More than words: Do personality, emotion, and lifestyle matter on the wine tourism?

Abstract In enhancing marketing strategies for wine tourism destinations, this study explores the influence of emotional factors, personality traits, and lifestyle components on the wine tourism experience. Utilizing natural language processing (NLP), over 8000 wine tourism reviews on TripAdvisor.com were analyzed to discern consumers' implicit emotions and personality types. Through extensive big data analyses, relationships between personality types and eight emotional dimensions, as well as associations with lifestyle factors, were examined. Key findings revealed that lifestyle significantly impacts wine visitors' tourism behavior, with leisure being a primary lifestyle factor, while religion has a lesser effect on wine tourism. Additionally, the emotion of joy and the personality of openness emerge as determinants significantly affecting wine tourism decisions. This understanding of the interplay between emotional experiences, personality traits, lifestyle, and wine tourism behaviors enriches theoretical frameworks and offers insights for refining marketing strategies, thereby fostering the growth of wine tourism.