The role of wine destination
brand image and tourism
destination image in creating
wine tourism destination brand
equity
Sudeepta Pradhan
Sunny Bose
Makhmoor Bashir
Introduction
•
•
•
Wine destinations across the world have begun to realize the
benefits of wine tourism and its role in generating tourists and
revenues.
Wine tourism has been defined as ‘visitation to vineyards,
wineries, wine festivals and wine shows for which grape wine
tasting and/or experiencing the attributes of a grape wine region
are the prime motivating factors for visitors’ (Hall et al., 2000).
Wine, food, tourism and arts collectively form elements of wine
tourism and provide lifestyle packages to wine tourists (Hafermann
& Lankford, 2019).
A Summary of the research aims
1.
2.
3.
Examine the motivations of wine travellers in India to
visit wine tourism destination
Infer for difference in behaviour if any between
“specialist winery tourists” and “generalists”
Look at impact of wine destination image and tourism
destination image on Wine tourism destination brand
equity in the context of India
Review of Literature & Hypotheses
Development
Wine tourism is a strategy followed by destinations to develop and
market wine-related attractions, and opportunity for wineries to educate,
and sell their products directly to consumers.
Tourism destination image (TDI) perception plays an instrumental role
on consumer behaviour (Tasci, Gartner, and Cavusgil, 2007).
The idea of TDI is complex, multi-dimensional, intangibile and subjective
to tourism products (Gallarza, Saura, and García 2002).
H1: Wine destination brand image has a positive impact on wine tourism
brand equity
Review of Literature & Hypotheses
Development
If consumers have a favourable image of the destination, they tend
to visit the winery and enhance the value of the wine tourism
destination brand (Famularo et al., 2010).
Aspects like natural and cultural resources, infrastructure,
socioeconomic environment, climate, atmosphere, social conditions,
gastronomy, and culture of a destination improve the value of a wine
destination (Scherrer et al., 2009).
H2: Tourism destination image has a positive impact on wine
tourism brand equity
Review of Literature & Hypotheses
Development
Keller (1993) stated that when a destination brand is linked to
another entity/brand associations get transferred from the brand to
the entity. We use the same logic to posit that brand image as a
wine tourism brand would affect the brand equity of the destination
brand.
Effect of the superior category, namely destination is spelt over the
subordinate categories (e.g., wine tourism destination) (Gomez &
Molina, 2012).
Knowledge of wine by customers also affects the brand equity of a
destination.
Review of Literature & Hypotheses
Development
H3a: Specialist winery tourists affect the relationship between wine
destination brand image and wine tourism destination brand equity
H3b: General tourists affect the relationship between wine destination
brand image and wine tourism destination brand equity
H4a: Specialist winery tourists affect the relationship between tourism
destination image and wine tourism destination brand equity
H4b: General tourists affect the relationship between tourism destination
image and wine tourism destination brand equity
Proposed Model
Knowledge of wine
Wine Destination Brand Image
(WBI)
Functional image (FR)
Affective image (AI)
Specialist winery
tourists Generalist
H3
H1
H4
Tourism destination image (TDI)
Nature (NA)
Culture (CU)
Infrastructure and socio- economic
environment (IN)
Atmosphere (AT)
Social conditions (SC)
Affective destination image (AF)
H2
Wine tourism destination brand equity
(BE)
Wine tourism destination brand awareness
(BA)
Wine tourism destination brand loyalty (BL)
Wine tourism destination perceived value
(PV)
Proposed Methodology
Part 1
In-depth interviews to find out the motivation of the wine tourists.
Inferences to be made using content analysis.
Part 2
SEM to analyse the impact of the wine destination and tourism
destination on tourism brand equity using data from wine travellers
(present/ prospective).
Scales: Wine destination brand image (BI) - Martínez and Pina
(2009)
Destination image (DI) - Beerli and Martín (2004) San Martín and
Rodríguez (2008)
Wine tourism destination brand equity (BE) - Boo et al. (2009)
Contributions
• Identify the motivation behind wine torism
• Look at impact of wine destination image and tourism
destination image on Wine tourism destination brand
equity in the context of India
• Enable marketers to understand whether different
strategies should be employed for targeting specific winery
tourists or general tourists.
•
Thank You.