Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions
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A large cross-sectional survey was undertaken within Australia to investigate potential wine tourists' intentions to take a wine-based vacation. Three wine tourism attitudinal dimensions were identified and confirmed using exploratory and confirmatory factor analyses. Structural equation modelling was employed to test a model, based on Theory of Planned Behaviour, predicting tourist intentions. In particular, perceived control, together with past attitude predicted intentions to take a vacation to a wine region. Wine/food involvement, normative influences and three wine expectancy-value (attitudinal) dimensions also contribute to intention to take a vacation to a wine region. The findings have implications for predicting and promoting future wine tourism.
© 2007 Elsevier. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.