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The Image of a Wine Tourist and Impact on Self-Image Congruity

In: Wine Tourism Destination Management and Marketing

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  • Marlene Pratt

    (Griffith University)

Abstract

The aim of this chapter is to provide insight into the complexities of wine tourists. This chapter is based on the integrated model of destination image developed by Pratt and Sparks (Journal of Travel & Tourism Marketing 31: 443–460, 2014), to measure self-image congruity of tourists with wine tourism and their impressions of a wine region and of a typical wine tourist. The image attached to wine regions’ promotions is important in the destination communications strategy, where the advertised attributes need to match tourists’ needs and motivations as much as possible. The challenge for wine tourism-related organisations and wineries is to determine the unique destination attributes that should feature in their promotion campaigns, be it the functional destination image attributes or affective destination image attributes, together with the symbolic image of self-congruity.

Suggested Citation

  • Marlene Pratt, 2019. "The Image of a Wine Tourist and Impact on Self-Image Congruity," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Wine Tourism Destination Management and Marketing, chapter 0, pages 45-65, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-00437-8_4
    DOI: 10.1007/978-3-030-00437-8_4
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