Wine tourism: wine and wine tourism experience. new tools for its characterisation and measurement in Porto and Madeira wine

UNIVERSITY OF SEVILLE Faculty of Tourism and Finance Interuniversity Doctorate in Tourism WINE TOURISM: WINE AND WINE TOURISM EXPERIENCE NEW TOOLS FOR ITS CHARACTERISATION AND MEASUREMENT IN PORTO AND MADEIRA WINE DOCTORAL THESIS (by compendium of publications) Doctoral student: Vasco Ribeiro dos Santos Directors: Dr. Enrique Luis Santos-Pavón Dr. Nuno Miguel Castanheira Almeida Dr. Paulo Matos Graça Ramos Seville, 2020 Vasco Ribeiro dos Santos as a PhD in Business Sciences with specialization in Marketing, MSc in Marketing and Tourism Promotion and BA in Hospitality Management presents this thesis by compendium of publications for the Doctor degree in Tourism, in the line of research in Local Society and Impacts of Tourism and mention of International Doctorate, under the supervision and co-supervision of: Director and Tutor of the Thesis Dr. Enrique Luis Santos-Pavón Department of Physical Geography and Regional Geographical Analysis University of Seville Director of the Thesis Dr. Nuno Miguel Castanheira Almeida Coordinator of the Master in Marketing and Tourism Promotion at Polytechnic of Leiria Director of the Thesis Dr. Paulo Matos Graça Ramos Auxiliary Professor at Universidade Fernando Pessoa and Universidade Lusíada Norte Coordinator of the Thesis Dr. José Luis Jiménez Caballero PhD Tourism Programme Vice-Coordinator University of Seville DOCTORAL THESIS SEVILLE, 2020 FACULTY OF TOURISM AND FINANCE UNIVERSITY OF SEVILLE INTERUNIVERSITY DOCTORATE IN TOURISM WINE TOURISM: WINE AND WINE TOURISM EXPERIENCE NEW TOOLS FOR ITS CHARACTERISATION AND MEASUREMENT IN PORTO AND MADEIRA WINE Thesis (by compendium of publications) presented by Vasco Ribeiro dos Santos to attain the Doctor degree in Tourism (Research line: Local Society and Impacts of Tourism) Vasco Ribeiro dos Santos Seville, 2020 Acknowledgments First of all, I wish to thank all the unconditional support and encouragement, given by my parents, Manuel Santos and Francelina Ribeiro, and brother, Romeu Santos, by my daughter, Caetana Francisca, and my wife, Ana Vieira, because they are an essential pillar in my education, personal and academic life forever. It is they to whom I owe part of who I am today, including human values, fighting spirit, sacrifice and confidence in what we truly believe. To Mr. Rector of the University of Seville, D. Miguel Ángel Castro Arroyo, and to Mr. Dean of the Faculty of Tourism and Finance: D. Cristóbal Casanueva Rocha, for the opportunity to pursue a doctorate at the of the University of Seville, Faculty of Tourism and Finance, and for the excellent academic services provided as a doctoral student during the Tourism PhD course. I would like to make a very special and deserved acknowledgement to my supervisor, Prof. Dr. Enrique Santos-Pavón, and co-supervisors, Prof. Dr. Nuno Almeida and Prof. Dr. Paulo Ramos, by the constant and high motivation, patience and persistence that they had with me throughout this process and academic path, highlighting the values, rigor and constant requirement that graciously convey me through their mastery. They always believed in me and I have learned to investigate with them, and not stop wanting to investigate... This work is also yours and undoubtedly simultaneously ours! Scientific research needs our continuous contribution and together we will continue to go further! I wish to thank all my colleagues, students, and friends, with whom I had the pleasure of sharing multiple experiences and knowledge, which helped me to evolve as a person and professional. Thank you so much! What peculiar privilege has to be little agitation of the brain which we call thought. (David Hume) vii ABSTRACT This study, conducted using a compendium of published papers corresponding to chapters, aims to contribute to the development of the concept of wine tourist behaviour in the wine tourism area, specifically in the wine and wine tourism experience, by bringing new discussion and empirical evidence. For this, a literature review and content analysis of the main constructs and dimensions, along with an analysis of their combined interaction, was conducted in order to support and perform a segmentation of wine tourists and the development of a scale. This research was undertaken in the framework of wine tourism, mostly related to wine tourist profiling and the wine experience of tourists in the Porto and Madeira wine cellars, respectively. Methodologically, the first chapter is a general review study in which a literature review and content analysis for wine tourism in Portugal is carried out, allowing a better identification of the main challenges, trends and opportunities. The second chapter consists of new evidence of segmentation based on wine product involvement (Porto wine product), focused on the profiling of wine tourists in Porto wine cellars, and the three clusters with high, medium and low wine product involvement levels in particular. For the third chapter, a theoretical and conceptual review is used, within the wine and wine tourism experience, leading the way for the development wine experience in the context of wine tourism activity. In the fourth chapter, a quantitative research is used to measure the holistic behaviour of wine tourists. The wine experience scale was developed using SEM-AMOS software, allowing the validation of this new measurement scale, comprising four major dimensions: wine storytelling, wine tasting excitement, wine involvement, and winescape, tested in Porto and Madeira wine cellars. In the first chapter (scientific paper 1), the findings provided support for the boundaries to identify the main challenges, trends and opportunities in the field of wine tourism in Portugal. The literature review and content analysis produced insights based on benchmarks for the wine tourism industry, and key points that formed the basis of a strategic agenda for future action. In the second chapter (scientific paper 2), the findings sustained the special interest in wine tourist profiling in the Porto wine cellars, and segmentation was stated based on wine product involvement in a set of three clusters – high, medium and low wine product involvement levels, where the main constructs related to wine tourist profile and viii segmentation as well as wine product involvement based on segmentation are interlinked. In the third chapter (scientific paper 3), the theoretical and conceptual review of wine and wine tourism highlighted the current state of the art with an in-depth literature review. This research found that the experience focused on wine and wine tourism requires further exploration and research. Directions and approaches are proposed, demonstrating the need to develop a measurement scale for wine experience in the context of wine tourism activity during the visits. In the fourth chapter (scientific paper 4), a scale was developed and validated, using structural equation modelling (SEM-AMOS), to measure the wine experience of wine tourists, and it was tested in Porto and Madeira wine cellars, revealing the holistic behaviour of wine tourists. Four major underlying wine experience dimensions of local food consumption were labelled: wine storytelling, wine tasting excitement, wine involvement, and winescape. The outcomes and applications of the newly developed scale were addressed and discussed both in terms of theoretical scientific research and managerial implications. The study has methodological research contributions for the scientific community, and direct implications for Porto and Madeira wine cellars. The results led to final conclusions, practical implications for management, and suggestions for future research. Keywords Wine involvement, segmentation, wine tourism, wine tourist, wine experience, theoretical and conceptual review, SEM-AMOS, Porto and Madeira wine cellars. ix RESUMEN Este estudio, realizado a través de un compendio de artículos publicados correspondientes a capítulos, pretende contribuir para el desarrollo del concepto del comportamiento del enoturista en el área del enoturismo, concretamente en la experiencia del enoturismo y en la experiencia vínica, aportando nuevas discusiones y evidencias empíricas. Para ello, se realizó una revisión de la literatura y análisis de contenido de los principales constructos y dimensiones, junto con un análisis de su interacción conjunta, con el fin de apoyar y realizar una segmentación de los enoturistas y el desarrollo de una escala. Esta investigación se llevó a cabo en el ámbito del Enoturismo, fundamentalmente relacionada con el perfil del enoturista y la experiencia vínica de los enoturistas en las bodegas de Vino de Oporto y Madeira, respectivamente. Metodológicamente, el primer capítulo es un estudio de revisión general en el que se realiza una revisión bibliográfica y un análisis de contenido del enoturismo en Portugal, que permite una mejor identificación de los principales retos, tendencias y oportunidades. El segundo capítulo consiste en una nueva evidencia de segmentación basada en la implicación del producto vino (producto de vino de Oporto), centrada en el perfil de los enoturistas en las bodegas de Oporto, y en particular en los tres clústeres con alta, media y baja implicación en el producto vino. Para el tercer capítulo se hace una revisión teórica y conceptual, en el ámbito de la experiencia enoturística, abriendo el camino para el desarrollo de la experiencia del vino en el contexto de la actividad enoturística. En el cuarto capítulo, se utiliza una encuesta cuantitativa para medir el comportamiento holístico de los enoturistas. La escala de experiencia del vino se desarrolló utilizando el software SEM-AMOS, lo que permitió la validación de esta nueva escala de medición, compuesta por cuatro dimensiones principales: storytelling del vino, emoción de la cata de vinos, implicación con el vino y el paisaje del vínica, probado en las bodegas de Oporto y Madeira. En el primer capítulo (artículo científico 1), los resultados obtenidos proporcionaron el soporte para delimitar la identificación de los principales desafíos, tendencias y oportunidades en el área del enoturismo en Portugal. La revisión de la literatura y el análisis de contenido originaron ideas basadas en referencias para la industria del enoturismo y puntos clave que formaron la base de una agenda estratégica para acciones futuras. xvi IV. Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists Journal: Sustainability Title: Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists Authors: Vasco Ribeiro dos Santos, Paulo Matos Graça Ramos, Nuno Miguel Castanheira Almeida, and Enrique Luis Santos-Pavón Volume: 12(9) Pages: 16 Year: 2020 Status: Published Publisher: MDPI DOI: 10.3390/su12198055 Indexing quality: Journal Citation Report (JCR) - Social Science Citation Index (SSCI) Impact factor 2020 = 2.57 Scopus CiteScore Tracker 2020: 3.6 (76.827 citations; 21.564 documents) Quartile: Q1 Journal area: Geography, Planning and Development xvii INDEX INTRODUCTION…………………………………………………………………….………1 i. Justification of the research theme…………………………………………………….1 ii. Objectives of the doctoral thesis…………………………….…………………………3 iii. Methodology of the doctoral thesis…………………………………………………….3 iv. Structure of the doctoral thesis…………………………………………………………6 v. Framework summarizing the logical flow of the scientific papers……….………….9 vi. Research process adopted in the scientific papers………………………………….10 CHAPTER I Scientific Paper 1: Main challenges, trends and opportunities for wine tourism in Portugal ……………………………………………………………………………………..11 CHAPTER II Scientific Paper 2: Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement…………………………………………………………...….21 CHAPTER III Scientific Paper 3: Wine & wine tourism experience: a theoretical and conceptual review……………………………………………………………………………………..…39 CHAPTER IV Scientific Paper 4: Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists…………………………………………………………55 SUMMARY OF THE GLOBAL RESULTS ……………….…………………………….73 i. Main challenges, trends and opportunities for wine tourism in Portugal ….……...73 ii. Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement……………………………………………………………………………...75 iii. Wine and wine tourism experience: a theoretical and conceptual review…...……78 iv. Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists…………………………………………………………………………..80 DISCUSSION OF THE GLOBAL RESULTS…………………….………………………83 i. Main challenges, trends and opportunities for wine tourism in Portugal.…….…...83 ii. Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement……………………………………………………………………………...84 iii. Wine and wine tourism experience: a theoretical and conceptual review….………85 iv. Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists……………………..….………..………………………………..……..86 FINAL CONCLUSIONS……………………………………………………………………89 i. Contributions of the research…………………………………………………..……...89 ii. Methodological contributions of the research……………………………….………..91 iii. Implications for management…………………………….…………………………....92 iv. Research limitations…………………………………………………………………….93 v. Suggestions for future research………………………………………….……………94 xviii 1 INTRODUCTION i. Justification of the research theme Wine tourism as the intersection between tourist and winemaking activities is a theme which has been much explored by the national and international scientific community and this has boosted scientific investigation about this issue. This phenomenon is due to the potential that wine tourism has as a destination and a product, not only as an offer, but as something people are looking for. Thus, wine tourism has demonstrated impact, progress and evolution in the development of the tourist system, mainly because of new perspectives and trends, as well as identified challenges. This theme is relevant due to the recovery and value of historical and cultural heritage of wine cellars, wine houses, farms and wine hotels that have started looking to wine tourism, not only as a complementary activity, but as their central economic activity. The wine industry is probably one of the few activities in the primary sector that continues to show sustainable growth, internally and externally, along with the ability to generate wealth and help fix populations in the interior of Portugal, valuing heritage and landscape. The production of wine states itself as a growing, global industry. Wine tourism units are both a wine touristic destination and a product, which are increasingly visited and appreciated by national and international wine tourists, due to all factors, elements and attributes involving the wine product. Wine tourism experiential activities consist, above all, of wine tastings and visits to cellars, wine houses and wine museums. Currently, wine tourism has provided and boosted the creation of genuine and unique tourist experiences and will continue to do so in the future, with increasingly differentiated and tailor-made experiences. These result from what wine tourism destinations have to offer and they contribute to the constant and increasing catchment, attraction and permanence of national and international wine tourists. Furthermore, these wine tourism experiences are memorable and they contribute to the optimization of the experience, making it more stimulating and enriching. The special interest in the wine tourism theme comes from the ancient practice and long tradition of wine and vineyards, strongly related to the local culture. Wine is the central product of wine tourism, which has an experimental dimension based on the wine tourism experience, and is essentially related to the holistic and hedonic perspective, as it 2 involves sensations, using the five senses: taste, smell, touch, sight and hearing. After all, wine experiences are the core of all wine tourism activity and they are crucial to the wine tourism offer, but are always connected to the place (wine house, cellar, farm, cellar door, among others) and the landscape. Scientific research on wine tourism experiences remains underdeveloped, despite considerable advances in this area. Wine tourism is precisely one of the best examples of this limitation, because academic and scientific research continues to remain very scarce, mainly in the prism of analysis and measurement techniques, particularly scales focused on wine tourism activity, still reflecting in a certain way an underlying and quite sharp dispersion. In practice, wine tourism is seen as a system which is essentially centred on wine tourism activity and experience. In fact, through previous surveys carried out in recent years, it has been found that there are gaps in the scope of wine tourism features and appropriate measurement scales applied to wine tourism, more specifically a scale that measures the experience of wine tourism. The scales that exist in the literature were not designed with the specific purpose of measuring the experience of wine tourism in wine tourism activity. Hence it is necessary to develop a better, more appropriate scale that measures the wine tourism experience. This, therefore, is the first scientific study that demonstrates the need to develop and validate a wine experience measurement scale, thus presenting a new scale, as the result of recent scientific paper, which is, to a large extent, the balance of previous ones. These three scientific articles can be seen as the main antecedents of this. Scientific advancement in the field of wine tourism becomes fortified when it is jointly grounded in the development of new measurement tools understood as anchors of scientific knowledge, as is the case with this new scale that is consciously proposed. The main justification of the research theme to be investigated – wine tourism: wine and wine tourism experience – is the contribution that this proposed theme offers and adds to the scientific community, which is undoubtedly its originality and value, due to its particular approach and respective conceptualization, for the advancement of scientific research in the wine tourism area. 3 ii. Objectives of the doctoral thesis The aim of this research is to contribute to adding better and more advanced scientific knowledge about wine tourism, focused on wine and wine tourism experience in the wine tourism settings, namely wine cellars, in order to enrich the growing body of dominant literature on wine tourism experience. i. To contribute to the enrichment and advancement of wine tourism research in different crossed fields, both wine experience and wine tourism experience, analysing the drivers that boost and map the performance of wine tourists in their visits to and experiences of wine tourism products and destinations; ii. To profile wine tourist segmentation, taking into account the wine product involvement segmentation in Porto wine cellars; iii. To define the boundaries within wine tourism based on the identity of the main challenges, trends and opportunities for wine tourism in Portugal, closing with a strategic agenda and plan for the future, identifying the critical and successful components in the wine tourism industry; iv. To provide a theoretical and conceptual critical analysis of wine and wine tourism experience review with key research directions and future approaches highlighted, in order to acquire further scientific advances related to new measurement tool; v. The construction, development and validation of a new scientific scale to measure the wine experience in the wine tourism context, via a holistic perspective; vi. To provide contributions in terms of the implications for more competitive strategic management and planning of wine tourism destinations, contributing to better integrating wine and wine tourism experience into visits within wine tourism settings, namely wine cellars (as well as in other cellars), wineries, cellar doors, wine hotels and wine estates. iii. Methodology of the doctoral thesis The elaboration of this thesis is based on the system of publication of scientific papers, through the compendium of publications. Within the scope of the scientific methodology used in each of the four papers published, relevance to varied methodologies is given to enrich the research, and is presented as follows: According to the purpose defined in terms of the kind of research developed in the scientific methodology, regarding the scientific paper 1 (Main challenges, trends and opportunities for wine tourism in Portugal) and 3 (Wine and wine tourism experience: a 4 theoretical and conceptual review), the simultaneous use of literature review and content analysis was mandatory. These two methodologies – literature review and content analysis – were applied in this research as an objective and systematic tool, using generalisable descriptions derived from a global review of the dominant prior research approaches for the main wine tourism fields covered within the research, such as: wine tourist, wine tourism experience and wine experience. These two interrelated methodologies presented in paper 1 (Main challenges, trends and opportunities for wine tourism in Portugal) and 3 (Wine and wine tourism experience: a theoretical and conceptual review), represent a major