Wine tourism experience: A netnography study

• Published in: Journal of business research Vol. 83; pp. 30 - 37
• Main Authors: Vo Thanh, Tan, Kirova, Valentina
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.02.2018; Elsevier
• Subjects: 4Es model; Business administration; Cognac; France; Humanities and Social Sciences; Netnography; Wine tourism experience; 4Es model; Cognac; France; Wine tourism experience; Netnography
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2017.10.008

Wine tourism is a growing activity, contributing to the economic development of wine regions. The main objective of this study is to thoroughly examine the wine tourism experience using the experience economy model (4Es). Netnography was selected as a research method. This study considers 825 original reviews posted on TripAdvisor by tourists who visited Cognac (France). The results show that the experiences are globally positive. Among the four dimensions of the conceptual framework, the experiences related to education and entertainment dimensions are predominant. Theoretically, the 4Es model related to the wine tourism experience has been enriched. Furthermore, the research highlights the relevance of the holistic analysis and “sweet spot” concept of the 4Es model. From a managerial perspective, the absorption side of the experience - either active or passive requires reinforcement by an immersive experience to offer a “sweet spot” to potential visitors. •This article is the first one focusing on the wine tourists' experience from a holistic perspective.•The 4Es model is proved as a relevant integrative conceptual framework to examine the wine tourism experience.•The 4Es model can be used as a wine destination diagnosis instrument and as a wine destination management tool.•Consumer's reviews are more often related to the entertainment and education dimensions.•The netnography method is very relevant to the analysis of the wine tourism experience.