Naslov
The Experience Economy Approach - An Empirical Examination in Wine Industry

Autori
Brzovska, Ezeni ; Palamidovska Sterjadovska, Nikolina ; Ozretić Došen Đurđana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 1st international scientific conference "Economic and Business Trends Shaping the Future" / Santa, Mijalche - Skopje : Faculty of Economics-Skopje, SS. Cyril and Methodius University in Skopje, 2020, 427-437

Skup
1st International Scientific Conference on "Economic and Business Trends Shaping the Future" (EBTSF20)

Mjesto i datum
Skopje, Sjeverna Makedonija, 12.11.2020. - 13.11.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
experience economy, arousal, memory, loyalty, wine tourism

Sažetak
The purpose of this paper is to analyze the four realms of experience economy model (education, entertainment, escapism, and esthetic) and to examine their impact on wine tourists’ arousal, memory and loyalty. The experience economy has recently emerged as a relevant framework for understanding the consumers’ experience across different industries. Wineries are facing new challenges where tourists are in search for exciting, unique, and memorable experiences. Consequently, wine institutions should strive to create desirable experiential environment as an essential source of differentiation and competitive advantage on the market. Data were collected from online surveys completed by 158 wine tourists in Macedonia. This study employed multiple regression analyses to test the developed hypotheses. The obtained results indicate that there is a significant and positive relationship among education and esthetics as experience dimensions and arousal and memory, separately. The others two experience dimensions are not significantly related neither to arousal, nor to memory. The results also indicate that loyalty is significantly and positively determined by entertainment and negatively influenced by escapism. The obtained results suggest that Macedonian wineries should emphasis the educational and esthetic aspects in their tourist offers in order to improve tourists’ arousal and memory. Understanding the concept of experience economy within the wine industry will lead to contemporary applications for all the involved parties.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA