Conceptualizing Wine Festival Visitor Experience
Conceptualizing Wine Festival Visitor Experience

Author(s): Srđan Mitrović, Josipa Forjan
Subject(s): Agriculture, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Visitor experience; Festival experience; Experience economy; Wine tourism; Festival tourism
Summary/Abstract: Festivals attract visitors outside of the tourist season and to destinations they would not otherwise visit because they provide memorable experiences based on visitor’s special interests. Wine festivals combine elements of wine and festival tourism and are a perfect opportunity to create unique experiences. Experience economy suggests that decisions on purchases (or travel) are made with a combination of rational (cognitive) and irrational (emotional) elements which are subjective and context-specific. The purpose of this research is to conceptualize a theoretical framework that explains the experience of wine festival visitors through its dimensions, ancendents and consequences. Results show that the wine festival experience is a multidimensional construct and a result of visitors’ interactions with the festival environment and is dependent on visitor’s motivations and involvement with wine. The proposed conceptual framework builds on existing knowledge, broadens the scope of experience dimensions and provides a framework for empirical examination of wine festival experiences.

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