This chapter addresses the relationship between wine tourism and consumer behaviour, contributing to a broader understanding of how travellers interact with wine-related experiences.
The academic context: the contribution is part of the Routledge Handbook of Wine Tourism, one of the key collective references for the field.
Why it matters: consumer behaviour is central to product design, communication and destination strategy, especially in a segment where motivations, experience expectations and learning all shape perceived value.
The practical value: work of this kind helps bridge academic research and operator decision-making by clarifying how visitors approach wine tourism experiences and what influences their choices.
