The Experiential Wine Tourist’s Model: The Case of Gran Canaria Wine Cellar Establishments

Abstract

This study aims to investigate how sensory experience shapes the perceived quality of wine cellars and how their surroundings foment loyalty to the destination. Although the predominant approach to wine experiences brings into focus the ‘drinking response’ in the cellar itself, this paper takes a holistic view and gives credit to the whole environment in which the cellar is situated, exploring the links between ecotourism and traditional sun, sea and sand destinations. We surveyed 222 tourists by following a non-probabilistic and convenience sampling procedure at fifteen cellars in Gran Canaria. To estimate the ‘enotourist’ experiential model, we performed a path analysis after confirming the reliability of the scales. Of the findings, the most significant is that destination loyalty relies on perceived quality and social interactions with the wine cellar’s staff. Similarly, satisfaction with the cellar also stems from the visitor’s experience of the surroundings. Finally, and crucially, experience is shaped primarily by the sense of touch, and to a lesser degree, by taste, smell and hearing. We highlight the implications for managers and suggest managerial strategies to enhance destination loyalty, increase satisfaction with the cellar and enrich the multidimensional ‘enotourism’ experience.

1. Introduction

The production of Canarian wine is deeply rooted in art, tradition and history. Since the 16th century, the wine from the island has left an indelible influence on major historical figures, such as Voltaire and Viera y Clavijo [1]. Moreover, the cellars in the Canary Islands are characterised by their volcanic soil, which creates a landscape with a heritage value [2] that needs traditional methods that are still used for the cultivation and extraction of Canarian grapes. Likewise, these characteristics of the Canarian cellars have allowed for Canary wine to be recognised nationally and internationally. It serves as an appealing destination for wine enthusiasts and gastronomy connoisseurs.

On the other hand, the cultural connection with Canarian wine is related to grape harvest, wine festivals and even wine tastings. These events are accompanied by music, painting and other artistic expressions [3]. This is due to a long-standing cultural tradition, although these artistic expressions have been modernised over time, allowing for the replacement of popular songs with pop music. For this reason, it is essential to highlight the importance of preserving traditions and adapting them to modern times, as the cellars of Gran Canaria have shown.

Cellars and sustainability are closely related, as both seek to implement environmentally friendly practices and significantly impact the tourism sector’s economic aspects. Firstly, they strive to preserve biodiversity, promote the circular economy, and support local trade [4]. Moreover, another advantage is that they not only preserve the distinctive qualities of Canary Island grapes, but also preserve the traditional winemaking techniques specific to Canary Island wines. Additionally, these advantages are related to two United Nations Sustainable Development Goals (SDGs): Goal 12—responsible production and consumption and Goal 15—life on land ecosystems [5].

Another significant advantage is that they aim to preserve the Canary Islands’ vinicultural traditions by integrating tourism and sustainability into the wineries, which is known as enotourism. This not only preserves the cultural heritage [6], but also brings us closer to the most important and influential industry in the Canary Islands: tourism. So, this advantage perfectly aligns with the policies of the Canarian government, which promote the diversification of the tourism economy. Therefore, sustainability in enotourism benefits the environment, culture and economy of the island of Gran Canaria, so it strengthens the importance of embedding global sustainability efforts in this industry.

From vineyards to the cellar, science has moved the art of wine production forward significantly. Nevertheless, these advances are not so meaningful for wine consumption if the experience of ‘enotourism’ is anything to go by. More research on the experience of ‘wine tourists’ needs to be conducted [7,8] since this task, as it pertains to experiential wine tourism, has been advocated but has yet to be performed [9]. Moreover, putting together agricultural wine traditions and tourism activities represents an original line of research insofar as it opens the experiential economy to the primary industry and explains how to go from a supply-led approach to a demand-driven management approach [10,11]. Furthermore, the predominant approach brings into focus the wine and the cellar. It neglects the holistic importance of the surroundings, the countryside, the outdoor activities and the rural environment despite the connections between such features being fundamental to create atmosphere in the experience economy [12,13,14,15,16].

