Image, satisfaction, and continued usage intention in wine tourism through digital content marketing
In the last decade, the rapid development of technology has increased the importance of the digital presence of service providers in wine tourism. The use of new digital technologies can help wine regions and service providers to improve the visitor experience and enhance the destination image. The...
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| Format: | Article |
| Language: | English |
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Firenze University Press
2024-05-01
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| Series: | Wine Economics and Policy |
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| Online Access: | https://oaj.fupress.net/index.php/wep/article/view/15447 |
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| _version_ | 1849430331184119808 |
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| author | Marina Perišić Prodan Ana Čuić Tanković Nikolina Ritossa |
| author_facet | Marina Perišić Prodan Ana Čuić Tanković Nikolina Ritossa |
| author_sort | Marina Perišić Prodan |
| collection | DOAJ |
| description | In the last decade, the rapid development of technology has increased the importance of the digital presence of service providers in wine tourism. The use of new digital technologies can help wine regions and service providers to improve the visitor experience and enhance the destination image. The purpose of this paper is to investigate the role of digital content marketing (DCM) in wine tourism and explore the importance of its dimensions on wine tourists’ perceived image, satisfaction and behavioural intentions. The paper is based on desk and field research. An analysis of previous research was conducted and a survey was formed based on the previous research. The empirical study was conducted with a sample of 241 Croatian respondents, who have visited wine cellars and wine events in Istria in the last 5 years. Hypothesis testing was conducted using partial least squares structural equation modelling (PLS-SEM). The research results showed that usefulness, entertainment and quality of digital content had a statistically significant influence on perceived image, while entertainment and quality of digital content were significant predictors of overall satisfaction of wine tourists. Furthermore, a positive influence of perceived image and overall satisfaction with digital content on intention to continue using it was found. The study contributes to the understanding of wine tourists’ behaviour in the digital environment and leads to implications that can be used for the development of digital marketing strategies to improve the wine tourism offer and to better respond to the contemporary demands of wine tourists.
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| format | Article |
| id | doaj-art-e04c5bd89a24446c9d1047eb0e7bb388 |
| institution | Kabale University |
| issn | 2213-3968 2212-9774 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-e04c5bd89a24446c9d1047eb0e7bb3882025-08-20T03:28:01ZengFirenze University PressWine Economics and Policy2213-39682212-97742024-05-0113110.36253/wep-15447Image, satisfaction, and continued usage intention in wine tourism through digital content marketingMarina Perišić Prodan0Ana Čuić Tanković1Nikolina Ritossa2University of Rijeka, Faculty of Tourism and Hospitality Management, Department of Marketing Primorska 46, P.P. 97, 51410 OpatijaUniversity of Rijeka, Faculty of Tourism and Hospitality Management, Department of Marketing Primorska 46, P.P. 97, 51410 OpatijaUniversity of Rijeka, Faculty of Tourism and Hospitality Management, Department of Marketing Primorska 46, P.P. 97, 51410 OpatijaIn the last decade, the rapid development of technology has increased the importance of the digital presence of service providers in wine tourism. The use of new digital technologies can help wine regions and service providers to improve the visitor experience and enhance the destination image. The purpose of this paper is to investigate the role of digital content marketing (DCM) in wine tourism and explore the importance of its dimensions on wine tourists’ perceived image, satisfaction and behavioural intentions. The paper is based on desk and field research. An analysis of previous research was conducted and a survey was formed based on the previous research. The empirical study was conducted with a sample of 241 Croatian respondents, who have visited wine cellars and wine events in Istria in the last 5 years. Hypothesis testing was conducted using partial least squares structural equation modelling (PLS-SEM). The research results showed that usefulness, entertainment and quality of digital content had a statistically significant influence on perceived image, while entertainment and quality of digital content were significant predictors of overall satisfaction of wine tourists. Furthermore, a positive influence of perceived image and overall satisfaction with digital content on intention to continue using it was found. The study contributes to the understanding of wine tourists’ behaviour in the digital environment and leads to implications that can be used for the development of digital marketing strategies to improve the wine tourism offer and to better respond to the contemporary demands of wine tourists. https://oaj.fupress.net/index.php/wep/article/view/15447digital content marketingperceived image satisfactioncontinued usage intentionwine tourism |
| spellingShingle | Marina Perišić Prodan Ana Čuić Tanković Nikolina Ritossa Image, satisfaction, and continued usage intention in wine tourism through digital content marketing Wine Economics and Policy digital content marketing perceived image satisfaction continued usage intention wine tourism |
| title | Image, satisfaction, and continued usage intention in wine tourism through digital content marketing |
| title_full | Image, satisfaction, and continued usage intention in wine tourism through digital content marketing |
| title_fullStr | Image, satisfaction, and continued usage intention in wine tourism through digital content marketing |
| title_full_unstemmed | Image, satisfaction, and continued usage intention in wine tourism through digital content marketing |
| title_short | Image, satisfaction, and continued usage intention in wine tourism through digital content marketing |
| title_sort | image satisfaction and continued usage intention in wine tourism through digital content marketing |
| topic | digital content marketing perceived image satisfaction continued usage intention wine tourism |
| url | https://oaj.fupress.net/index.php/wep/article/view/15447 |
| work_keys_str_mv | AT marinaperisicprodan imagesatisfactionandcontinuedusageintentioninwinetourismthroughdigitalcontentmarketing AT anacuictankovic imagesatisfactionandcontinuedusageintentioninwinetourismthroughdigitalcontentmarketing AT nikolinaritossa imagesatisfactionandcontinuedusageintentioninwinetourismthroughdigitalcontentmarketing |