当前位置: X-MOL 学术J. Destin. Mark. Manag. › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Customer engagement in domestic wine tourism: The role of motivations
Journal of Destination Marketing & Management ( IF 7.158 ) Pub Date : 2023-01-10 , DOI: 10.1016/j.jdmm.2022.100761
Amy Gaetjens, Armando Maria Corsi, Carolin Plewa

Ascertaining wine tourists' relationship with wine regions, as an outcome of their travel experiences, is an essential element in the longevity of continued consumer-region relationships. However, evaluating this relationship has seen discrepancy with scholars investigating, for example, satisfaction, loyalty and/or behavioural intentions. Moreover, these concepts provide only partial insights into the consumers' ‘connection’ with wine regions, giving a cognitive-based view that does not account for attitudinal factors, time, or depth of interaction between wine tourist and wine region. In response, this research adopts the concept of Customer Engagement (CE), encompassing psychological, emotional and behavioural dimensions. In particular, we examine the role of wine involvement and wine knowledge on customer engagement with wine regions, as well as the mediating role of the motivations. Specifically, wine tourism provides a plethora of exciting and pleasurable activities to all tourists – transcending wine and the cellar door. This research thus investigates both wine and non-wine specific motivations to better understand why wine tourists engage with wine regions. Through the use of structural equation modelling with a sample of 220 survey respondents, the results of this study advance our knowledge regarding the role of motivations, as well as of wine involvement and wine knowledge for customer engagement in the wine tourism context, and in particular in relation to regions.



中文翻译:

客户参与国内葡萄酒旅游:动机的作用

确定葡萄酒游客与葡萄酒产区的关系,作为他们旅行经历的结果,是维持消费者与产区关系长久的重要因素。然而,评估这种关系与调查满意度、忠诚度和/或行为意图等方面的学者存在差异。此外,这些概念仅提供了对消费者与葡萄酒产区“联系”的部分洞察,给出了一种基于认知的观点,并未考虑态度因素、时间或葡萄酒旅游者与葡萄酒产区之间互动的深度。作为回应,本研究采用客户参与 (CE) 的概念,涵盖心理、情感和行为维度。特别是,我们研究了葡萄酒参与度和葡萄酒知识对客户与葡萄酒产区接触的作用,以及动机的中介作用。具体来说,葡萄酒旅游为所有游客提供了大量令人兴奋和愉快的活动——超越了葡萄酒和酒窖。因此,这项研究调查了葡萄酒和非葡萄酒的特定动机,以更好地理解为什么葡萄酒游客与葡萄酒产区互动。通过对 220 名调查受访者的样本使用结构方程模型,本研究的结果提高了我们对动机的作用的认识,以及葡萄酒参与和葡萄酒知识在葡萄酒旅游背景下客户参与的知识,特别是与地区有关。因此,这项研究调查了葡萄酒和非葡萄酒的特定动机,以更好地理解为什么葡萄酒游客与葡萄酒产区互动。通过对 220 名调查受访者的样本使用结构方程模型,本研究的结果提高了我们对动机的作用的认识,以及葡萄酒参与和葡萄酒知识在葡萄酒旅游背景下客户参与的知识,特别是与地区有关。因此,这项研究调查了葡萄酒和非葡萄酒的特定动机,以更好地理解为什么葡萄酒游客与葡萄酒产区互动。通过对 220 名调查受访者的样本使用结构方程模型,本研究的结果提高了我们对动机的作用的认识,以及葡萄酒参与和葡萄酒知识在葡萄酒旅游背景下客户参与的知识,特别是与地区有关。

更新日期:2023-01-11
down
wechat
bug