Article ID: | iaor201525932 |
Volume: | 21 |
Issue: | 3 |
Start Page Number: | 265 |
End Page Number: | 288 |
Publication Date: | May 2015 |
Journal: | International Journal of Services and Operations Management |
Authors: | Yeh TsuMing, Wu ShuNui, Jeng MeiYuan |
Keywords: | China, hierarchical structure, Taiwan, consumer behaviour, survey data |
Perceived values have an effect on a consumer's behaviour. As there is a paucity of literature examining wine tourists' perceived values, this study utilises a means‐end chain technique, a qualitative method that has been increasingly adopted by tourism researchers, to delve into winery consumers' reflections on their own personal values through the consequences and attributes they perceive in their winery experience. Forty tourists, including 20 Taiwanese and 20 Chinese, were interviewed one‐on‐one at five Taiwanese wineries. The results show that six attributes are recognised: opportunities for purchasing local agricultural products, experiencing DIY leisure, being close to nature, beautiful pastoral landscape, pure leisure vacationing, and savouring local cuisine. Moreover, both individual values (better relationships with others, personal enjoyment, and quality of life) and social values (social belonging and fond memories) also emerged. Further analysis revealed a difference between Taiwanese and Chinese tourists' perceived values.