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09:30-11:00 Session 5A: Wine Tourism

The enchanting realm of wine tourism is more than just tasting exquisite wines; it's about responsible interactions and the influences shaping tourist behaviors. The session begins with a keen exploration of misbehavior among wine tourists, focusing on its causes and repercussions on both the environment and local communities. The narrative then moves to China's budding wine tourism, specifically Ningxia, shedding light on the factors influencing tourist experiences, satisfaction, and loyalty. Lastly, we venture into the nascent wine scenes of Vietnam, emphasizing the importance of authenticity and how it crafts transformative experiences for visitors. This discourse, centered around wine, unravels complexities and illuminates avenues for sustainable and rewarding engagements in wine tourism.

Location: Amphi 4
From Vine to Glass: Addressing Misbehavior in Wine Tourism
PRESENTER: Paulo Martins

ABSTRACT. This research examines the misbehavior in wine tourism and emphasizes the need for responsible conduct among visitors. Recognizing the significance of understanding tourist motivations in crafting tourism offerings, this study illuminates the issue of inappropriate behavior among wine tourists. Using a comprehensive literature review, the paper uncovers the causes and effects of such misconduct and suggests strategies for promoting responsible behavior. It underscores the adverse impacts of misbehavior on the environment, local communities, and overall visitor experience. With a focus on the role of personality traits in visitor conduct, the study provides a multifaceted understanding of misbehavior in wine tourism. The paper offers practical insights that could aid in the development and management of wine tourism experiences, highlighting the critical roles of winery managers and policymakers in promoting responsible tourism and ensuring long-term industry sustainability. It also suggests future research directions, such as the exploration of technological solutions to monitor and address misbehavior. Ultimately, the study's findings stress the collaborative effort required among all stakeholders to ensure the sustainability of wine tourism and contribute positively to the social, economic, and environmental sustainability of the regions.

Wine Tourism Experiences and Tourist Behavioural Intentions: A Theoretical Framework of Wine Tourism in Ningxia, China
PRESENTER: Xiaohai Zhan

ABSTRACT. Wine tourism is a rapidly expanding segment of the global tourism industry, with wine regions worldwide offering a range of activities and attractions for visitors (Georgiou & Vrontis, 2012). Wine tourism is an emerging market in China and a phenomenon that has become more and more popular in recent years (Duan et al., 2018; Qiu et al., 2013) as the wine market in China has developed. The research proposed a theoretical framework based on the SERVQUAL model and Self-Determination Theory to analyse the wine tourism experiences and wine tourists’ behavioural intentions in Ningxia, China to confirmed the factors that affected tourist wine tourism experiences and determined the factors that influenced tourist satisfaction, loyalty and WoM, and revisit intention in wine tourism. This is the first study to comprehensively investigate the current development and situation of the wine industry and wine tourism in Ningxia, China by identifying different wine tourist groups and their different motivations and associated behavioural differences.

Wine tourism : a new ally of the vineyards ecological transition

ABSTRACT. How wine tourism can both enhance and promote actions in favor of the environment in general and biodiversity within the vineyards in particular ? This presentation is based on a research that involves several actors and several scales. It examines how the promotion of agro-ecological practices – particularly those focused on the preservation and/or development of biodiversity – in the wine tourism offers, can both interest tourists, benefit winegrowers, and promote the ecological transition of winegrowing areas.

09:30-11:00 Session 5B: Destination Image

Navigating the multifaceted realm of destination imagery, this session illuminates the underlying factors shaping tourists' perceptions and decisions. The discussions initiate with an in-depth exploration of medical tourism, unraveling a comprehensive framework that outlines the determinants influencing travelers' choices for specific medical destinations. Transitioning to the emotive landscape of tourism, insights from Porto City elucidate the distinct emotional triggers that shape a destination's perceived image and drive word-of-mouth recommendations, highlighting the nuanced relationship between various emotions and destination imagery. Culminating the discourse, we delve into the intricate relationship between the territorial image and strong touristic attractions, accentuating their combined impact on revisitation intentions, while underscoring the moderating influence of feedback. This session promises a profound understanding of how image intricacies influence tourist behaviors.

