Abstract
While wine tourism has received ample attention globally including in the United States, and especially in states where climatic conditions enable the growing of Vitis Vinifera varieties, e.g., California., Washington, and Oregon, little attention has been paid to how regional reputation affects wine tourism or how wine tourism affects regional reputation and how this, in turn, impacts consumer preferences, willingness to pay, and purchasing behavior. This becomes even more important in the lesser-known wine regions and/or those where non-traditional grape species may be used, such as New York, Virginia, Pennsylvania, Michigan, and Florida. This study follows a quantitative method approach to achieve the objectives of the study. Cross-sectional survey design is used to collect data from a large sample of US residents. A structured survey was developed on Qualtrics and applied on Amazon MTurk. Seven-point Likert-type scales were used to measure the components of wine region brand equity, namely Familiarity, Image, Quality, Value, and Loyalty. Results will be shared at the conference.
Presenters
Robin M BackRosen College of Hospitality Management, University of Central Florida Asli D.A. Tasci
Professor, Tourism, Events and Attractions, University of Central Florida, Florida, United States Sevil Sonmez
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Changing Dimensions of Contemporary Tourism
KEYWORDS
Wine Regions, Wine Tourism, Quality Perceptions, Consumer Preferences, Purchasing Intentions