Purpose

In a post-COVID world, tourists seeking wellness through unique tourism experiences is expected to intensify. The purpose of this study is twofold – to provide baseline information to explore interlinkages between wine tourism and wellness and to identify wine tourism experiences that create a sense of wellness among wine tourists.

Design/methodology/approach

This study adopts a netnographic approach by analysing user-generated content collected from the TripAdvisor platform. A total of 2,117 reviews of seven wineries in Maharashtra, India, were coded.

Findings

Fourteen interpretive codes were identified and positioned within Dunn’s (1959) four dimensions of wellness, namely, body, mind, spirit and environment. The findings suggest that wine tourism experiences allow wine tourists to rejuvenate their mind, body and spirit, enhancing a sense of holistic wellness.

Practical implications

Proposed wellness dimensions of the wine tourism framework can be used by practitioners to enhance the quality and variety of their wine tourism offerings, extending into the realm of wellness.

Originality/value

To the best of the authors’ knowledge, based on the literature review, there are few studies examining wine tourism through the lens of wellness. Also, the study uses Indian wineries as the study site, offering an insight into tourist experiences of this growing wine tourism market.

中文翻译：

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探索葡萄酒旅游体验的健康维度：一种网络学方法

目的

在后 COVID 世界中，通过独特的旅游体验寻求健康的游客预计会增加。本研究的目的是双重的——提供基线信息以探索葡萄酒旅游与健康之间的相互联系，并确定葡萄酒旅游体验，从而在葡萄酒游客中创造一种健康感。

设计/方法/方法

本研究采用网络志方法，分析从 TripAdvisor 平台收集的用户生成内容。对印度马哈拉施特拉邦的七家酒厂的 2,117 条评论进行了编码。

发现

在 Dunn (1959) 的健康的四个维度中，即身体、思想、精神和环境中确定并定位了十四个解释性代码。研究结果表明，葡萄酒旅游体验可以让葡萄酒游客恢复身心活力，增强整体健康感。

实际影响

从业者可以使用建议的葡萄酒旅游框架的健康维度来提高他们的葡萄酒旅游产品的质量和多样性，并将其扩展到健康领域。

原创性/价值

据作者所知，根据文献回顾，很少有研究从健康的角度来考察葡萄酒旅游。此外，该研究以印度葡萄酒厂为研究地点，深入了解这个不断增长的葡萄酒旅游市场的旅游体验。