Location: C 102
Factors that shape visitation decisions to medical tourist destinations: A multi-level framework

ABSTRACT. Medical tourism refers to the activity in which patients choose to travel abroad for the specific purpose of receiving different medical treatments that range from medical check-ups to invasive procedures. Due to the complex nature of medical tourism, the tourists’ decision-making is shaped by many considerations, including those related to the medical procedure, treatment in a foreign country, and general considerations associated with making tourist decisions. An increasing number of studies have investigated some of these considerations. However, they often have focused on a limited number of specific variables. The current study aims to build a multi-level theoretical framework encompassing the main factors influencing the decision to visit a particular medical tourist destination.

What emotions trigger the perceived destination image and word-to-mouth recommendation
PRESENTER: Metin Kozak

ABSTRACT. This study identifies what emotions trigger the tourism destination's perceived image and affect the word-to-mouth. We used the PLS-SEM to test a model and the hypotheses. Data were collected from 271 tourists visiting Porto City, Portugal. Results showed that feelings of happiness and unpleasantness affect the perceived image and affect the word-to-mouth recommendation; however, emotions of fear, surprise, and love do not have a similar impact. That means not all positive or negative emotions affect the destination's image. Deeper feelings require more time at the destination to affect the image. Also, the cognitive dimension influences the affective regarding emotions of surprise. Therefore, authorities should focus on generating emotions considering the average visit time to the destination and thus use this insight to optimize market positioning.

The influence of the territory's image on the intention to revisit: the mediating role of the image of the strong touristic attraction and the moderating role of feedback

ABSTRACT. In the literature on tourism marketing, the image of the touristic destination is identified as a major element of territorial attractiveness and influence on the behaviour of visitors and/or tourists. However, according to researchers, its measurement remains complex due to its multiple nature. This study aims to enrich the theoretical field of its measurement and to contribute to the development of a measure applicable to several contexts. Thus, it is based on a mixed and integrative method that not only enriches the measures, but also develops a dual-measure approach to the image of the touristic destination. A first qualitative phase leads to a reflection on two distinct but complementary measures of the touristic destination: the image of the territory put into tourism and the image of the place of strong touristic attraction. The study also uses a quantitative method which, thanks to the structural equation model, reveals a positive but different relationship in terms of magnitude between these two measures of the image of the touristic destination on the one hand, and between the image of the place of strong touristic attraction and the intention to revisit on the other. Moreover, in this last relationship, the mediating role of feedback as a contingency variable should be noted.

09:30-11:00 Session 5C: Innovative Approaches

The session on "Innovative Approaches" sheds light on cutting-edge methodologies and perspectives in tourism marketing. The exploration begins with an analytical dive into the semiotic dimensions of gastronomy tourism in high-end French restaurants, focusing on user-generated content and its contributions to online destination imagery. The discourse then shifts to the intersection of smart cities, culture, and tourism, understanding citizen expectations regarding cultural priorities within UNESCO creative fields, specifically within the contexts of France and Mexico. Concluding the session, the ever-evolving landscape of mobile app integration in tourism is addressed, with an emphasis on wine tourism apps, their perceived values, and the multifaceted elements influencing their adoption by users.

Location: C 104
Semiotic aspects of quality gastronomy: Evidence from high-end restaurants in France

ABSTRACT. Gastronomy tourism has considerable weight in most tourist destinations. Both semiotics and destination images are essential in tourism marketing strategies. Due to the rise of social networks, researchers tend to use user-generated content (UGC) shared on social media, such as online travel reviews (OTRs), as their primary source of information. The aim of this study is to propose a conceptual model based on the integration of the Grönroos model on service quality into the image construction circle and a methodological framework derived from the Morris model on semiotics to measure the contribution of quality gastronomy to the online destination image. This proposal applies to all OTRs written in English hosted on TripAdvisor (N=15,803) of all French Michelin two- (75) and three-star (29) restaurants. Findings are interesting for destination marketing organisations and other stakeholders in the gastronomy sector.

