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EMAC 2021 Annual Conference

Wine tourism destination: Effects of brand experience on visitor behavior and mediating roles of brand image, brand loyalty, and visitor satisfaction

Published: May 25, 2021


Cam-Truc Luu, University of Bordeaux, IRGO, EA 4190, F-33000 Bordeaux, France; Jean-Philippe Galan, Univ. Bordeaux, IRGO, EA 4190, F-33000 Bordeaux, France


The paper introduces the concept of brand experience and extend it to wine tourism destination context. This study effort to examines the influence of wine tourism destination brand experience (WTDBE) on intention to revisit (IV). For a more complete evaluation, the mediating roles of wine tourism destination brand image (WTDBI), wine tourism destination brand loyalty (WTDBL) and visitor satisfaction (VS) should also be examined. Structural equation modeling is used to simultaneously test 8 hypothesized relationships. Information is obtained from a sample of 379 international and domestic visitors who have been visited to Bordeaux, as a wine tourism destination. The results reveal that the relationship of WTDBE and IV is the ‚Äúcomplementary mediation‚ÄĚ is encompassed by both positive direct effect and indirect effect. The findings are discussed in the light of their theoretical and practical implications for wine tourism destination marketing and management.