Implications of an exogenous shock (COVID-19) on wine tourism business: A Portuguese winery perspective

This study investigates the impact of an exogenous and unexpected shock (COVID-19) on the wine tourism business from the winery’s perspective. A sample of 146 Portuguese wineries was surveyed. The econometric results show that the share of wine tourism sales, the amount of dependence on exports and...

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Bibliographic Details
Published in:Tourism and hospitality research 2023-01, Vol.23 (1), p.113-120
Main Authors: Guedes, Alexandre, Niklas, Britta, Back, Robin M, Rebelo, João
Format: Article
Language:English
Subjects:
Brands
Business
COVID-19
Economic performance
Exports
International trade
Pandemics
Research Notes
Sales
Tourism
Wines
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Summary:This study investigates the impact of an exogenous and unexpected shock (COVID-19) on the wine tourism business from the winery’s perspective. A sample of 146 Portuguese wineries was surveyed. The econometric results show that the share of wine tourism sales, the amount of dependence on exports and the assertiveness of brand recognition have a structural effect on direct-to-consumer tasting room wine sales, even when the winery’s business is disrupted by a shock that degrades the dynamics and flows of international trade. The research establishes a starting point that allows to understand the implications of an exogenous shock on the structure of the winery’s business, calling for further research on the firm’s economic performance as well as on the consumer’s behaviour in a post-pandemic context.
ISSN:1467-3584
1742-9692
DOI:10.1177/14673584221085214