Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China
Journal of Hospitality and Tourism Insights, cilt.5, sa.1, ss.116-137, 2022 (ESCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 5 Sayı: 1
- Basım Tarihi: 2022
- Doi Numarası: 10.1108/jhti-06-2020-0109
- Dergi Adı: Journal of Hospitality and Tourism Insights
- Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, ABI/INFORM
- Sayfa Sayıları: ss.116-137
- Anahtar Kelimeler: Chinese wine tourists, Destination brand equity, Satisfaction, Winery service quality
- Boğaziçi Üniversitesi Adresli: Evet
Özet
Purpose: 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. Design/methodology/approach: 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). Findings: 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. Research limitations/implications: 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. Practical implications: 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. Originality/value: 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.