Therefore, producing and drinking are not necessarily the most precious aspects of experience when wine and tourism are connected. For example, in the case of the Canary Islands, wines have a splendorous history of which one of the most famous accounts is in Shakespeare’s plays. Undoubtedly, that golden age is embodied in current consumption and might be used to build loyalty in increasingly competitive international markets where perceived qualities are crucial [17]. The benefits of this legacy are enormous, yet few of them have been exploited [18].

To be precise, wine symbolises and instils traditions; there is always a transit to other objects through emotions, thoughts, sensory responses, activities and interactions. However, it is still necessary to develop valid and reliable scales to understand the dimensions of the ‘winery experience’ [19], mainly when referring to sensory responses [20]. In addition, there is a lack when it comes to developing and evaluating experiential models for wine tourism in an effort to understand and measure how tourists’ wine expectations go beyond the cellar and into the aesthetics and ideals of living in the wine region [21,22].

This paper aims to pin down the antecedent variables that shape the satisfaction with the experience of the wine cellar establishments and, in turn, give an account of the loyalty to these traditional businesses. Similarly, the different dimensions of the tourist experience are brought into focus to diagnose the precursors of the satisfaction with the cellars’ surroundings and their effects on the satisfaction with these establishments. So, this study provides a new line of research in the literature on enotourism by clarifying how loyalty to a cellar can convert a visitor into an enotourist, thanks to their sensory experience. It also makes a valuable contribution to the knowledge about the visitor experience in wineries, improving wine management and marketing [23] and revaluing the destination’s environment through sensory experience.

To achieve this, this paper is divided into five sections. First, the literature review identifies the variables and puts forward the wine experience model with the hypotheses. Second, the methodology describes the survey, the measuring instruments and the statistical techniques. Third, the analysis of the results section contrasts the hypotheses. Fourth, the discussion offers insight into the obtained evidence by considering other authors’ contributions. Fifth, the conclusions point to theoretical advances, practical implications, limitations and future lines of research.

2. Review of the Literature

The issue of wine and cellars inevitably lead to the point of sensory experience. Undoubtedly, taste and smell are acknowledged as predominant. Taste determines satisfaction [24], given that environmental connections link experience quality [25]. It is said that wine tasting is appreciated the most by tourists [26]. However, it seems improbable that the wine experience is nothing more than a single variable. Wine tasting requires the five senses of activation. No doubt, smell plays a role in judging wine properties. The breeze, the wine temperature, the robust table, the heavy cutlery, the porous table linen and the weight of its napkins are physical characteristics that are processed by the sense of touch and convey effects on the dining guest. These aesthetics are associated with authenticity and influence the feeling of satisfaction with the wine [14,15] and the cellar [27]. In addition to taste, smell and touch, wine’s perceived quality also draws on sight and sound, as these senses lead one to anticipate the wine’s properties through its colour and the sound of pouring, inviting one to try it and, in turn, make an assessment. Moreover, wine combined with music multiplies satisfaction [28]. Nevertheless, while the sensory experience associated with wine encompasses all five senses, there are a few comments on how touch [29] affects the purchase decision [30]. For example, the aroma of wine can be perceived in different ways depending on the touch [31].

Therefore, there is an eminently causal relationship between the senses and the perceived quality of any wine. In general, the wine experience functions multi-dimensionally, and the harmony of its components produces satisfaction [32]. This harmony is an experience of quality and causes customer satisfaction [33]. On this basis, the first set of hypotheses are put forward as follows:

H1. 

Sensorial experience influences the satisfaction with the wine cellar establishments.

H1a. 

Touch influences the satisfaction with the wine cellar experience.

H1b. 

Smell influences the satisfaction with the wine cellar experience.

H1c. 

Taste influences the satisfaction with the wine cellar experience.

H1d. 

Sight influences the satisfaction with the wine cellar experience.

H1e. 

Sound influences the satisfaction with the wine cellar experience.

When it comes to the satisfaction with the cellar, there are more than just senses. From any marketer’s point of view, wine exists beyond its physical boundaries. It triggers people’s emotions, permeates through stories, engages them in conversations with others and involves activities. Therefore, satisfaction must embody feelings, cognitions, social interactions and actions.

