Jul 30th, 11:30 AM - 12:30 PM


Investigating the Effects of Consumer Experience Tourism on Brand Equity and Market Outcomes: an Application in the Wine Industry


This paper aims at presenting a conceptual framework about Consumer Experience Tourism in a winery setting and its effects on post-visit consumer behavior. The tourism experience of a winery visit has been noted as having multiple valuable effects for the winery and its brands, such as increased brand awareness, loyalty, emotional connection, increased involvement and brand differentiation. The proposed model offers an examination of the on-site winery experience within a wide temporal context, by incorporating pre-visit expectations, satisfaction parameters and post visit consumer behaviour. The main focus is the effect on consumer based brand equity and linked market outcomes.