You Felt Like Lingering . . . Experiencing “Real” Service at the Winery Tasting Room

• Published in: Journal of travel research Vol. 48; no. 1; pp. 122 - 134
• Main Authors: Charters, Steve, Fountain, Joanna, Fish, Nicola
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.08.2009; SAGE PUBLICATIONS, INC
• Subjects: Consumer behavior; Customer satisfaction; Expectations; Perceptions; Qualitative research; Studies; Tourism; Wineries & vineyards; Wines; New Zealand; Australia; hospitality; service quality; wine tourism; service experience
• ISSN: 0047-2875; 1552-6763
• DOI: 10.1177/0047287508326508

There is a growing body of research on the experience of visitors to winery tasting rooms, and their expectations and satisfaction. This overview uses qualitative research in Australia and New Zealand to examine a number of themes relating to the visitor's experience in the tasting room, including the impact of the size of the winery, the nature of the service encounter, and the effect of paying for wine. The significance of these themes is placed in the context of the experience economy and the provision of hospitality generally. The practical relevance of the article is to relate consumers' expectations and perceptions of tasting rooms to the goals of wineries generally, and also the issue of wine quality as a significant factor in the experience, with some specific recommendations for further research and for the implementation of practical outcomes for a successful tasting room.