Effects of atmosphere on emotions and consumer behaviour at wineries

Sassenberg, Anne-Marie ORCID: https://orcid.org/0000-0003-3404-3570 and Sassenberg, Cindy and Sassenberg, Claudia and Heneghan, Maire (2022) Effects of atmosphere on emotions and consumer behaviour at wineries. International Journal of Wine Business Research. pp. 1-19. ISSN 1751-1062


Abstract

Purpose: The aim of this study is to investigate the influence of atmosphere on consumer emotions and wine purchasing behaviours to assist winery management in the development and communication of a strong positioning strategy. Studies in retail have indicated the importance of atmosphere in relation to consumer emotions and behaviours. Until now, limited evidence has existed on how the three dimensions of atmosphere may influence consumers visiting wineries. Design/methodology/approach: The study consisted of surveys conducted in two stages. The first survey (n = 170) explored the factors applied in this study, and the second survey (n = 377) analysed the relationship between the atmosphere, emotions and consumer purchasing behaviours at wineries. Findings: Findings indicated that atmosphere at a winery has the potential to positively influence consumer emotions and wine purchasing behaviours. Live music and the natural environment were particularly formative of atmosphere and consumer emotions and their subsequent wine purchasing while visiting the winery. The distinction allowed this study to analyse factors important for consumers to increase the time they spent at the winery. Research limitations/implications: The geographical location of the study is limited to one state in Australia. Originality/value: In distinguishing between different consumer wine purchasing behaviours, drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 21 Mar 2022 04:34
Last Modified: 21 Mar 2022 04:34
Uncontrolled Keywords: Alcoholic drinks; Atmosphere; Consumer behaviour; Music; Nature; Qualitative; Red wine; Survey research; Surveys; Wine purchasing; Wine tourism; Winery; Wines; Wines and spirits
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350804 Tourism marketing
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour
Socio-Economic Objectives (2020): 11 COMMERCIAL SERVICES AND TOURISM > 1101 Environmentally sustainable commercial services and tourism > 110199 Environmentally sustainable commercial services and tourism not elsewhere classified
22 INFORMATION AND COMMUNICATION SERVICES > 2202 Environmentally sustainable information and communication services > 220299 Environmentally sustainable information and communication services not elsewhere classified
Identification Number or DOI: https://doi.org/10.1108/IJWBR-05-2021-0028
URI: http://eprints.usq.edu.au/id/eprint/47096

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