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DOTTORATO DI RICERCA Motivations, Travel Constraints And Università degli Studi di Cagliari DOTTORATO DI RICERCA Scienze Economiche e Aziendali Ciclo XXXII TITOLO TESI Motivations, travel constraints and experiential dimensions of wine tourists' behaviour Settore scientifico disciplinare di afferenza: SECS-P/08 Economia e Gestione delle Imprese Presentata da: Ester Napolitano Coordinatore Dottorato: Professor Vittorio Pelligra Tutor: Professor Giacomo Del Chiappa Esame finale Anno Accademico 2018 – 2019 Tesi discussa nella sessione d’esame di Gennaio-Febbraio 2020 1 Tables of contents Summary .................................................................................................................................. 5 Acknowledgments ................................................................................................................ 21 Chapter 1 Understanding the Wine Tourist Markets’ Motivations, Travel Constraints and Perceptions of Destination Attributes: A Case Study of Winery Visitors in Sardinia, Italy........................................................................................................................ 22 Abstract............................................................................................................................................ 22 1.1 Introduction .............................................................................................................................. 23 1.2 Literature Review ..................................................................................................................... 25 1.3 Study Area: The Sardinia Wine Region ................................................................................ 27 1.4 Method ....................................................................................................................................... 28 1.5 Results ........................................................................................................................................ 29 1.5.1 Overall Profile of the Sample ........................................................................................... 29 1.5.2 Cluster Analysis ................................................................................................................ 30 1.5.3 The Profiles of Three Wine Tourism Motivation-Based Segments ............................ 32 1.5.4 Travel Motivations Among the Three Cluster Groups ................................................ 33 1.5.5 Perceived Importance of Wine Tourism Destination Attributes ................................ 34 1.5.6 Factors Influencing Wine Travel Behaviour .................................................................. 36 1.6 Conclusions and Implications ................................................................................................ 37 1.7 References ................................................................................................................................. 42 Chapter 2 Perceived Authenticity, Satisfaction and Behavioural Intentions at Wineries ....... 45 Abstract............................................................................................................................................ 45 2.1 Introduction .............................................................................................................................. 45 2.2 Literature review ...................................................................................................................... 48 2.3 Methodology ............................................................................................................................. 52 2.4 Results ........................................................................................................................................ 54 2.5 Discussion and Conclusion ..................................................................................................... 61 2 2.6 References ................................................................................................................................. 66 Chapter 3 The influence of servicescape and perceived authenticity on winery visitors’ satisfaction and their behavioural intentions ................................................................ 71 Abstract............................................................................................................................................ 71 3.1 Introduction .............................................................................................................................. 71 3.2 Literature Review ..................................................................................................................... 74 3.2.1 The role of the servicescape attributes in wineries ....................................................... 76 3.2.2 Authenticity in tourism and wine tourism-related studies ........................................ 79 3.3 Methodology ............................................................................................................................. 82 3.4 Results ........................................................................................................................................ 85 3.4.1 Overall profile of the sample ........................................................................................... 85 3.4.2 Results of Exploratory Factor Analyses ......................................................................... 86 3.4.3 Multiple regression analysis ............................................................................................ 90 3.5 Conclusion ................................................................................................................................ 93 3.6 References ................................................................................................................................. 98 Conclusion ........................................................................................................................... 103 Managerial implication..................................................................................................... 111 Limitations and future research directions ................................................................... 114 References ............................................................................................................................ 116 Appendix ............................................................................................................................. 119 3 List of Tables Chapter 1 Table 1.1 Travel motivations by the wine-related travel motivation groups ............... 31 Table 1.2 Structure Matrix ................................................................................................... 32 Table 1.3 Summary results of multiple discriminant analysis ....................................... 32 Table1.4 Classification results ............................................................................................. 33 Table 1.5 Perceived importance of wine tourism destination attributes by the wine- related travel motivation groups ........................................................................................ 35 Table 1.6 Factors influencing wine travel behaviour ....................................................... 36 Chapter 2 Table 2.1 Rotated Factor Matrix (Varimax Rotation) ....................................................... 55 Table 2.2 Cluster analysis ..................................................................................................... 56 Table 2.3 Structure Matrix ................................................................................................... 58 Table 2.4 Summary results of multiple discriminant analysis ....................................... 58 Table 2.5 Classification results ............................................................................................ 59 Table 2.6 Chi-square test ...................................................................................................... 59 Table 2.7 ANOVA test .......................................................................................................... 61 Chapter 3 Table 3.1 Items and related sources .................................................................................... 83 Table 3.2 Overall profile of the sample .............................................................................. 85 Table 3.3 Servicescape: factor analysis ............................................................................... 87 Table 3.4 Factor analysis of perceived authenticity ......................................................... 89 Table 3.5 The determinants of overall satisfaction (*** p<0.001; ** p<0.05) ................... 91 Table 3.6 The determinants of behavioural intentions (*** p<0.001; ** p<0.05) ............ 92 List of Figures Summary Figure 1 – Conceptual framework of the thesis: Demand and Supply-related factors influencing wine tourists’ behaviour ................................................................................. 12 Chapter 3 Figure 2 - Conceptual framework ....................................................................................... 82 4 Summary Over recent years, wine tourism is growing worldwide and constantly attracting an increasing number of people. It is estimated that in 2014, 15 million travellers were motivated by wine tourism in the US, 10 million wine tourists in France and 5 million in Italy - among others (Mintel data,
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