topic on the role of both literature review and content analysis based on definitions, perspectives and detailed studies, respectively. Thus, by integrating the set of studies in terms of themes, it is better positioned to describe current knowledge and practice, evaluate theoretical progress, identify scientific gaps and weak points in the research that remain, and plot a course for future research. Moreover, these methodologies have long been described as vital and popular techniques in the researcher’s toolkit. Methodologically, these two papers demonstrate the effective use of literature review and content analysis through the differentiation of the bibliographic search conducted across different widely referenced databases such as Web of Science, Scopus, SciELO and Google Scholar. Therefore, the literature review and content analysis contributed to a deeper and better understanding of the issues that comprise the amalgam of the dimensions and constructs underlying wine tourism and the wine tourism experience. With regard to the methodology applied in scientific paper 2 (Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement), priority was given to cluster analysis. An exploratory factor analysis and discriminant function were performed with all the wine product involvement items in order to profile the wine tourist based on wine product involvement and they were grouped into segments. Regarding sample design, the data was collected from a target study population of international wine tourists with a minimum age of 18 that were visiting Porto wine cellars. The selfreported questionnaires were applied in five languages: English, Spanish, French, Portuguese and German. In order to achieve a considerable sample size, data was collected in four Porto wine cellars (Graham’s, Taylor’s, Croft and Ramos-Pinto) in three different weeks between late July and September 2018 (the high season, when there is more affluence and attraction with high visitation rates). The choice of a selfadministrated questionnaire (one-to-one site surveys) as the data collection method was 5 due to its great precision and higher response and completion rates, and the advantage of being more “user-friendly”. A total of 918 self-administrated questionnaires were completed and considered valid for data analysis. A list of eight items is considered to measure wine product involvement on the basis that they best represent the product involvement of the wine tourists with Porto wine. These are: (1) I am knowledgeable about wine; (2) Much of my leisure time is devoted to winerelated activities; (3) I have invested a great deal in my interest in wine; (4) Porto wine represents a central life interest for me; (5) For me, the Porto wine tastings are a particularly pleasurable experience; (6) I wish to learn more about wine; (7) I have a strong interest in Porto wine; (8) My interest in Porto wine makes me want to visit the cellars. All items of the wine involvement scale were measured on a Likert scale format (adapted to 7 points: 1 = strongly disagree and 7 = strongly agree), and items were adapted for the wine tourism context, but with minor adaptations. Considering the intent of the scientific paper 4 (Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists), a new measurement scale – Wine Experience Scale – was developed and validated through structural equation modelling (SEM-AMOS). This is the main analysis and validation tool to analyse and evaluate the wine experience of wine tourists in their holistic behaviour perspective. Consequently, in the development process of the scale, for reliability and validity of the procedure of the construction and validation of the scale to be ensured in this current study, four stages were taken into account: 1) domain of construct, 2) item generation, 3) purifying the measurement, and 4) finalising the measurement, comprising the development process of the scale through the major methodological stages focused on in the process. The final survey (multilingual: English, Spanish, French, and Portuguese) was administered by the researcher to a convenience sample of wine tourists visiting Porto and Madeira wine cellars between July and September 2019. A total of 647 selfadministrated questionnaires were considered valid and usable for data analysis. The data analysis was carried out in two stages: An (1) EFA, followed by a (2) confirmatory factor analysis (CFA), using SPSS (version 26) and AMOS (version 26). An exploratory factor analysis (EFA) using the generalised least squares as extraction method with a varimax rotation and Kaiser normalisation was undertaken. A multigroup analysis was also applied to analyse and evaluate how the Porto and Madeira wine cellars differ from 6 each other from the wine tourists’ perspective within these two wine tourism destinations, based on the proposed scale. iv. Structure of the doctoral thesis This doctoral thesis is structured with a general introduction, four chapters, summary and conclusion of the global results, and the final conclusions, briefly presented as follows: Introduction – The general introduction gives the justification of the research theme, the identification of the objectives and explains the methodology used to achieve the outlined goals. This section concludes with a presentation of the structure of this doctoral thesis. Chapter I – Scientific Paper 1 – Main challenges, trends and opportunities for wine tourism in Portugal With the growing demand and consequent improvement in the offer of wine tourism in Portugal, it has become important to project the future of wine tourism, based on the analysis of the current situation of this industry, mainly from a perspective of planning, managerial support, supply, marketing and promotion. Therefore, the main challenges, trends and opportunities of wine tourism are advanced and performed. Chapter II – Scientific Paper 2 – Wine tourist profiling in Porto wine cellars: segmentation based on wine product involvement The second paper appeared following a set of directions for future research in previous paper (scientific paper 1), strictly related to the wine tourist segmentation, and also taking into account the special interest in Porto wine cellars due to their history, always at the international level, regarding wine tourism in the context of its cellars. Thus, and in view of the many thousands of annual visits that the cellars receive, an understanding of the main profile of the wine tourists who visit Porto wine cellars was crucial, not least because there are so many visitors. It was therefore necessary to analyse and evaluate the profile and the segmentation of national and international wine tourists based on the construct – wine involvement – that had the most impact and effect on the flows of visits to this type of wine cellar. This wine – internationally known as Porto wine – is particularly unique, as it is the core product of the cellars and there is no other like it. 7 Chapter III – Scientific Paper 3: Wine & wine tourism experience: a theoretical and conceptual review It has been previously proved (scientific paper 2) that wine tourists are involved with wine and the respective wine cellars, presenting various profiles and segments. As a consequence of this, it was of interest to explore the aspect of the experience associated directly with wine and also wine tourism, which results and predicts wine product involvement as antecedent and precedent. In addition, and as a solid and robust complement, it was mandatory to review the systematic literature on the current state of the art of wine and wine tourism experience, through a theoretical and conceptual review. Chapter IV – Scientific Paper 4: Wine Experience Scale Development: a new strategy to measure wine tourist holistic behaviour This paper came as a direct follow-up to the previous research suggestion (scientific paper 3), which consisted of an approach to construct a new measuring tool applied to the wine experience in wine tourism industry in order to advance a proposal of preliminary selection of five following dimensions of the future scale. Thus, this paper consists of the construction and development a new measurement tool applied to wine tourism, specifically in wine experiences, encapsulating the main four wine experience dimensions: wine storytelling, wine sensory excitement, wine involvement, and winescape. The wine experience of wine tourists can thus be assessed through a holistic approach, in a wine tourism setting. The choice of Porto and Madeira wine cellars is explained due to the fact that these are world-renowned wine tourism destinations. Moreover, this makes these two wine regions the most historically significant regions for fortified wines not only in Portugal, but also globally. Methodologically, the wine experience scale was validated in Porto and Madeira wine cellars, and structural equation modelling (SEM) was applied. Data were collected in these two wine tasting cellars, from two random samples of 647 wine tourists in total, to which structural equation modelling (SEM) was applied. This scale offers a diagnostic protection, entrepreneurs/individuals, partnerships and community involvement and support (Jones et al.,2015). Following this line of thought, Portugal seems to be on the right track: “The wine tourism units introduce a traditional and authentic image of Portugal. However, simultaneously, the modern cellars that have arisen in some wine regions of the country also introduce a more contemporary and technological side. These units also have a relevant role in enriching the tourism experience associated with the discovery of regional territories and cultures”.(Turismo de Portugal, 2014,p.1). The Porto wine cellars can provide a very useful insight and benchmark for other forms of wine tourism in Portugal. They are the oldest and, for many years, the most dynamic driving force in the Portuguese wine tourism sector. They are still a strong and growing wine touristic product, much visited by national and international wine tourists. The relevance of the Porto wine cellars as a product and tourist destination derives from its historical and cultural heritage and its proximity to the city of Porto, now a major Portuguese tourist destination with around 1.6 million tourists (IPDT, 2018). These are key elements and characteristics that continue to make a significant contribution to ensuring that Porto’s wine cellars are a trendy destination. Santos, Ramos and Almeida (2017) conclude that involvement, destination emotions and place attachment are positively related to the behavioural intentions of the wine tourist. Furthermore, they argue that there is a synergetic effect between these constructs that allows for a more holistic view of tourist wine behaviour, reflecting on the specific dynamics of the wine tourist. Hence, it allows us to extrapolate some perspectives relating to the global wine tourism sector in the country that also have more general implications worldwide. Strategic analysis of the worldwide wine tourism system Wine tourism is a modern phenomenon that has relatively recently emerged. In a world context, the European continent was aware of wine tourism and its practice much earlier than other continents. Soon after, the new world appeared and now wine tourism options facilitated by prior investment in wine tourism development. Getz (2000) states that the success of wine tourism depends on the good operation of the components of the wine tourism system. This implies a harmonious integration of consumers’needs and expectations and the resources of the key organizations at wine tourism destinations. Wine tourism has undoubtedly been a trend consolidated by the quality and diversity of the offer. It has, therefore, attracted a growing number of wine tourism operators who visit and explore wine tourism destinations serviced by new products and services and wine tourism destinations that are becoming more competitive and attractive. The future perspective is that wine tourism (wine, gastronomy and accommodation) will have a more prominent presence in the tourism sector. Cellars, wineries, wine estates and winemakers have all invested in an integrated and sustained way in the continuous improvement of their services and associated infrastructures to provide wine tourists with an excellent tourist experience. Getz (2000) emphasizes the importance of wine tourism through the “value chain of wine tourism”: (Stage 1) basic resources, (Stage 2) viticulture, (Stage 3) production of wine (wineries) and (Stage 4) simultaneously comprising wine exports and wine tourism. Moreover, it is possible to make the wine available in the tourist’scountry,asthisisone of the main limitations of selling wine to tourists. Afonso et al. (2018) recently presented relevant results with both marketing and managerial implications with reference to understanding the wine tourists’involvement and motivation to return to a wine region. They suggest that wine tourism managers should promote activities that encourage involvement in wine tourism and participations in wine-related events, such us wine Wine tourism in Portugal 681 festivals. Given this finding, it can be argued that wine tourism should not be solely based on its attractiveness as an offer, but also on the enhancement of tourist demand through its wine activities. The experience and practice of wine tourism can be provided in a number of ways, from events and festivals, cultural and natural heritage, gastronomy, hospitality, wine tasting, visits to wineries and vineyard tours. Getz and Brown (2006, p. 156) argue that core wine products (visitor friendly wineries, knowledgeable winery staff, wine festivals, family wineries), the core destinations appeal (attractive scenery) and the cultural product (unique accommodation with regional character, fine dining and gourmet restaurants, traditional wine villages) are three critical features of the wine tourism experience from a consumer perspective. Perspectives on wine tourism –a new definition Given the array of developments to date, wine tourism is still a broad field of research. For example, a consensus has yet to be agreed regarding its boundaries and the perception and expectations that many tourists have. In Table I, we can find the most cited definitions of wine tourism. Some would put the emphasis on the demand like Getz (2000),Getz et al. (2007) and Hall, et al. (2000), while others define it in terms of the supply of wine related resources and activities offered to the tourists (ECWT, 2006; Brown and Getz, 2005). By far the most holistic definition is by Getz and Brown (2006) and this encompasses both the supply and demand while also defining the main opportunity as of a marketing nature (to promote, educate and sell). Table I. Most cited wine tourism definitions Six mostly cited wine tourism definitions in dominant literature review Definitions Authors “Wine tourism is special-interest travel based on the desire to visit wine producing regions, or in which travellers are induced to visit wine-producing regions, and wineries in particular, while travelling for other reasons” Getz et al. (2007, p. 246) “All activities and tourist resources, leisure and leisure related to the material and immaterial cultures, wine and local gastronomy of their territories” European Charter for Wine Tourism (2006,p.1) “Wine tourism is simultaneously a form of consumer behaviour, a strategy by which destinations develop and market wine-related attractions and imagery, and a marketing opportunity for wineries to educate and to sell their products directly to consumers”; Getz and Brown (2006, p. 147) “The development and marketing of wineries as places to visit, and of destinations based on the appeal of wine” Brown and Getz (2005,p.3) “Visit to vineyards, wineries, festivals and wine shows where wine tasting and/or experiencing the attributes of a wine region are the main motivation factors” Getz (2000,p.3) “Visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors” Hall et al. (2000,p.3) WHATT 10,6 682 So what really is wine tourism? There seems to be a need to develop the concept of wine tourism from the tourist’s perspective and from the main motivations that they seek in terms of involvement and emotions. It is still important to consider how some constraints can affect certain types of tourism, such as wine tourism (Cho et al., 2017). This provides a perspective on the experience that was proposed by Hall et al. (2000). But there are still some behavioural aspects that need to be enhanced. Hence, it is proposed that wine tourism consists of an activity directly related to wine which provides a dynamic and versatile experience that integrates wine culture and heritage, to create emotions, sensations, attachment and sensory impressions through the visit, allowing the wine tourist to become an advocate of that particular cellar, brand or wine region. Wine tourism main trends and opportunities After defining the boundaries and purpose of wine tourism, the next step for managers is to answer to “How can the wine tourism experience be enhanced?”In relation to this, another question also needs to be addressed: “How has the paradigm of the old wine tourism consumer vs new wine tourism consumer changed?”and “What kind of wine tourist do we wish to attract?”In a wine tourism context, attracting the right type of wine tourist seems to be more important than just attracting large numbers. These global questions and their answers are related to perspectives on and the future of wine tourism that are addressed in this paper. The main trends and opportunities that characterize the Portuguese wine tourism sector are presented and listed below, taking into account the supply perspective, governmental support, marketing, promotion and production: Supply: Wine tourism in Portugal has reached a higher level of quality and it’s now more aligned with a modern wine tourism image than before. Wine tourism is a developing product and wine tourism destinations are in high demand –performing much better than expected in recent years. Growth and development of supply and demand is occurring in relation to wine tourism activities and widely known experiences. There is now continuous promotion of wine tourism in some areas of Portugal; for example, wine tourism is now a very significant component of tourism in areas like Douro. Governmental support: Wine tourism is now considered one of the priority areas for governmental action and public policies: as reflected by the allocation of measures, support and financing mechanisms. There has been new EU economic support for wine tourism-related investment. Marketing and promotion: Coordinated actions in digital promotion and in marketing actions reflect the importance of wines in the promotion of wine tourism destinations. Now, most wine producers consider the critical role of wine tourism in their overall promotional effort. Portugal’s wine reputation has grown significantly –as reflected by an increasing number of prizes in the most reputed wine competitions and high scores by the main Wine tourism in Portugal 683 wine reviewers worldwide. This has led to increased demand from the more knowledgeable tourists. Production: Wine production is one of the few activities that continues to assert itself competitively and is capable of generating wealth in the economy, especially in areas where there is limited economic activity. The trends’highlights listed above are based on prior research and on a report on Wine Tourism in Portugal that characterizes supply and demand (2014). A further source is the Book of Good Practices in Wine Tourism (Douro Wine Tourism, 2013) that includes key indicators and principles for good practices in the implementation of wine tourism. Practical suggestions, recommendations and contributions for managers, stakeholders, players and marketers Thewinetourismindustryopinion makers and leaders should analyse and deal with all the main challenges, trends and opportunities that characterize the wine tourism market, focusing their contribution more specifically on the growth and progress of the wine tourism at a global level, by exploring the full range of opportunities that have recently emerged. Regarding the challenges, it might be important to develop a national strategic plan with practical strategic guidelines for the promotion of wine tourism as part of an added value chain. It is important to invest in the facets of wine tourism service and specifically the guides’performance. On-going development is needed in relation to technical knowledge of winemaking, culture and heritage, as well as languages and the diversity and personalization of the guided tours, taking into account the different profiles of the wine tourists. One of the challenges for wine tourism relates to traditional local wine, which is not as well promoted as international products, and so, travellers may still prefer other products, even during their wine tourism visits (Okumus and Cetin, 2018). Given this wine tourism industry analysis and the resulting challenges, trends and opportunities, a set of practical and operational suggestions, recommendations and contributions, based on an APIC model, are now provided: Analysis and control: Evaluate the perceptions of wine tourists according to socio-demographic variables: age, education level, country of origin and job (among others) to develop wine tourist segmentation. Analyse the socio-economic impact of the visits in terms of expenditure, number of visits, duration and nationalities. Explore and analyse the differences and/or similarities of wine tourists from different segmentation perspectives: wine lovers and those who are interested and curious wine tourists (Hall et al.,2000) wine lovers, interested wine connoisseurs, wine novices and hangers-on (Charters and Ali-Knight, 2002). Continuously analyse wine tourism trends, consumption patterns and wine-related travel options to respond quickly. Aim to address information gaps relating to what drives the wine tourist when visiting wine tourism products and destinations (in particular, travel behaviour and predicting the behavioural intentions). WHATT 10,6 684 Improve the infrastructure and conditions of wine tourism units: wineries, cellars, farms, wine service, availability of information, multilingual reception, wine shops [...]