Smart Cities and Tourism Cross-cultural Study of UNESCO Creative Fields from a Citizens Perspective

ABSTRACT. This research aims to understand how citizens of smart cities consider the topic of culture and tourism: what it expected and what it refers to? Since the 2004’s UNESCO act about creative cities, arts topics and cultural topics became priority subjects for local authorities and local communities involved in smart cities projects. Even if culture appears as a priority, it is rarely investigated from the local inhabitants’ point of view. Our research fills this gap by providing results about what is expected (an accessibility focus) and on the types of culture that should be promoted (arts crafts, heritage and gastronomy sub-fields) in the context of smart culture comparing the experience of four cities, two of them in Mexico and two in France.

Exploring the perceived value of a wine tourism mobile app: Conceptual framework and empirical study
PRESENTER: Valentina Kirova

ABSTRACT. Mobile apps are recognized as highly critical marketing tools in many sectors, as they provide a wide range of value-added services to consumers. In tourism, the development of mobile apps has facilitated experiences and opened new opportunities and challenges. Nevertheless, the widespread use of mobile apps has not impacted all tourism segments equally. In particular, wine tourism apps have recently been introduced and viewed as appropriate instruments to improve the wine destination branding process. However, little has been undertaken to understand the role and implications of mobile apps in wine tourism. The present study attempts to bring a distinctive contribution by exploring the perceived value of a wine tourism app from the perspective of tourists (i.e., users). A multi-method qualitative approach drawing upon multiple sources of data was adopted to explore the multi-dimensional nature of perceived value. Taking Geovina wine tourism app as a specific case, we followed a four-step data collection combining relevant press articles, Geovina users’ reviews on Internet, a semi-structured interview with Geovina’s founder, and a series of semi-structured interviews with key users. Results show that compared to perceived benefits, perceived sacrifices are largely underrepresented. Regarding perceived benefits, verbatim cover the six types of perceived benefits identified in the literature (i.e., functional, social, emotional, economic, epistemic, and conditional). Functional benefits are the most frequently mentioned. As for perceived sacrifices, since Geovina is free of charge, users do not mention any monetary sacrifices. Non-monetary sacrifices essentially come from the perceived difficulties, including loading time, memory and space of the phone, and privacy information requirements. This study is among the first to investigate the perceived value explaining the adoption of a wine tourism app. From a methodological standpoint, the multiple sources of data reinforce the findings’ validity.

11:00-11:15 Coffee break

Coffee Break

Location: C002
11:15-12:45 Session 6A: Virtual & Augmented Reality

The transformative potential of virtual and augmented reality in tourism is under the spotlight. We begin by examining the efficacy of virtual tours, using the Auschwitz-Birkenau Concentration Camp as a case study, probing their role in deepening emotional connections and influencing future on-site visits. The discourse then shifts to wine tourism, highlighting the interplay of digital experiences with tourists' satisfaction and behaviors. Key findings indicate a nuanced balance between cutting-edge innovations and practical technologies, with a spotlight on social media's pivotal role. Rounding off the discussion, we assess augmented reality's influence in wine selection, specifically exploring the effects of information density on user engagement and decision-making in retail scenarios.

