Purpose – The purpose of this paper is to examine the level of perceived risk and implementation of risk-reduction strategies (RRS) regarding the consumer wine purchase decision in the fine dining restaurant environment. The study seeks to evaluate the effectiveness of elements within the...

Purpose – The purpose of this paper is to identify and examine key areas of the wine consumer’s interaction with region of origin, specifically through access to wine information, wine knowledge, the auxiliary relationship with wine tourism involvement and the impact this has on the wine...