Enhancing Wine Tourism Experiences: The impact of itinerary choice driven by landscape appreciation

Abstract

This study explores the impact of landscape appreciation on wine tourists' itinerary choices and how these choices enhance positive memory formation. Focusing on cognitive and behavioral perspectives, we examine the mental and physical aspects of tourists' experiences in wine-producing territories, particularly highlighting satisfaction with the journey and interactions with the environment. Utilizing GPS tracking and a survey of 302 participants on the Bairrada and Dão Wine Routes, the research shows that tourists prioritizing scenic beauty in their itineraries tend to develop richer memories. Satisfaction with the travel experience serves as a mediating effect. The findings underscore the significance of designing aesthetically appealing and well-signposted wine tourism routes to improve visitor experiences. These contributions advance understanding in decision-making and emotional impacts within tourism, offering valuable insights for academics and stakeholders in managing rural wine tourism destinations.