Location: Amphi 4
Can virtual tours replace on-site visits to heritage sites? A case study of Auschwitz-Birkenau Concentration Camp

ABSTRACT. This exploratory study investigates the implications of Virtual Tours (VT) on heritage tourism, focusing on a VT of Auschwitz-Birkenau concentration and extermination camp, a pivotal site of dark tourism. Initiated by the "Triumph of the Spirit" project, the VT aims to provide ultra-Orthodox Jewish youth an avenue to "visit" Auschwitz via META's VR glasses. Drawing from a literature on dark tourism, commodification of heritage, and VR's impact on tourism, this research is particularly concerned with the experiential approach. It differentiates between "heritage tourists" who view the site's history as their personal heritage, and "tourists at heritage sites" who do not. After conducting semi-structured interviews and distributing questionnaires to 300 participants, the study found that, while the VT deepened emotional connections and augmented participants’ perception of the Holocaust as part of their personal heritage, it was not viewed as a substitute for an onsite visit. Instead, it heightened their motivation to visit in person. The study further accentuates the potential of VTs in the heritagization process, possibly reshaping how narratives are presented and consumed. For heritage site managers, the study suggests VTs can serve as potent marketing and educational tools, driving increased onsite visitations and providing enriched, tailored narratives to diverse audience segments. Additionally, VTs offer accessibility to broader demographics, encompassing economic, age, or disability restrictions.

From Vine to Screen: Exploring the Impact of Technology on Wine Tourists' Satisfaction and Behavioural Intentions
PRESENTER: Suzanne Amaro

ABSTRACT. Wine tourism's global prominence has surged, supported by its capacity for sustainable destination growth and meeting the innovative aspirations of tourists. Critical to this expansion is the integration of information and communication technologies (ICT), which profoundly influence tourists' interactions and memories. This digitalization, while promising, presents challenges, especially around the sustainable "triple bottom line" balance in tourism. With a focus on understanding the acceptance of these technologies by the public and their integration by businesses, this study delves into the digital experience inherent to wine tourism. Despite the recognized importance, scant research exists on technology's influence in wine tourism. This research bridges this gap, assessing technology's impact on wine tourist satisfaction and behavioral intentions in Portugal's iconic Douro Region, known for its long-standing Port wine legacy. Employing a meticulously designed questionnaire, the study garnered 207 responses, which were subjected to factor analysis. Intriguingly, while advanced technologies like augmented reality showed negligible effects, utilitarian technologies, such as social media, significantly enhanced satisfaction. Conclusively, while digital innovations are pivotal for the wine industry's growth, the emphasis should lean towards practical, utility-driven technologies, underscored by strategic social media utilization.

Assessing the impact of information load on the usage intention of an augmented reality application for wine selection

ABSTRACT. The objective of this research is to measure how the informational load presented by an augmented reality (AR) application affects the usage intention of the application for wine selection. This study is part of the research on Self-Service Information Technologies (SSIT) used in the context of phygitalization of retail outlets. Feenstra & Glérant-Glikson (2017) show that the value creation of AR is not always evident to the consumer, with cognitive costs being the primary barriers to the use of an SSIT. Chung et al. (2015) demonstrate that the use of augmented reality is an important factor in the intention to visit a destination. On their part, Chen et al. (2022) propose an analysis of purchasing behavior through an augmented reality application. This research, based on the ELM model (Petty & Cacioppo, 1986), highlights the affective component of the application usage. By building on these three approaches, our study offers a more comprehensive conceptual framework. This model is tested through an original and, to our knowledge, as yet unused experimentation: the use of a wine selection advice application. This mobile application utilizes augmented reality in a purchasing situation. Three levels of information are available during the application's use.

11:15-12:45 Session 6B: Sustainability

This session explores the multi-faceted dimensions of sustainability in the realm of tourism. Initiating with a perspective on post-CoViD tourism in Europe, it underscores shifts in tourist behavior and highlights potential paths toward a more sustainable growth. The focus then shifts to nautical tourism, examining the balance between increasing demand and the environmental carrying capacity in Croatia's prominent destinations. This insight into sustainable nautical tourism management draws attention to the preferences and satisfaction of tourists. Lastly, the session provides a comprehensive evaluation of the impacts of tourism development, emphasizing the need for broader assessments that encompass social, cultural, and environmental effects, alongside economic considerations.

