Factors influencing consumer wine choice: The case of wine tourism

This research was undertaken to examine the relationship between the wine tourism activities of consumers and their subsequent wine choices. Exploratory research was undertaken giving specific attention to wine tourism, first, as a factor of influence on decision-making, second, on levels of consumer involvement and third on long-term consumer loyalty. A convenience sample of 12 wine consumers in Dublin participated in the study. Semi-structured in-depth interviews were used to gather the qualitative data used. The findings clearly establish links made by consumers between their wine tourism experiences and their subsequent wine purchase preferences. The findings highlight the importance of facilitating the co-creation of memorable wine tourism experiences as a determinant of improved consumer involvement as well as the development of long-term consumer loyalty. Implications for industry practitioners suggest a continued focus on the provision of unique wine tourism experiences; while the findings support the theoretical links between consumers own past experiences and their use as a valuable information source when making purchase decisions.