KANO Model for experience quality measurement of wine tourism events

Visiting wine tourism events is an attractive part of a trip for holidaymakers and day visitors. Thus, wine tourism is an important niche market for Germany with its 13 wine regions. Experiences play an increasingly important role in the consumption of tourism services. Therefore, it is also important to organize wine tourism events in an experience-oriented way. The present research design uses the KANO model to determine the requirements for experience staging at wine events from the customer's point of view. The aim of the study is to provide wineries and other wine tourism providers with recommendations for experience staging in order to increase the attractiveness of the events and to improve the economic success.