Location: C 102
Will post-CoViD tourism be more sustainable? A perspective from expectations and intentions of European tourists

ABSTRACT. The shock suffered by the tourism industry after the CoViD-19 outbreak stimulated an academic debate on the future of tourism, and has been posited as an opportunity for the industry to more successfully face their sustainability concerns. This exploratory study, using data from Eurobarometer, evinces a relationship between changes in tourist behavior due to the pandemic and intentions to change behavior to increase tourism sustainability. Results also suggest that European tourists could be roughly clustered in three groups: those that will not change much after the recovery; those showing an avoiding attitude suggesting degrowth; and those revealing an approaching attitude intending to change behaviors and suggesting a more sustainable growth. It is recommended that EU promotes these favorable behaviors.

Interdependence between demand in nautical tourism and the preferences and satisfaction of nautical tourists

ABSTRACT. Croatia is one of the famous Mediterranean nautical destinations. At the same time, the pressure on the marine environment is visible through the increased demand for berths, moorings and anchoring of yachts, which opens the question of the sustainability and carrying capacity of the nautical tourism in Croatia. The aim of the research is twofold. First goal is to analyse trends in the capacity of nautical tourism offer in Croatia, regarding capacity of berths and moorings in nautical tourism ports. Second goal is to analyse preferences of yachtsmen/boaters when it comes to choosing a place to stay overnight: a berth in a marina, a berth or a mooring in a harbour, or a free anchorage. Furthermore, nautical tourists’ satisfaction with elements of nautical tourism product in Croatia is analysed. Research methodology includes an overview of recent projects and trends in nautical tourism development. Results help to better understand the interdependence between sustainable nautical tourism and the needs and satisfaction of nautical tourists.

Evaluating the impacts of tourism development

ABSTRACT. Tourism brings significant economic advantages globally; however, the rise of overtourism and unregulated tourist activities can pose detrimental social, cultural, environmental, and psychological challenges to local communities. Such challenges potentially harm residents' health, well-being, and overall quality of life. The prevalent methodologies for assessing tourism impacts primarily focus on economic indicators, often overlooking these adverse effects. This presentation underscores the necessity for comprehensive evaluations of tourism's impact on residents' well-being, quality of life, and health. The study draws upon various frameworks like the social exchange theory, which explores residents' attitudes based on perceived benefits and costs of tourism, and the social representation theory that investigates attitudes stemming from community interactions. Quality-of-life frameworks and the biopsychosocial approach are also examined to understand the multifaceted influences of tourism on health and well-being. The authors employed time-series data from several reputable sources and utilized a mixed-method approach encompassing cross-sectional, time-series, and panel data analysis. Their findings reveal tourism's significant direct and indirect long-term impacts on residents' quality of life and health. Moreover, a discernible gap exists between the real consequences of tourism and residents’ perceptions, which are shaped by various individual and contextual factors.

11:15-12:45 Session 6C: Quality & Satisfaction

The theme of quality and satisfaction takes center stage in this session, exploring critical aspects of customer satisfaction in different domains of the tourism industry. An in-depth study of the hotel sector in Ecuador provides insights into service quality and client satisfaction from the perspective of service providers. Focus then shifts to challenges in state-owned protected areas, specifically concerning visitor satisfaction and facility management. The exploration concludes with an investigation into winery service quality, examining how tourists' level of involvement with wine influences their loyalty. Together, these studies offer a comprehensive look at the complexities of quality and satisfaction within contemporary tourism.

Location: C 104
Cross-representations of the notion of service quality and client satisfaction in the hotel sector: An Ecuadorian illustration

ABSTRACT. Providing service quality should be of prime concern for any business from the service industry which desires to keep in touch with its customers and which desires to provide a high quality service; otherwise it will risk losing guests to the competition. This is of even higher relevance for the tourism industry where competition is not only harsh but also must re-consider customer’s satisfaction all along with changes in customers ‘expectations influenced by new incoming factors such as environmental concern or the demands for immersive and emotionally rich experience when traveling. Are representations of service quality and client satisfaction of the three stakeholders aligned, and if so, on which aspects? In this paper we present a field study regarding this particular aspect through the evidence collected in different hotels from the Ecuadorian hospitality industry and from various national experts from the field. The aim of this study is to propose a cross-analysis of the representations of quality service and client satisfaction not from the receiving part (the customer) but from the emitting part. This research enables us to take a closer look at the consequences of the potential discrepancies in particular in terms of required skills and consequent HR policies as well as managerial implications.

