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

Pelegrín, Jorge ^[1] ; González-Menorca, Carlos ^[2] ; Meraz, Lino ^[3]
1. [1] Universidad de La Rioja
  
  Universidad de La Rioja
  
  Logroño, España
2. [2] Universidad Internacional de La Rioja
  
  Universidad Internacional de La Rioja
  
  Logroño, España
3. [3] Universidad Autónoma de Baja California
  
  Universidad Autónoma de Baja California
  
  México
Mostrar afiliaciones +
Localización: Spanish journal of agricultural research, ISSN-e 2171-9292, ISSN 1695-971X, Vol. 17, Nº. 1, 2019
Idioma: inglés
Enlaces
- Texto completo (pdf)

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.