A multicriteria model for evaluation of Brazilian wineries from a tourism destination perspective

Purpose This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective. Design/methodology/approach The model is comprising two phases: structure of the problem and application of the method. First, the selection of wineries in a given region, the identification of decision-makers that will perform the evaluation according to a set of 19 criteria based on the Tourqual protocol and the construction of the evaluation matrix in the next phase. Then, the analytic hierarchy process (AHP) method is applied and a rank of wineries is provided. Findings The model is applied to evaluate the seven most important wineries in South Brazil and the results provided by the AHP method, considering the categories of Tourqual protocol, are consistent with the opinion of specialists in wine tourism. Research limitations/implications The model needs to be applied to other case studies to evaluate the consistency of the results and their acceptability by the tourism sector. Practical implications The model has the potential to be applied as a formal tool for evaluation of wineries, support decision-making processes in different wine tourism management structures: private wine and tourism organizations; public managers of tourism activity and managers of governance structures. Originality/value This paper presents a novel AHP-based model for evaluation of service quality in the winery’s tourism domain, an empirical application of the model for evaluation of wineries in one of the most important regions that produce grapes and wine in South America.