Moderating effects of wine involvement in wine tourism

This paper explores the moderating effects of wine involvement on wine tourism behaviour, together with individuals’ self‐image congruity with wine tourism, attitude to wine tourism and their intentions to visit a wine region. A sample of 696 of wine consumers was obtained. Structural equation modeling was used to test the hypotheses about the different kind of invariance’s among the model for respondents who are high involved wine consumers vs. those who are low involved wine consumers. The results suggest consumers who have high involvement with wine are more congruent with wine tourists, than those who do not have a low level of involvement in wine. Attitude to wine tourism and its impact on intentions to visit a wine region were positively significant for both high and low involvement groups.