.