Based on the tenets of hedonic adaptation, this study examines the inverted U-shaped relationship between tourists' repeat visits and revisit intentions at a historic winery in Spain, as well as the moderating influence of satisfaction. Additionally, the effects of visitors' socio-demographic characteristics and winery attributes on satisfaction are also assessed. Results suggest that after a certain number of repeat visits, the revisit intentions of winery tourists start to diminish significantly. Moreover, in comparison to tourists that have low satisfaction, it takes a higher number of repeat visits for highly satisfied tourists' revisit intentions to start decreasing. Regarding the winery, two different attributes (i.e. winery tour/wine tasting, overall ambiance) impacted visitors' satisfaction. Likewise, participants' age, gender and country of residence also affected satisfaction. Theoretical and practical implications are discussed in detail.
