The international promotion of wine routes is leading to a growing demand for wine tourism activities. More and more tourists are choosing wine tourism as an option when planning their trips. Although the data are encouraging, little is known about the effect that these tourist activities have on wine consumers. This paper shows the effect of the wine tourism experience on a group of consumers. Through an analysis of variance, the results show that by increasing the wine tourism experience, consumers improve their attitudes towards wine, their evaluation of extrinsic and intrinsic attributes and their loyalty towards different wines. In addition, segmentation according to the level of wine tourism experience can help wine marketers to understand their potential audience and market orientation.

葡萄酒路线的国际推广导致对葡萄酒旅游活动的需求不断增长。越来越多的游客在计划旅行时选择葡萄酒旅游作为一种选择。尽管数据令人鼓舞，但人们对这些旅游活动对葡萄酒消费者的影响知之甚少。本文展示了葡萄酒旅游体验对一组消费者的影响。通过方差分析，结果表明，通过增加葡萄酒旅游体验，消费者提高了对葡萄酒的态度、对外在和内在属性的评价以及对不同葡萄酒的忠诚度。此外，根据葡萄酒旅游体验的层次进行细分，可以帮助葡萄酒营销人员了解其潜在受众和市场定位。