. Strengthen tourist information on digital channels and platforms on the provision of wine tourism services (Web channels, social networks and Apps, technological tourism equipment and mobile devices). Planning and implementation: The key point should be to develop a national strategic plan for the promotion of wine tourism in an added value chain, with practical strategic guidelines (this is further explained below). Create, develop and retain the wine brands’loyalty, in order to forge enduring wine consumer relationships; make best use of the attributes and critical success factors of wine tourism products and destinations for the future by emphasizing authenticity, wine cultural and heritage value, cellar doors, wine cellars and vineyard tours, wine tastings, wine activities and events, among others. Wine tour guides should take full advantage of their close contact with wine tourists and visitors to monitor responses so that wine guided tours can be improved for better future engagement. From a marketing point of view, the best fit promotion and positioning strategies for the wine tourism market are needed (strategic, tactical and operational levels). Aim to attain best practices in benchmarking as well as yield management and to maximize gains in sales via wine offers and distinctive services, given that the wine market is increasingly competitive. Promote unique, exclusive and memorable wine experiences (activities in the vineyard, vintage, wine tours, wine tastings, wine events, wine courses, lunches and wine dinners [...]. Explore the potential for cross selling with other offers in the same territory (historical, cultural and landscape heritage, leisure, well-being, nature [...]. Plan for diversified promotional action in priority markets (visits of wine journalists, wine critics, sommeliers, tour operators, social networks, wine and tourism competitions and fairs [...]. Prepare and apply a good practices manual for wine tourism, supported by a wine tourism technical guide. Closing remarks and a strategic agenda for future action Regarding the role and impact of worldwide wine tourism it is evident that distinctive characteristics, attributes and critical success factors, such as authenticity, cultural and heritage value are highly appreciated by wine tourists. In view of this, it is possible to propose an outline agenda for future actions. We believe that there is potential for managers, stakeholders, players, opinion makers/ leaders and marketers to enhance the value of wine tourism by focusing on six key action points: (1) Position indigenous wine tourism as a key strategic sector in the economic policy of emerging countries. Wine tourism in Portugal 685 (2) Create synergistic cooperation amongst public and private decision-makers at each destination. (3) Invest in continuous training of staff to enhance the quality of service, thereby improving the attractiveness of and participation in the wine tourism experience. (4) Involve the local community to foster collaboration and participation in the offer of services and products that support wine tourism activity. (5) Align the tourism destinations’offer to the changing needs, expectations, motivations and travel behaviour of wine tourists and visitors. (6) Ensure sustainability and rationality of wine tourism supply. References Afonso, C., Silva, G., Gonçalves, H. and Duarte, M. (2018), “The role of motivations and involvement in wine tourists’intention to return: SEM and fsQCA findings”,Journal of Business Research, Vol. 89, pp. 313-321. Brown, G. and Getz, D. (2005), “Linking wine preferences to the choice of wine tourism destinations”, Journal of Travel Research, Vol. 43 No. 3, pp. 266-276. Carvalho, P., Salazar, A. and Ramos, P. (2018), “Conceptual model of destination branding: an integrative approach”,21st Academy of Marketing Science World Marketing Congress,Porto, Portugal, June, 2018. Charters, S. and Ali-Knight, J. (2002), “Who is the wine tourist?”,Tourism Management, Vol. 23 No. 3, pp. 311-319. Cho, M., Bonn, M.A. and Brymer, R.A. (2017), “A constraint-based approach to wine tourism market segmentation”,Journal of Hospitality and Tourism Research, Vol. 41 No. 4, pp. 415-444. Costa, J., Gomes, J. and Montenegro, M. (2014), “Conclusion: the context of economic crisis and the image of tourist destinations –challenges and lessons learned”,Worldwide Hospitality and Tourism Themes, Vol. 6 No. 5, pp. 485-490. Douro Wine Tourism (2013), Book of Good Practices in Wine Tourism, Douro: Portugal. European Charter for Wine Tourism (2006), p. 1). Getz, D. (2000), Explore Wine Tourism: management, Development and Destinations, Cognizant, New York, NY. Getz, D. and Brown, G. (2006), “Critical success factors for wine tourism regions: a demand analysis”, Tourism Management, Vol. 27 No. 1, pp. 146-158. Getz, D., Carlsen, J., Brown, G. and Havitz, M. (2007), “Wine tourism and consumers”,InWoodside, A.G. and Martin, D. (Eds), Tourism Management: Analysis, Behaviour and Strategy,CABI, UK, 245-267. Hall, C.M., Sharples, E., Cambourne, B. and Macionis, N. (2000), Wine Tourism Around the World: Development, Management and Markets, Elsevier Butterworth-Heinemann, Oxford. IPDT (2018), Tourism Academy Barometer, IPDT –Institute of Tourism, Porto. Jones, M., Singh, N. and Hsiung, Y. (2015), “Determining the critical success factors of the wine tourism region of Napa from a supply perspective”,International Journal of Tourism Research, No. 7, pp. 261-271. Okumus, B. and Cetin, G. (2018), “Marketing Istanbul as a culinary destination”,Journal of Destination Marketing and Management, Vol. 9, pp. 340-346. WHATT 10,6 686 Santos, V., Ramos, P. and Almeida, P. (2017), “The relationship between involvement, destination emotions and place attachment in the Porto wine cellars”,International Journal of Wine Business Research, Vol. 29 No. 4. Singh, N. and Hsiung, Y. (2016), “Exploring critical success factors for napa’s wine tourism industry from a demand perspective”,Anatolia –An International Journal of Tourism and Hospitality Research, Vol. 27 No. 4, pp. 433-443. Turismo de Portugal (2014), O Enoturismo em Portugal –Caracterização da Oferta e da Procura, Lisboa: Portugal. Corresponding author Paulo Ramos can be contacted at: [email protected] For instructions on how to order reprints of this article, please visit our website: www.emeraldgrouppublishing.com/licensing/reprints.htm Or contact us for further details: [email protected] Wine tourism in Portugal 687 21 CHAPTER II Scientific Paper 2: Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement 22 Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=rana20 Anatolia An International Journal of Tourism and Hospitality Research ISSN: (Print) (Online) Journal homepage: https://www.tandfonline.com/loi/rana20 Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement Vasco Santos , Paulo Ramos , Nuno Almeida , João Marôco & Enrique Santos- Pavón To cite this article: Vasco Santos , Paulo Ramos , Nuno Almeida , João Marôco & Enrique Santos-Pavón (2020): Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement, Anatolia To link to this article: https://doi.org/10.1080/13032917.2020.1802308 Published online: 06 Aug 2020. Submit your article to this journal View related articles View Crossmark data Exploratory factor analysis An exploratory factor analysis (EFA) with a varimax rotation (Wedel & Kamakura, 2000) was performed with all the wine product involvement items. A second EFA using the same criteria was made with the behavioural intention (BI) indicators. This analysis allowed an exploration of latent Table 2. Cluster characterization regarding gender and age of sample participants. Number of the cluster Cluster 1 (MI) Cluster 2 (HI) Cluster 3 (LI) Age N Valid 233 591 66 Omission 2 4 1 Mean 40.65 45.19 36.50 Median 39.00 46.00 33.00 Error deviation 11.738 12.047 13.343 Variance 137.788 145.124 178.038 ANOVA ANOVA between age and cluster: Significance: p =.000 to 35 – younger – N 89 147 38 35 or younger – % 38.2% 24.9% 57.6% 36 to 50 – young adult – N 92 244 18 36 to 50 – % 39.5% 41.3% 27.3% 36 to 50 – adult – N 47 168 9 51 to 65 – % 20.2% 28.4% 13.6% 66 or more – older – N 5 32 1 66 or – % 2.1% 5.4% 1.5% Gender Total – N 234 592 66 Total – Percentage 100.0% 100.0% 100.0% Female – N 118 284 33 Female – Percentage 50.4% 48.0% 50.0% Male – N 116 308 33 Male – Percentage 49.6% 52.0% 50.0% Table 3. Cluster characterization regarding nationality of sample participants. Cluster Cluster 1 Percentage Cluster 2 Percentage Cluster 3 Percentage Valid 100 100 100 Missing 0 0.1 0 Portugal 4.7 2 0 Spain 8.1 12.7 4.5 France 28.9 24.5 17.9 Germany 6.4 7.9 4.5 United Kingdom 8.9 14.4 9 Brazil 5.5 3.7 1.5 Italy 5.5 5.4 9 Japan 7.2 3.7 3 Canada 4.7 2.9 11.9 Netherlands 0.4 5.4 4.5 USA 3.8 3.5 6 Other countries 37.4 34.8 62.7 Wine tourists’ country of origin distribution per cluster was not homogenous; χ 2 (12) = 36.285; p <.001). Table 4. Cluster characterization regarding continent of origin of sample participants. Number of the cluster Cluster 1 Frequency Cluster 1 Percentage Cluster 2 Frequency Cluster 2 Percentage Cluster 3 Frequency Cluster 3 Percentage N Valid 235 100.0 592 100.0 67 100.0 Omission 0 0.0 3 0.1 0 0.0 Europe 173 73.6 491 82.9 43 64.2 North America 20 8.5 38 6.4 12 17.9 South America 13 5.5 22 3.7 1 1.5 Asia 22 9.4 33 5.6 6 9.0 Africa 4 1.7 2 0.3 1 1.5 Australia 3 1.3 6 1.0 4 6.0 ANATOLIA 7 factors defined by the WPI and BI sets of indicators. The values of the Kaiser-Meyer-Olkin (KMO) and Bartlett’s test of sphericity (Hair et al., 2019; Johnson & Bruwer, 2003; Bruwer & Li, 2007) confirmed the sampling adequacy for performing factor analysis. The KMO presented high values for both groups of indicators (0.884 for WPI and 0.789 for BI), which confirmed that EFA is a suitable tool to explore the latent structure of the data. As for Bartlett’s test of sphericity, both groups of indicators have a significance below 0.05, once again indicating relevancy of the EFA. Table 5 presents the EFA results for wine product involvement (WPI). The EFA determined that BI is a single factor construct. Within the two WPI components, an analysis division into two separate factor suggests the existence of a first factor related to the prior knowledge about Porto wine acquired before the visit to the cellars, while the second factor is related to future learning/activities and is more related to a willingness to learn more in the visit. The correlations between these two factors of the WPI and the BI allow us to explore and to find quite significant differences in relations between the three clusters and these factors. The correlation between behavioural intentions and prior acquired knowledge about port wine is weaker in general, but significant and negative with the medium involvement cluster and non-significant in the high and low involvement clusters. This gives evidence for these separate analyses. Regarding the relation Table 5. Exploratory factor analysis of wine product involvement indicators and correlations with behavioural intentions. Factor Matrix a Rotated Factor Matrix b 1 2 1 Prior acquired knowledge 2 Future learning/ activities % of Variance 65.41% 18.86% 44.49% 39.77% WPI1.I am knowledgeable about Porto wine .814 −.377 .857 .266 WPI2.Much of my leisure time is devoted to Porto wine-related activities .858 −.436 .929 .252 WPI3.I have invested a great deal in my interest in Porto wine .871 −.433 .936 .262 WPI4.Porto wine represents a central life interest for me .874 −.380 .903 .304 WPI5.For me the Porto wine tastings are a particularly pleasurable experience .697 .419 .237 .778 WPI6.I wish to learn more about Porto wine .775 .485 .250 .879 WPI7.I have a strong interest in Porto wine .811 .411 .326 .849 WPI8.My interest in Porto wine makes me want to visit the cellars .754 .515 .214 .888 Correlations between factor and behavioural intentions Group Behavioural Intentions All .195** .549** C1: Medium Involvement −.323** .427** C2: High Involvement .030 .296** C3: Low Involvement −.134 .212 Structure Matrix of all Clusters Function 1 Prior acquired knowledge Function 2 Future learning/activities WPI3.I have invested a great deal in my interest in Porto wine .770* −.324 WPI2.Much of my leisure time is devoted to Porto wine-related activities .767* −.437 WPI4.Porto wine represents a central life interest for me .661* −.144 WPI1.I am knowledgeable about Porto wine .425* −.060 WPI8.My interest in Porto wine makes me want to visit the cellars .275 .786* WPI7.I have a strong interest in Porto wine .325 .768* WPI6.I wish to learn more about Porto wine .264 .647* WPI5.For me the Porto wine tastings are a particularly pleasurable experience .220 .461* Pooled within-groups correlations between discriminating variables and standardized canonical discriminant functions. Variables ordered by absolute size of correlation within function. *Largest absolute correlation between each variable and any discriminant function. 8V. SANTOS ET AL. between behavioural intention and future learning/activities, correlations are stronger, but still moderate and it is again in Cluster 1 that the strongest correlation is presented. Discriminant function analysis A discriminant function analysis was performed in order to build a predictive model of group membership, which shows statistically significant differences across the groups (Hair et al., 2019). The results of the discriminant function analysis contribute to an accurate quality performed for validation of the cluster analysis (Carvalho et al., 2015). Regarding the tests of equality of group means, all WPI variables demonstrate significant differences, with WPI2 and WPI3 presenting the greatest discriminatory power (Wilks’ Lambda = 0.153). The correlation matrix points out a strong relationship between WPI3 (I have invested a great deal in my interest in Porto wine) and WPI4 (Porto wine represents a central life interest for me), with 0.638. Regarding Box’s test of equality of covariance matrices, the p value (= < 0.05) suggests there is non-equality of the matrixes of variance-covariance for the groups being studied. The Bartlett test shows the values are similar, therefore with no violation of homogeneity. The first function obtained through the canonical discriminant functions explain 92.6% of the variance of our dependent variable – the clusters with an eigenvalue of 9.214. Table 6 summarizes key data for the WPIs, helping to understand the relative importance of each of them in explaining the predicting variable. WPI2 and WPI3 emerge as the ones with the greatest importance. The canonical discriminant function plot is a visual representation of the two functions generated from the structure matrix of the discriminant analysis. The previous table has the structure matrix for all clusters, identifying two functions. These two functions share the same divisions of indicators as in the rotated varimax factor matrix. Table 6 shows that the centroids from the three clusters groups (means of all variables in each cluster) are fairly detached among each other, suggesting that possible errors of classifications of cases into the clusters are less likely to happen. It is in the Function 1 axis that the differences between clusters are more prominent: Cluster 2 has the highest values, suggesting a stronger correlation to WPI indicators 5 to 8. As for discriminant function 2, all cluster centroids are close to zero indicating that this function does not discriminate the clusters. Hence, this means that Function 1 is the one that best contributed to discrimination. Globally, the empirical findings of this study confirm that it is a sound approach to distinguish different segments/clusters of different wine involvement levels for Porto wine cellars visitors. The results of this study shed light on the different importance and involvement that the Porto wine product has for wine tourists. The results are in line with those of Pomarici et al. (2017), who argued that consumers display different preferences towards wine. And it is common that through the criteria implemented in the various segmentation studies, the consumer profiles may differ considerably (Pomarici et al., 2017). Also, it is in keeping with Nella and Christou’s study (Nella & Christou, 2014) that suggested that it is meaningful to segment winery visitors on the basis of their involvement with wine, supporting that involvement with wine can provide a useful segmentation basis for the wine tourism market. Thus, the results of this study can help reduce the gap in the understanding how different wine involvement profiles may help explain the different types and levels of wine involvement. When the wine product involvement factor of “prior acquired knowledge” about Porto wine, although generally correlating with behavioural intentions, is broken down by cluster, the relationships between them are significantly different. This relationship with the medium involvement clusters is negatively correlated. That might suggest that the higher the involvement (which implies higher and previously acquired knowledge) the lower the behavioural intentions (recommending and returning). That suggest that this segment can consider that there is not much more to learn about Porto wine on a standard visit to a Porto wine cellar. Conversely the experience factor seems to motivate more future behavioural intentions. That implies that the experiential side of the visit, namely the tasting, is critical for enhancing future behaviours. This is reinforced by the fact that for those highly involved with Porto wine (Cluster 2), the acquired ANATOLIA 9 knowledge factor is not associated with future behavioural intentions. Nonetheless the learning activities seems to impact these behavioural intentions, although to a lesser extent than in Cluster 1 (medium involvement). As expected, in the low involvement Cluster (3) there is no significant relation with behavioural intentions. Conclusion and implications Market segmentation based on wine product involvement has been recognized as a valuable tool in profiling and segmentation consumers with similar needs and wants who are very likely to respond and behave in a similar way to marketing promotion and strategies from the wine and wine tourism business. Regarding the conclusions of the previous studies mentioned above in literature review, the findings of this research corroborate and reinforce the need for and high importance of recognition of the different wine involvement target markets. In this case the identification of different profiles of the wine tourists during their visits to the Porto Wine Cellars. This was done through the identification and characterization of different groups of wine tourists according to their wine involvement. Table 6. Key data from canonical discriminant function and plot with canonical discriminant functions. Standardized Canonical Discriminant Function Coefficients Structure Matrix Canonical Discriminant Function Coefficients WPI1.I am knowledgeable about Porto wine .024 .770* .021 WPI2.Much of my leisure time is devoted to Porto wine-related activities .496 .767* .573 WPI3.I have invested a great deal in my interest in Porto wine .418 .661* .489 WPI4.Porto wine represents a central life interest for me .205 .425* .218 WPI5.For me the Porto wine tastings are a particularly pleasurable experience .185 .275 .277 WPI6.I wish to learn more about Porto wine −.013 .325 −.022 WPI7.I have a strong interest in Porto wine .147 .264 .221 WPI8.My interest in Porto wine makes me want to visit the cellars .246 .220 .453 Constant −13.085 10 V. SANTOS ET AL. The main goal of the study was to profile the wine tourists in the Porto wine cellars through segmentation based on wine product involvement. According to the results, three wine tourist clusters were identified in this study according to three clearly different levels of wine involvement: Those with a high wine product involvement (Cluster 2) with a medium wine product involvement (Cluster 1), and with low wine product involvement (Cluster 3). The chi-square test results showed the cluster differences in their behavioural characteristics with the Porto wine involvement. Cluster 1 comprises wine tourists with medium wine product involvement, representing 25.6% of the total sample. Cluster 2 includes wine tourists who were highly involved with Porto wine and accounted for 64.7% of the total sample. Cluster 3 shows the remaining respondents who are characterized by low wine product involvement with the lowest percentage (7.3%). These results demonstrated the main different clusters based on wine product involvement attributes of the wine tourists that visited the Porto wine cellars. The major recommendation of this study, in terms of theoretical and managerial implications, consists of carrying out visits to the cellars on at least two levels. The first should be based on basic level and another for a higher level for connoisseurs. Therefore, it is suggested that the visits should be oriented according to the levels of involvement and knowledge that the visitors have regarding Porto wine. It is, therefore relevant that their level of interest should be assessed before the visit. This allows practical implications to be identified for wine and wine tourism marketing business and strategy management, namely the need to adapt the visits according to different levels of involvement that imply different levels of knowledge and expectations regarding the experiences provided by the visit. The results provide direct implications for managers, tour guides and marketers to a successful targeting of the wine consumers in order to increase sales and positive word-of-mouth. The research has practical implications related to wine tourists’ profile and segmentation to achieve a better competitive positioning of the visits and the wine activities and events. Another targeting strategy for wine cellars could entail the use of the wine cellar experience during the visits as a tool to increase interest among wine tourists. This is particularly relevant for the low and medium involvement levels that could become more involved wine tourists. The wine cellar experience is, consequently, a great opportunity to create a stronger bond between the cellar and the wine tourist. Ultimately, it is possible to uphold that involvement with wine can provide a very useful segmentation basis for the wine tourism market, and can also simultaneously be used as the basic input for newly designing their targeting, positioning and wine marketing mix strategies. Regarding research limitations, the generalization of the results may be limited because the sample and data collection only occurred in a unique geographic and wine tourism point, Porto wine cellars. This study suggests directions for future research. The limitation regarding the identified reduced time period for data collection suggest a longitudinal evaluation of the wine product involvement of the wine tourists in wine tourism, not only in Porto wine cellars, but also in other types of wine products such as the Champagne, Madeira, Bordeaux wine and Mosel wine, among others. Disclosure statement No potential conflict of interest was reported by the authors. Notes on contributors Vasco Santos, PhD in Business Sciences with specialization in Marketing, MSc in Marketing and Tourism Promotion and BA in Hospitality Management. Coordinator Professor of Tourism and Marketing at ISLA Santarém. Coordinator of the Degree in Tourism Management. Researcher in CiTUR – Center for Tourism Research, Development and Innovation. Author of scientific papers and book chapters. Research areas: wine marketing, wine tourism, wine tourist behaviour, employer branding. ANATOLIA 11 Paulo Ramos, PhD Management Sciences University of Porto, MSc Marketing and Product Management, Cranfield University, UK, BA International Relations, Minho University. Assistant Professor at Fernando Pessoa University and Lusíada University. Former Marketing course coordinator in both universities. Guest lecturer in the Catholic University and FCUP. Researcher in CBQF. Member of the editorial board do Journal of Organizational Studies and Innovation, Management and Business Academy, UK. EU project expert and evaluator by appointment of the Northern Regional Coordination Commission (CCRN). Nuno Almeida, PhD in Business Administration with specialization in Marketing and MSc in Economics and Industrial Strategy, both from the University of Coimbra. Professor in the Polytechnic of Leiria he’s Coordinator of the Master Degree in Marketing and Tourism Promotion. Guest professor in different international universities he’s research focus on Marketing, Entrepreneurship and Business Strategies. Coordination Member of the CiTUR – Center for Tourism Research, Development and Innovation. Author of several scientific papers, chapters, and books he has an assortment of communications about new trends in Tourism Marketing. João Marôco, Associate Professor of Statistics and Research Methods at ISPA-Instituto Universitário and a consultant on assessment and statistics of education for the World Bank. From 2014 to 2018 was a member of the Board of Directors of IAVE, I. P. (the Portuguese National Assessment Institute) and National Research Coordinator/National Program Manager for TIMSS, PIRLS, ICILS, and PISA. He has authored more than 300 peer-reviewed papers, 4 books and a dozen book chapters in statistics, psychometrics, biology, and the health sciences. According to Google Scholar, as of July 2020, his academic works have been quoted more than 27 000 times (H=55, I10=175). His main research interests are reading literacy prediction, student engagement and burnout, structural equation modeling and psychometric scale development. Enrique Santos Pavón, is full Professor at University of Sevilla. He is part of the Physical Geography and Regional Geographical Analysis Department, with research interest in geography of tourism, tourism landscapes, tourism planning and typologies of tourist areas. He has published books and papers on rural tourism, urban tourism, coastal tourism, tourism planning and sustainable tourism topics. References Alebaki, M., & Iakovidou, O. (2011). Market segmentation in wine tourism: A comparison of approaches. Tourismos: An International Multidisciplinary Journal of Tourism, 6(1), 123–140. Alonso, A. D. (2009). Are travellers interested in wine tourism in New Zealand? International Journal of Culture, Tourism and Hospitality Research, 3(1), 13–24. https://doi.org/10.1108/17506180910940315 Barber, N., Dodd, T., & Ghiselli, R. (2008a). Capturing the younger wine consumer. Journal of Wine Research, 19(2), 123–141. https://doi.org/10.1080/09571260802622225 Barber, N., Ismail, J., & Dodd, T. (2008b). Purchase attributes of wine consumers with low involvement. Journal of Food Products Marketing, 14(1), 69–86. https://doi.org/10.1300/J038v14n01_05 Brás, J. M., Costa, C., & Buhalis, D. (2013). Network analysis and wine routes: The case of the Bairrada Wine Route. The Service Industries Journal, 30(10), 1621–1641. https://doi.org/10.1080/02642060903580706 Brown, G., & Getz, D. (2005). Linking wine preferences to the choice of wine tourism destinations. Journal of Travel Research, 43(3), 266–276. https://doi.org/10.1177/0047287504272027 Brown, G. P., Havitz, M. E., & Getz, D. (2007). Relationship between wine involvement and wine-related travel. Journal of Travel & Tourism Marketing, 21(1), 31–46. https://doi.org/10.1300/J073v21n01_03 Brunner, T., & Siegrist, M. (2011). A consumer-oriented segmentation study in the Swiss wine market. British Food Journal, 113(3), 353–373. https://doi.org/10.1108/00070701111116437 Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: An experiential view. International Journal of Wine Business Research, 21(3), 235–257. https://doi.org/10.1108/17511060910985962 Bruwer, J., & Buller, C. (2013). Product involvement, brand loyalty, and country-of-origin brand preferences of Japanese wine consumers. Journal of Wine Research, 24(1), 38–58. https://doi.org/10.1080/09571264.2012.717221 Bruwer, J., & Huang, J. (2012). Wine product involvement and consumers’ BYOB behaviour in the South Australian on-premise market. Asia Pacific Journal of Marketing and Logistics, 24(3), 461–481. https://doi.org/10.1108/ 13555851211237911 Bruwer, J., & Johnson, R. (2010). Place-based marketing and regional branding strategy perspectives in the California wine industry. Journal of Consumer Marketing, 27(1), 5–16. https://doi.org/10.1108/07363761011012903 Bruwer, J., & Li, E. (2007). Wine-related lifestyle (WRL) market segmentation: Demographic and behavioural factors. Journal of Wine Research, 18(1), 19–34. https://doi.org/10.1080/09571260701526865 Bruwer, J., Li, E., & Reid, M. (2002). Segmentation of the Australian wine market using a wine-related lifestyle approach. Journal of Wine Research, 13(3), 217–242. https://doi.org/10.1080/0957126022000046510 Bruwer, J., Roediger, B., & Herbst, F. (2017). Domain-specific market segmentation: A wine-related lifestyle (WRL) approach. Asia Pacific Journal of Marketing and Logistics, 29(1), 4–26. https://doi.org/10.1108/APJML-10-2015-0161 12 V. SANTOS ET AL. Bruwer, J., & Thach, L. (2013). Wine tourists’ use of sources of information when visiting a USA wine region. Journal of Vacation Marketing, 19(3), 221–237. https://doi.org/10.1177/1356766712464768 Carvalho, N. B., Rodrigues-Minim, V. P., Nascimento, M., Teixeiria-Ribeiro-Vidigal, M. C., Marques-Ferreira, M. A., Arruda-Gonçalves, A. C., & Minim, L. A. (2015). A discriminant function for validation of the cluster analysis and behavioral prediction of the coffee market. Food Research International, 77(3), 400–407. https://doi.org/10.1016/j. foodres.2015.10.013 Charry, K., Coussement, K., Demoulin, N., & Heuvinck, N. (2016). Marketing research with IBM® SPSS statistics: A practical guide. Routledge. Charters, S., & Ali-Knight, J. (2002). Who is the wine tourist? Tourism Management, 23(3), 311–319. https://doi.org/ 10.1016/S0261-5177(01)00079-6 Charters, S., & Pettigrew, S. (2006). Product involvement and the evaluation of wine quality. Qualitative Market Research: An International Journal, 9(2), 181–193. https://doi.org/10.1108/13522750610658810 Cho, M., Bonn, M. A., & Brymer, R. A. (2017). A constraint-based approach to wine tourism market segmentation. Journal of Hospitality & Tourism Research, 41(4), 415–444. https://doi.org/10.1177/1096348014538049 Cuomo, M. T., Tortora, D., Festa, G., Giordano, A., & Metallo, G. (2016). Exploring consumer insights in wine marketing: An ethnographic research on #winelovers. Psychology & Marketing, 33(12), 1082–1090. https://doi.org/ 10.1002/mar.20942 Dodd, T. H., Pinkleton, B. E., & Gustafson, A. W. (1996). External information sources of product enthusiasts: Differences between variety seekers, variety neutrals, and variety avoiders. Psychology & Marketing, 13(3), 291–304. https://doi.org/10.1002/(SICI)1520-6793(199605)13:3<291::AID-MAR3>3.0.CO;2-7 Domenic, V. C., & Arnie, F. C. (2013). As wine experts disagree, consumers’ taste buds flourish: How two experts rate the 2004 Bordeaux vintage. Journal of Wine Research, 24(4), 311–317. https://doi.org/10.1080/09571264.2013. 837383 Galloway, G., Mitchell, R., Getz, D., Crouch, G., & Ong, B. (2008). Sensation seeking and the prediction of attitudes and behaviors of wine tourists. Tourism Management, 29(5), 950–966. https://doi.org/10.1016/j.tourman.2007.11.006 Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146–158. https://doi.org/10.1016/j.tourman.2004.08.002 Getz, D., & Carlsen, J. (2008). Wine tourism among generations X and Y. Tourism, 56(3), 257–270. https://hrcak.srce. hr/36617 Ghvanidze, S., Velikova, N., Dodd, T. H., & Oldewage-Theron, W. (2019). Are Sustainable consumers health conscious? A segmentation study of wine consumers. Journal of Food Products Marketing, 25(6), 690–711. https://doi.org/10.1080/10454446.2019.1640160 Gómez, M., & Molina, A. (2012). Wine tourism in Spain: Denomination of origin effects on brand equity. International Journal of Tourism Research, 14(4), 353–368. https://doi.org/10.1002/jtr.868 Goodman, S. (2009). An international comparison of retail consumer wine choice. International Journal of Wine Business Research, 21(1), 41–49. https://doi.org/10.1108/17511060910948026 Goodman, S., Lockshin, L., & Cohen, E. (2005). Best-worst scaling: A simple method to determine drinks and wine style preferences. The 2nd International Wine Marketing Symposium Proceedings, Sonoma State University, Sonoma, CA. Gu, Q., Qiu Zhang, H., King, B., & Huang, S. (2018). Wine tourism involvement: A segmentation of Chinese tourists. Journal of Travel & Tourism Marketing, 35(5), 633–648. https://doi.org/10.1080/10548408.2017.1401031 Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. Cengage. Hristov, H., & Kuhar, A. (2014). Young urban adult’s preference for wine attributes applying best-worst scaling: An exploratory study for Republic of Macedonia. Bulgarian Journal of Agricultural Science, 20(3), 541–551. Johnson, T., & Bruwer, J. (2003). An empirical confirmation of wine-related lifestyle segments in the Australian wine market. International Journal of Wine Marketing, 15(1), 5–33. https://doi.org/10.1108/eb008749 Johnson, T., Danner, L., & Bastian, S. E. P. (2017). Consumer segmentation methods for the wine market. In Reference module in food science (pp. 1–6). Elsevier. Kelley, K. M., Bruwer, J., Zelinskie, J., Gardner, D. M., Govindasamy, R., Hyde, J., & Rickard, B. J. (2019). Travel group member type effects in wine tourism: An ECHAID segmentation. Tourism Recreation Research, 44(1), 54–65. https://doi.org/10.1080/02508281.2018.1541578 Kunc, M. H. (2009). Forecasting the development of wine tourism: A case study in Chile. International Journal of Wine Business Research, 21(4), 325–338. https://doi.org/10.1108/17511060911004905 Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22 (1), 41–53. https://doi.org/10.1177/002224378502200104 Lockshin, L., & Corsi, A. M. (2012). Consumer behaviour for wine 2.0: A review since 2003 and future directions. Wine Economics and Policy, 1(1), 2–23. https://doi.org/10.1016/j.wep.2012.11.003 Lockshin, L., Quester, P. G., & Spawton, T. (2001). Segmentation by involvement or nationality for global retailing: A cross-national comparative study of wine shopping behaviours. Journal of Wine Research, 12(3), 223–236. https:// doi.org/10.1080/09571260120106848 Marôco, J. (2018a). Análise Estatística com o SPSS statistics (7.ª ed.). Pêro Pinheiro. ANATOLIA 13 Mitchell, R., Charters, S., & Albrecht, J. N. (2012). Cultural systems and the wine tourism product. Annals of Tourism Research, 39(1), 311–335. https://doi.org/10.1016/j.annals.2011.05.002 Nella, A., & Christou, E. (2014). Segmenting wine tourists on the basis of involvement with wine. Journal of Travel & Tourism Marketing, 31(7), 783–798. https://doi.org/10.1080/10548408.2014.889639 Pickering, G. J., & Hayes, J. E. (2017). Influence of biological, experiential and psychological factors in wine preference segmentation. Australian Journal of Grape and Wine Research, 23(2), 154–161. https://doi.org/10. 1111/ajgw.12266 Pomarici, E., Amato, M., & Vecchio, R. (2016). Environmental friendly wines: A consumer segmentation study. Agriculture and Agricultural Science Procedia, 8, 534–541. https://doi.org/10.1016/j.aaspro.2016.02.067 Pomarici, E., Lerro, M., Chrysochou, P., Vecchio, R., & Krystallis, A. (2017). One size does (obviously not) fit all: Using product attributes for wine market segmentation. Wine Economics and Policy, 6(2), 98–106. https://doi.org/ 10.1016/j.wep.2017.09.001 Quester, P. G., & Smart, J. (1996). Product involvement in consumer wine purchases: Its demographic determinants and influence on choice attributes. International Journal of Wine Marketing, 8(3), 37–56. https://doi.org/10.1108/ eb008661 Ramos, P., Martins, F. V., & Barandas, H. (2011). Differences in the perception on wine main attributes: A comparative view between consumers, producers and intermediaries. OIV Bulletin, 84(967), 271–306. Schäufele, I., & Hamm, U. (2017, March 7-10). Einstellungen und Präferenzen deutscher. In Technische Universität München (ed.), 14. Wissenschaftstagung Ökologischer Landbau (pp. 704–707). Freising-Weihenstephan, Dr. Köster. Schiefer, J., & Fischer, C. (2008). The gap between wine expert ratings and consumer preferences: Measures, determinants and marketing implications. International Journal of Wine Business Research, 20(4), 335–351. https://doi.org/10.1108/17511060810919443 Sharma, P., Singh, S., & Misra, R. (2020). Wine-related lifestyle segmentation in the context of urban Indian consumers. International Journal of Wine Business Research, ahead-of-print No. ahead-of-print. https://doi.org/ 10.1108/IJWBR-05-2019-0036 Thibodeau, M., Bajec, M., & Gary Pickering, G. (2017). Orosensory responsiveness and alcohol behaviour. Physiology & Behavior, 177, 91–98. https://doi.org/10.1016/j.physbeh.2017.04.019 Veal, A. J. (1992). Research methods for leisure and tourism: A practical guide. Pitman. Wedel, M., & Kamakura, W. A. (2000). Market segmentation: Conceptual and methodological foundations (2nd ed.). Kluwer Academic Publishers. Wilson, D., & Schamel, G. (2010). Identifying the events that coincide with growth in wine involvement. In Proceedings of the 5th International Academy of Wine Business Research Conference (pp. 8-10/02). Auckland (New Zealand). Yabin, W., & Li, J. (2019). Segmentation of China’s online wine market based on the wine-related lifestyle. British Food Journal, 122(8), 2385–2401. https://doi.org/10.1108/BFJ-04-2019-0295 Yuan, J., Morrison, A., Cai, L. A., Dodd, T., & Linton, S. (2008). Segmenting wine festival visitors using their personal involvement with wine. In C. M. Hall & L. Sharples (Eds.), Food and wine festivals and events around the world: Development, management and markets (pp. 146–165). Oxford: Butterworth-Heinemann. Yuan, J., So, S., & Chakravarty, S. (2005). To wine or not to wine: Profiling a wine enthusiast for a successful list. Journal of Nutrition in Recipe & Menu Development, 3(3–4), 63–79. https://doi.org/10.1300/J071v03n03_06 14 V. SANTOS ET AL. 38 39 CHAPTER III Scientific Paper 3: Wine & wine tourism experience: a theoretical and conceptual review (Ali-Knight and Carlsen, 2003;Cohen et al., 2013;Asero and Patti, 2009;Mitchell et al., 2012; Ben-Nun and Cohen, 2008;Saayman and Merwe, 2015;Pikkemaat et al.,2009). As a matter of fact, according to the literature review regarding wine tourism experience studies, there are three essential aspects as follows: framework factors, influence factors and success factors (Figure 2). Framework factors refer to wine tourism experience characteristics and their particularities. According to Getz (2000, p. 2), the wine tourism experience is a complete sensorial experience, where we can find the five senses as follows: (1) Taste: wines and regional cuisine and fresh grapes and other regional products; (2) Smell: the land and the grapes, the countryside’s fresh air, wine fermentation, cellars where the wine ages, the cooking, and roses and herbs from the garden; (3) Touch: from the interpretation of wine production processes, the bottle and glass, cooking with wine and grape catching; (4) Sight: the vineyards and the blue sky, unique regional architecture, the people having fun, traditional festivals and wine colours; and (5) Hearing: bottling, opening a bottle of wine, festive music, wine production equipment’s, and cooking and kitchen. It is a culturally authentic experience in an ideal scenario, involving lifestyles that are connected to wine and food; romantic, settled on the notion that wine, food and an attractive atmosphere promote romance; funny; educational, as consumers search to learn the wine culture and the local culture (Getz, 2000, p. 3; Getz and Brown, 2006, p. 156). The wine tourism experience is not only the visit to cellars and wine tastings but also experiencing unique experiences linked to local culture and focussing on authentic (and therefore, unique) experience often grounded in the culture of a region or place. In summary, the wine tourism experience is total and unique, according to the key framework factors pointed out by Carlsen and Charters (2006) and Inácio (2010) as follows: Authenticity: observe and have the opportunity to participate in a productive process of a product, which has a very high social value –the authentic one; Money value: the attributed value is higher than the money value spent in buying and consuming this product; Service interaction: interdependence of all involved agents and actors at the destination place and tourist emission place; Surrounding scenario and atmosphere: landscape and surrounding scenario where it happens; Figure 2. Wine tourism experience analysis aspects Wine tourism experience Framework factors Success factors Influential factors Source: Adapted from Hall et al. (2000), Inácio (2010), Getz and Brown (2006) Wine and wine tourism experience 723 Product offers, goods and services conceptions: which is sold and promised to the tourist; Information dissemination: dissemination of these products and contexts