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TOURISM&CREATIVE INDUSTRY WORKSHOP
Sustainable tourism, cultural tourism, creative tourism, culinary tourism, heritage & tourism
177
1
ROGLE. Departamento de Organización de
Empresas, edificio 7D
Cno. de Vera s/n, Universidad Politécnica de
Valencia
46022 Valencia
loucada@omp.upv.es
2
IGIC. Departamento de Organización de
Empresas, C/Paranimf, 1,
Campus de Gandia, Universidad Politécnica de
Valencia
46730 Grau de Gandia (Valencia)
crisanma@omp.upv.es
3
RE-FOREST. Departamento de Urbanismo,
Escuela Técnica Superior de Ingeniería
Agronómica y del Medio Natural (ETSIAMN),
edificio 3C
Cno. de Vera s/n, Universitat Politècnica de
València
46022 Valencia
frarafer@urb.upv.es
Living experiences: wine tourism
Canós-Darós
1
, L., Santandreu-Mascarell
2
, C., Ramón-Fernández
3
, F.
Keywords:
creativity, experience, wine tourism.
Wine tourists want to live new experiences related with food and wine, that
are alternatives (or complementaries) to traditional tourism. Sometimes, the
attraction comes from a wine thematic route, a new touristic product or just
the environment (vineyards). Then, wine tourism offers different leisure and
cultural services than urban tourism or mass tourism. Wine tourists are usually
considered as special tourists with a good purchasing power; nowadays, there
are wine products for all kind of interested people. When we visit a wine cellar
as a tourist, we want to have fun, know the history, relax, etc. The final objective
is the satisfaction of tourist’s needs and preferences (Wang et al., 2009). There
are a lot of factors that can attract us. These factors can influence in the decisión
making because the tourist have to choose be-tween different alternatives,
even between different destinations including wine tour-ism products. Today,
the treatment of perceptions and impressions related with a touristic experience
is considered by managers in order to define strategies and prod-ucts. If a
place is to become internationally attractive the quality, uniqueness and
desirability of its services will lie in the core of its success. Service quality can
be approached from perceived total quality experienced by customer; total
perceived quality is a relationship between expected and experienced quality
(Canós and Sutinen, 2009). In this context, Grönroos (1990) argues that
expected quality is affect-ed by marketing communication, image, word of
mouth, and personal needs and val-ues and previous experience. Experienced
quality is then affected by technical quality of the end product (=what) and