How Winery Tourism Experience Builds Brand Image and Brand Loyalty

This research examines the role of winery tourism experience in formation brand image and loyalty. A qualitative analysis 2540 TripAdvisor reviews—a user-generated form electronic word mouth—of four wineries Okanagan Valley posted over six years (2014-2020) reveals not only Pine Gilmore’s (1999) categories consumer experiences (i.e., esthetics, education, entertainment, escape), but also an additional factor social interactions with employees other visitors). The reviews show that—based on their experiences—consumers express differentiated impressions associated contribution this lies identification as a complementary dimension experiences, linking From theoretical perspective, findings encourage greater integration loyalty literature, well quantitative examining relation. have managerial implications for management wine sector.