and their effective difference; Personal growth: provided by the learning experience; and Lifestyle: connected to a healthy, elitist lifestyle, with good taste and a cultured class. Contextualizing and analysing the previous factors, the total and unique wine tourism experience demonstrates and implies an equal synergy between all, e.g. implies a series of players, stakeholders, actors and sectors that contribute to it and that also benefit from it (exceptional wine tourism experience). To reinforce this, it is valid both for the person who does it, who manages it and who participates in this concept of experience. In the study and development of wine tourism experiences, it is fundamental to know their influential factors, as wine tourism experience can result in an increase in wine sales, increase in the number of visitors and what is spent in the region (Saayman and Merwe, 2015, p. 373). The wine tourism experience is also a result of the personal characteristics of the consumer; the characteristics of the visited place (location, architecture, decor and hygiene); the visit’s dynamic (socializing with wine personalities, producers and winemakers, other visitors, wine cellar employees, service and developed activities); interaction with other elements of the experience such as hospitality and lodging; characteristics of the visited region (landscape, cultural heritage, festivals and events and other local attractions) (Hall et al.,2000,p.130;Pikkemaat et al.,2009, p. 239; Cohen et al., 2013, p. 3). Success factors of the wine tourism experience Concerning the success factors of the wine tourism experience, after reviewing the work of many authors, Ali-Knight and Carlsen (2003, p. 5), describe some indispensable conditions to offer extraordinary wine tourism experiences such as: memorable experiences that involve the visitor and is an excellent opportunity to increase wine sales; novelty value; provide exceptional experiences, in addition to the wine tastings, for example, visiting the region in a limousine, travelling in a helicopter or hot air balloon above the vineyards; grand events, which will involve and entertain the visitor, attracting different market segments, with different events in the wine region. Including events and festivals in marketing, brand and promotion of wine regions has become quite important, and nowadays, all wine regions have wine festivals or wine tourism events; free wine tastings opportunity, providing an excellent opportunity to build relationships with clients; sensorial experiences, as the tasting becomes a complete sensorial and educational experience too, and the visitor has a positive connection to the place and the wines; include emotion, fun and participation because of customer loyalty. Getz and Brown (2006) examined the critical success factors for wine tourism regions and concluded that the success of the wine tourism experience results from the combination of three core components and their adjacent dimensions as follows: core wine product, core destination appeal; and the cultural product. In their research, specific attention was given to the importance attached by wine consumers to various destination and trip attributes when deciding upon a wine tourism experience. According to their analysis of these critical success factors, it is possible to infer that the success of wine tourism results from the combination of three nuclear components and their adjacent dimensions. WHATT 11,6 724 Correia and Brito (2016) promote the idea of wine tourism as a territorial experience, composed of tangible and intangible components. The traditions, authenticity, atmosphere, culture and interaction were described as the intangible components. As tangible components, the authors consider the producers, wine cellars, restaurants, landscapes and tourism operators. Summarizing, the intangible components, which are linked to each region are essentially connected to cultural and social roots, as well as the atmosphere. Intangible components >traditions >culture >authenticity >interactions >tangible components > producers >landscapes >wine cellars >operators >tourist restaurants from each region. Regarding tangible components, these are directly linked to the stakeholders of the wine tourism activity, such as producers, wine cellars, restaurants, among others. Though there is this division between tangible and intangible, they conclude that one component alone is not enough for wine tourism to be successful. Thus, to create positive dynamics in territories where this activity happens, it is necessary for the two components to be intertwined, so that wine tourism is dependent on cooperative success strategies. Experiential marketing in wine tourism Schmitt (1999) was the pioneer of experiential marketing and the experience model, which covers five strategic experiential modules that marketers can create for customers to offer distinguished experiences as follows: sensory experiences (Sense); affective experiences (Feel); creative cognitive experiences (Think); physical experiences, behaviours and lifestyles (Act); and social-identity experiences that result from relating to a reference group or culture (Relate). Pine and Gilmore (1999) support the “Economy of Experience”theory, which covers four domains or four E’s of the model as follows: entertainment, education, aesthetics and escapist, as in Figure 3, regarding wine tourism activities. Getz (2000) highlights the hedonic perspective and approach, enhancing its particular characteristics because of the fact that it potentiates the elevated involvement of all senses as follows: taste, smell, touch, sight and hearing. According to Getz (2000), wine tourism is intimately related Figure 3. 4E model of the economy of experience in wine tourism activities Wine and wine tourism experience 725 to cuisine and the local experience where it happens. Cohen and Ben-Nun (2009) point out that the main attribute of the wine tourism experience is the wine tasting and production of wine. Wine tourists understand the quality of the service that is experienced while visiting a wine cellar (O’Neil and Charters, 2000). According to Pine and Gilmore (1999), the creation of wine and cuisine experiences implies that wine producers, from a certain wine region or wine tourism destination, should articulate their services as if they were on a theatre stage, and their products are prompts, so as to involve tourists individually, and therefore, create the conditions for a memorable event. The visit to a wine cellar is a holistic experience that can include an aesthetic appreciation of the natural atmosphere, the wine cellar, the cultural and historical context of the wine region, production methods, the search for education and diversity, a sense of belonging to the cellar and the search for authenticity (Charters et al., 2009). The wine tourism experience embraces many characteristics, including a lifestyle experience, education, interaction with art, wine and food, wine tastings and sales at the cellar, walks through the cellars, association with the tourist destination image and a marketing opportunity, which improves the development of economical, social and cultural values of a territory (Charters and Ali-Knight, 2002). Wine routes are a fundamental engine to link wine tourism, activities and traditions, working as a privileged tool to disseminate and promote regional tourism (Getz, 2000). According to Schmitt (2003), the holistic experience lived by the tourist should also be analysed taking into account the convergence between cuisine, wine and tourism. That experience is the result of the interaction between sensorial (senses), affectionate (sensation), cognitive (thoughts), behaviours (actions) and social (relations) experiences. The genuine, endogenous food and wine that represent a place of origin, as well as the landscape and cultural places, are essential elements to build a wine and cuisine experience (Pine and Gilmore, 1999). Finally, it is important to determine the key attributes of the wine tourism experience to understand the behavioural intentions that result in choosing the wine region (Williams, 2001). Conclusions, managerial and practical implications Transversal analysis: from management to research To provide an original, unique and memorable experience, managers, marketers, operators and stakeholders should create a reasonable number of activities related to the most significant and related aspects. In those activities, they must consider the factors, characteristics, dimensions and attributes of wine and wine tourism according to the cellars, cellar doors, vineyards, wineries, wine routes, wine festivals/events, wine hotels, wine museums and wine estates, during the visits. The experiences that emerge from wine tourism activities consist mainly of wine tastings and visits to cellars, wine cellars and wine museums. Nowadays, and probably more so in the future, wine tourism has provided and driven the creation of authentic and genuine, increasingly differentiated and personalized experiences. These experiences alone result from the offer of wine tourism destinations that contribute strategically and effectively to the constant and growing attraction and retention of national and international wine tourism operators. In addition, these wine tourism experiences are memorable for wine tourists and contribute simultaneously to the optimization of the experience, making it more enriching and stimulating. There is no doubt that wine is the core product of wine tourism, which is in itself an experiential dimension, therefore, intimately related to the basis of the wine tourism experience, essentially related to the hedonic perspective, insofar as it involves sensations through all of the five senses as follows: taste, smell, touch, sight and hearing. Together, hedonic experience has been highlighted over time by some researchers. After all, wine WHATT 11,6 726 experiences form the central point of all wine tourism activity and are crucial in the wine tourism supply and the local culture and food connections are enhanced. The knowledge also gained on the visits is relevant, and some of it can be enhanced by certification or at a lower level organizing quizzes for visitors about the wines and the territory. Research on consumer experiences is still rather limited, despite some recent advances in this area and wine tourism is a good example of this limitation. In practice, wine tourism is seen as a system essentially centred on the wine tourism experience. The potential of wine and wine tourism to create experiences has no limits or barriers. Some new experiences like creating own blends or making personalized labels could help to improve the experience, namely, in terms of enhancing the positive and memorable experiences that could be shared with future visitors. Further directions for research Leading the way for wine and wine tourism experience development: what kind of new scientific approach or tool is needed for the future? Wine and wine tourism experience is not a new phenomenon, but measurement research requires further development. Recent research shows gaps in the scope of measurement scales and so more appropriate instruments, applied to the wine touristic activity could be developed. Further, the scales that exist in the literature were not constructed with the specific purpose of measuring wine experience in a wine tourism context. In fact, the main measurement scales for wine and wine tourism experience basically focus on the: customer experience index (Kim et al., 2011;Knutson et al., 2007); service experience quality (Klaus and Maklan, 2012); service experience quality (Chang and Horng, 2010); marketing experience scale (Tsaur et al.,2006;Schmitt,1999, 2003); economic experience model (Pine and Gilmore, 1999); and wine involvement scale (Brown et al., 2006); winescape scale (Thomas et al., 2016); and sensory tourist experience (Agapito et al., 2017). This demonstrates the need to develop a measurement scale for wine experience in the context of wine tourism activity, as a specific measurement scale is needed. Further, a new measuring tool for wine experience in the wine tourism industry could draw on eight dimensions/ attributes as follows: cultural experience; exciting experience; sensory appeal/experience; winescape; wine storytelling; and wine product/activity involvement. These dimensions/attributes for a new wine tourism experience measurement tool are supported by the literature and such a tool would be a useful resource in support of wine tourism activity. References Agapito, D., Pinto, P. and Mendes, J. (2017), “Tourists’memories, sensory impressions and loyalty: in loco and post-visit study in southwest Portugal”,Tourism Management, Vol. 58, pp. 108-118. Alant, K. and Bruwer, J. (2010), “Winery visitation sets: intra-regional spatial movement of wine tourists in branded wine regions”,International Journal of Wine Business Research, Vol. 22 No. 2, pp. 191-210. Wine and wine tourism experience 727 Ali-Knight, J. and Carlsen, J. (2003), “An exploration of the use of ‘extraordinary’experiences in wine tourism”, Proceeding of the International Colloquium in Wine Marketing, Wine Marketing Group, University of South Australia, Adelaide, pp. 1-8. Arnould, E., Price, L. and Zinkhan, G. (2002), Consumers, McGraw-Hill, New York, NY. Asero, V. and Patti, S. (2009), “From wine production to wine tourism experience: the case of Italy”, American Association of Wine Economists –AAWE Working Paper N° 52. Ben-Nun, L. and Cohen, E. (2008), “The perceived importance of the features of wine regions and wineries for tourists in wine regions”,4th International Conference of the Academy of Wine Business Research, Siena. Berry, L.L., Carbone, L.P. and Haeckel, S.H. (2002), “Managing the total customer experience”,MIT Sloan Management Review, Vol. 43 No. 3, pp. 85-89. Brown, G. and Getz, D. (2005), “Linking wine preferences to the choice of wine tourism destinations”, Journal of Travel Research, Vol. 43 No. 3, pp. 66-276. Brown, G.P., Havitz, M.E. and Getz, D. (2006), “Relationship between wine involvement and winerelated travel”,Journal of Travel and Tourism Marketing, Vol. 21, pp. 31--46. Bruwer, J. and Alant, K. (2009), “The hedonic nature of wine tourism consumption: an experiential view”,International Journal of Wine Business Research, Vol. 21 No. 3, pp. 235-257. Bruwer, J. and Reilly, M. (2006), “The power of word-of-mouth communication as an information source for winery cellar door visitors”,Australian and New Zealand Wine Industry Journal, Vol. 21 No. 3, pp. 43-52. Carlsen, J. and Charters, S. (2006), Global Wine Tourism: Research, Management and Marketing, Cabi International, Wallingford. Charters, S. and Ali-Knight, J. (2002), “Who is the wine tourist?”,Tourism Management, Vol. 23 No. 3, pp. 311-319. Charters, S., Fountain, J., Fish, N. (2009), “You felt like lingering ...’: experiencing ‘real’service at the winery tasting room”,Journal of Travel Research, Vol. 48 No. 1, pp. 122-134. Chang, T. and Horng, S. (2010), “Conceptualizing and measuring experience quality: the customer’s perspective”,The Service Industries Journal, Vol. 30 No. 14, pp. 2401-2419. Cohen, J., Cohen, E. and Bruwer, J. (2013), “Wine tourism preferences: developing the wine tourism offer in the Loire valley”,7th AWBR International Conference. Correia, R. and Brito, C. (2016), “Wine tourism and regional development”, in Peris-Ortiz, M., Del Río Rama, M. and Rueda-Armengot, C. (Eds), Wine and Tourism, Springer, Cham, pp. 27-39. Dodd, T. (1995), “Opportunities and pitfalls of tourism in a developing wine industry”,International Journal of Wine Marketing, Vol. 7 No. 1, pp. 5-16. Getz, D. (2000), Explore Wine Tourism: Management, Development, Destinations, Cognizant Communication Corporation, New York, NY. Getz, D. and Brown, G. (2006), “Critical success factors for wine tourism regions: a demand analysis”, Tourism Management, Vol. 27 No. 1, pp. 146-158. Gupta, S. and Vijic, M. (1999), “The context well and dialectical nature of experiences”,in Fitzsimmons, J. and Fitzsimmons, M. (Eds), New Service Development, Sage, Thousand Oaks, CA, pp. 33-51. Hall, C.M. (1996), “Wine tourism in New Zealand”, in Kearsley, G. (Ed.), Proceedings of Tourism Down Under II: Towards a More Sustainable Tourism, Centre for Tourism, University of Otago, Dunedin, pp. 109-119. Hall, C.M., Johnson, G., Cambourne, B., Macionis, N., Mitchell, R. and Sharples, L. (2004), “Wine tourism: an introduction”, in Hall, C.M., Sharples, L., Cambourne, B. and Macionis, N. (Eds), Wine Tourism Around the World. Development, Management and Markets, Butterworth-Heinemann, Oxford, pp. 1-23. WHATT 11,6 728 Hall, C.M., Sharples, E., Cambourne, B. and Macionis, N. (2000), Wine Tourism Around the World: Development, Management and Markets, Elsevier Butterworth-Heinemann, Oxford. Holbrook, M.B. and Hirschman, E.C. (1982), “The experiential aspects of consumption: consumer fantasies, feelings, and fun”,Journal of Consumer Research, Vol. 9 No. 2, pp. 132-140. Inácio, A.I. (2010), “O destino enoturístico: desenvolvimento local e criação de valor”,Journal of Tourism Studies/Cogitur, Revista, Vol. 3, pp. 39-64. Johnson, R. and Bruwer, J. (2007), “Regional Brand image and perceived wine quality: the consumer perspective”,International Journal of Wine Business Research, Vol. 19 No. 4, pp. 276-297. Kim, S., Knutson, B. and Beck, J. (2011), “Development and testing of the consumer experience index (CEI)”,Managing Service Quality: An International Journal, Vol. 21 No. 2, pp. 112-132. Klaus, P. and Maklan, S. (2012), “EXQ: a multiple-item scale for assessing service experience”,Journal of Service Management, Vol. 23 No. 1, pp. 5-33. Knutson, B., Beck, J., Kim, S. and Cha, J. (2007), “Identifying the dimensions of the experience construct”,Journal of Hospitality and Leisure Marketing, Vol. 15 No. 3, pp. 31-47. Lewis, R.C. and Chambers, R.E. (2000), Marketing Leadership in Hospitality, John Wile, New York, NY. Mitchell, R., Hall, C.M. and McIntosh, A. (2000), “Wine tourism and consumer behavior”, in Hall, C.M., Sharples, L., Cambourne, B. and Macionis, N. (Eds), Wine Tourism Around the World: Development, Management and Markets, Butterworth-Heinemann, Oxford, pp. 115-135. Mitchell, R. and Hall, C.M. (2003), “Seasonality in New Zealand winery visitation: an issue of demand and supply”,Journal of Travel and Tourism Marketing, Vol. 14 Nos 3/4, pp. 155-173. Mitchell, R. and Hall, C.M. (2004), “The post-visit consumer behaviour of New Zealand winery visitors”, Journal of Wine Research, Vol. 15 No. 1, pp. 39-50. Mitchell, R., Charters, S. and Albrecht, J.N. (2012), “Cultural systems and the wine tourism product”, Annals of Tourism Research, Vol. 39 No. 1, pp. 311-335. Mueller, H.R. and Scheurer, R. (2004), Tourismus-Destination Als Erlebniswelt: Ein Leitfaden Zur Angebotsinszenierung [Tourism Destination as an Experience World: A Guideline to Stage Experiences], Forschungsinstitut für Freizeit und Tourismus (FIF) der Universität Bern [Research Institute for Leisure and Tourism, University of Berne], Bern. Nowak, L.I. and Newton, S.K. (2006), “Using the tasting room experience to create loyal customers”, International Journal of Wine Marketing, Vol. 18 No. 3, pp. 157-165. O’Neil, M. and Charters, S. (2000), “Service quality at the cellar door: implications for Western Australia’s developing wine tourism industry”,Managing Service Quality: An International Journal, Vol. 10 No. 2, pp. 112-122. Oh, H., Fiore, A.M. and Jeoung, M. (2007), “Measuring experience economy concepts: tourism applications”,Journal of Travel Research, Vol. 46 No. 2, pp. 119-132. Pan, F.C., Su, S.J. and Chiang, C.C. (2008), “Dual attractiveness of winery: atmospheric cues on purchasing”,International Journal of Wine Business Research, Vol. 20 No. 2, pp. 96-110. Pearce, P.L. (1982), “Perceived changes in holiday destinations”,Annals of Tourism Research, Vol. 9 No. 2, pp. 145-164. Pine, D. and Gilmore, J. (1999), The Experience Economy, Harvard Business Press, Boston. Pikkemaat, B., Peters, M., Boksberger, P. and Secco, M. (2009), “The staging of experiences in wine tourism”,Journal of Hospitality Marketing and Management, Vol. 18 Nos 2/3, pp. 237-253, doi: 10.1080/19368620802594110. Pivac, T. (2012), Vinski Turizam Vojvodine, Monografija, Departmanza geografiju, turizam i hotelijerstvo, Novi Sad. Roberts, L. and Sparks, B. (2006), “Enhancing the wine tourism experience: the customers` viewpoint”, in Carlsen, J. and Charters, S. (Eds), Global Wine Tourism: Research, Management and Marketing, CAB International, pp. 47-55. Wine and wine tourism experience 729 Saayman, M. and Merwe, A. (2015), “Factors determining visitors’memorable wine-tasting experience at wineries”,Anatolia, Vol. 26 No. 3, pp. 372-383. Schmitt, B. (2003), Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers, Wile, New York, NY. Schmitt, B.H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, Free Press, New York, NY. Snepenger, D., Snepenger, M., Dalbey, M. and Wessol, A. (2007), “Meanings and consumption characteristics of places at a tourism destination”,Journal of Travel Research, Vol. 45 No. 3, pp. 310-321. Telfer, D.J. (2001), “From a wine tourism village to a regional wine route: an investigation of the competitive advantage of embedded clusters in Niagara, Canada”,Tourism Recreation Research, Vol. 26 No. 2, pp. 23-33. Thomas, B., Quintal, A. and Phau, I. (2016), “Wine tourist engagement with the winescape: scale development and validation”,Journal of Hospitality and Tourism Research, Vol. 42 No. 5, pp. 793-828, doi: 10.1177/1096348016640583. Tsaur, S.H., Chiu, Y.T. and Wang, C.H. (2006), “The visitors behavioral consequences of experiential marketing: an empirical study on Taipei zoo”,Journal of Travel and Tourism Marketing, Vol. 21 No. 1, pp. 47-64, doi: 10.1300/J073v21n01_04. Walls, A., Okumus, F., Wang, Y. and Kwun, D.J.