engleski

Measuring visitors’ perceptions of experience quality in Croatian wine cellars

Cellar door experiences represent the core of wine tourism activities and provide wineries with an opportunity to offer a memorable experience to the visitor, which in turn can lead to the creation of a long-term relationship between customer and brand. This study aims to investigate the factors affecting visitor perception of wine experience quality within the tasting room setting. Data was collected during the summer season of 2017 at four Dalmatian wineries (Croatia). Descriptive statistics and factor analysis were used to analyze the collected data. Four wine experience quality factors (service providers and entertainment, loyalty and advocacy, functional benefits and trust, environment) were identified. The proposed wine experience quality scale offers an empirical framework that is easy to use and generalizable in wine tourism contexts.

wine tourism ; wine festival ; festival visitors ; festival experience ; food personality traits

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