Purpose

Several studies in management science have called for a better understanding of the experience economy approach to develop wine tourism. Few studies, however, have analysed experiential dimensions in the context of French wine-growing regions. The purpose of this paper is to focus on the difference between what wine tourism providers consider relevant in their market offer and what customers expect from their wine tourism experience. A new categorisation of wine tourists’ expectations based on Pine and Gilmore’s (1998) four realms model and Quadri-Felliti and Fiore’s model (2012) are developed.

Design/methodology/approach

A mixed methodology, qualitatively analysing 17 semi-structural interviews with the main wine tourism stakeholders in the Alsace region in north-east France and quantitatively analysing 233 questionnaires on wine tourists’ expectations and behaviours are adopted.

Findings

The study reveals a difference between experiential offers predicated on an educational approach and the explicit expectations of wine tourists (combining aesthetics, conviviality and authenticity, whose central focus is an encounter with the winemaker). Overall, the findings point to a need for greater inclusion of the experiential aspect in the offer designed for wine tourists.

Originality/value

The study identifies a gap between the educational dimension that professionals tend to promote in their offers and the real expectations of wine tourists who express more interest in the aesthetic dimension provided by an attractive visit environment and an enjoyable experience. At the heart of the authentic experience for wine tourists is meeting the winegrower, making authenticity a major factor.

中文翻译：

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审美和欢乐是成功的葡萄酒旅游体验的关键因素

目的

管理科学方面的一些研究要求更好地理解体验经济方法以发展葡萄酒旅游业。然而，很少有研究在法国葡萄酒产区的背景下分析体验维度。本文的目的是着眼于葡萄酒旅游提供商认为与他们的市场报价相关的东西与顾客对葡萄酒旅游经验的期望之间的区别。基于派恩和吉尔莫尔（Pine and Gilmore，1998）的四个领域模型以及Quadri-Felliti和Fiore（2012）的模型，对葡萄酒游客的期望进行了新的分类。

设计/方法/方法

采用混合方法，定性分析了法国东北部阿尔萨斯地区主要葡萄酒旅游利益相关者的17个半结构化访谈，并定量分析了233个关于葡萄酒游客的期望和行为的问卷。

发现

该研究表明，以教育方式提供的体验性报价与葡萄酒游客的明确期望之间存在差异（结合美学，欢乐和真实性，其主要重点是与酿酒师的相遇）。总体而言，调查结果表明，在为葡萄酒游客设计的优惠中需要更多地包含体验方面的内容。

创意/价值

该研究确定了专业人士倾向于提供的教育方面与葡萄酒游客的真实期望之间的差距，葡萄酒游客对有吸引力的访问环境和愉悦的体验所提供的美学方面表现出更多的兴趣。对葡萄酒游客来说，真实体验的核心是与酿酒师会面，这使真实性成为一个主要因素。