LUU, Cam Truc; GALAN, Jean-Philippe

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LUU, Cam Truc

Institut de Recherche en Gestion des Organisations [IRGO]

GALAN, Jean-Philippe

Institut de Recherche en Gestion des Organisations [IRGO]

Langue

Communication dans un congrès avec actes

Ce document a été publié dans

Marketing for Growth, 50th Annual Conference for the European Marketing Academy (EMAC), 2021-05-25, Madrid. 2021-05, vol. 50

Résumé en anglais

The paper introduces the concept of brand experience and extend it to wine tourism destination context. This study effort to examines the influence of wine tourism destination brand experience (WTDBE) on intention to revisit (IV). For a more complete evaluation, the mediating roles of wine tourism destination brand image (WTDBI), wine tourism destination brand loyalty (WTDBL) and visitor satisfaction (VS) should also be examined. Structural equation modeling is used to simultaneously test 8 hypothesized relationships. Information is obtained from a sample of 379 international and domestic visitors who visited to Bordeaux, as a wine tourism destination. The results reveal that the relationship of WTDBE and IV is the “complementary mediation” is encompassed by both positive direct effect and indirect effect. The findings are discussed in the light of their theoretical and practical implications for wine tourism destination marketing and management.< Réduire

Mots clés en anglais

Wine tourism experience

Brand experience

Oenotourism

Tourism

Consumer behavior

URI

https://oskar-bordeaux.fr/handle/20.500.12278/78750

Unités de recherche

IRGO (Institut de Recherche en Gestion des Organisations) - EA 4190