The tale of two italian region: wine tourism in Marche and Tuscany

Given the importance of places as tourism destination in the process of visitors’ attachment to regional brands (i.e., typical foods, arts and crafts, or apparel originating from a designated geographical place) (Iversen and Hem, 2008) and relations between consumer affective experiences and their attachment to places in a tourism, leisure, and recreation context (e.g., Gross and Brown, 2006; Hammitt et al., 2006) most of previous research has examined the existence of a direct relationship between consumer affect and post-visit brand attachment (e.g., Orth et al., 2010). In this paper we will investigate the attributional process that explains such an association. The research design is based on a wider extensive research carried out between 2009 and 2010 by Orth et al.. By using a survey procedure we have collected 380 of valid responses; data analysis has been carried out in order to estimate and measure dependent and independent variables.