Measuring winery tourism experience: A holistic scale development study

Abstract

In the post-COVID-19 era, Chinese holiday seekers have shown significant interest in outdoor leisure opportunities or rural tourism, with a notable increase in enotourism. Wine tasting and related experiences have extended beyond consumption to become more experiential and sophisticated. To better capture this deepening yet under-Addressed experience, this study developed a multi-item scale to measure wine tourism experiences. The scale covers six dimensions, namely escapism, entertainment, esthetics, education, novelty and hedonism, which are based on Pine and Gilmorea-s (1998) experience economy model. The scale measures a wide breadth of experiences that are associated with wine tourism in the new era. Hence, it provides revised and pertinent market intelligence for winery to better market their products.