This note reports on benefits sought by wine tourists. The authors examined the relationship between wine tourists’ levels of wine knowledge and the benefits they receive by participating in wine tourism. Findings from this study indicate that wine tourists possessing greater wine knowledge (i.e., wine connoisseurs) have increased sensitivity to wine tourism attributes/benefits in general and express a higher psychological involvement in the entire wine tourism experience. Furthermore, compared to consumers with less wine knowledge, connoisseurs are significantly more likely to tour wineries due to hedonic benefits. Managerially, to entertain wine experts appropriately, wine tourism destinations should focus on providing hedonic experiences and experiences meant to increase visitors’ wine-related knowledge.
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