The visiting motivation, perceived value and future behavioural intentions of winery tourists

Wine tourism has become increasingly popular around the world, with such tourists making wineries key players in facilitating local economic growth. Understanding the consumer psychology of wine tourists can thus not only help wineries to predict their behaviours and boost wine sales by building up long‐term customer relationships, but also provide the winery‐related tourism industry with valuable marketing insights. This study thus examines how motivations and perceived value affect wine tourists' satisfaction, and how satisfaction affects tourists' behavioural intentions. These include the intentions to experience the wine‐making process, buy wine, and revisit the location. The study focused on Taiwanese wineries, and found that wine tourists' social background, family structure, degree of relaxation, and learning motivation all affect their satisfaction, and hence their intention to revisit the wineries and purchase items.