First, the evidence that certain emotions anticipate satisfaction seems undeniable, and considerable research demonstrates it. This means that feelings can extend their influence on satisfaction as certain drinking activities arguably lead to pleasure, and hedonism and nostalgia are ingredients of satisfaction [24]. It is also said that entertainment and trust determine experience quality [25,34].

Cellars are places where guests can create new wine experiences as they express their emotions in reaction to said experience. In other words, whenever a new wine is discovered, there is always an emotional response. Thus, if the senses constitute an essential component of experience, sentiments are necessary, too, because there is a natural link between the senses and how we feel them. Emotions trigger the desire to participate in a winery tour [34], and the hedonic visit value also determines the satisfaction with the cellar [9].

Second, the ideas, stories and information associated with the consumption activity are crucial. Familiarity with the wine brand is associated with wine satisfaction [35]. Knowledge determines the wine experience [35], and it is a fundamental aspect of satisfaction [24]. The more you know, the more you love it [36], because the experience quality encompasses learning and places reliance on it [25]. Wine brand trust is loosely based on familiarity and determines brand satisfaction [17].

Additionally, the issue of wine and cellars inevitably leads to the issue of traditions [37]. On the one hand, a few guests drink wine without sufficient knowledge; their presumption of familiarity takes place before they taste, smell and see the wine. On the other hand, many wines are embodied in the golden ages, and then the bottle labels, brochures and paintings, whose narratives transfigure the guest experience, make the connection to the past [38].

Furthermore, wine encourages intellectual responses such as reading, studying and imparting knowledge about this rich matter. Therefore, education plays a role in gaining certain satisfaction with wine [14,15]. What is more, it is demonstrated that experiential education determines positive memories and satisfaction [39]. For this reason, expertise is used to market wine, which determines how consumers perceive wine [40]. Technically speaking, the functional benefits related to wine consumption determine the experience quality [25]. For example, tourists’ value-for-money perceptions of wine properties determine brand satisfaction [9].

Third, undoubtedly, wine quality is shaped by the social atmosphere, and its interactive possibilities grow when the guest is invited to share their experience. Interpersonal relations facilitate experience [8], and this conviviality determines the satisfaction with the wine cellar [27]. Not only is the attentiveness of the cellar staff crucial to enjoying the wine experience [14,15], but other guests, as well as the locals, play roles in the stories, sentiments, sensorial stimuli and activities that accompany the drinking moments in which people engage. Cellar experience satisfaction is rooted in tourists’ social interactions with the cellar staff and the locals [41]. Service providers determine experience quality [25] insofar as social norms bring about the desire to take part in a winery that encompasses many factors [34]. In acknowledging others with whom to drink and share, human joy and a longing for interaction are reflected. Moreover, co-creation in winery experiences implies that there are other relations whose quality produces immersion [42].

Fourth, some activities instil satisfaction because specific properties entail gratification. For example, if the wine is versatile and matches many dishes, there are many different possibilities to enjoy it. It is known that discovery determines how rich the wine experience is [34]. Similarly, there are different scenarios in which guests deal with different behavioural potentials if the wine can be consumed without any other ingredient or if it needs to be accompanied by another element. Likewise, there can be more than one context in which wine can be ordered or not, depending on its organoleptic profile. Equally, its consumption is experienced differently depending on whether it is affordable or expensive. It is worth noting that the involvement with activities determines the wine satisfaction [43], and the former is associated with price. On this basis, the following hypotheses are put forward:

H2. 

Other precursors of the guest’s experience influence the satisfaction with the wine cellar establishments.

H2a. 

Emotion influences the satisfaction with the wine cellar establishments.

H2b. 

Information influences the satisfaction with the wine cellar establishments.

H2c. 

Social interaction influences the satisfaction with the wine cellar establishments.

H2d. 

Activities influence the satisfaction with the wine cellar establishments.

