Antonio Iazzi, Paola Scorrano, Pierfelice Rosato and Balakrishna Grandhi
The purpose of this paper is to verify the preferences for the purchase of rosé wine by Italian and French Millennials, with the aim of allowing Italian companies to acquire…
Abstract
Purpose
The purpose of this paper is to verify the preferences for the purchase of rosé wine by Italian and French Millennials, with the aim of allowing Italian companies to acquire knowledge in improving the positioning of this product in both the Italian and French markets.
Design/methodology/approach
The study involved a descriptive survey conducted between December 2018 and January 2019 on Millennials residing in Italy and France, intercepted via Facebook. In total, 500 valid responses to a highly structured self-administered questionnaire were collected. Descriptive and multivariate analysis techniques were used to examine the responses.
Findings
The two groups of Millennials show different preferences in the purchase of rosé wine. French Millennials rarely buy the product, and perhaps only for reasonable prices. Their purchasing process involves no characteristics of particular importance. On the other hand, Italian Millennials buy the product with a higher frequency and show a greater propensity to spend. In general, they attribute greater importance (though not a great deal of importance) to the characteristics of the product, paying attention to both its intrinsic aspects and its territorial origin and the quality certifications.
Research limitations/implications
The main limitation of the research is the small sample size. Future insights into the consumption of rosé wine will be sought in other significant European markets.
Practical implications
This study is of value to academic researchers, wine industry practitioners and other members of the wine distribution channel, as it provides insights into consumer behavior differences.
Originality/value
This research is the first to compare rosé wine preferences of Millennials in France and Italy.
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Paola Scorrano, Monica Fait, Lea Iaia and Pierfelice Rosato
The purpose of this paper is to identify the features that qualify the wine tourism destinations’ (WTDs) image and to deepen analyse the role of the image on the wine tourists’…
Abstract
Purpose
The purpose of this paper is to identify the features that qualify the wine tourism destinations’ (WTDs) image and to deepen analyse the role of the image on the wine tourists’ perception, assuming that it changes from tourist to tourist, depending on who has formed its perception after a real experience or not.
Design/methodology/approach
This contribution fits in the range of studies regarding the measurement of the destination image; the authors suited the Echtner and Ritchie’s model (1991, 1993), as its multidimensionality approach, rarely applied in the area of wine tourism.
Findings
From a comparison between the images of the chosen destination, wine tourists consider Bordeaux the benchmark of WTDs and, in the collective imagery, France is one of the excellences between WTDs. The association territory-wine is less marked, so the biggest contribute is given by the in situ experience.
Research limitations/implications
Despite results can’t be generalised because the samples of convenience, they have provided an overall outline of attributes, benefits and attitudes of wine tourists of Web 2.0.
Practical implications
A managerial lecture of results shows that young destinations (aka new wine regions) have a bigger propensity for destination management as well as the attention to marketing aspects, which are able to influence the competitiveness of destination. Instead, destinations with an ancient tradition (aka old wine regions), although unique for their wines and territories, food traditions and the historic-architectural heritage, need to improve their services.
Originality/value
This research applies the consolidated analysis method of E&R on the theme of destination image to the wine tourism, never used for WTDs, improving the model with a comparison between visitor and no-visitor perceptions.
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Raffaele Campo, Daniele Porcheddu, Pierfelice Rosato and Lan Thanh Mai
This research is aimed at exploring how colours impact the taste expectations of beverages, considering three different countries: Italy, Poland and Morocco. Specifically, the…
Abstract
Purpose
This research is aimed at exploring how colours impact the taste expectations of beverages, considering three different countries: Italy, Poland and Morocco. Specifically, the purpose is to analyse how the sensory interaction can affect young consumers and if the cultural aspect affects them in order to draw consumer behaviour implications.
Design/methodology/approach
This is cross-cultural research, structured into two studies. Researchers have administered two questionnaires for each study. Both the questionnaires included 12 questions (three colours – that were red, yellow and orange – × four flavours – that were sweetness, sourness, bitterness and saltiness): participants were asked to express an evaluation on a scale of 1–10 regarding the association between a certain colour of a hypothetical drink and a certain taste. About 150 subjects were involved: 50 Italians, 50 Poles and 50 Moroccans.
Findings
Results highlighted differences between these three national groups. In particular, yellow generated more bitter/salty expectation by Italians (vs Poles) while Poles perceived the red beverage as sweeter and the orange one sourer than Italians. Moreover, yellow and orange beverages inspired sour expectations in Moroccans, compared to Italians.
Originality/value
The comparison between Italy, Poland and Morocco is the most original aspect of this study. Cross-cultural studies are spread in cross-modal research, but this combination is new in literature. In addition, the focus on young consumers and on online environments are further elements of originality.
Savino Santovito, Raffaele Campo, Pierfelice Rosato and Long Dai Khuc
The aim of this manuscript is to study the current scientific literature on food marketing and religion, by giving an overview of current knowledge and the possible future…
Abstract
Purpose
The aim of this manuscript is to study the current scientific literature on food marketing and religion, by giving an overview of current knowledge and the possible future research opportunities once found the gaps.
Design/methodology/approach
This a classic literature review carried on by considering marketing, consumer behaviour and management journals as well as religion-focused ones.
Findings
Current literature highlights how faith impacts on food marketing and religious consumers choices (and not only). Most of the papers focus on Islam. Considering the globalised economy, the authors’ findings highlight also the relevance of religious certifications for less/not religious people, because of certified food is considered safe and healthy.
Originality/value
The paper joins and reviews two research fields whose connection is growing, so it is relevant to know the current status of scientific literature, which is updated compared to recent literature.
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Raffaele Campo, Pierfelice Rosato and Enrico Battisti
This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to…
Abstract
Purpose
This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies.
Design/methodology/approach
This paper is based on a systematic review of literature conducted on peer-reviewed journals.
Findings
Results highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones.
Originality/value
The paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.
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Raffaele Campo, Pierfelice Rosato, Mark Anthony Camilleri, Savino Santovito and Kamel Ben Youssef
An unexpected Coronavirus (COVID-19) pandemic has negatively affected the tourism and the hospitality industry, including luxury accommodation service providers. While this was…
Abstract
An unexpected Coronavirus (COVID-19) pandemic has negatively affected the tourism and the hospitality industry, including luxury accommodation service providers. While this was not the first virus outbreak to impact the tourism sectors, in this case, its consequences were devastating. In this light, this contribution analyzes the case of an Italian luxury hotel, a winner of numerous awards during the last few years, including the prestigious World Luxury Hotel Award. The researchers compare its pre- and the post-COVID situation. They clarify that the outbreak has resulted in reduced reservations and explain how the upscale hotel responded to the unprecedented crisis by implementing different approaches. The luxury hospitality business decided to defend its brand differentiation and positioning strategy by continue offering improved service quality and by introducing enhanced hygiene and sanitation facilities, in order to deliver customer-centric experiences to their valued guests.