A review of wine tourism destination image studies from 2001 to 2020

Abstract

As wine tourism destination image research attracts more attention lately, it is necessary to synthesize the literature and monitor its development. By analyzing the accumulated knowledge in the field, our study aims to form a practical guide based on which future research can avoid duplication and focus on the detected gaps The paper uses literature review methodology of 21 studies published between 2001 and 2020. Sample articles were coded and analyzed by different variables. The results explain some of the features of the field such as common measurement methods, study subjects and objects, samples and their size, destination types, scales, topics, and so forth. It summarizes strengths and weaknesses as well as future research possibilities. Based on the results, it is proposed to diversify the subjects of the study, also, to improve the measurement techniques of wine tourism destination image and focus on projected image which lacks the attention.