Visitor satisfaction marketing value chain at the state-owned protected areas

ABSTRACT. State-owned protected areas are sometimes poorly managing their facilities and lack investment in human resources which leads to employees’ inability to ensure good service satisfaction in handling clients’ complaints. This study aimed to assess visitors’ satisfaction with state-owned protected areas’ facilities and employees. Explanatory research was considered, whereby the quantitative method was considered. A purposive non-probability sampling assisted in achieving the goal of the study. A total of 293 questionnaires were distributed to domestic tourists. The results show more investment is directed to staff development, while unable to control the number of tourists at various sight viewing. More effort should be made to implement carrying capacity.

Winery service quality and loyalty: the role of involvement

ABSTRACT. This study delves into the relationships between wine tourists' involvement, perceived winery service quality, and their loyalty. Wine involvement refers to the degree of interest, enthusiasm, and excitement tourists demonstrate towards wine. It differentiates tourists into high involvement, who prioritize tasting and purchasing wines, and low involvement, those more focused on the scenery and overall experience. The study proposes three hypotheses: the influence of the winery's physical atmosphere on loyalty is stronger for low involvement tourists, staff hospitality impacts loyalty more for low involvement tourists, and the quality of wine tasting significantly impacts loyalty for high involvement tourists. Using a sample from Crete, Greece, the findings indicate that while all three service quality dimensions (physical quality, staff behavior, and wine tasting) have a positive impact on loyalty, the degree of involvement only significantly moderates the impacts of staff behavior and wine tasting. Specifically, the behavior of winery staff has a more pronounced effect on loyalty for low involvement tourists, while wine tasting quality significantly affects loyalty for high involvement tourists. The results underscore the need for wineries to invest in staff training and wine tasting quality to cater to different tourist segments, recognizing that the degree of wine involvement influences tourists' loyalty determinants.

14:00-15:30 Session 7: KeyNote Speaker - Pr. Haiyan Song

Professor Haiyan Song has a strong background in Economics. His research focuses on tourism and hotel demand analysis, service recovery, tourist satisfaction, and wine economics. Over the years, Professor Song has played significant roles in a number of international consultancy and collaborative projects, covering tourist satisfaction and service quality indices, Asia Pacific visitor forecasts, web-based tourism demand forecasting system, and development of the Guangdong tourist satellite account, which have considerable impact on tourist destination management.

Professor Song has written extensively on tourism forecasting methodologies and many of his work has appeared in such academic journals as Journal of Development  Economics, Annals of Tourism Research, Tourism Management, Journal of Travel Research, and International Journal of Hospitality Management. Among his professional affiliations, he is President of both the International Association for Tourism Economics (IATE) and International Association for China Tourism Studies (IACTS) and is a Fellow of the International Academy for the Study of Tourism (IAST). He is Editor-in-Chief of Journal of China Tourism Research, Resource Editor of Annals of Tourism Research, and Deputy Executive Editor of Tourism Tribune.

The honours he received include the John Wiley & Sons Lifetime Research Achievement Award by the International Council on Hotel, Restaurant and Institutional Education in 2010 and Michael D. Olsen Research Achievement Award by University of Delaware in 2014.

Location: Amphi 4
16:00-17:30 Session 8: Panel Session - Wine Tourism Professionals

Panel Session - Wine Tourism Professionals

Guests: Great Wine Capitals, Bordeaux Tourist Office, « La Cité duVin », Institute for Vine & Wine Sciences, « Cote de Bourg »

Location: Amphi 4