Purpose

This study aims to investigate driving factors for wine tourists to revisit Indian vineyards. It explores the motivation for Indians engaged in wine tourism and specific behaviors related thereto. Framed in the theory of planned behavior, this paper proposes a conceptual model of revisit intentions for wine tourism. This model covers environmental concerns, escapism, countryside lifestyle, entertainment and spillovers of international traveling as direct antecedents for the revisit intentions.

Design/methodology/approach

A quantitative approach was adopted for this research. Data was gathered through a standardized questionnaire from 141 vineyard tourists in Nashik, India and evaluated by fitting a structural equation model.

Findings

Important drivers for wine tourists revisit intentions are countryside lifestyle and spillovers of international travel. Notably, entertainment does not have a significant direct effect, but a substantial impact moderated by escapism. Environmental concerns have a negative impact. The escapism component is the most influential motivation for revisiting the Indian vineyards.

Research limitations/implications

The attractiveness of vineyards visits in contrast to nearby tourist attractions needs to be clarified, e.g. by calibrating gravitation models.

Practical implications

Escapism is a substantial antecedent for the revisit intention of the vineyards while environmental concerns are its major barrier.

Social implications

Countryside lifestyle contributes to overcoming the disadvantage of the contemporary hectic society of the Indian middle class and preserving Indian roots along with modernizing lifestyles.

Originality/value

The first evidence of Indian wine tourists revisits intentions. The current research fills a research gap by examining India’s wine tourism phenomenon.

中文翻译：

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印度对葡萄酒旅游的新热爱：期望和变化的倾析器

目的

本研究旨在调查葡萄酒游客重访印度葡萄园的驱动因素。它探讨了印度人从事葡萄酒旅游的动机及其相关的具体行为。本文以计划行为理论为框架，提出了葡萄酒旅游重游意图的概念模型。该模型涵盖了环境问题、逃避现实、乡村生活方式、娱乐和国际旅行的溢出效应，作为重访意图的直接前因。

设计/方法/方法

本研究采用定量方法。数据是通过来自印度纳西克的 141 名葡萄园游客的标准化问卷收集的，并通过拟合结构方程模型进行评估。

发现

葡萄酒游客重访意图的重要驱动因素是乡村生活方式和国际旅行的溢出效应。值得注意的是，娱乐并没有显着的直接影响，但在逃避现实的情况下会产生实质性的影响。环境问题具有负面影响。逃避现实是重访印度葡萄园最有影响力的动机。

研究限制/影响

与附近的旅游景点相比，葡萄园参观的吸引力需要澄清，例如通过校准引力模型。

实际影响

逃避现实是葡萄园重访意图的重要前提，而环境问题是其主要障碍。

社会影响

农村生活方式有助于克服印度中产阶级当代忙碌社会的不利条件，并在现代化生活方式的同时保留印度根源。

原创性/价值

印度葡萄酒游客的第一个证据重新审视了意图。目前的研究通过检查印度的葡萄酒旅游现象填补了研究空白。