Browsing by Author "Santos, Vasco Ribeiro"
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- Encouraging wine storytelling in the tourist experience: a preliminary studyPublication . Santos, Vasco Ribeiro; Sousa, Bruno Barbosa; Ramos, Paulo; Dias, Álvaro; Madeira, ArlindoWine tourism has long since ceased to be just a visit to wine producing regions and wineries, just to taste or buy wine. In fact, wine tourism has become more complex as a tourist product, due to the requirement of visitors to obtain a differentiated experience, composed of multiple elements Wine tourism activities consist of, above all, wine tastings and cellar, wine house and wine museum visits. Currently, and in the future, wine tourism has provided and boosted the creation of genuine and unique tourist experiences, more and more differentiated tailor-made. This preliminary approach aims to evaluate the role of wine storytelling as an antecedent in the wine tourism experience, namely on other constructs as winescape attributes, sensorial attraction, wine excitement and cultural experience. A range of practical implications are provided for wine tourism managers, marketers and wine guided tours namely on the importance on the training the storytelling skill by the wine cellars staff. The new vogue of wine tourism forces us to challenge and re-visit the power relationships that exist within contemporary tourism and the host–guest relationship. As an interdisciplinary approach, this research contributes positively to the development of theory in relationship marketing and tourism contexts in wine management (theoretical implications). At the end, guidelines for future work will be presented.
- The relationship between involvement, destination emotions and place attachment in the Porto wine cellarsPublication . Santos, Vasco Ribeiro; Ramos, Paulo; Almeida, NunoPurpose: This paper aims to measure the role of involvement, destination emotions and place attachment in the behavioural intentions of wine tourists when visiting Porto wine cellars. Design/methodology/approach: An interceptive survey was conducted with wine tourists during their visits to four Porto wine cellars. A convenience sample of 918 international visitors was obtained. A structural equation model using partial least squares analysis was used to test the hypothesis and the validity of the constructs and model. Findings: The structural model results indicated that wine tourists’ personal involvement and their wine involvement have a significant and direct influence on destination emotions and place attachment in Porto wine cellars during the visits, which determines their future behavioural intentions. Research limitations/implications: The generalizability of the results may be limited owing to the sample and the data collection method and the short time frame of the data gathering. Practical implications: There is a growing potential for researchers and managers to achieve benefits from the proposed model that will support the efforts for wine tourism theory and practice, such as brand positioning strategies and formulation of sharper marketing strategies. Originality/value: This is the first study to demonstrate the combined use of personal and wine involvement on destination emotions along with place attachment in a wine tourist behaviour context. This approach extends the scope into a wine tourism context because the combination of these three constructs has never been held in the area of wine tourism destinations.