Developing a Wine Experience Scale: A New Strategy to Measure Holistic Behaviour of Wine Tourists

摘要: This study develops a scale to measure wine tourism experiences and was tested in Portugal, two of the main centres: Porto Madeira. The experience combines traits with traditional approach scales related tourism. development follows most recognised validated procedures. Data were collected from total 647 international tourists cellars fortified regions visiting areas: Structural equation modelling (SEM-AMOS) used as analysis validation tool. resulting 18-item comprises four major dimensions: (1) Wine storytelling, (2) tasting excitement, (3) involvement, (4) winescape. All these showed reliable indicators. new presents valid tool better evaluate setting. offers broad range use for academics, managers, planners, practitioners. It shows how measurement focused on terms several outcomes applications, addressing important practical managerial implications, can have an impact academic research. Most previous still fail specifics settings. is first that dimensions senses, applied relevant destination where research limited. results are boosting increasingly recognized awareness Portugal tourism, well bringing body knowledge.