Winery Visitors’ Experience, Emotional Stimulation, Satisfaction and Behavioral Intentions: The Role of Age and Previous Experience

Abstract

This paper aims to explore whether winery visitors’ perceptions of experience constructs, their emotional stimulation, satisfaction, and intentions to revisit and recommend a winery differ in terms of age and previous winery experiences. The present study is one of the few studies that consider visitors’ experiences holistically, as a multi-dimensional and diverse construct, indicating that visitors’ experience perceptions are based on servicescape attributes, other visitors’ behaviour and their desire for learning and fun. A self-administered structured questionnaire was used and 615 usable responses were obtained. Results indicate that visitors with previous winery experience have greater perception of experience constructs, are more stimulated with positive emotions, are more satisfied from the experience and are more willing to revisit and recommend the winery. Those findings enhance the existing literature respective to experiential marketing, and wine tourism marketing by providing new insights.