The importance of wine connoisseurs in marketing wine tourism and experiences

Chantell LaPan, Erick T Byrd, James BolesDepartment of Marketing, Hospitality and Tourism, Bryan School of Business and Economics, University of North Carolina, Harrison B PughThe Dr Persis E. Rockwood School of Marketing, College of Business, Florida State University, Bonnie CanzianiDepartment of Marketing, Hospitality and Tourism, Bryan School of Business and Economics, University of North Carolina

Tourism and Hospitality Research

Published online on January 06, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
This note reports on benefits sought by wine tourists. The authors examined the relationship between wine tourists’ levels of wine knowledge and the benefits they receive by participating in wine tourism. Findings from this study indicate that wine ...