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The purpose of this study is to examine the role of wine involvement in moderating the effect of winery service quality on loyalty toward small family wineries.

This study used a structured questionnaire. The survey was distributed to wine tourists who visited small family wineries located in Crete, Greece and a total of 216 usable questionnaires were collected for the study. To analyze the data, the study used partial least squares structural equation modeling.

The results reveal that wine involvement moderates the effects of winery service quality on wine tourists’ loyalty. Specifically, staff behavior affects the loyalty toward wine tourists with low involvement more significantly compared to the wine tourists with high wine involvement. On the other hand, the quality of wine tastings affects the loyalty of wine tourists with high wine involvement more significantly in contrast with the wine tourists with low wine involvement.

Findings suggest that winery operators need to take into consideration wine involvement among wine tourists when they develop a winery service strategy. Operators of small family wineries can provide more customized, diverse and quality wine tastings to wine tourists with high wine involvement while prioritizing winery staff’s behavior and hospitality to those wine tourists with low wine involvement.

This study contributes to extant wine tourism literature by adding the effects of wine involvement on wine tourists’ loyalty toward the winery, and particularly focusing on small, family wineries.

The purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese wine tourists.

This study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).

The results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.

This study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.

The results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.

Extant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.

This research focuses on analyzing the impact of Green Supply Chain Management (GSCM) on the Sustainable Performance (SP) of Spanish wineries, as well as the mediating effect of Green Ambidexterity Innovation (GAI) and the moderating role of Top Management Environmental Awareness (TMEA) on the main relationship posited (GSCM-SP). In addition, age, size and membership in a Protected Designation of Origin (PDO) were used to increase the precision of the cause-effect relationships examined.

The study proposes a conceptual model based on previous studies, which is tested using structural equations (PLS-SEM) with data collected from 196 Spanish wineries between September 2022 and January 2023.

The results of the research reveal the existence of a positive and significant relationship between the development of GSCM and SP of Spanish wineries, as well as the partial mediation of GAI and the positive moderation of TMEA in this linkage.

The novelty of this study lies in its exploratory approach, as it ventures into new research territory by examining the mediating effect of GAI and the moderating influence of TMEA on the relationship between GSCM and SP, being, to the authors' knowledge, the first research to investigate these specific dynamics.

Confucian philosophy emphasizes gender roles that place significant restrictions on the consumption of non-traditional products. The authors use wine to advance our understanding of how South Korean female consumers have established a new female gender role and identity by adopting new communities that allow non-traditional consumption while still accepting gender roles. This paper aims to examine how South Korean female consumers create a unique consumption culture with respect to wine consumption.

A hermeneutic approach was adopted to understand what motivates South Korean female consumers to join a wine consumption community and their perceptions about consuming wine. Researchers conducted 26 semi-structured face-to-face interviews that ranged from 45 to 120 min, with an average duration of 1 h.

The results of the study suggest that wine can be a medium for emancipating women from traditional gender roles and social images of women embedded in South Korean society that call for women to sacrifice themselves for their families. In addition, the study’s findings suggest that Western wine marketers need to understand the power of wine consumption communities that are a unique consumption ritual among South Korean female wine consumers.

South Korean female respondents drink wine as both a way to seek pleasure through a Western alcoholic beverage and to consume and experience Western culture and lifestyles. However, South Korean female respondents tend to drink wine within consumption communities, which are a powerful consumption ritual in South Korea. In other words, although South Korean female respondents consume wine to experience and learn about Western culture and lifestyles, they have entirely not abandoned their traditional consumption rituals.

This research focuses on analyzing the impact of Green Intellectual Capital (GIC) on the Environmental Performance (EP) of Spanish wineries, as well as the mediating effect of Green Ambidexterity Innovation (GAI) on the main relationship posed (GIC–EP), and the moderating effect of Top Management Environmental Awareness (TMEA) on the GAI–EP link. In addition, age, size and size and membership in a Protected Designation of Origin (PDO) to increase the accuracy of the cause–effect relationships examined.

The study proposes a conceptual model based on previous studies, which is tested using structural equations (PLS-SEM) with data collected from 196 Spanish wineries between September 2022 and January 2023.

The results of the research reveal the existence of a positive and significant relationship between the development of GIC and EP of Spanish wineries, as well as the partial mediation of GAI in this link and the positive moderation of TMEA in the GAI–EP relationship.

