This study investigates how the perceived image of wine festivals influences visitors’ overall experience and satisfaction, focusing on key experiential dimensions related to festivals and wine tourism.
A quantitative survey was conducted with visitors attending a wine festival in southern Brazil. Data were collected using a structured questionnaire and analyzed through descriptive statistics, reliability analysis, correlation tests and multiple linear regression to examine relationships between festival image dimensions and visitor experience.
The results indicate that the dimensions of perceived benefits and wines and gastronomy were the only statistically significant predictors of satisfaction, loyalty and recommendation intentions. These findings highlight the central role of sensory experience and perceived value in shaping visitors’ evaluations and behavioral intentions toward wine festivals.
The findings provide practical insights for festival organizers and destination managers by highlighting which elements of festival image most strongly affect visitor experience. Investments in service quality, thematic content and wine-related offerings can enhance satisfaction and contribute to visitor loyalty and positive word-of-mouth.
This study contributes to the literature on wine tourism and event management by empirically examining the relationship between perceived festival image and visitor experience, offering evidence from an emerging wine tourism destination.
