Wine Tourism Experience in the Tejo Region: The influence of sensory impressions on post-visit behaviour intentions

Vasco Santos, Ana Caldeira, Eulália Santos, Simão Oliveira, Paulo Ramos


Purpose – This study aims to explore the influence of the wine tourism experience on visitors’ memorable sensory impressions, and the effects of these impressions on their recommendation and loyalty intentions.

Design/methodology/approach – 306 usable questionnaires were collected from national and international wine tourists during their visits to the Tejo wine region. A structural equation model analysis was performed using PLS, to test the validity of the constructs and the model hypotheses.

Findings – The structural equation model results revealed a differentiated impact of the various sensory impressions on future behavioural intentions, suggesting that wineries should attract tourists by more than visual elements and taste-flavour activities alone.

Research limitations – The data were collected from only one wine tourism region. Future studies can investigate sensory impressions relating to winery and wine cellar visits in a cross‐cultural context, covering a wider spread of wine regions in Portugal and abroad.

Practical implications – This paper provides wine tourism managers with valuable information on how cellar and winery experiences can be improved across a range of different sensory impression dimensions.

Originality/value – This paper is the first to empirically test wine tourist the impact of the different sensory impressions on post-visit behaviour intentions in the context of the wine tourism experience.


wine tourism experience, sensory impressions, behavioural intentions, recommendation, loyalty, structural equation modelling (SEM)

Full Text:



Agapito, D., Pinto, P. & Mendes, J. (2017). Tourists’ memories, sensory impressions and loyalty: In loco and post-visit study in Southwest Portugal. Tourism Management, 58, 108-118.

Agapito, D., Valle, P., & Mendes, J. (2014). The sensory dimension of tourist experiences: Capturing meaningful sensory-informed themes in Southwest Portugal. Tourism Management, 42, 224-237.

Bagdare, S., & Roy, S. (2016). VISUALSCAPE: a scale to measure visual experience in retailing. Services Marketing Quarterly, 37(4), 272-287.

Ballantyne, R., Packer, J., & Sutherland, L. A. (2011). Visitors’ memories of wildlife tourism: Implications for the design of powerful interpretive experiences. Tourism Management, 32(4), 770-779.

Barclay, D. W., Higgins, C. A., & Thompson, R. (1995). The partial least squares approach to causal modeling: Personal computer adoption and use as illustration. Technological Studies, 2, 285-309.

Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan management review, 43(3), 85-89.

Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: an experiential view. International Journal of Wine Business Research, 21(3), 235-257.

Bruwer, J., & Rueger-Muck, E. (2018). Wine tourism and hedonic experience: A motivation-based experiential view. Tourism and Hospitality Research.

Caldeira, A. M., & Kastenholz, E. (2018). It’s so hot: predicting climate change effects on urban tourists’ time–space experience. Journal of Sustainable Tourism, 1-27.

Carneiro, M. J., Eusébio, C., & Caldeira, A. (2018). The Influence of Social Contact in Residents’ Perceptions of the Tourism Impact on Their Quality of Life: A Structural Equation Model. Journal of Quality Assurance in Hospitality and Tourism, 19(1), 1-30.

Carneiro, M. J., Kastenholz, E., & Marques, C. (2014). A experiência turística rural vivida e cocriada pelos visitantes. In E. Kastenholz, C. Eusébio, E. Figueiredo, M. J. Carneiro, & L. Joana (Eds.), Reinventar o turismo rural em Portugal: Cocriação de experiências turísticas sustentáveis (pp. 71–88). Aveiro: Universidade de Aveiro.

Carù, A., & Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing theory, 3(2), 267-286.

Cepeda Carrión, G., Henseler, J., Ringle, C. M., & Roldán, J. L. (2016). Prediction-oriented modeling in business research by means of PLS path modeling: Introduction to a JBR special section. Journal of Business Research, 69(10), 4545-4551.

Chen, X., Goodman, S., Bruwer, J., & Cohen, J. (2015). Beyond Better Wine: The Impact of Experiential and Monetary Value on Wine Tourists’ Loyalty Intentions. Asia Pacific Journal of Tourism Research, 21(2), 172-192.

Davis, D. (1996). Business Research for Decision Making (4th ed.). Belmont, CA: Duxbury Press.

Dissart, J. C., & Marcouiller, D. W. (2012). Rural tourism production and the experience-scape. Tourism Analysis, 17(6), 691-704.

Fernandes, T., & Cruz, M. (2016). Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars. Journal of Retailing and Consumer Services, 31, 371–379.

Figueiredo, E., Kastenholz, E., & Lima, J. (2013). Recreating Rurality through Tourism: Visions of Hosts and Guests in two Portuguese Villages. In E. Figueiredo & A. Raschi (Eds.), Fertile Links? (pp. 43-70). Firenze: Firenze University Press.

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.

Getz, D. (2000). Explore Wine Tourism: Management, Development & Destinations: Cognizant.

Gill, D., Byslma, B. & Ouschan, R. (2007). Customer perceived value in a cellar door visit: the impact on behavioural intentions. International Journal of Wine Business Research, 19(4), 257-275.

Goldstein, E. B. (2010). Sensation and perception Encyclopedia of perception (8th ed.). Belmont: Wadsworth.

Pratt, M. A., & Molina, A. (2018). Wine tourism research: a systematic review of 20 vintages from 1995 to 2014. Current Issues in Tourism, 1-39.

Gretzel, U., & Fesenmaier, D. (2003). Experience-based internet marketing: an exploratory study of sensory experiences associated with pleasure travel to the Midwest United States. Paper presented at the Information and communication technologies in tourism 2003: Proceedings of the International Conference in Helsinki, Finland, 2003.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: SAGE Publications.

