The environment and perceptions of wine consumers regarding quality, risk and value: Reputations of regional wines and restaurants. (December 2020)

• Record Type: Journal Article
• Authors: Bonn, Mark A.; Chang, Howook (Sean); Cho, Meehee
• Is Part Of: Journal of hospitality and tourism management. Volume 45(2020)
• Page Start: 203
• Page End: 212
• Publication Date: 2020-12
• Subjects: Regional environment -- Wine consumer perceptions -- Perceived risk -- Perceived value -- Regional wine reputations -- Regional wine restaurant reputations; Hospitality industry -- Management -- Periodicals; Tourism -- Management -- Periodicals; Hospitality industry -- Australia -- Management -- Periodicals; Tourism -- Australia -- Management -- Periodicals; Hospitality industry -- Management; Tourism -- Management; Australia; Electronic journals; Periodicals; 338.4791068
• DOI: 10.1016/j.jhtm.2020.08.004
• Languages: English
• ISSNs: 1447-6770

Abstract

Abstract: This research was designed to provide information on wine consumers' perceptions about regional environments associated with their perceived value of purchasing regional wine. This is a first time examination to better understand how regional environmental perceptions relate to perceived quality and perceived risk, and also how the moderating variables of regional wine and restaurant reputation can possibly mitigate the negative perceptual effects of wine regions upon perceived value for purchasing regional wines. Results confirmed that when regional environmental conditions are perceived as being positive by consumers, it may lead them to having more positive perceptions about the overall quality of regional wines and also play a significant role in decreasing levels of perceived risk associated with purchasing regional wines. Findings also supported that positive perceived quality about regional wine leads to positive perceived value for purchasing regional wine, and that perceived risk associated with purchasing regional wine leads to negative perceived value pertaining to purchasing regional wine. Further, the study documented that a more positive reputation of regional restaurant establishments would significantly reduce the negative impact upon perceived risk towards purchasing regional wine. Managerial implications are presented.