Purpose – Wine tourism is emerging as a lucrative industrial sector, capable of generating considerable economic development, and there are numerous wine‐producing regions that would like to become new tourist destinations. To do so the agents involved must know the incentives for and...

Purpose Based on the theoretical debates involving authenticity and consumer behavior intentions, this exploratory research study aims to identify whether the authentic experiences of tourists visiting wineries affect their behavioral intentions. Design/methodology/approach A self-administered...

Purpose – This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners, restaurateurs retailers, lodging providers, attraction operators) with tourists’ perceived experiences....