Tourism has, over the past decade, been marked by outstanding growth. In the fierce competition among tourism destinations, aiming to increase competitive advantage, one of the key resources in this regard is that of ...
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Tourism has, over the past decade, been marked by outstanding growth. In the fierce competition among tourism destinations, aiming to increase competitive advantage, one of the key resources in this regard is that of destination branding by creating unique experiences to attract visitors. Wine tourism, its nature is to offer hedonic and senses experience; thus, it is so logical suggestion that wine tourism is one of the most suitable areas to inherit and expand the body of consumption experience literature.As stated by UNWTO, France remains positioned as the world’s leading destination in terms of visitor numbers and Bordeaux is a leader of wine destinations in France most visited in 2016 (Atout France, 2019). A significant number of efforts on the wine tourism experience from the visitor’s perspective, however, an academic has focused attention on wine tourism experience in France just beginning to emerge. Limited research has examined the vital role of branding and brand experience in wine tourism destination context as well the relationships between wine destination brand experience and both its antecedents and consequences in the form of published academic research.From these gaps, this study efforts to adopt the conceptualization of brand experience concept in a new context: destination wine tourism, and propose an integrated research model that includes wine destination brand experience (WDBE) and both its antecedents (i.e., event marketing, brand clues, marketing communication) and its consequences (i.e., wine destination consumer-based brand equity (WDCBBE), visitor satisfaction, and revisit intention) together with empirically examination these relationships.Data collection with English and French questionnaires was conducted both online and face-to-face from April 2019 to September 2019 at Bordeaux as an overall wine tourism destination. Total 379 valid respondents both domestic and international visitors, aged 18 and above who had visited one or more than one of the wine destinations in Bordeaux as Bordeaux vineyards, La Cité du Vin – a symbol of Bordeaux; VinExpo Bordeaux, Bordeaux Wine Festivals, Wine Museums, Wine Restaurants, Wine Bars in the past 12 months.The results of the quantitative methodology used CB-SEM analysis with SPSS V.20 and AMOS V.24 software provided empirical evidence that WDBE as the second-order factor includes five dimensions (sensorial WDBE, affective WDBE, intellectual WDBE, behavioral WDBE, and relational/social WDBE). WDBE is not only positively affected by three factors as event marketing, brand clues, marketing communication, but also positive impacts five dimensions of wine destination consumer-based brand equity (wine destination brand awareness, wine destination brand image, wine destination perceived quality, wine destination perceived value, and wine destination brand loyalty), visitor satisfaction, and intention to revisit.The results enrich and extend the body of literature in wine tourism and experience marketing by adopting the conceptualization of brand experience in wine tourism context and by proposing a research model in terms of considering a wine tourism destination as overall and comprehensive destination view. Besides, a systematic and overview literature of experience marketing and consumer-based brand equity in various brand contexts was offered by conducting statistics from the previous research. The findings also offer useful information for wine destination providers, marketers, and the wine tourism industry to propose strategic policies to create unique experiences in order to increase wine destination brand equity, maintain visitors’ satisfaction, and revisit intention.
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