Presentation made at The State of the Art in Creative Tourism Leading Research | Advanced Practices | Future Trajectories, 1-­2 June 2017 Coimbra, Portugal www.ces.uc.pt/creatour

1. Users’ behavior in
consumer review
sites in post-
purchase of the
wine tourism
experience
CREATOUR
1 E 2 DE JUNHO DE 2017
Susana Rachão | susanar@utad.pt
Veronika Joukes | veronika@utad.pt
Department of Economics, Sociology and Managment (DESG)
Centre for Transdisciplinary Developments Studies (CETRAD)
University of Trás-os-Montes and Alto Douro (UTAD)
Project NORTE -01-0145-FEFER-000038 (INNOVINE & WINE – Innovation Platform of Vine & Wine)

2. Wine tourism and creative tourism
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Rationale of
the study
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
What is the connection?
Wine tourism: Making your own wine/
doing the harvest are active experiences
(learning and active involvement).
Creative tourism: learning and active
involvement.

3. Research Question
and Hypothesis

4. Research
question and
hypothesis
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Research question (RQ):
Are wine experiences a factor of attractiveness to potential
tourist consumers?
H1: The online reviews make reference to wine experiences.
H2: If there are references to wine experiences the “winemaker
for one day” is also referenced.
H3: The online reviews which make reference to wine
experiences tend to reflect a more positive holiday experience.

5. Research Design

6. Research Design
Case study – Contextualization
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Source: http://www.winesofportugal.info

7. Research Design
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Wine
Experience
Hotel

8. Research Design QUANTITATIVE
PHASE
(SPSS)
QUALITATIVE
PHASE
NVIVO 11 Plus
Booking (OTA)
Data collection
September, October and November 2016
Preliminary Results
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Descriptive
statistics
Chi-square
Automatic
reference
coding
Word
frequency

9. Quantitative phase
Research design
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Type and number of variables analysed
(Statistical Package for the Social Sciences – SPSS)
1. SUBMITTED_MOBILE_DEVICE (yes or no)
2. TYPE_OF_GUEST (Family, couples, groups and individuals)
3. NATIONALITY
4. TRAVEL_TYPE (Leisure or business)
5. GENDER (Male or female)
6. OVERNIGHTS (number)
7. TYPE_OF_ROOM (individual, family or double room)
8. AVERAGE_SCORE (from 1 up to 10)

10. Preliminary Results

11. Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Review submitted in a mobile
device
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
N %
No data 2 4,4
Yes 29 64,4
No 14 31,1
Total 45 100,0
Female
33%
Male
58%
No data
9%
Gender %
Characteristics of reviewers
in the sample (n = 45)

12. Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
13.3
73.3
6.7 6.7
100.0
0.0
20.0
40.0
60.0
80.0
100.0
Guest type (%)
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Characteristics of reviewers
in the sample (n = 45)
0.0 50.0 100.0
Leisure
Business
95.6
4.4
Travel type (%)

13. CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Nationality (%)
44.4
11.1 11.1
4.4
2.2 2.2 2.2 2.2 2.2 2.2
6.7
4.4
2.2 2.2
0.0
10.0
20.0
30.0
40.0
50.0
Characteristics of reviewers
in the sample (n = 45)

14. CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Overnights (%)
64.4
26.7
6.7
2.2
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
1 2 3 4
N Minimum Maximum Mean
Standard
deviation
Overnights 45 1 4 1,47 0,726
Characteristics of reviewers
in the sample (n = 45)

15. Characteristics of reviewers
in the sample (n = 45)
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Room type (%)
2.2
11.1
86.7
0.0 20.0 40.0 60.0 80.0 100.0
Single room
Family room
Double room
Mean score (%)
N Mínimo Máximo Média
Desvio
Padrão
Mean score 45 3,8 10,0 9,033 1,2397

16. Chi-square test χ2
CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Variables
Independent Variables
p values
Nationality Gender Overnights
Mobile advice 0,293 0,452 0,283
Guest type 0,789 0,644 0,015*
Travel type 0,656 0,456 0,764
Type of room 0,507 0,764 0,964
Mean score 0,873 0,411 0,329
* statistical significant difference p ≤0,05

17. CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Automatic reference coding counting

18. CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience Location of the node wine

19. CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
Word cloud of frequent words

20. CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Preliminary
results
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
10 I liked the […] Outdoor sunshine, from dining experience, to the
wine tasting […]
10 Superb! […] quality of the wine […]
9,6 The hotel is wonderful. It's in the middle of a winery and the
architecture is great.
8,8 The experience in the restaurant was very good, for such a very
contributed to the friendliness of the staff. I enjoyed the wine tasting […]
it was a great experience.
9,6 The hotel, wine tasting, absolute calm, spa area.
8,8 The wine director recommended great places to go to and try
reserva wines.
9,6 Strongly recommended […] tasting a good wine.
10 […] advise for your travels, for wines you should taste […] The
location of the hotel in the middle of the vineyards is gorgeous.
8,3 Location in the middle of the vineyards. The private wine tasting
was excellent. Good wines and explained.
9,6 The hotel is located among the vineyards […] A good wine list. The
wine of the local winery.
Review score and wine experience

21. CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Conclusions
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
H1: The online reviews make reference to wine experiences.
The preliminary results showed that wine experiences are
referenced (wine tasting). However, a mere description of the
quality of the wines and vines prevails.
H2: If there are references to wine experiences the
“winemaker for one day” is also referenced.
The preliminary results displayed that no direct reference to
the activity “winemaker for one day” was ever mentioned.
H3: The online reviews which make references to wine
experiences tend to reflect a more positive holiday
experience.
The preliminary results illustrated that there is a tendency to
have a more pleasant holiday experience when a wine
experience (even a passive activity) is provided.

22. CREATOUR CONFERENCE
CURIA, 1, 2 JUNE, 2017
Limitations
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience - Exploratory research based only on online reviews
made by guests in one (1) wine experience hotel
during 3 months;
- Small sample (n=45);
- Only one consumer review site used: Booking.com;
- Insufficient references to the co-creation of the
wine experience to make further conclusions.
Limitations
Future Research
- Apply an interview to the marketing director in
order to assess the number of wine co-creation
experiences sold during the whole year.

23. Thank you!
Behavior of users in
consumer review
sites in post-
purchase of the wine
tourism experience
ANY ADDITIONAL
THOUGHTS?
Susana Rachão | susanar@utad.pt