Wine tourism experience vis-à-vis wine tourism development: A netnographic analysis of namibian wineries
Purpose – The overriding objective of this study is to analyse the visitors’ experience via online reviews vis-a-vis the wine tourism development in Namibia. Therefore, the study identified critical elements influencing visitor experiences and their perceived destination image. Methodology/Design...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of tourism and hospitality management
2025-03-01
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| Series: | Tourism and Hospitality Management |
| Subjects: | |
| Online Access: | https://thm.fthm.hr/images/issues/vol31no1/4_Hindjou_Dixit |
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| Summary: | Purpose – The overriding objective of this study is to analyse the visitors’ experience via online
reviews vis-a-vis the wine tourism development in Namibia. Therefore, the study identified
critical elements influencing visitor experiences and their perceived destination image.
Methodology/Design/Approach – This study adopted netnography as non-participant
observation and is based on online reviews published on TripAdvisor (www.TripAdvisor.
com) between 2013/2023. The study analysed the reviews to identify critical elements that the
visitors highlighted as influencing their experiences and their perceived destination image. In
the next step of data processing, NVivo 12.6.1 (3859) was used to identify themes/elements
and determine the extent to which each factor influencing visitors’ experiences at wineries
was referenced. A relationship mapping was conducted using IBM SPSS Statistics 29.0.2.0
to study the relationship between satisfaction/dissatisfaction and post-consumption behaviour
(revisit intention & recommendation).
Findings – The study analysed the reviews to identify critical elements that the visitors
highlighted as influencing their experiences and their perceived destination image. The final list
comprises ten elements/themes: hospitality, wine quality and pricing, wine-related activities,
service quality, ambience, family-friendly, food quality, and other facilities and activities. The
relationship between satisfaction and recommendation was found to be not just significant, but a
key factor in influencing visitor experiences and their perceived destination image.
Originality of the research – The paper aims to analyse wine tourism experience vis-à-vis wine
tourism development. It underscores that wine tourism-related visitors’ satisfaction, resulting from
excellent experiences, can be presented as a compelling argument for developing a truly exclusive
Namibian wine tourism experience. Despite not being perceived as a prominent wine destination,
Namibia has the potential to transform into a genuinely unique and exclusive wine tourism
destination with the collaboration of key stakeholders, a potential this research brings to light. |
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| ISSN: | 1847-3377 |