Purpose

The purpose of this paper is to apply PROMETHEE II, a multicriteria decision-making method, to evaluate wineries, aiming to support the tourist’s decision regarding an online recommendation system on which wineries to prioritise visiting.

Design/methodology/approach

This study was divided into four phases: literature review, which aimed to identify a list of criteria related to the quality of services offered by wineries in specialised literature; validation of the categories and criteria with specialists in the field of wine tourism using a questionnaire with questions based on the stage of the research; multicriteria evaluation of wineries using PROMETHEE II method which was adjusted to the model through a pre-test with ten specialist professionals from different states (Rio Grande do Sul, Santa Catarina, Paraná, São Paulo and Pernambuco); and validation of the model with one decision-maker representing each winery in Rio Grande do Sul, Brazil, and a decision-making expert who is familiar with all the wineries.

Findings

These findings reveal various scenarios based on different criteria that wine tourists may consider, with emphasis on the terroir of the region, extensive tasting, picnics in the vineyards and improvement in the development of wine tourism with a night harvest. The core of wine tourism services is based on 12 dimensions: waiting for the service, ease of purchase, opening hours, price, winery landscape, variety of products, local cuisine, quality of tasted products, access to the winery, tourist facilities, sustainable products and hygiene installation.

Originality/value

This research contributes to the literature by demonstrating the applicability of multicriteria tools to solve wine tourism services based on the tourist perspective of the service. Still, this paper proposes that it be applied to other case studies.

中文翻译：

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MCDM在PROMETHEE II中在葡萄酒旅游服务评估中的应用

目的

本文的目的是应用多标准决策方法 Promethee II 来评估酒庄，旨在支持游客根据在线推荐系统优先参观哪些酒庄的决策。

设计/方法论/途径

这项研究分为四个阶段：文献综述，旨在确定专业文献中与酒庄提供的服务质量相关的标准清单；使用包含基于研究阶段的问题的调查问卷，与葡萄酒旅游领域的专家一起验证类别和标准；使用 PROMETHEE II 方法对酒庄进行多标准评估，该方法通过来自不同州（南里奥格兰德州、圣卡塔琳娜州、巴拉那州、圣保罗州和伯南布哥州）的 10 名专业人士的预测试调整为模型；并由代表巴西南里奥格兰德州每个酒庄的一名决策者和熟悉所有酒庄的决策专家对模型进行验证。

发现

这些发现揭示了基于葡萄酒游客可能考虑的不同标准的各种情景，重点是该地区的风土、广泛的品尝、葡萄园野餐以及夜间收获葡萄酒旅游发展的改善。葡萄酒旅游服务的核心基于12个维度：等待服务、购买便利性、开放时间、价格、酒庄景观、产品种类、当地美食、品尝产品的质量、进入酒庄的通道、旅游设施、可持续发展产品和卫生安装。

原创性/价值

这项研究通过展示多标准工具的适用性来解决基于游客服务视角的葡萄酒旅游服务，为文献做出了贡献。尽管如此，本文还是建议将其应用于其他案例研究。