Wine Cultural Event as a Growing Phenomenon: Role of Novelty, Value and Satisfaction in Developing WOM

Positive word-of-mouth (WOM) is a promoter of a destination. To improve the image and increase the income of wine-producing areas, holding the wine cultural event is a good approach, which also is a growing trend. Meanwhile, exploring the novelty, value and satisfaction are meaningful for WOM of wine cultural event. Thus, a total of 419 valid samples were collected from wine cultural event held at Yibin in China. This study used structural equation modeling and the regression method to examine the proposed hypothesis. The results showed that tourists’ novelty, perceived value and satisfaction influence WOM. The study support three theoretical assumptions. First, novelty significantly positively affected perceived value while negatively affected event satisfaction but has no significant direct impact on WOM. Next, the perceived value had a significant and positive impact on event satisfaction and WOM, respectively. Finally, event satisfaction had a significant and positive influence on WOM. This study contributes to the literature addressing the WOM in a wine cultural tourism context. It also provides manageable results for managers involved in developing WOM.