Wine Tourism and Consumer Behaviour: an esplorative study in Tuscany and Marche

This study presents an explorative analysis of wine tourists’ behavior in two Italian regions,Tuscany and Marche (Central Italy). Adopted measures includes multi-item batteries for pleasure, arousal, and satisfaction, as well as measures of brand name strength and place attachment. The research design is based on a wider extensive research about brand attachment implications of tourism experience, carried out between 2009 and 2010 across selected regions within different nations. 364 participants were randomly selected, intercepted and asked to complete a questionnaire on experiential aspects of their visit to the region, on attributions, brand attachment, and boundary conditions (place attachment, distance from home). Findings: The complexity of the relationships between wine tourism supply and tourist experience emerges: the different set of preferences that tourists show (in terms of what they like or dislike) has a strong impact on what they seek in a location.