Journal of Global Tourism Research | 2026
Authors: Valbusa A.; Youn S.H.
DOI: 10.37020/jgtr.11.1_57
Journal: Journal of Global Tourism Research
Year: 2026
Publisher: Union Press
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
This study explores the motivations, experiences, and satisfaction of wine tourists visiting local culture-based wineries in Italy, using the Experience Economy framework. While wine tourism has been widely studied in Italy’s major wine regions, smaller wineries, such as those in Valpolicella have received less attention, despite their rich cultural heritage settings. Data from 206 valid responses collected through questionnaires at five Valpolicella wineries reveal that visitors are driven by relaxation, escaping routine, social interaction, and learning about wine. This study identified three dimensions of context-specific wine tourism experiences that are primarily characterised by educational, aesthetic, and immersive elements, showing that higher satisfaction correlates more with educational and aesthetic experiences than with simply escaping from routine. This study thus reframes wine tourism from a transactional activity to a holistic experience system, highlighting the importance of experience design for preserving the uniqueness, competitiveness, and lasting appeal of local culture-based wineries. © 2026 International Society for Tourism Research.
local culture-based winery; tourist experience; tourist motivation; Valpolicella; wine tourism