How to promote sustainable wine tourism: Insights from Italian and French young adults
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Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
Elservier
Abstract
With over 40 million annual tourists visiting wineries, wine tourism is becoming an important source of revenue
for wine businesses and local communities to preserve heritage in rural regions. It is perceived as a strategy to
increase economic and social sustainability. Two cross-sectional surveys in France and Italy explored the interest
of 1205 young adults and the influence of individual features on sustainable wine tourism intention. Two sceĀ
narios with differently framed environmental information were tested through a mock winery webpage. Wine
involvement, environmental attitude, perceived behavioural control were identified as core traits prompting
young adults to experience sustainable wine tourism. The adoption of co-compatible practices and winery
commitment in preserving biodiversity emerged as more attractive than a sustainability certification.
Description
Annals of Tourism Research Empirical Insights 5 (2024) 100137
Keywords
Intention; Attitudes; Social norms; Information framing; Cross-sectional surveys