Investigating the effects of consumer experience tourism on brand equity and market outcomes : an application in the wine industry

Nella, Athina/ Christou, Evangelos/ Χρήστου, Ευάγγελος/ Νέλλα, Αθηνά


Institution and School/Department of submitter: ΤΕΙ Θεσσαλονίκης
Keywords: Οινοποιία;Winery;Brand management;Διαχείριση brand;Behavior, Consumer;Συμπεριφορά, Καταναλωτική;Tourism--Economic aspects;Τουρισμός--Οικονομικές απόψεις
Issue Date: 2010
Publisher: ScholarWorks
Citation: Annual I-CHRIE (International Council on Hotel, Restaurant & Institutional Education) Convention & Exhibition, san Juan, 2010
Nella, A., Christou, E. (2010). Investigating the effects of consumer experience tourism on brand equity and market outcomes: An application in the wine industry. Πρακτικά συνεδρίου από 63ο Annual I-CHRIE (International Council on Hotel, Restaurant & Institutional Education) Convention & Exhibition που διεξήχθη σε San Juan, Puerto Rico. Φορέας διεξαγωγής I-CHRIE.
Abstract: This paper aims at presenting a conceptual framework about Consumer Experience Tourism in a winery setting and its effects on post-visit consumer behavior. The tourism experience of a winery visit has been noted as having multiple valuable effects for the winery and its brands, such as increased brand awareness, loyalty, emotional connection, increased involvement and brand differentiation. The proposed model offers an examination of the on-site winery experience within a wide temporal context, by incorporating pre-visit expectations, satisfaction parameters and post visit consumer behaviour. The main focus is the effect on consumer based brand equity and linked market outcome
Description: Δημοσιεύσεις μελών--ΣΔΟ--Τμήμα Εμπορίας και Διαφήμισης, 2010
URI: http://195.251.240.227/jspui/handle/123456789/4517
Other Identifiers: http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1341&context=refereed
http://scholarworks.umass.edu/refereed/CHRIE_2010/Friday/14/
Appears in Collections:Δημοσιεύσεις σε Περιοδικά

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