Liquor and wine heritage tourism has become increasingly popular. To improve our understanding of this phenomenon, this study developed a theoretical framework for this study by integrating the pre, mid- and postvisit stages on the basis of the stimulus‒organism‒response (SOR) model and brand equity theory. We conducted 60 in-depth interviews and received 618 survey responses, thus allowing us to develop a factor structure for onsite stimuli that included 26 items across six dimensions. The study identified the significant impacts of onsite stimulus factors and previsit product attachment on experiential value, product reliability and the resulting behaviors. Accordingly, this mixed-method study contextualized brand equity in terms of various dimensions by developing a comprehensive theoretical framework for visits to liquor and wine heritage sites. The results of this study also have practical implications regarding ways of designing and reinforcing onsite stimulus factors, creating interactive experiential scenes, increasing experiential value and enhancing brand loyalty strategies.

中文翻译：

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白酒和葡萄酒遗产刺激对游客体验价值和行为意图的影响


酒类和葡萄酒遗产旅游越来越受欢迎。为了提高我们对这一现象的理解，本研究在刺激\u2012生物反应 （SOR） 模型和品牌资产理论的基础上整合了就诊前、中期和后阶段，为本研究开发了一个理论框架。我们进行了 60 次深入访谈，收到了 618 份调查回复，从而使我们能够为现场刺激开发一个因子结构，其中包括六个维度的 26 个项目。该研究确定了现场刺激因素和访问前产品依恋对体验价值、产品可靠性和由此产生的行为的重大影响。因此，这项混合方法研究通过开发参观酒类和葡萄酒遗产地的综合理论框架，从各个维度将品牌资产置于情境中。本研究的结果在设计和加强现场刺激因素、创建交互式体验场景、增加体验价值和增强品牌忠诚度策略的方法方面也具有实际意义。