By Carolina Alfonso : Universidad Complutense de Madrid – Facultad de Ciencias Economicas y Empresariales – Departamiento de Investigación e Comercialización de Mercados / [email protected]
This research aims to explore wine tourism consumer profile and propose a conceptual framework that enables to understand the consumer’s motivations as a predictor of the intention to opt for a wine tourism program. More specifically, the objective is to present a research model proposal about wine tourism consumers’ behavior, taking into account their motivations and return intention At the end, the aim is to provide insights about ‘who’ are potential wine tourism segments of consumer and what are their motivations.
