Relationship marketing was how the Consumer Experience Tourism (CET) was originally evolved as an attempt by the marketers to corroborate bonds between brands and consumers. More broadly, Mitchell and Orwig (2002) have suggested that `consumer experience tourism' (CET), can include increased brand loyalty, greater understanding of the product, reinforcement of brand image and increased word of mouth about the product and the visit. The elevated level of personal product involvement (such as through wine tourism experience) is contributed by the elevated level of product knowledge (Mitchell & Mitchell, 2001a). The CET has acquired limited consideration in the marketing literature and has frequently been embodied briefly in discussions of integrated
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The core importance of wine tourism is the winery experience. The universality of winery visitor centres has increased enormously in recent years and is also referred to as caves, tasting rooms and cellar doors. There is a growing interest and abstract during the previous decade pertaining to the winery (or cellar door) experience and its effects on post-visit characteristics of the consumers. Visitors may acquire many numbers of elements of CET according to Mitchell and Hall (2004) by just visiting the winery and vineyards. A visitor has adequate opportunity to have unique experiences of varied aspects of the wine production process even if there is not candid viewing of the production of wine or meeting with the wine maker. It is advocated that most wine tourism studies aim to target completely or primarily on the supply rather than demand-related queries (Brown et al ., 2007). Implementation of a consumer-centric and market acclimatized approach requires in-depth comprehension of wine tourist from a demand-related …show more content…
(2008). Winery wine clubs and special events provide more opportunities to extend brand awareness (Olsen & Thach, 2008; Ness, 2006).
• Create emotional bonding and relationships with customers: In the process of a winery visit there is a strong opportunity to not only create awareness but also acquaintanceship and attachment and is further debated that successful wine tourism requires a relationship marketing strategy (O’Mahony et al ., 2006; Fuller, 1996). The necessity for constituting ongoing relationship with the winery visitors seems indispensible due to the nature of tasting room experiences and the decreasing current awareness of wine brands (O’Neill et al ., 2002)(Mitchell, 2006).
• Create loyalty: The positive tasting room experiences, that establish a prolonged emotional attachment and ties between brands and visitors, can harvest in commitment and brand loyalty (Nowak & Newton, 2006; Fountain et al ., 2008). Many other authors have experimented in linking distinguished aspects of brand loyalty with wine tourism (Mitchell & Hall, 2004; Mitchell,
The core importance of wine tourism is the winery experience. The universality of winery visitor centres has increased enormously in recent years and is also referred to as caves, tasting rooms and cellar doors. There is a growing interest and abstract during the previous decade pertaining to the winery (or cellar door) experience and its effects on post-visit characteristics of the consumers. Visitors may acquire many numbers of elements of CET according to Mitchell and Hall (2004) by just visiting the winery and vineyards. A visitor has adequate opportunity to have unique experiences of varied aspects of the wine production process even if there is not candid viewing of the production of wine or meeting with the wine maker. It is advocated that most wine tourism studies aim to target completely or primarily on the supply rather than demand-related queries (Brown et al ., 2007). Implementation of a consumer-centric and market acclimatized approach requires in-depth comprehension of wine tourist from a demand-related …show more content…
(2008). Winery wine clubs and special events provide more opportunities to extend brand awareness (Olsen & Thach, 2008; Ness, 2006).
• Create emotional bonding and relationships with customers: In the process of a winery visit there is a strong opportunity to not only create awareness but also acquaintanceship and attachment and is further debated that successful wine tourism requires a relationship marketing strategy (O’Mahony et al ., 2006; Fuller, 1996). The necessity for constituting ongoing relationship with the winery visitors seems indispensible due to the nature of tasting room experiences and the decreasing current awareness of wine brands (O’Neill et al ., 2002)(Mitchell, 2006).
• Create loyalty: The positive tasting room experiences, that establish a prolonged emotional attachment and ties between brands and visitors, can harvest in commitment and brand loyalty (Nowak & Newton, 2006; Fountain et al ., 2008). Many other authors have experimented in linking distinguished aspects of brand loyalty with wine tourism (Mitchell & Hall, 2004; Mitchell,