Authenticity: Do tourist perceptions of winery experiences affect behavioral intentions?

Abstract

Purpose

Based on the theoretical debates involving authenticity and consumer behavior intentions, this exploratory research study aims to identify whether the authentic experiences of tourists visiting wineries affect their behavioral intentions.

Design/methodology/approach

A self-administered questionnaire was created to address authenticity issues within the context of the on-site winery experience and how they ultimately affected behavioral intentions according to selected demographic characteristics. Adapting Wang’s categorization of authenticity as being composed of three dimensions, a total of 13 questions were developed and used to obtain consumer data. To determine whether these three dimensions related to authenticity affected visitors’ behavioral intentions within the context of the winery experience, a standard multiple regression procedure was used at a levels = 0.05 and 0.01.

Findings

The findings show that authentic characteristics play a substantial role in the behavioral intentions of winery tourists. Interestingly, there were no significant relationships between a visitor’s willingness to recommend wineries and the on-site winery experience, presentation of wine bottle labeling and impressions about the overall winery experience.

Research limitations implications

Because this was an exploratory study, repeated applications of this experiment must be conducted in many other global destinations where winery visits occur, to establish generalizable research findings. Future applications of this research study should consider introducing new variables to further measure authenticity related to on-site winery visits, not only to build upon these study findings but also to assist the wine industry marketing professionals in acquiring a better understanding of the relationship between authenticity, as related to on-site winery visits, and the behavioral intentions of winery visitors.

Practical implications

This study’s findings will help to better understand the behavioral intentions of winery visitors based upon the perceived authenticity levels of on-site winery experiences. The results provide strategic and developmental directions for wine industry professionals, winery owners, wine producers and wine destination marketing organizations to more accurately promote winery visits, products and destinations.

Originality/value

Although authenticity and wine tourism have both received much attention as research topics, no research, to date, has addressed the importance of perceived authenticity, as applied to the on-site winery visit, within the overall wine tourism experience and its effect upon visitor intentions. This study endeavored to quantify the attributes of authenticity that are specific to winery tourism and consumer behavior issues.

Citation

Kim, H. and Bonn, M.A. (2016), "Authenticity: Do tourist perceptions of winery experiences affect behavioral intentions?", International Journal of Contemporary Hospitality Management, Vol. 28 No. 4, pp. 839-859. https://doi.org/10.1108/IJCHM-05-2014-0212