Giulia Gastaldello, Guenter Schamel, Nadia Streletskaya and Luca Rossetto
Virtual wine experiences (VWEs) replaced in-person wine experiences during the Covid-19 pandemic and continue to be offered by some actors. This study aims to investigate the…
Abstract
Purpose
Virtual wine experiences (VWEs) replaced in-person wine experiences during the Covid-19 pandemic and continue to be offered by some actors. This study aims to investigate the factors driving interest in VWEs and identify relevant traits of potential consumers to help assess VWEs long-term potential.
Design/methodology/approach
A representative sample of 399 Oregon and California wine consumers answered a structured online survey. The authors combine ordered logistic regression and qualitative techniques to analyze the data.
Findings
VWEs may effectively attract potential wine consumers and tourists. High interest in VWEs is associated with strong wine involvement and intentions to visit wine regions. Digitization, aversion to travel-related risk and convenience are other relevant drivers of VWE interest. The segmentation analysis revealed that consumers with a potentially higher interest in VWE have distinct traits.
Practical implications
Wineries and wine tourism destinations could leverage VWEs to attract wine tourists and consumers. The authors discuss specific characteristics of high-interest consumers.
Originality/value
Participants in VWEs interact with hosts and explore products in real time. This engagement has long-term marketing potential for attracting them as customers or visitors. The study provides strategic information for practitioners and academics on VWE interest drivers and potential demand, which is currently missing from the literature.
Details
Keywords
Giulia Gastaldello, Nadia Streletskaya and Luca Rossetto
This study aims to provide a comprehensive overview on positive drivers and negative factors connected to the Covid-19 pandemic which can jointly shape wine tourism intentions.
Abstract
Purpose
This study aims to provide a comprehensive overview on positive drivers and negative factors connected to the Covid-19 pandemic which can jointly shape wine tourism intentions.
Design/methodology/approach
The present study relies on a large sample of 399 US wine tourists. Partial least square structural equation modelling is adopted for data analysis.
Findings
Results reveal that willingness to avoid Covid risk while travelling negatively impacts wine tourism intentions and competitively mediates the effect of Covid phobia. Both situational and personal involvement with wine are key antecedents of future wine tourism intentions.
Research limitations/implications
This research contributes to understand the role of willingness to avoid travel-related risks during health crises. Furthermore, it improves existing knowledge on the effect of wine involvement on wine tourism intentions, highlighting the predictive relevance of situational involvement in explaining this relationship.
Practical implications
Results constitute critical information to practitioners and destination management operators for improving their resilience under similar circumstances. Updated information on wine tourists’ profile is also provided.
Originality/value
To the best of the authors’ knowledge, this is among the first studies exploring how positive and negative drivers act synergically in affecting wine tourism intentions after the Covid-19 outbreak.