Presenter Bios

1. Jenni Lee is a Ph.D Candidate in the Sustainable Tourism and Protected Area Management program at Michigan State University. She is interested in sustainable tourism development and cross-cultural communication in the tourism context. Her main methodological background is psychometric and quantitative data analysis. Based on this background, she has participated in diverse research related to conservation and outreach programs, park systems, winery tourism, and hospitality research. These studies were conducted using diverse formats, such as paper, on-line and on-site surveys.

2. Dan McCole is an Associate Professor in the Department of Community Sustainability at Michigan State University. As an interdisciplinary social scientist, Dan integrates the fields of marketing and economics with other social sciences related to the field of tourism. Over the past five years, Dan and his team have conducted over a dozen studies to help wineries in emerging wine tourism destinations. Dan has also conducted experiments to investigate the ways in which social media and review sites impact tourists’ travel decisions, and studies to evaluate the impact of programs in the U.S. and abroad.

Abstract

Wineries provide diverse tourism experience, which include wine tasting, gastronomy, education, and more. The primary focus of this study is to investigate the extent of visitors’ perceived value of a winery’s attributes and whether that determines the level of satisfaction and loyalty to the winery. The study also investigates whether visitor’s levels of perceived value differ according to their levels of wine involvement. The study uses an online survey with winery visitors intercepted at Wisconsin wineries. The analysis involves both confirmatory factor analysis and structural equation modelling. The study identifies that perceived values primarily indicate emotional and service values. While the enjoyment level of wine involvement is positively related with perceived value, expertise level of wine involvement is negatively related. Lastly, positive relationship is identified among the perceived value, satisfaction and winery loyalty. Equipped with an understanding of wineries’ visitors, winery can provide services that are better tailored to visitors.

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Understanding winery visitors: The relationship among wine involvement, perceived value, and winery loyalty

Wineries provide diverse tourism experience, which include wine tasting, gastronomy, education, and more. The primary focus of this study is to investigate the extent of visitors’ perceived value of a winery’s attributes and whether that determines the level of satisfaction and loyalty to the winery. The study also investigates whether visitor’s levels of perceived value differ according to their levels of wine involvement. The study uses an online survey with winery visitors intercepted at Wisconsin wineries. The analysis involves both confirmatory factor analysis and structural equation modelling. The study identifies that perceived values primarily indicate emotional and service values. While the enjoyment level of wine involvement is positively related with perceived value, expertise level of wine involvement is negatively related. Lastly, positive relationship is identified among the perceived value, satisfaction and winery loyalty. Equipped with an understanding of wineries’ visitors, winery can provide services that are better tailored to visitors.