Wine Marketing Event ¿ The Importance of Emotions in a Wine Tasting for Inexperienced Participants

• Tipo: Artigo em Livro de Atas de Conferência Internacional
• Data: 2021

Autores

de Lima, AP (Autor) Outra; Pacheco, J (Autor) Outra; Silva, P (Autor) Outra

Ata de Conferência Internacional

Título: Advances in Tourism, Technology and Systems: ICOTTS 2020

Páginas: 266-279

ICOTTS: International Conference on Tourism, Technology and Systems

Cartagena de Indias, Colombia, 29th to 31st October 2020

Indexação

Scopus - 0 Citações

Outras Informações

ID Authenticus: P-00T-5C6

DOI: 10.1007/978-981-33-4260-6_24

Abstract (EN): The purpose of this article is to analyse the importance of emotions in a wine tasting experience for inexperienced participants. It is necessary to reduce elitism because customers who are not knowledgeable and inexperienced in wines can also do a wine tasting. They are also important consumers. The empirical study includes a questionnaire (n = 146) applied to inexperienced wine tasting participants. A conceptual model was built, and the results show that the composite of emotions: Comfort and Enthusiasm of participants can have a positive effect on their Satisfaction and consequent Word of Mouth. This study provides a relevant information on how wine companies can effectively promote wine tasting to inexperienced participants, and offer important implications for wine companies, especially for those offering wine tasting experiences to their visitors/customers. These types of participants are potential consumers and have significant importance for the market share. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Idioma: Inglês

Tipo (Avaliação Docente): Científica