The originality of the study is explained by several factors. First, the study pioneered the exploration of TMEA as a moderator of the relationship between GAI and EP, allowing such analysis to improve understanding of the dynamic interaction between innovation and environmental management. Second, to the best of the authors' knowledge, there are no preceding studies that have previously proposed the theoretical model presented in this research, thus providing new scientific knowledge on the intellectual capital field. Third, the contextualization of the study in the wine sector, traditionally perceived as little knowledge-intensive, contributes significantly to the existing body of scientific knowledge on the environmental management of wineries, given that it allows the identification of the catalysing variables of EP in the Spanish wine context.

The purpose of this paper is to uncover the service quality dimensions that influence satisfaction with wineries and future intentions to return among Chinese consumers. With the rapidly growing popularity of wine consumption among Chinese consumers, an increasing number of Chinese consumers are visiting wineries in Western countries. However, while substantial research about wine tourism in Western countries has been published, there is very little research available with respect to wine tourism in China and the Chinese winery visitors who visit them.

A convenience sampling method was selected. Specifically, snowball sampling was used to collect the study’s data due to the limited number of Chinese consumers who drink wine and who have been involved with wine tourism. Research assistants who speak Chinese fluently used snowball sampling to recruit Chinese consumers in Yentai region who had participated in wine tourism in the past and asked them to complete the research survey. The research assistants distributed 200 surveys through a snowball sampling and collected a total of 179 responses.

The study’s results suggest that wine tasting operations, such as a variety of wines at tasting room tastings, and the quality of the wines tasted, along with staff attitudes are critical components that influence Chinese wine tourists’ satisfaction and loyalty.

The major contribution of this paper is that it builds on extant wine tourism literature by providing insights into the characteristics of Chinese wine tourists. The paper also illuminates the linkage between winery service quality attributes and Chinese wine tourists’ satisfaction and loyalty.

The results of the study provide a useful guide to both academics and winery operators interested in developing a competitive winery service quality strategy for Chinese wine tourists.

Given the scarcity of literature linking winery service quality attributes and Chinese wine tourists’ satisfaction and loyalty, this study is one of the few studies to explore this relationship.

The purpose of this paper is to investigate how underlying globalization could influence Asian consumers' wine drinking patterns and behaviors. Specifically, a theoretical framework that explains the underlying motivations of Asian wine consumers is developed.

A broad range of literature is reviewed in an attempt to develop a theoretical framework for the impacts of globalization on the Asian wine market.

Three key forces that drive change in the Asian wine markets are identified; these changes explain the explosive growth of wine consumption in Asian countries.

A theoretical framework is developed in an effort to explain the impacts of globalization on Asian wine consumption. Therefore, no empirical tests are conducted to validate the theoretical framework. Future studies could test the theoretical model by conducting an empirical study.

Multi‐faceted global progress in terms of economic, technological, and socio‐cultural influences has influenced Asian consumers' wine consumption positively. Therefore, Asian consumers' wine consumption will continue to grow significantly. A theoretical framework that explains the relationship between the progress of globalization and wine consumption in Asia is developed. This framework will help international wine marketers better understand the recent rapid growth of wine consumption in Asia.

This is the first research that attempts to investigate how globalization has affected the Asian wine market.

The purpose of this paper is to examine how an international joint venture (IJV) company can efficiently develop a competitive international service strategy in the competitive global marketplace. Specifically, this study seeks to highlight the key antecedents related to the development of an international service strategy and its implementation through the case of the IJV of Starbucks Korea.

The case study method is used. A series of in-depth personal interviews with the CEO of Starbucks Korea, a marketing manager at Starbucks Korea, and outlet managers of Starbucks Korea were conducted. Furthermore, an array of secondary data and company documentation was reviewed to triangulate the findings of the study.

Several themes illuminating the development and implementation of a successful international service strategy in the case of an international joint venture are identified. It was found that one of the critical antecedents related to the successful international service strategy in the context of an IJV is the similarity of organizational values between the IJV partners. The similarity between the corporate values and missions of the two partners in Starbucks Korea has become a major impetus in the development of a competitive international service strategy for Starbucks Korea.

The findings of the study may not be applicable to other service firms since the study uses a single firm and a single country as its context.

The results of the study should help international service firms understand the importance of a successful international service strategy in the case of an international joint venture. Furthermore, the findings of the study illustrate the importance of understanding the local culture to develop a successful international service strategy.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

The study finds that wine involvement moderates the impact of winery service quality on customer loyalty.

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