Examining the effect of potential tourists' wine product involvement on wine tourism destination image and travel intention

Product involvement refers to consumers' perceived relevance of the importance of a product category based on their inherent needs, values and interests. The literature has examined the mechanism of product involvement and tourist behaviour, but has paid less attention to the role of destinatio...

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Bibliographic Details
Published inCurrent issues in tourism Vol. 24; no. 16; pp. 2278 - 2293
Main Authors Wu, Gang, Liang, Lifang
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 18.08.2021
Taylor & Francis Ltd
Subjects
affective image
Cognitive ability
cognitive image
Consumers
Culinary tourism
Cultural tourism
destination wine image
Least squares method
Liquor
PLS-SEM
Tourism
Tourists
Travel
travel intention
Wine product involvement
Wines
China
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Summary:Product involvement refers to consumers' perceived relevance of the importance of a product category based on their inherent needs, values and interests. The literature has examined the mechanism of product involvement and tourist behaviour, but has paid less attention to the role of destination image in the effect of product involvement on tourist behaviour. In China, various cultural tourism destinations are favoured by consumers because of product involvement. However, no studies have focused on the influence of cultural product involvement on potential tourists' intention to visit cultural destinations. This study proposes a model in the context of Chinese culture, to explore the relationships among wine product involvement, destination wine image, destination cognitive image, destination affective image and potential tourists' willingness to travel. The partial least squares technique and multiple mediation analyses are used to analyse data from 378 potential tourists from China. The findings show that the influence of the potential tourists' wine product involvement on travel intention involves a mixed process about their cognitive and affective image perceptions. Wine product involvement indirectly increases their travel intention by strengthening their perceived destination wine image, destination cognitive image and destination affective image.
ISSN:1368-3500
1747-7603
DOI:10.1080/13683500.2020.1828310