-W. (2011), “Understanding the consumer experience: an exploratory study of luxury hotels”,Journal of Hospitality Marketing and Management, Vol. 20 No. 2, pp. 166-197. Williams, P. (2001), “The evolving images of wine tourism destination”,Tourism Recreation Research, Vol. 26 No. 2, pp. 3-10. Yuan, J., Cai, L.A., Morrison, A.M. and Linton, S. (2008), “A model of wine tourist behaviour: a festival approach”,International Journal of Tourism Research, Vol. 10 No. 3, pp. 207-219. Further reading Mitchell, R.D. and Hall, C.M. (2006), “Wine tourism research: the state of play”,Tourism Review International, Vol. 9 No. 4, pp. 307-332. Shor, N. and Mansfeld, Y. (2010), “Between wine consumption and wine tourism: consumer and spatial behavior of Israeli wine tourists”,Turizam: znanstveno-Stru cni  Casopis, Vol. 57 No. 4, pp. 381-403. Sparks, B. (2007), “Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions”,Tourism Management, Vol. 28 No. 5, pp. 1180-1192. Yuan, J., Cai, L.A., Morrison, A.M. and Linton, S. (2005), “An analysis of wine festival attendees’ motivations: a synergy of wine, travel and special events?”,Journal of Vacation Marketing, Vol. 11 No. 1, pp. 41-58. For instructions on how to order reprints of this article, please visit our website: www.emeraldgrouppublishing.com/licensing/reprints.htm Or contact us for further details: [email protected] WHATT 11,6 730 54 55 CHAPTER IV Scientific Paper 4: Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists Sustainability 2020,12, 8055 6 of 16 To determine the scale dimensions, exploratory factor analysis (EFA) was performed, which is a preliminary technique in the scale development process and construct validation [ 65 ]. An inspection of the strength of the relationship between the items is necessary to assess whether a particular data set is suitable for factor analysis [ 66 ]. It was found that no items had factor loadings lower than 0.4 or cross-loaded on more than one factor. A Cronbach’s alpha reliability score higher than 0.7 indicated that the variables exhibited moderate correlation with their factor groupings and were regarded as internally consistent and stable [ 66 ]. As a result, no items had factor loadings lower than 0.4 or cross-loaded on more than one factor, and therefore no item was eliminated [ 66 ]. A total of 18 items with four constructs remained: Wine tasting excitement, winescape, wine storytelling, and wine involvement. A confirmatory factor analysis (CFA) analysis was then performed to confirm the structure of the scale. Moreover, CFA also evaluates the relationships between observed measures or indicators and latent variables or factors in detail [ 65 ]. CFA was applied, allowing free correlations for the whole sample and for a randomly split subsample. Convergent and discriminant analysis were used to test the scale as well as model fit. The last steps were to test a second-order factor analysis and then the multigroup analysis was applied. Table 1. Initial scale items of wine experience. Dimensions Scale Items Adjusted to Wine Experience Support References Wine Tasting Excitement 1. Tasting this wine in its original wine cellars makes me excited 2. Tasting this wine on holidays helps me to relax 3. Tasting this wine makes me feel exhilarated 4. Tasting this wine on holidays makes me stop worrying about routine [41,67,68]. Winescape 5. This winery landscape has a rural appeal 6. These buildings have historic appeal 7. There is an old-world charm in these wine cellars 8. This architecture gives the winery character [14,23,56,68,69]. Wine Storytelling 9. Stories told about the wine positively influenced the value I attribute to it 10. Stories told about the wine positively influenced the value I attribute to the wine tasting 11. Stories told about the wine positively influenced the value I attribute to this visit 12. Stories told about the wine enabled me to have an enjoyable time 13. Stories told about the wine enabled me to learn ancient facts about wine that I did not know [53,54,70]. Wine Involvement 14. I like to purchase wine to match the occasion 15. For me, drinking this wine gives me pleasure 16. I enjoyed these wine activities which I really wanted to do 17. For me, these wine tastings are a particularly pleasurable experience 18. My interest in this wine makes me want to visit these wine cellars [57,71]. 3.3. Purifying the Measurement The list of resulting measurement items was verified with 379 wine tourists who had visited Madeira and Porto wine cellars, and these items were measured using a seven-point Likert scale, varying from 1 (strongly disagree) to 7 (strongly agree). The final survey (multilingual: English, Spanish, French, and Portuguese) was administered by the researcher to a convenience sample of wine tourists visiting Porto and Madeira wine cellars between July and September 2019. The data analysis was carried out in two stages: An (1) EFA, followed by a (2) confirmatory factor analysis (CFA), using SPSS (version 26) and AMOS (version 26). An exploratory factor analysis (EFA) using the generalised least squares as extraction method with a varimax rotation and Kaiser normalisation was undertaken Sustainability 2020,12, 8055 7 of 16 on the data collected to determine the dimensions of the scale. The criteria used to extract factors was an eigenvalue >1. The EFA was run separately for each factor. The EFA identified four dimensions, explaining 58.94% of overall variance, labelled: (1) Wine tasting excitement, (2) winescape, (3) wine storytelling, and (4) wine involvement. Both Bartlett’s test of sphericity (a statistical test for the presence of correlations among the variables) and the Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy were measured to assess data factorability. A KMO value of 0.942 exceeds the acceptable minimum value, which is 0.6 [ 66 ]. Bartlett’s test of sphericity was found to be significant (p<0.000), within the recommended boundaries (Table 2). The findings presented Cronbach reliability scores ranging from 0.86 to 0.92. In addition, during the factor extraction process, no items were removed. Factor loadings were not revealed to be cross-loaded on different factors, and therefore no item was eliminated. Table 2. Exploratory factor analysis results for the initial measurement scale (wine tourists n=647). Dimensions and Items Factor Loading Mean SD Total Variance Explained (%) Cronbach’s Alpha Wine Tasting Excitement - - - 16.662 0.887 1. Tasting this wine in its original wine cellars makes me excited 0.697 6.23 1.074 - - 2. Tasting this wine on holidays helps me to relax 0.688 5.90 1.281 - - 3. Tasting this wine makes me feel exhilarated 0.725 5.91 1.256 - - 4. Tasting this wine on holidays makes me stop worrying about routine 0.658 5.88 1.414 - - Wine Storytelling - - - 15.952 0.888 1. Stories that the wine tour guide/winemaker/wine producer told about the wine positively influenced the value I attribute to the wine 0.819 6.30 1.014 - - 2. Stories that the wine tour guide/winemaker/wine producer told about the wine positively influenced the value I attribute to the wine tasting 0.770 6.15 0.977 - - 3. Stories that the wine tour guide/winemaker/wine producer told about the wine positively influenced the value I attribute to this visit 0.703 6.21 0.882 - - 4. Stories that the wine tour guide/winemaker/wine producer told about the wine enabled me to have an enjoyable time 0.689 6.22 0.916 - - 5. Stories that the wine tour guide/winemaker/wine producer told about the wine enabled me to learn ancient facts about wine that I did not know 0.691 6.30 1.029 - - Wine Involvement - - - 14.442 0.876 1. I like to purchase wine to match the occasion 0.626 6.16 1.071 - - 2. For me, drinking this wine gives me pleasure 0.677 6.33 0.886 - - 3. I enjoyed these wine activities which I really wanted to do 0.689 6.19 0.926 - - 4. For me, these wine tastings are a particularly pleasurable experience 0.699 6.34 0.857 - - 5. My interest in this wine makes me want to visit these wine cellars 0.534 6.27 1.012 - - Winescape - - - 11.880 0.793 1. This winery landscape has a rural appeal 0.570 6.20 1.017 - - 2. These buildings have historic appeal 0.642 6.40 0.846 - - 3. There is an old-world charm in these wine cellars 0.705 6.27 0.868 - - 4. This architecture gives the winery character 0.585 6.32 0.855 - - KMO: 0.942, Bartlett’s test of sphericity: 7860.099, Sig.: 0.000 Sustainability 2020,12, 8055 8 of 16 4. Results and Discussion 4.1. Sample Profile The sample (Table 3) was balanced in terms of gender, with most visitors from the United Kingdom, France, Portugal, or Germany, and the majority being adults between 25 and 54. The sample had high education levels and a medium- to high-level job standard, and represented the main market in Portugal. Table 3. Socio-demographic profile of the sample—whole data (n=647). Gender Age Education Level Country of Origin Job Male (49.7%) 18–24 years old (7.1%) Less than high school graduate (3.7%) Portugal (8.3%) Spain (5.6%) Businessperson/manager (16%) Freelancer/self-employed (17.9%) Female (50.3%) 25–34 years old (21.3%) 35–44 years old (21%) 45–54 years old (27.8%) 55–64 years old (16%) 65 or >years old (6.8%) High school graduate (18.5%) Degree (43.8%) Master’s degree (27.2%) Doctorate (6.8%) France (24.7%) Germany (7.7%) United Kingdom (25.9%) Other countries (27.8%) Middle/senior employed management (17%) Civil servant (11.4%) Worker (17.4%) Pensioner/retired (4%) Domestic/unemployed (1.5%) Student (6.5%) Other (8.3%) 4.2. Finalising the Measurement Further robust and consistent data collection was carried out to assess the reliability and validity of the measurement scale. Likewise, the data gathered from the sample of wine tourists recruited in Madeira and Porto wine cellars (n=647) was used to accomplish the CFA, because the development sample must be sufficiently large [ 62 , 64 ]. In total, 323 responses were collected in Madeira wine cellars and 324 responses were collected in Porto wine cellars between late July and September 2019 (the high season). Therefore, a total of 647 self-administrated questionnaires were considered valid and usable for data analysis. The confirmatory factor analysis (CFA) was conducted using the generalised least squares method [ 72 , 73 ]. to assess the validity and reliability of the constructs. As result, 18 indicators were retained for inclusion in the final scale (Table 4). The adjustment results improved significantly, yielding the values in Table 4and the adjustment values expressed. As concerns validity and reliability, for the average variance extracted (AVE), the value obtained also exceeds the reference cut-offvalue ( ≥ 0.50) according to the literature [66,70] (Table 5). The overall goodness-of-fit index (Table 5) displayed a suitable level of fit: χ2 =406.302; df =129; p=0.000; χ2 /df =3.15; GFI =0.93; AGFI =0.907; RMSEA =0.058, with the result in keeping with what is suggested in the literature [ 66 ], confirming the scale’s goodness of fit. These results suggest that the proposed model fits well with the empirical data. This study represents one of the first major efforts to propose wine experience factors at wine tourism destinations and, following the accepted scale development procedure [ 62 , 64 ]. developed a measurement scale for wine experience. The final analysis to validate the scale comprises wine storytelling (5 items), wine involvement (5 items), winescape (4 items), and wine tasting excitement (4 items). Sustainability 2020,12, 8055 9 of 16 Table 4. Confirmatory factor analysis results for final measurement scale (wine tourists n=647). Constructs and Indicators St. Regression S.E. C.R. p Stories that the wine tour guide/winemaker/wine producer told about the wine enabled me to learn ancient facts about wine that I did not know <—Wine Storytelling 0.798 - - - Stories that the wine tour guide/winemaker/wine producer told about the wine enabled me to have an enjoyable time <—Wine Storytelling 0.848 0.042 23.778 *** Stories that the wine tour guide/winemaker/wine producer told about wine positively influenced the value I attribute to this visit <—Wine Storytelling 0.826 0.044 22.402 *** Stories that the wine tour guide/winemaker/wine producer told about the wine positively influenced the value I attribute to the wine tasting <—Wine Storytelling 0.88 0.05 22.376 *** Stories that the wine tour guide/winemaker/wine producer told about the wine positively influenced the value I attribute to the wine <—Wine Storytelling 0.891 0.045 25.063 *** Tasting this wine on holidays makes me stop worrying about routine <— Wine Tasting Excitement 0.84 - - - Tasting this wine makes me feel exhilarated <— Wine Tasting Excitement 0.808 0.046 23.441 *** Tasting this wine on holidays helps me to relax <— Wine Tasting Excitement 0.874 0.043 25.592 *** Tasting this wine in its original wine cellars makes me excited <— Wine Tasting Excitement 0.79 0.035 22.06 *** My interest in this wine makes me want to visit these wine cellars <—Wine Involvement 0.773 - - - For me, these wine tastings are a particularly pleasurable experience <—Wine Involvement 0.846 0.044 21.931 *** I enjoyed these wine activities which I really wanted to do <—Wine Involvement 0.833 0.05 21.069 *** For me, drinking this wine gives me pleasure <—Wine Involvement 0.837 0.048 20.021 *** I like to purchase wine to match the occasion <—Wine Involvement 0.841 0.056 21.02 *** This winery landscape has a rural appeal <— Winescape 0.75 - - - These buildings have historic appeal <— Winescape 0.78 0.052 17.594 *** There is an old-world charm in these wine cellars <— Winescape 0.805 0.056 17.29 *** This architecture gives the winery character <— Winescape 0.82 0.055 17.62 *** Notes: *** p-value <0.01. Table 5. Goodness-of-fit indexes for the measurement. Dimensions CR AVE MSV ASV Wine Involvement Wine Storytelling Wine Tasting Excitement Winescape Wine Involvement 0.915 0.683 0.594 0.570 0.826 - - - Wine Storytelling 0.928 0.721 0.527 0.479 0.726 0.849 - - Wine Tasting Excitement 0.897 0.687 0.594 0.537 0.771 0.690 0.829 - Winescape 0.868 0.623 0.590 0.521 0.768 0.659 0.735 0.789 GOF Indexes - X2 Df p-value X2/df GFI AGFI RMSEA Whole sample (n=647) - 406.302 129 *** 3.15 0.93 0.907 0.058 Notes: *** p-value <0.01. Sustainability 2020,12, 8055 10 of 16 The structural equation model and values of standardised structural coefficients are shown in Figure 1. It was proven by the statistical analysis that all dimensions contribute to the definition of the wine experience construct. The evaluation of the significance of a regression coefficient was performed by an analysis of the t-test [ 74 ]. The existence of a significant regression coefficient (the value of t exceeds 1.645) assumed that the relationship between the two latent variables was demonstrated empirically [ 66 ]. In addition, the case of a positive or satisfactory evaluation of adjustment measures confirmed the predictive validity of the model [ 74 ]. In this study, it was assumed that in unilateral cases (direct and positive influence), significant relations would present a t-value of greater than 1.645. Overall, the data supported that wine experience was explained by the four latent factors: Wine storytelling, wine involvement, winescape, and wine tasting excitement. Sustainability 2020, 12, x FOR PEER REVIEW 10 of 16 Table 5. Goodness-of-fit indexes for the measurement. Dimensions CR AVE MSV ASV Wine Involvemen t Wine Storytelling Wine Tasting Excitement Winescape Wine Involvement 0.915 0.683 0.594 0.570 0.826 - - - Wine Storytelling 0.928 0.721 0.527 0.479 0.726 0.849 - - Wine Tasting Excitement 0.897 0.687 0.594 0.537 0.771 0.690 0.829 - Winescape 0.868 0.623 0.590 0.521 0.768 0.659 0.735 0.789 GOF Indexes - X2 Df p-value X2/df GFI AGFI RMSEA Whole sample (n = 647) - 406.302 129 *** 3.15 0.93 0.907 0.058 Notes: *** p-value < 0.01. The structural equation model and values of standardised structural coefficients are shown in Figure 1. It was proven by the statistical analysis that all dimensions contribute to the definition of the wine experience construct. The evaluation of the significance of a regression coefficient was performed by an analysis of the t-test [74]. The existence of a significant regression coefficient (the value of t exceeds 1.645) assumed that the relationship between the two latent variables was demonstrated empirically [66]. In addition, the case of a positive or satisfactory evaluation of adjustment measures confirmed the predictive validity of the model [74]. In this study, it was assumed that in unilateral cases (direct and positive influence), significant relations would present a t-value of greater than 1.645. Overall, the data supported that wine experience was explained by the four latent factors: Wine storytelling, wine involvement, winescape, and wine tasting excitement. Figure 1. Structural equation model of final measurement scale. Figure 1. Structural equation model of final measurement scale. *** p-value <0.01. Following the SEM analysis, variable correlations were tested for invariance among two different groups of wine tourists. A multigroup analysis (Table 6) highlighted how the Porto and Madeira wine cellars differ from each other from the wine tourists’ perspective within these two wine tourism destinations, based on the proposed scale. Overall, the findings supported all the hypothesised relationships in both tourism destinations, which reinforces the consistency of the wine experience scale. The two main differences were wine storytelling and winescape. Wine storytelling by the wine tourists was more evident in Madeira (0.718, p<0.05) than in Porto (0.574, p<0.05). It is expected that this discrepancy was related to greater personalisation of the guided wine tours in Madeira wine cellars as compared to Porto wine cellars. The winescape was more evident in Porto (0.696, p<0.05) than in Madeira (0.655, p<0.05), probably due to the cellar landscape, scenery, ancient architecture, and panoramic views around the cellars. Sustainability 2020,12, 8055 11 of 16 Table 6. Multi group analysis. Dimensions and Constructs - Porto Wine Cellars Madeira Wine Cellars - - - - Estimate pEstimate pz-Score Wine Storytelling <— Wine Experience 0.574 *** 0.718 *** 1.72 * Wine Involvement <— Wine Experience 0.720 *** 0.696 *** −0.273 Winescape <— Wine Experience 0.696 *** 0.655 *** −0.501 Wine Tasting Excitement <— Wine Experience 1.000 - 1.000 - - Wine Storytelling 5 <— Wine Storytelling 1.000 - 1.000 - - Wine Storytelling 4 <— Wine Storytelling 1.137 *** 0.949 0.000 −1.942 * Wine Storytelling 3 <— Wine Storytelling 1.092 *** 0.977 0.000 −1.149 Wine Storytelling 2 <— Wine Storytelling 1.314 *** 1.050 0.000 −2.273 ** Wine Storytelling 1 <— Wine Storytelling 1.327 *** 1.011 0.000 −3.027 *** Wine Tasting Excitement 3 <— Wine Tasting Excitement 1.000 1.000 Wine Tasting Excitement 2 <— Wine Tasting Excitement 1.124 *** 1.011 0.000 −1.349 Wine Tasting Excitement 1 <— Wine Tasting Excitement 0.807 *** 0.718 0.000 −1.261 Wine Involvement 5 <— Wine Involvement 1.000 - 1.000 - - Wine Involvement 4 <— Wine Involvement 0.991 *** 0.953 0.000 −0.423 Wine Involvement 2 <— Wine Involvement 1.031 *** 1.091 0.000 0.589 Wine Involvement 2 <— Wine Involvement 0.885 *** 1.045 0.000 1.652 * Wine Involvement 1 <— Wine Involvement 1.240 *** 1.086 0.000 −1.326 Winescape 1 <— Winescape 1.000 - 1.000 - - Winescape 2 <— Winescape 1.058 *** 0.668 0.000 −3.895 *** Winescape 3 <— Winescape 1.074 *** 0.693 0.000 −3.587 *** Winescape 4 <— Winescape 0.944 *** 0.850 0.000 −0.906 Wine Tasting Excitement 4 <— Wine Tasting Excitement 1.076 *** 1.040 0.000 −0.400 Notes: *** p-value <0.01; ** p-value <0.05; * p-value <0.10. Advancing these results, meaningful conclusions were drawn and explained, and confirm that the dimensions focus on experiential wine tourism in a holistic way, directly demonstrated by the nature of their corresponding items. Thereby, the wine experience is shaped by four dimensions (wine storytelling, wine tasting excitement, wine involvement, and winescape), directly correlated between them in a composite way, justifying their inclusion on the same scale. Moreover, the results identified dimensions with stronger relevance and impact; foremost was wine storytelling, followed by wine involvement and wine tasting excitement (both very close), and finally winescape. These statements underline the premise value of holistic and hedonic wine experience and yield valuable insights through the increased participation of the wine tourists in the visits. Asero and Patti [ 75 ] regarded wine as a decoy that attracted visitors, considering it the soul of the wine tourism, and that it is an experience derived from the hedonic nature of wine tasting [ 76 ]. The wine experience dimensions (wine storytelling, wine tasting excitement, wine involvement, and winescape) fulfil a congruent logic that is undoubtedly justified by the relationship between them as the results suggest. The research results highlight the relevance of these dimensions to provide and guarantee an immersive experience to offer a “best holistic wine experience” to wine tourists and potential visitors. It is noteworthy that the wine tourists appreciate a holistic tourism experience due to interactions with other wine visitors and winery staff[76]. Moreover, these findings align with several studies [3,7,19,22,39,77,78]. 5. Conclusions If tourism is to succeed and expand in the future, new paradigms have to be brought into the field [ 79 ]. Wine tourism as a form of tourism may make a great contribution to the tourism industry and to the development of new experiential paradigms. Such experiences are often offered in small-sized, rural establishments that are linked to nature and offer social distancing. This study has established a reliable and valid 18-item scale composed of four dimensions to measure the wine experience within a wine tourism context. This was applied in two different environments and with both national and international wine tourists. The research clearly highlights the major finding that the wine experience construct is formed by the four dimensions proposed (wine storytelling, wine tasting excitement, wine involvement, and winescape) that simultaneously and accurately depict the wine-related tourism Sustainability 2020,12, 8055 12 of 16 experience as being justified by the significant relationships between dimensions. Wine storytelling appears as a most significant dimension due to the fact that visits to the wine cellars begin and end with the wine tour guide/winemaker/wine producer, where there are authentic stories related to wine and wine tourism, which are much appreciated by wine tourists. The tasting of the wine also creates delight through a wine sensorial excitatory stimulus. It is also common for wine tourists to be involved during the visits where wine tourists appreciate the wine scenery in the cellar winescape. This is the first study demonstrating the combined used of wine experience dimensions in constructing a useful measurement tool. This measurement approach extends this scope because a scale had never been developed to measure the wine experience of wine tourists. Hence, there was the emerging need for development and validation this new scale—the wine experience scale. The study also reinforces the growing literature on wine experience by establishing representative constructs which address research gaps in terms of the lack of a validated scale to evaluate the wine experience. Therefore, the measurement tool proposed in this study provides a procedure for further examination in future wine tourism research. The wine experience dimensions within the wine tourist experience are an important topic in wine tourism research, and thus these dimensions are considered key wine experience drivers, derived from empirical evidence and a holistic approach, understood as essential to more successful and memorable wine experiences for all kinds of wine tourists. It is recognised that wine tourists expect the “best wine experience”. The consistent relationship between the four underlying dimensions was demonstrated, and it was proven that, as a whole, they form the wine experience construct. The main management implications imply that managers should understand how a wine tour experience can be improved across a range of wine dimensions in a highly immersive wine experience, as is the case and example of wine and cultural heritage [ 80 ]. Wine tour guides should take full advantage of their close contact with wine tourists during the visits and should be monitored and more customized, first to reflect on better performance in wine guided tours, and thus achieving a better wine engagement in the future. Hence, exclusive and memorable wine experiences can be promoted as follows: Wine tours, wine tastings, wine events, and wine courses, among others, taking full advantage of the kind of wine tourist profile (e.g., wine lovers, wine interested, and wine curious), according to other studies similar to this one [81]. The results further underline the importance of wine as the main core product in wine tourism experiences. In addition, wine tourists in Madeira and Porto wine cellars retain quite strong, distinctive impressions of each wine cellar-related travel. Notably, there is a growing potential for managers, stakeholders, players, opinion makers/leaders, and marketers to extract benefits from this managerial point of view [ 82 ]. In summary, wine potentiates a multi-experience for wine tourists, so managers can get better results by designing wine and wine tourism products and communication strategies around the main themes linked to each dimension of the wine experience explained in this research, all of which appear to contribute to more complete wine experiences. Regarding the research limitations and suggestions for future research, the period of data collection (during the summer) was short, although it is the time when there is the largest number of wine tourists, which leads to the suggestion for a cross sectional evaluation of wine experience of the wine tourists, for instance every season, and a comparison with other cellars of the new- and old-world wine tourism destinations. In this way, high coverage of the population can be achieved in order to establish the generalisability and consistency of this newly developed and validated scale. Author Contributions: Conceptualization, V.S., P.R., and N.A.; methodology, V.S. and P.R.; validation, V.S. and P.R.; formal Analysis, V.S. and P.R.; investigation, V.S and P.R.; resources, V.S. and N.A.; data curation, V.S. and P.R.; writing—original draft, P.R., V.S., N.A., and E.S.-P. Writing—review & editing, V.S. and P.R. All authors have read and agreed to the published version of the manuscript. Funding: This research was funded by national funds through FCT—Foundation for Science and Technology, IP, within the scope of the reference project UIDB/04470/2020. Acknowledgments: CiTUR—Research, Development and Innovation Center, Polytechnic of Leiria and ISLA Santarém—Higher Institute of Management and Administration of Santarém. Sustainability 2020,12, 8055 13 of 16 Conflicts of Interest: The authors declare no conflict of interest. References 1. INE. Estatísticas do Turismo—2019; INE: Lisbon, Portugal, 2020. 2. Turismo de Portugal. Turismo em Portugal—Vis ã o Geral 2020. Available online: http://www. turismodeportugal.pt/pt/Turismo_Portugal/visao_geral/Paginas/default.aspx (accessed on 28 August 2020). 3. Thanh, T.V.; Kirova, V. Wine tourism experience: A netnography study. J. Bus. Res. 2018 ,83, 30–37. [CrossRef] 4. OIV. Statistical Report on World Vitiviniculture 2019. Available online: http://oiv.int/public/medias/6782/oiv- 2019-statistical-report-on-world-vitiviniculture.pdf (accessed on 19 September 2020). 5. IVDP 2020. Available online: https://www.ivdp.pt/consumidor/vendas-de-vinho-do-porto (accessed on 15 September 2020). 6. Madeira Wine, 2019, 2020. Available online: https://vinhomadeira.com/storage/uploads/statistics/variaohomloga-2019---2020-mercado-comercializao-de-vinho-da-madeira-por-mercado5f297f4254a1a.pdf (accessed on 10 September 2020). 7. Bruwer, J.; Rueger-Muck, E. Wine tourism and hedonic experience: A motivation-based experiential view. Tour. Hosp. Res. 2019,19, 488–502. [CrossRef] 8. Madeira, A.; Correia, A.; Filipe, J. Modelling wine tourism experiences. Anatolia 2019 ,30, 513–529. [CrossRef] 9. Hall, C.M.; Sharples, L.; Cambourne, B.; Macionis, N. Wine Tourism around the World; Butterworth-Heinemann: Oxford, UK, 2000. 10. Yuan, J. A Model of Wine Tourist Behavior: A Festival Approach. Ph.D. Thesis, Indiana Purdue University, West Lafayette, IN, USA, 2004. 11. Sparks, B. Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions. Tour. Manag. 2007,28, 1180–1192. [CrossRef] 12. Bruwer, J. South African wine routes: Some perspective on the wine tourism industry’s structural dimensions and wine tourism product. Tour. Manag. 2003,24, 423–435. [CrossRef] 13. Dodd, T.H.; Yuan, J.; Adams, C.; Kolesnikova, N. Motivations of young people for visiting wine festivals. Event Manag. 2006,10, 23–33. [CrossRef] 14. Thomas, B.; Quintal, V.; Phau, I. Wine Tourist Engagement with the Winescape: Scale Development and Validation. J. Hosp. Tour. Res. 2016,42, 793–828. [CrossRef] 15. Ramos, P.M.G.; Santos, V.R.; Almeida, N. Main challenges, trends and opportunities for wine tourism in Portugal. Worldw. Hosp. Tour. Themes 2018,10, 680–687. [CrossRef] 16. Charters, S.; Fountain, J.; Fish, N. “You Felt Like Lingering...” Experiencing “Real” Service at the Winery Tasting Room. J. Travel Res. 2009,48, 122–134. [CrossRef] 17. Br á s, J.M.; Costa, C.; Buhalis, D. Network analysis and wine routes: The case of the Bairrada Wine Route. Serv. Ind. J. 2010,30/10, 1621–1641. 18. Santos, V.; Almeida, N.; Santos-Pav ó n, E. Wine and wine tourism experience: A theoretical and conceptual review. Worldw. Hosp. Tour. Themes 2019,11, 718–730. [CrossRef] 19. Rach ã o, S.; Breda, Z.; Fernandes, C.; Joukes, V. Food-and-wine experiences towards co-creation in tourism. Tour. Rev. 2020. ahead-of-print. [CrossRef] 20. Yuan, J.; Cai, L.; Morrison, A.M.; Linton, S. A Model of Wine Tourist Behaviour: A Festival Approach. Int. J. Tour. Res. 2008,10, 207–219. [CrossRef] 21. Charters, S.; Ali-Knight, J. Who is the wine tourist? Tour. Manag. 2002,23, 311–319. [CrossRef] 22. Pikkemaat, B.; Peters, M.; Boksberger, P.; Secco, M. The Staging of Experiences in Wine Tourism. J. Hosp. Mark. Manag. 2009,18, 237–253. [CrossRef] 23. Bruwer, J.; Alant, K. The hedonic nature of wine tourism consumption: An experiential view. Int. J. Wine Bus. Res. 2009,21, 235–257. [CrossRef] 24. Garibaldi, R.; Pozzi, A. Creating tourism experiences combining food and culture: An analysis among Italian producers. Tour. Rev. 2018,73, 230–241. [CrossRef] 25. Leri, I.; Theodoridis, P. The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions. Tour. Rev. 2019,74, 480–502. [CrossRef] 26. Leri, I.; Theodoridis, P. How do personality traits affect visitor’s experience, emotional stimulation and behaviour? The case of wine tourism. Tour. Rev. 2020, in-print. [CrossRef] Sustainability 2020,12, 8055 14 of 16 27. Mitchell, R.; Hall, C.M. Wine Tourism Research: The State of Play. Tour. Rev. Int. 2006 ,9, 307–332. [CrossRef] 28. Festa, G.; Vrontis, D.; Thrassou, A.; Ciasullo, M.V. A value co-creation model for wine tourism. Int. J. Manag. Pract. 2015,8, 247–267. [CrossRef] 29. Quadri-Felitti, D.; Fiore, A. Experience economy for understanding wine tourism. J. Vacat. Mark. 2012 ,18, 3–15. [CrossRef] 30. G ó mez, M.; Pratt, M.A.; Molina, A. Wine tourism research: A systematic review of 20 vintages from 1995 to 2014. Curr. Issues Tour. 2018,22, 2211–2249. [CrossRef] 31. Lupton, D. Food, the Body and Self; Sage: London, UK, 1996. 32. Fields, K. Demand for the gastronomy tourism product: Motivational factors. In Tourism and Gastronomy; Routledge: London, UK, 2002; pp. 37–50. 33. Kim, Y.G.; Eves, A.; Scarles, C. Building a model of local food consumption on trips and holidays: A grounded theory approach. Int. J. Hosp. Manag. 2009,28, 423–431. [CrossRef] 34. Urry, J. The Tourist Gaze, 2nd ed.; Sage: London, UK, 2002. 35. Trauer, B.; Ryan, C. Destination image, romance and place experience—An application of intimacy theory in tourism. Tour. Manag. 2005,26, 481–491. [CrossRef] 36. Kim, Y.; Eves, A. Construction and Validation of a Scale to Measure Tourist Motivation to Consume Local Food. Tour. Manag. 2012,33, 1458–1467. [CrossRef] 37. Pan, F.; Su, S.; Chiang, C. Dual attractiveness of winery: Atmospheric cues on purchasing. Int. J. Wine Bus. Res. 2008,20, 95–110. [CrossRef] 38. Godovykh, A.M.; Tasci, A. Customer experience in tourism: A review of definitions, components, and measurements. Tour. Manag. Perspect. 2020,35, 100694. [CrossRef] 39. Agapito, D.; Pinto, D.; Mendes, J. Tourists’ memories, sensory impressions and loyalty: In loco and post-visit study in Southwest Portugal. Tour. Manag. 2017,58, 108–118. [CrossRef] 40. Govers, R.; Go, F.; Kumar, K. Virtual destination image: A new measurement approach. Ann. Tour. Res. 2007 , 34, 977–997. [CrossRef] 41. Pan, S.; Ryan, S. Tourism sense-making: The role of the senses and travel journalism. Travel Tour. Mark. 2009 , 26, 625–639. [CrossRef] 42. Brochado, A.; Stoleriu, O.; Lupu, C. Wine tourism: A multisensory experience. Curr. Issues Tour. 2019 . [CrossRef] 43. Dodd, T.; Gustafson, A. Product, environmental, and service attributes that influence consumer attitudes and purchases at wineries. J. Food Prod. Mark. 1997,4, 41–59. [CrossRef] 44. Bouzdine-Chameeva, T.; Durrieu, F. A sense of place in wine tourism: Differences between local and non-local visitors in Bordeaux region. In Proceedings of the 6th AWBR International Conference, Bordeaux Management School, BEM, Bordeaux, France, 9–10 June 2011; pp. 1–10. 45. Ali-Knight, J.; Carlsen, J. An Exploration of the use of “Extraordinary” Experiences in Wine Tourism. In Proceeding of the International Colloquium in Wine Marketing; Wine Marketing Group, University of South Australia: Adelaide, Australia, 2003; pp. 1–8. 46. Johnson, R.; Bruwer, J. Regional brand image and perceived wine quality: The consumer perspective. Int. J. Wine Bus. Res. 2007,19, 276–297. [CrossRef] 47. Alebaki, M.; Lakovidou, O. Market segmentation in wine tourism: A comparison of approaches, Tourismos. Int. Multidiscip. J. Tour. 2011,6, 123–140. 48. Bruwer, J.; Lesschaeve, I. Wine tourists’ destination region brand image perception and antecedents: Conceptualisation of a winescape framework. J. Travel Tour. Mark. 2012,29, 611–628. [CrossRef] 49. George, B.P. Wine tourist motivation and the perceived importance of servicescape: A study conducted in Goa, India. Tour. Rev. 2006,61, 15–19. [CrossRef] 50. Bruwer, J.; Gross, M.J. A Multilayered Macro Approach to Conceptualizing the Winescape Construct for Wine Tourism. Tour. Anal. 2017,22, 497–509. [CrossRef] 51. Moscardo, G. The Shaping of Tourist Experience: The Importance of Stories and Themes; Channel View Publications: Bristol, UK, 2010; pp. 43–58. 52. O’Neill, M.; Charters, S. Service quality at the cellar door: Implications for Western Australia’s developing wine tourism industry. Manag. Serv. Qual. Int. J. 2000,10, 112–122. [CrossRef] 53. Mora, P.; Livat, F. Does storytelling add value to fine Bordeaux wines? Wine Econ. Policy 2013 ,2, 3–10. [CrossRef] Sustainability 2020,12, 8055 15 of 16 54. Bach, K. Talk about Wine? Wine and Philosophy. A Symposium on Thinking and Drinking; Blackwell Publishing: Oxford, UK, 2008. 55. Mora, P.; Moscarola, J. Representations of the emotions associated with a wine purchasing or consumption experience. Int. J. Consum. Stud. 2012,34, 674–683. [CrossRef] 56. Getz, D.; Brown, G. Critical success factors for wine tourism regions: A demand analysis. Tour. Manag. 2006 , 27, 146–158. [CrossRef] 57. Brown, G.P.; Havitz, M.; Getz, G. Relationship between wine involvement and wine-related travel. J. Travel Tour. Mark. 2007,21, 31–46. [CrossRef] 58. Barber, N.; Ismail, J.; Dodd, T. Purchase attributes of wine consumers with low involvement. J. Food Prod. Mark. 2007,14, 69–86. [CrossRef] 59. Yuan, J.; Cai, L.; Morrison, A.; Linton, S. An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events? J. Vacat. Mark. 2005,11, 41–58. [CrossRef] 60. Sthapit, E.; Chiappa, G.D.; Coudounaris, D.; Björk, P. Tourism experiences, memorability and behavioural intentions: A study of tourists in Sardinia, Italy. Tour. Rev. 2019,75, 533–558. [CrossRef] 61. Santos, V.; Caldeira, A.; Santos, E.; Oliveira, S.; Ramos, P. Wine Tourism Experience in the Tejo Region: The influence of sensory impressions on post-visit behaviour intentions. Int. J. Mark. Commun. New Media, Special Issue 5—Tourism Marketing 2019, 54–75. 62. DeVellis, R.F. Scale Development: Theory and Applications; Sage Publications: London, UK, 2003. 63. Churchill, G. A paradigm for developing better measures of marketing constructs. J. Mark. 1979,16, 4–73. 64. Netemeyer, R.; Bearden, W.; Sharma, S. Scaling Procedures: Issues and Applications; Sage Publications: London, UK, 2003. 65. Brown, T.; Moore, M. Confirmatory factor analysis. In Handbook of Structural Equation Modelling; The Guilford Press: New York, NY, USA, 2012; pp. 361–379. 66. Hair, J.; Black, B.; Babin, R.; Anderson, R.; Tatham, R. Multivariate Data Analysis, 6th ed.; Prentice Hall: New York, NY, USA, 2006. 67. Kim, Y.; Eves, A.; Scarles, C. Empirical verification of a conceptual model of local food consumption at a tourist destination. Int. J. Hosp. Manag. 2013,33, 484–489. [CrossRef] 68. Schmitt, B. Experiential Marketing. J. Mark. Manag. 1999,15, 53–67. [CrossRef] 69. Pine, D.; Gilmore, J. The Experience Economy; Harvard Business Press: Boston, MA, USA, 1999. 70. Lee, Y.; Shin, W. Marketing tradition-bound products through storytelling: A case study of a Japanese sake brewery. Serv. Bus. 2014,9, 281–295. [CrossRef] 71. Ben-Nun, L.; Cohen, E. The perceived importance of the features of wine regions and wineries for tourists in wine regions. In Proceedings of the 4th International Conference of the Academy of Wine Business Research, Siena, Italy, 17–19 July 2008. 72. Anderson, J.; Gerbing, D. Structural equation modeling in practice: A review and recommended two-step approach. Psychol. Bull. 1988,10, 411–423. [CrossRef] 73. Fornell, C.; Larcker, D. Evaluating structural equation models with unobservable and measurement error. J. Mark. Res. 1981,18, 39–50. [CrossRef] 74. Garver, M.; Mentzer, J. Logistics research methods: Employing structural equation modeling to test for construct validity. J. Bus. Logist. 1999,20, 33–57. 75. Asero, V.; Patti, S. From Wine Production to Wine Tourism Experience: The Case of Italy; American Association of Wine Economists, Economic Department, New York University: New York, NY, USA, 2009. 76. Martins, J.; Gonçalves, R.; Branco, F.; Barbosa, L.; Melo, M.; Bessa, M. A multisensory virtual experience model for thematic tourism: A Port wine tourism application proposal. J. Destin. Mark. Manag. 2017 ,6, 103–109. [CrossRef] 77. Sigala, M.; Robinson, R. Wine Tourism Destination Management and Marketing; Palgrave: Cham, Switzerland, 2019. 78. Terziyska, I. Wine Tourism: Critical Success Factors for an Emerging Destination; Gea-Libris: Sofia, Bulgaria, 2020. 79. Costa, C. Tourism planning: A perspective paper. Tour. Rev. 2019,75, 198–202. [CrossRef] 80. Lourenço-Gomes, L.; Pinto, L.M.; Rebelo, J. Wine and cultural heritage. The experience of the Alto Douro Wine Region. Wine Econ. Policy 2015,4, 78–87. [CrossRef] 78 The chi-square test results showed the cluster differences in their behavioural characteristics with Porto wine involvement. Cluster 1 comprises wine tourists with medium wine product involvement, representing 25.6% of the total sample. Cluster 2 includes wine tourists who were highly involved with Porto wine and accounted for 64.7% of the total sample. Cluster 3 shows the remaining respondents who are characterised by low wine product involvement with the lowest percentage (7.3%). These results demonstrated the main different clusters based on wine product involvement attributes of the wine tourists that visited the Porto wine cellars. The results provide direct implications for managers, tour guides and marketers to a successful targeting of the wine consumers in order to increase sales and positive word of mouth. The research has practical implications related to wine tourists’ profile and segmentation to achieve a better competitive positioning of the visits and the wine activities and events. Another targeting strategy for wine cellars could entail the use of the wine cellar experience during the visits as a tool to increase interest among wine tourists. This is particularly relevant for those at the low- and medium-involvement levels that could become more involved wine tourists. The wine cellar experience is, consequently, a great opportunity to create a stronger bond between the cellar and the wine tourist. Ultimately it is possible to uphold that involvement with wine can provide a very useful segmentation basis for the wine tourism market, and can also simultaneously be used as the basic input for newly designing their targeting, positioning and mixing wine marketing strategies. iii. Wine and wine tourism experience: a theoretical and conceptual review This paper provided a useful and valuable theoretical and conceptual review of the analysis research on wine and wine tourism experiences evidencing the current state of the art. This research aimed to achieve an accurate and refined state of the art about wine and the wine tourism experience. The most relevant problem of this theoretical and conceptual analysis research review lies in the experience that wine and wine tourism provide wine tourists. 