Utilize este identificador para referenciar este registo: http://hdl.handle.net/10198/16562
Título: The effect of wine tourism experiences on wine brands
Autor: Correia, Ricardo
Meneses, Raquel
David, Sílvia
Palavras-chave: Wine tourism
Experiences
Wine producers
Wine brands
Marketing
Data: 2016
Citação: Correia, Ricardo; Meneses, Raquel; David, Sílvia (2016) - The effect of wine tourism experiences on wine brands. Universal Journal of Management. ISSN 2331-9577. 4:9, p. 508-515
Resumo: Wine tourism takes on a clear hedonic dimension, being especially prone to the design of experiences. The characteristics of wine tourism make this product quite compatible with the rural areas and with an evident capacity of sustainable development. Most of the studies that characterize the wine tourism experiences have a clear focus on the demand side. This paper aims at obtaining a greater insight into the leverage of the wine brands through positive experiences associated with wine tourism. Sustained on the Grounded Theory, a deep analysis of the perception that the cellars/farms have about the effect of their touristic offer on their wine brands was carried out. While there is no use of concrete measures on the supply-side, we found that there is the conviction of a reciprocal leverage effect between wine tourism experiences and wine brands. Despite the exploratory nature of this paper we conclude that wine experiences and brand value and awareness reinforce which other in an interactive and dynamic way.
Peer review: yes
URI: http://hdl.handle.net/10198/16562
DOI: 10.13189/ujm.2016.040905
ISSN: 2331-9577
Aparece nas colecções:EsACT - Artigos em Revistas Não Indexados à WoS/Scopus

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