Browsing by Author "Sousa, Bruno"
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- Determinants of brand love in wine tourismPublication . Dias, Alvaro; Sousa, Bruno; Santos, Vasco; Ramos, Paulo; Madeira, ArlindoWine tourism provides a multisensory experience through various wine tourism activities. It also adds value to the regions and their producers by enhancing the wine knowledge and sensory experience of the visitors. This study explores the determinants of brand love in wine tourism. Using survey data from wine tourists in Portugal, a structural equation modelling was performed to test the conceptual model. An Importance-performance matrix analysis was also used to obtain additional insights. The results show that the wine tourism enhances brand love. This implies that emotions (i.e., a sense of belonging) towards the overall location is associated with the satisfaction and the quality perception that the winery exhibits. Furthermore, although the consumer’s active participation in wine tourism does not impact brand love directly, its influences occur through the mediating effect of the relation quality. From an interdisciplinary managerial perspective, the present study provides insights into tourism management (i.e., wine tourism) and marketing (i.e., brand management and consumer behaviour).
- The influence of wine storytelling on the global wine tourism experiencePublication . Santos, Vasco; Dias, Álvaro; Ramos, Paulo; Madeira, Arlindo; Sousa, BrunoThe aim of this paper is to evaluate the role of wine storytelling as an antecedent in the wine tourism experience, namely on other constructs such as winescape attributes, sensorial attraction, wine excitement and cultural experience. Th is study analyses the combined use of fi ve wine tourism experience dimensions as well the infl uence of storytelling as a key antecedent of the wine experience. Th is study extends existing knowledge by identifying new key drivers which focus on wine tourist behavioural responses within visits to the wine cellars. Data were collected within two wine tourism settings in Madeira and Porto wine cellars, from two convenience samples of 647 international wine tourists. Using partial least square structural equation modelling, the results reveal a direct impact of wine storytelling on the several dimensions of the wine tourism experiences. Furthermore, storytelling was found to directly infl uence wine excitement, and indirectly both outcome variables (wine excitement and cultural experience), trough the mediating eff ect of winescape attributes and sensorial attraction.
- Wine tourism and sustainability awareness: a consumer behavior perspectivePublication . Dias, Alvaro; Sousa, Bruno; Santos, Vasco; Ramos, Paulo; Madeira, ArlindoThe research on tourism is constant and unending; food and wine tourism research still represents a small part inside this wider field. Wine tourism and events are critical for sustainable development of rural areas. In this context, the emotional bond between the wine tourists the regions and the producers that they visit is created, not just through the wine as a product, but also through a set of hedonic features that are present in the visit and tasting experience. To reach the research objectives, a quantitative methodology was chosen. For this research a questionnaire was used and completed by wine cellar visitors and distributed to wine tourism facilities. An online questionnaire was applied in wine and wine tourism social network groups. To test the hypothesis, a structural equation modelling (SEM) was used has well as an importance–performance matrix analysis (IPMA) was also used for further exploration of the results. Results reveal that brand love and wine involvement are positively related to emotional satisfaction, evaluative satisfaction, and word-of-mouth (WOM) intention. Regarding the two dimensions of satisfaction (emotional and evaluative), only the second revealed a direct and indirect positive effect on WOM. From an interdisciplinary point of view, this paper presents insights for niche marketing (i.e., wine tourism, segmentation and brand management) and for local and sustainable development. Lastly, the research limitations and suggestions for future research are presented.