How Winery Tourism Experience Builds Brand Image and Brand Loyalty
This research examines the role of the winery tourism experience in the formation of brand image and brand loyalty. A qualitative analysis of 2540 TripAdvisor reviews—a user-generated form of electronic word of mouth—of four wineries of the Okanagan Valley posted over six years (2014-2020) reveals n...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
The Wine Business Institute at Sonoma State University
2021-12-01
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| Series: | Wine Business Journal |
| Online Access: | https://doi.org/10.26813/001c.30210 |