The Experiential Wine Tourist’s Model: The Case of Gran Canaria Wine Cellar Establishments

Abstract

This study aims to investigate how sensory experience shapes the perceived quality of wine cellars and how their surroundings foment loyalty to the destination. Although the predominant approach to wine experiences brings into focus the ‘drinking response’ in the cellar itself, this paper takes a holistic view and gives credit to the whole environment in which the cellar is situated, exploring the links between ecotourism and traditional sun, sea and sand destinations. We surveyed 222 tourists by following a non-probabilistic and convenience sampling procedure at fifteen cellars in Gran Canaria. To estimate the ‘enotourist’ experiential model, we performed a path analysis after confirming the reliability of the scales. Of the findings, the most significant is that destination loyalty relies on perceived quality and social interactions with the wine cellar’s staff. Similarly, satisfaction with the cellar also stems from the visitor’s experience of the surroundings. Finally, and crucially, experience is shaped primarily by the sense of touch, and to a lesser degree, by taste, smell and hearing. We highlight the implications for managers and suggest managerial strategies to enhance destination loyalty, increase satisfaction with the cellar and enrich the multidimensional ‘enotourism’ experience.