The influence of wine storytelling on the global wine tourism experience

The aim of this paper is to evaluate the role of wine storytelling as an antecedent in the wine tourism experience, namely on other constructs such as winescape attributes, sensorial attraction, wine excitement and cultural experience. Th is study analyses the combined use of fi ve wine tourism experience dimensions as well the infl uence of storytelling as a key antecedent of the wine experience. Th is study extends existing knowledge by identifying new key drivers which focus on wine tourist behavioural responses within visits to the wine cellars. Data were collected within two wine tourism settings in Madeira and Porto wine cellars, from two convenience samples of 647 international wine tourists. Using partial least square structural equation modelling, the results reveal a direct impact of wine storytelling on the several dimensions of the wine tourism experiences. Furthermore, storytelling was found to directly infl uence wine excitement, and indirectly both outcome variables (wine excitement and cultural experience), trough the mediating eff ect of winescape attributes and sensorial attraction.