Old world wine tourism

: insights into visitors preferences

Abstract

This dissertation aims at investigating which are the features that most affect wine tourists’ experience during a winery visit. The study examines and aims at discovering the value attached to winery attributes for Old World tourists, and their impact on the overall wine visit evaluation. Although the wine tourism industry understanding is expanding, what factors are most valued by wine tourists remains relatively unexplored. Jointly with existing literature on consumer behaviour and tourism marketing, this dissertation offers an in­-depth analysis of how these characteristics impact wine tourists’ preferences.
The study employs a qualitative methodology that comprehends user­-generated content analysis, using Leximancer text analysis software. Patterns and preferences are identified by examining participants’ reviews related to the overall rating assigned.
The findings, after analyzing 550 reviews, gathered from 55 countries in different Old World countries show that quality wines, jointly to an informative and enjoyable tour, represent the most valued attributes. It is also highlighted the importance of a skilled and personable staff, able to convey the experience. The dissertation offers practical suggestions for wineries to better customize their offering, with the aim of being more attractive for wine tourists.

Date of Award	31 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Helena Rodrigues (Supervisor)