This article examines how and when design characteristics (relational authenticity and visitor participation) influence word-of-mouth recommendations by co-creating memorable experiences in sustainable wine tourism. It also investigates the moderating effects of (1) visitor confusion about ecological certifications and (2) the type of wine tourism offering. Drawing on the S-O-R framework, we developed and tested six hypotheses using field survey data collected at three sustainability-oriented wine tourism sites offering distinct experiences. We found that experience memorability mediates the relationship between design characteristics and visitor recommendations. Moreover, eco-certification confusion and offering type partially moderate the effects of design characteristics on memorability. This study contributes to wine tourism research by: (1) identifying key design characteristics that enable the co-creation of a memorable experience and drive positive word-of-mouth; (2) demonstrating that eco-certification confusion amplifies the impact of relational authenticity on memorability; and (3) suggesting that different offerings require different design choices.
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