Naslov
Measuring visitors’ perceptions of experience quality in Croatian wine cellars
(Measuring visitors’ perceptions of experience quality in Croatian wine cellars)

Autori
Marković, Suzana ; Mitrović, Srđan ; Racz, Aleksandar

Izvornik
Horizons international scientific journal (1857-9884) 23 (2018), 12; 409-419

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
wine tourism ; wine experience quality ; visitor perception ; memorable experience ; Croatia

Sažetak
Cellar door experiences represent the core of wine tourism activities and provides wineries with an opportunity to offer a memorable experience to the visitor, which in turn can lead to the creation of a long-term relationship between customer and brand. This study aims to measure visitors experience quality perceptions within the tasting room setting. Data was collected during the summer season of 2017 at four Dalmatian wineries (Croatia). Descriptive statistics were used to analyze the collected data. Learning was the highest rated experience dimension while environment recorded the lowest mean in our study. The proposed wine experience quality scale offers an empirical framework that is easy to use and generalizable in wine tourism contexts.

Izvorni jezik
Engleski

Znanstvena područja
Javno zdravstvo i zdravstvena zaštita, Ekonomija

POVEZANOST RADA