Purpose

The purpose of this study is to examine consumers’ relationship with wine during the COVID-19 crisis and associated implications for hospitality and tourism operations. Despite the severe impacts of COVID-19’s aftermath, including recent reports of a global decrease in wine consumption, academic research has neglected this domain. Consequently, there is an empirical and conceptual vacuum that the present research will address.

Design/methodology/approach

The study proposes a comparative investigation, with data gathered from 241 Italian and Spanish wine consumers through an online questionnaire.

Findings

Overall, the analysis reveals marginal changes in wine consumption during the crisis. At the same time, however, an increased interest for more wine events and an organised wine route, for learning more about wines and new wine harvests, and the influence of comments from others in enhancing one’s wine knowledge during the crisis is also identified.

Originality/value

The study is one of the few studies conducted to date that seek to ascertain the extent to which wine consumers’ involvement with wine has changed during a major crisis. The findings and subsequent analysis contribute to the development of five distinctive dimensions associated with consumers: the more involved/interested, the inquisitive/explorer, the non-traditional/avid, the frugal/less involved and the conservative/avid. The first two dimensions, which are supported by mean scores close to the level of agreement (mean = 4.0) have a number of practical and conceptual implications. In addition, a conceptual framework illustrating various conceptual/empirical relationships is proposed.

中文翻译：

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COVID-19 期间消费者与葡萄酒的关系——一项比较的两国研究

目的

本研究的目的是研究 COVID-19 危机期间消费者与葡萄酒的关系以及对酒店和旅游运营的相关影响。尽管 COVID-19 的后果造成了严重影响，包括最近关于全球葡萄酒消费量下降的报道，但学术研究却忽视了这一领域。因此，本研究将解决经验和概念上的真空。

设计/方法/方法

该研究提出了一项比较调查，通过在线问卷从 241 名意大利和西班牙葡萄酒消费者那里收集数据。

发现

总体而言，分析揭示了危机期间葡萄酒消费的边际变化。然而，与此同时，人们对更多葡萄酒活动和有组织的葡萄酒路线、了解更多关于葡萄酒和新葡萄酒收获的兴趣增加，以及在危机期间其他人的评论对提高葡萄酒知识的影响也被确定。

原创性/价值

该研究是迄今为止进行的为数不多的旨在确定在重大危机期间葡萄酒消费者对葡萄酒的参与程度发生了多大变化的研究之一。调查结果和随后的分析有助于形成与消费者相关的五个独特维度：更多参与/感兴趣、好奇/探索者、非传统/狂热、节俭/更少参与和保守/狂热。前两个维度由接近一致性水平（平均值 = 4.0）的平均分数支持，具有许多实际和概念含义。此外，提出了一个说明各种概念/经验关系的概念框架。