Wine tourism and consumer behavior

The consumption of wine tourism is a complex behavior and is influenced by internal and external factors. This chapter investigates what influences the decision-making process by extending the wine tourism theory and considering this practice within the context of other food products in the destination. As to meet the chapter’s objectives, wine travelers are statistically compared to other leisure travelers. Data have been collected by the World Food Travel Association for the 2020 Food Travel Monitor. Findings provide evidence that being a wine traveler is positively correlated with a wider knowledge about wine and food in general. These travelers are more likely to be motivated to travel using more sources, including social media, printed media, and TV shows and videos. Personal health and wellness values and social responsibility are also more important to wine travelers’ decisions. Wine travelers rely on more social media, post more to social media, and also act as social surrogates, influencing others while traveling. This pattern of influence can be beneficial to tourism businesses.