Hall, C. M., & Macionis, N. (1998). Wine tourism in Australia and New Zealand. In R. W. Butler, J. C.M. Hall , & M. Jenkins (Eds.), Tourism and Recreation in Rural Areas (pp. 197–221). England: John Wiley & Sons.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.

Holbrook, M. B. (2018). Essay on the origins, development and future of the consumption experience as a concept in marketing and consumer research. Qualitative Market Research: An International Journal, 21(4), 421-444.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.

Hollebeek, L. D., & Brodie, R. J. (2009). Wine service marketing, value co-creation and involvement: research issues. International Journal of Wine Business Research, 21(4), 339-353.

Kastenholz, E., Carneiro, M. J., Marques, C. P., & Loureiro, S. M. (2018). The dimensions of rural tourism experience: impacts on arousal, memory, and satisfaction. Journal of Travel and Tourism Marketing, 35(2), 189-201.

Kim, H., & Bonn, M. A. (2016). Authenticity: Do tourist perceptions of winery experiences affect behavioral intentions. International Journal of Contemporary Hospitality Management, 28(4), 839-859.

Kim, J.-H. (2014). The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism management, 44, 34-45.

Kirillova, K., Fu, X., Lehto, X., & Cai, L. (2014). What makes a destination beautiful? Dimensions of tourist aesthetic judgment. Tourism Management, 42, 282-293.

Lee, C., Hallak, R., & Sardeshmukh, S. R. (2016). Innovation, entrepreneurship, and restaurant performance: A higher-order structural model. Tourism Management, 53, 215-228.

Lee, T. H., & Chang, Y. S. (2012). The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan AU. Leisure Studies, 31(1), 103-121.

Lee, T. H., & Chang, Y. S. (2012). The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan. Leisure Studies, 31(1), 103-121.

Lindstrom, M. (2006). Brand sense: How to build powerful brands through touch, taste, smell, sight and sound. Strategic Direction, 22(2).

Mateiro, B., Kastenholz, E., & Breda, Z. (2018). The sensory dimension of the tourist experience in mountain destinations: The case of Serra da Estrela Natural Park. Revista Turismo & Desenvolvimento, 1(27/28), 2027-2038.

Mitchell, R., & Hall, C. M. (2006). Wine tourism research: the state of play. Tourism Review International, 9(4), 307-332.

Montella, M. (2017). Wine Tourism and Sustainability: A Review. Sustainability, 9(1).

Morgan, M., Lugosi, P., & Ritchie, J. B. (2010). Introduction. In M. L. Morgan, P. & J. B.

Novelli, M. (2005). Niche tourism: contemporary issues, trends and cases: Routledge.

Pan, S., & Ryan, C. (2009). Tourism sense‐making: The role of the senses and travel journalism. Journal of Travel & Tourism Marketing, 26(7), 625-639.

Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard business review, 76(4), 97-105.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.

Quadri-Felitti, D. L., & Fiore, A. M. (2013). Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Tourism and Hospitality Research, 13(1), 47-62.

Quadri-Felitti, D., & Fiore, A. M. (2012). Experience economy constructs as a framework for understanding wine tourism. Journal of Vacation Marketing, 18(1), 3-15.

Ramos, P. M. G., Martins, F. V., & Barandas, H. G. (2011). Differences in the perception of wine attributes : A comparative view between consumers, producers and intermediaries. Bulletin de l’OIV, 84(1), 271–306.

Ringle, C. M., Wende, S., & Becker, J.-M. (2014). Smartpls 3. Hamburg. Retrieved from

Ritchie (Eds.), The tourism and leisure experience: Consumer and managerial perspectives: Channel View Publications.

Santos, Ramos & Almeida (2017). The relationship between involvement, destination emotions and place attachment in the Porto wine cellars. International Journal of Wine Business Research, 29(4).

Santos, V., Santos, E., Oliveira, S., Caldeira, A., & Martinho, F. (2018). Análise da Oferta de Enoturismo da Região Tejo. ISLA Multidisciplinary e-Journal, 1(1), 1-15.

Schmitt, B. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press, New York.

Sparks, B. (2007). Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions. Tourism Management, 28(5), 1180–1192.

Tsaur, S. H., Chiu, Y. T., and Wang, C. H. (2006). The visitors behavioral consequences of experiential marketing: An empirical study on Taipei Zoo. Journal of Travel and Tourism Marketing, 21(1), 47-64.

Tussyadiah, I. P., & Zach, F. J. (2012). The role of geo-based technology in place experiences. Annals of Tourism Research, 39(2), 780-800.

Tynan, C., & McKechnie, S. (2009). Experience marketing: a review and reassessment. Journal of Marketing Management, 5-6, 501-517.

Vo Thanh, T., & Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, 30-37.

Vo Thanh, T., & Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, 30-37.

Williams, H. A., Yuan, J., & Williams, R. L. (2018). Attributes of Memorable Gastro-Tourists’ Experiences. Journal of Hospitality & Tourism Research, 43(3), 327-348.

Xiong, J., Hashim, N. H., & Murphy, J. (2015). Multisensory image as a component of destination image. Tourism Management Perspectives, 14, 34-41.

Zhang, J., Zhang, H., & Zheng, C. (2018). Is looking always more important than listening in tourist experience? AU - Qiu, Mengyuan. Journal of Travel & Tourism Marketing, 35(7), 869-881.


  • There are currently no refbacks.

International Journal of Marketing, Communication and New Media

ISSN: 2182-9306


International Networks of Indexing:

Emerging Sources Citation Index (Clarivate Analytics) - QUALIS CAPESGOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS.