Measuring winery tourism experience: a holistic scale development study

In the post-COVID-19 era, Chinese holiday seekers have shown significant interest in outdoor leisure opportunities or rural tourism, with a notable increase enotourism. Wine tasting and related experiences extended beyond consumption to become more experiential sophisticated. To better capture this deepening yet under-addressed experience, study developed multi-item scale measure wine tourism experiences. The covers six dimensions, namely escapism, entertainment, esthetics, education, novelty hedonism, which are based on Pine Gilmore’s (1998) experience economy model. measures wide breadth of that associated new era. Hence, it provides revised pertinent market intelligence for winery their products.