Purpose

This study aims to provide a comprehensive overview on positive drivers and negative factors connected to the Covid-19 pandemic which can jointly shape wine tourism intentions.

Design/methodology/approach

The present study relies on a large sample of 399 US wine tourists. Partial least square structural equation modelling is adopted for data analysis.

Findings

Results reveal that willingness to avoid Covid risk while travelling negatively impacts wine tourism intentions and competitively mediates the effect of Covid phobia. Both situational and personal involvement with wine are key antecedents of future wine tourism intentions.

Research limitations/implications

This research contributes to understand the role of willingness to avoid travel-related risks during health crises. Furthermore, it improves existing knowledge on the effect of wine involvement on wine tourism intentions, highlighting the predictive relevance of situational involvement in explaining this relationship.

Practical implications

Results constitute critical information to practitioners and destination management operators for improving their resilience under similar circumstances. Updated information on wine tourists’ profile is also provided.

Originality/value

To the best of the authors’ knowledge, this is among the first studies exploring how positive and negative drivers act synergically in affecting wine tourism intentions after the Covid-19 outbreak.

中文翻译：

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半杯满？一种全面的 PLS-SEM 方法，用于探索大流行对葡萄酒旅游意图的影响

目的

本研究旨在全面概述与 Covid-19 大流行相关的积极驱动因素和消极因素，这些因素可以共同影响葡萄酒旅游的意图。

设计/方法/途径

本研究依赖于 399 名美国葡萄酒游客的大样本。采用偏最小二乘结构方程模型进行数据分析。

发现

结果表明，旅行时避免 Covid 风险的意愿会对葡萄酒旅游的意图产生负面影响，并在竞争中调节 Covid 恐惧症的影响。情境和个人对葡萄酒的参与都是未来葡萄酒旅游意图的关键先决条件。

研究局限性/影响

这项研究有助于了解在健康危机期间避免旅行相关风险的意愿的作用。此外，它改进了关于葡萄酒参与对葡萄酒旅游意图影响的现有知识，强调了情境参与在解释这种关系时的预测相关性。

实际影响

结果构成了从业者和目的地管理运营商在类似情况下提高弹性的关键信息。还提供了有关葡萄酒游客概况的最新信息。

原创性/价值

据作者所知，这是探索 Covid-19 爆发后积极和消极驱动因素如何协同影响葡萄酒旅游意图的首批研究之一。