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.
