A multilevel analysis of the effects of wine destination attributes on travel constraints and revisit intention

Purpose - The purpose of this study was conducted to investigate the moderating effects wine destination attributes have upon the negative impacts of travel constraints on consumer's intent to revisit wine regions and also assist wine destinations with the development of marketing strategies designed to offset travel constraints which then could lead to increased intentions to revisit wine regions. Design/methodology/approach - A sampling frame was designed to collect data from consumers visiting 15 wineries using a list of wineries provided by an industry distributor. Self-administered on-site surveys were distributed to visitors during random days and times at each site. To effectively analyze this study's data set, hierarchical linear models were developed to test our main research question suggesting the significant cross-level effects wine destination attributes (at the regional level) have upon travel constraints in combination with revisit intention (at the individual level). Findings - The negative impact of the "structural" constraints' dimension on revisit intention is weaker when people are emotionally attracted to a specific wine destination and/or when wine-specific attractions appeal strongly to visitors. Additionally, the negative impact of the "intrapersonal" constraints on "revisit intention" is weaker when positive perceptions about "wine-specific attractions" and/or "tourism infrastructure" attributes are strong. Practical implications - Results provide strategic directions for wine destination marketing organizations to more accurately improve their destination's reputation by determining and establishing the most attractive wine-specific attributes as perceived by visitors. Findings also assist these destinations to develop and provide appropriate tourism infrastructure. Originality/value - This study investigated the effects of wine destination attributes and their attractiveness upon an individual's travel constraints and revisit intention using a multilevel approach incorporating a regional-based perspective.