79 This review of wine tourism research has highlighted the approach that has emerged up to the present and that which is indicated as a light for the near future. Given the importance, role and impact of the experience in wine and wine tourism, we must go further. This implies perceiving how the experience of the wine tourism activity by the wine tourist visitor is analysed and evaluated. The experience resulting from the wine and wine tourism activity in a specific destination or product of wine tourism is one of the most important critical success factors of the experience during the visit from the wine tourist’s perspective. The major result of this research points out scientific study that demonstrates the need to develop a measurement scale of wine experience in the context of wine tourism activity. Therefore, it is considered necessary to develop a concrete and appropriate measurement scale for this purpose in order to address this scientific gap. In fact, the scientific advance in the field of wine tourism becomes more fortified when it is jointly based on the development of new tools understood as anchors of the progress of scientific knowledge. Therefore, trying to advance in this approach of constructing a new measuring tool for wine experience in wine tourism industry, the following proposal advanced of preliminary selection of the eight following dimensions/attributes of the future scale: (1) Cultural experience; (2) Exciting experience; (3) Sensory appeal; (5) Sensory experience; (6) Winescape attributes; (7) Wine storytelling; and (8) Wine product/activity involvement. These dimensions/attributes of the proposed wine tourism experience are supported in the essential and attractive resources and in the resources and factors of support to the wine tourism activity. 80 iv. Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists Data were collected from a total of 647 international wine tourists in the wine cellars of the two main fortified wine tourism regions visiting areas: Porto and Madeira. Structural equation modelling (SEM-AMOS) was used as the main analysis and validation tool. The resulting 18-item wine experience scale comprises four major dimensions: (1) Wine storytelling, (2) wine tasting excitement, (3) wine involvement, and (4) winescape. All these showed reliable and validated indicators. The research clearly highlights the major finding that the wine experience construct is formed by these four validated dimensions (wine storytelling, wine tasting excitement, wine involvement, and winescape) that simultaneously and accurately depict winerelated tourism. These results confirm that the dimensions focus on experiential wine tourism in a holistic way, directly demonstrated by the nature of their corresponding items. Thereby, the wine experience is shaped by these four dimensions (wine storytelling, wine tasting excitement, wine involvement, and winescape), directly correlated in a composite way, justifying their inclusion on the same scale. The structural equation model of the final measurement scale (Figure 1) and values of standardised structural coefficients are shown in the figure below. It was proven by the statistical analysis that all dimensions contribute to the definition of the wine experience construct. Overall, the data supported that wine experience was explained by the four latent factors: wine storytelling, wine involvement, winescape, and wine tasting excitement. 81 Figure 1 - Structural equation model of final measurement scale Source: Santos, et al. (2020) Moreover, the results identified these dimensions with stronger relevance and impact; foremost was wine storytelling, followed by wine involvement and wine tasting excitement (both very close), and finally winescape. These statements underline the premise value of holistic and hedonic wine experience and yield valuable insights through the increased participation of the wine tourists in the visits. This new scale presents a valid new tool to better measure and evaluate experiences in a wine tourism setting. The consistent relationship between the four underlying dimensions was demonstrated, and it was proven that, as a whole, they form the wine experience construct. 82 This is the first study demonstrating the combined used of wine experience dimensions in constructing a useful measurement tool. This measurement approach extends this scope because a scale had never been developed to measure the wine experience of wine tourists. The results are relevant in boosting the increasingly recognised awareness of Portugal as a wine tourism destination, as well as bringing experience scales to the body of knowledge. The results further underline the importance of wine as the main core product in wine tourism experiences. In addition, wine tourists in Madeira and Porto wine cellars retain quite strong, distinctive impressions of each wine cellar-related travel. 83 DISCUSSION OF THE GLOBAL RESULTS i. Main challenges, trends and opportunities for wine tourism in Portugal Wine tourism has undoubtedly been a trend which has been consolidated by the quality and diversity of the offer. It has, therefore, attracted a growing number of wine tourism operators who visit and explore wine tourism destinations serviced by new products and services and wine tourism destinations that are becoming more competitive and attractive. The future perspective is that wine tourism (wine, gastronomy and accommodation) will have a more prominent presence in the tourism sector. Cellars, wineries, wine estates and winemakers have all invested in an integrated and sustained way in the continuous improvement of their services and associated infrastructures to provide wine tourists with an excellent tourist experience. Given the findings, it was discussed and argued that wine tourism should not be solely based on its attractiveness as an offer, but also on the enhancement of tourist demand through its wine activities. The experience and practice of wine tourism can be provided in a number of ways, from events and festivals, cultural and natural heritage, gastronomy, hospitality and wine tasting to visits to wineries and vineyard tours. After defining the boundaries and purpose of wine tourism, the next step for managers is to answer the question “How can the wine tourism experience be enhanced?” In relation to this, another question also needs to be addressed: “How has the paradigm of the old wine tourism consumer vs the new wine tourism consumer changed?” and “What kind of wine tourist do we wish to attract?” In a wine tourism context, attracting the right type of wine tourist seems to be more important than just attracting large numbers. These global questions and their answers are related to perspectives on and the future of wine tourism that are addressed in this paper. Analysis was carried out of the whole wine tourism industry and its challenges, trends and opportunities; a set of practical and operational suggestions, recommendations and contributions for the range of agents were discussed using the APIC (Analyse, Planning, Implementation and Control) model, based on analysis and control, and planning and implementation in wine tourism was also highlighted. 84 ii. Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement The cluster characterisation regarding sex, age and nationality suggested that global WPI means tend to rise as the sample is composed of older individuals. When dividing ages into groups (35 – younger, 36 to 50 – young adult, 51 to 65 – adult, and 66 or older), it can concluded that Cluster 2 has the highest percentages among the three oldest groups and the lowest percentage among the youngest group. Cluster 3 is in a symmetrical position, while Cluster 1 is in the middle position in all four age groups. All eight indicators of wine product involvement (WPI) differ significantly among the three clusters supported by a homogeneity test of variances. The follow-up Scheffe post hoc test details those differences by analysing each of the eight indicators and ascertaining whether there are significant differences in relation to the three clusters. All of them present significant differences, as p = 0.000. The exploratory factor analysis (EFA) allowed an exploration of latent factors defined by the WPI and BI sets of indicators. The values of the Kaiser-Meyer-Olkin (KMO) and Bartlett’s test of sphericity confirmed the sampling adequacy for performing factor analysis. The KMO presented high values for both groups of indicators (0.884 for WPI and 0.789 for BI), which confirmed that EFA is a suitable tool to explore the latent structure of the data. As for Bartlett’s test of sphericity, both groups of indicators have a significance below 0.05, once again indicating the relevancy of the EFA. Regarding discriminant function analysis, globally, the empirical findings of this study confirm that it is a sound approach to distinguish different segments/clusters of different wine involvement levels for Porto wine cellar visitors. The results of this study shed light on the different importance and involvement that the Porto wine product has for wine tourists. Thus, the discussion of results derived from this study leads to a reduction in the gap in understanding of how different wine involvement profiles may help explain the different types and levels of wine involvement. When the wine product involvement factor of “prior acquired knowledge” about Porto wine, although generally correlating with behavioural intentions, is broken down by cluster, the relationships between them are significantly different. This relationship with the medium involvement clusters is negatively correlated. That might suggest that the higher the involvement (which implies higher and previously acquired knowledge) the lower the behavioural intentions (recommending and returning). That suggest that this segment may consider that there 85 is not much more to learn about Porto wine on a standard visit to a Porto wine cellar. Conversely the experience factor seems to motivate more future behavioural intentions. That implies that the experiential side of the visit, namely the tasting, is critical for enhancing future behaviours. Market segmentation based on wine product involvement has been recognised as a valuable tool in profiling and segmentation of consumers with similar needs and wants who are very likely to respond and behave in a similar way to marketing promotion and strategies from the wine and wine tourism business. Regarding the conclusions of the previous studies mentioned above in the literature review, the discussion of findings of this research corroborate and reinforce the need for and high importance of recognition of the different wine involvement target markets, in this case, the identification of different profiles of the wine tourists during their visits to the Porto Wine Cellars. This was done through the identification and characterisation of different groups of wine tourists according to their wine involvement. iii. Wine and wine tourism experience: a theoretical and conceptual review From conceptualising the experience construct, it was synthetised that the wine tourism experience can be summarised as a response to a situation or environment where the consumer decodes cues and gains some extra knowledge that can provide an enjoyable, memorable or unique emotional response that can be transmitted to others. The experiences that emerge from wine tourism activities consist mainly of wine tastings and visits to cellars, wine cellars and wine museums. Wine tourism has provided and driven the creation of authentic, genuine, increasingly differentiated, and personalised experiences. In addition, there is no doubt that wine is the core product of wine tourism, which is in itself an experiential dimension and therefore intimately related to the basis of the wine tourism experience, essentially related to the hedonic perspective through the five senses (taste, smell, touch, sight and hearing). Research on consumer experiences is still somewhat limited, despite some recent advances in this area and wine tourism is a good example of this limitation. In fact, the wine and wine tourism experience are not a new phenomenon, but research on its measurement requires further development. Recent research discussed gaps in the scope of measurement scales and so more appropriate instruments could be developed 86 to be applied to wine tourism activity. Furthermore, the scales that exist in the literature were not constructed with the specific purpose of strictly measuring wine experience in a wine tourism context, due to the fact the main measurement scales for wine and wine tourism experience basically focus on the customer experience index; service experience quality; marketing experience scale; economic experience model; wine involvement scale; winescape scale; and sensory tourist experience. As such, this research demonstrated the advance need to develop a measurement scale for wine experience in the context of wine tourism activity. iv. Wine Experience Scale Development: a new strategy to measure holistic behaviour of wine tourists Within the literature, there was still no universally accepted scale that encapsulates all the major dimensions of the wine experience. The measurement approach extended the scope of the existing literature by developing and validating a scale that measures the wine experience of wine tourists, showcasing the dimensions that form the wine experience construct and taking an holistic approach of wine tourists into account. The sample profile was balanced in terms of gender, with most visitors from the United Kingdom, France, Portugal, or Germany and the majority being adults between 25 and 54 years of age. The sample had high education levels and a medium-to-high-level job standard and represented the main market in Portugal. Likewise, data collection recruited in Madeira and Porto wine cellars (n = 647) to assess the reliability and validity of the measurement scale was considered robust and consistent. The data analysis was carried out in two stages: an (1) exploratory factor analysis (EFA), followed by a (2) confirmatory factor analysis (CFA), using AMOS. The EFA identified four dimensions, explaining 58.94% of overall variance, labelled: 1) wine tasting excitement, 2) winescape, 3) wine storytelling, and 4) wine involvement. Both Bartlett’s test of sphericity and the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy were measured to assess data factorability. The findings presented Cronbach reliability scores ranging from 0.86 to 0.92. In addition, during the factor extraction process, no items were removed. Factor loadings were not revealed to be cross-loaded on different factors, and therefore no item was eliminated. 87 The confirmatory factor analysis (CFA) was conducted using the generalised least squares method to assess the validity and reliability of the constructs. As a result, 18 indicators were retained for inclusion in the final scale. The adjustment values expressed significantly improved the model scale. As concerns validity and reliability, for the average variance extracted (AVE), the value obtained also exceeds the reference cutoff value (≥ 0.50). The overall goodness-of-fit index displayed a suitable level of fit: χ2 = 406.302; df = 129; p = 0.000; χ2/df = 3.15; GFI = 0.93; AGFI = 0.907; RMSEA = 0.058, confirming the scale’s goodness of fit. Following analysis of the structural equation model (SEM), variable correlations were tested for invariance among two different groups of wine tourists. A multigroup analysis highlighted how the Porto and Madeira wine cellars differ from each other from the wine tourists' perspective within these two wine tourism destinations, based on the proposed scale. Overall, the discussion of the findings supported all the hypothesised relationships in both tourism destinations, which reinforces the consistency of the wine experience scale. The two main differences were wine storytelling and winescape. Wine storytelling by the wine tourists was more evident in Madeira (0.718, p < 0.05) than in Porto (0.574, p < 0.05). It is expected that this discrepancy was related to greater personalisation of the guided wine tours in Madeira wine cellars as compared to Porto wine cellars. The winescape was more evident in Porto (0.696, p < 0.05) than in Madeira (0.655, p < 0.05), probably due to the cellar landscape, scenery, ancient architecture, and panoramic views around the cellars. The resulting 18-item wine experience scale comprised four major dimensions: (1) wine storytelling, (2) wine tasting excitement, (3) wine involvement, and (4) winescape. Structural equation modelling (SEM-AMOS) was used as the main analysis and validation tool. All these showed reliable and validated indicators. This new scale proved to be a valid new tool to better measure and evaluate experiences in a wine tourism setting. It has been proven that the wine tourism experience is an amalgam of components and features related to wine, with dimensions such as wine excitement, wine sensory appeal, winescape, and wine involvement, which play a crucial role in the wine tourists’ experience. 94 The second limitation is related to the self-reported questionnaires, due to the environment in which wine tourists filled out the questionnaires, after their visits, in different available areas of the cellars, but this could not be done in another location. v. Suggestions for future research The limitation identified in terms of the short period of data collection allows the suggestion of a cross sectional evaluation of wine experience of wine tourists in Madeira and Porto wine cellars, as well as in other cellars, wine hotels, wine estates or also in other wineries and wineries, as well as the great wine capitals of the world (eight in total). The new scale – the wine experience scale – could also to be replicated in other great wine capitals (in total there are eight) to establish a comparative analysis between all great wine capitals of the world, with independent samples, to analyse and evaluate the differences and similarities of the wine experience among wine tourists in these. The wine experience scale should be used in order to establish reliability and validity of measurement, model and global adjustment quality for its revalidation, in order to establish the generalizability and consistency of this developed and validated new scale. The wine tourism experience of first-time and repeat visitors between New-World and Old-World wine countries should be analysed and evaluated. The differences and/or similarities of the wine tourism experience could be explored and analysed according to the most widely known wine tourist profiles/segments: wine lovers, wine curious, wine interested, wine connoisseurs, wine novices, and hangers-on. The wine experience similarities and differences should be analysed and evaluated between generations of wine tourists: millennials, generation-X, and baby boomers. It is suggested to do a follow up of the research to evaluate if the wine experiences based on hard evidence like number of visits, duration, expenditure and nationality, can be also recommended to favour wine experience-related travel regarding Madeira and Porto wine cellars, and/or according to wine experience in wine tourism settings. 95 Despite the crisis that the worldwide pandemic (COVID-19) has caused in the tourism industry, it can be inferred that this kind of tourism, namely wine tourism, which is increasingly considered as niche tourism, does not suffer from massification and may come to benefit much more and better in the future. This is because wine tourism mostly benefits from a set of unique advantages from location to support infrastructures, which are: rural areas, winescape, large cellar spaces, ventilation associated with wine tasting sales, small groups of wine tourists and individuals in both making visits and doing wine tasting, among others. Therefore, the wine tourism sector is not one of those most damaged and conditioned by the COVID-19 crisis. In future research, it will be pertinent to develop research of a qualitative nature (i.e., interviews and focus group) with wine tourism stakeholders to guarantee a wine tourism offer which is totally safe and trustworthy, in sustainable and equitable ways, for all types and segments of wine tourists. The attention and attraction of potential visitors can be determined, as well their continuous behavioural intentions (satisfaction, loyalty and WoM) to visit and experience wine tourism products and destinations across the world. This section of the suggestions for future research ends with a statement for reflection: “How can the wine experience in wine tourism be enhanced?” The paradigm of the wine experience for old wine tourists vs. wine experience in new wine tourists – what kind of wine tourist do we wish to attract to the wine and wine tourism experience? – attracting the right type of wine tourist is more important for creating the best memorable wine experience than promotion to attract large numbers.