A framework for the evaluation of winery servicescapes: A New Zealand case

Abstract

In an increasingly competitive market to attract visitors, wineries are often seeking new means to enhance the visitor experience. However, despite recognition of the importance in the wine tourism literature of the setting in which wine experiences occur there has been little adoption of the servicescape concept from the marketing literature and its adoption as a potential diagnostic tool. The paper utilizes the concept to develop a potential diagnostic tool that may be used by wineries and cellar door venues to evaluate their servicescape attributes. Preliminary results are provided which demonstrate the utility of the servicescape framework but further research is required to test the framework in different culture and design settings.

Keywords

• Servicescape
• New Zealand
• Wine tourism
• Cellar door