The aesthetic experience produces positive memories that are associated with the destination [39], which depends on sensory appreciation [44,45]. There exists a holism stemming from the physical, cultural and natural environment as far as the wine destination is concerned [12], such as soundscapes, smellscapes, aroma and touch [45]. The raw material of any wine is part of its landscape insofar as it is produced from the natural environment. The landscape is felt physically within the wine tourism experience [46]. The wine habitat is a part of the process and, in turn, the result. From the view of the experiential economy, climate and soil are determinants of wine production and consumption. The condition of being sensorial is nestled in experiences with local specifications [24]. Comparatively, similar to the precursors of the cellar’s perceived quality, the satisfaction with the cellar’s surroundings comprises a wide range of multidimensional antecedents. Equally, colour, smell and flavour positively influence and are intrinsic to the attributes of perceived quality [47,48]. These are vital if there is a well-delimited region, for example, an island. Therefore, when drinking wine in a cellar, it matters what is happening outside. Therefore, there is a relationship between the tourist’s senses and the destination environment [48]. On this basis, hypothesis 3 and its subsequent subhypotheses are put forward as follows:

H3. 

Sensorial experience influences the satisfaction with the wine cellar establishment’s surroundings.

H3a. 

Touch influences the satisfaction with the wine cellar establishment’s surroundings.

H3b. 

Smell influences the satisfaction with the wine cellar establishment’s surroundings.

H3c. 

Taste influences the satisfaction with the wine cellar establishment’s surroundings.

H3d. 

Sight influences the satisfaction with the wine cellar establishment’s surroundings.

H3e. 

Hearing influences the satisfaction with the wine cellar establishment’s surroundings.

There can be varying accounts of what constitutes ‘good surroundings’, but this concept seems to be loosely defined by what the cellar’s visitors feel, think and do and how they interact. Concerning the emotional component, the feelings of the visitor play a role in forming the experience. For example, the cellar’s surroundings—the trees, plants and flowers and the breezy, sunlit open spaces—integrate the wine and the atmosphere, and this ‘consumption habitat’ plays a role in the emotional result. Similarly, an involvement with wine shapes the sentiment of the tourist destination [49]. The enjoyment of the rural landscape is undoubtedly inseparable from the wine tourism experience [46]. In this vein, trust in a wine brand is derived from the wine experience and shapes the satisfaction with the brand [35]. When a tourist visits a wine cellar, the place is linked with the local identity and exerts an emotional influence as fictional entertainment conversing with that particular place [25].

Along with the emotional component, traces of cognition affect the guest’s experience. This affects the tradition, the information about the natural environment, the beliefs about the region where the cellar operates, and the functional benefits associated with the services and products delivered in the wine area. First, the experience of wine and cellars inevitably lead to their traditional surroundings because wine represents its production, storage and drinking environments [25]. Second, the possibility of learning determines satisfaction [50]. For example, cooking courses determine satisfaction and loyalty to the destination [51]. Third, the antecedents of agro-tourism satisfaction are landscape and uniqueness [50]. Fourth, positioning is a convenient fiction of narratives, imaginings and subjective associations. Fourth, service providers produce functional benefits such as transportation and promotional price advantages.

In addition to cognitions and emotions, the experience is shaped by social interactions with the local community and service providers. It has been demonstrated that the stakeholders’ presence determines the satisfaction with the cellar [52]. Equally, the staff determine the agro-tourism satisfaction [50].

Wine lovers search for activities that carry a cultural identity whose root is always in the surroundings [24]. The surroundings legitimise the sustainability of the wine experience [7], given that the ‘winescape’ is an essential element for wine experiences [20]. While culture is the context of immersion, the physical characteristics form the atmosphere [42]. Wine tourism from the experiential economy entails a particular lifestyle [53]. Of the factors that are important to experience, the activities theme is the most memorable [54]. There is a stage where visitors play, that is, the land where locals cultivate, produce and market their wine [55]. Wine tourists search for meaningful experiences whose activities stem from narratives of places and people, the heritage of rural history, and vintage performances [56].

Additionally, cellars’ variety and complementary services in the context of their surroundings determine the range of activities to develop [57]. The kinds of services that are offered influence the wine experience [34]. For example, having fun and discovering new trends in food are activities that are developed in the winery setting [32]. Similarly, wine events and festivals are infused with activities [13].

Furthermore, surroundings take a central stage in activities such as tours, insofar as the countryside, villages, accommodation and traditions articulate how visitors participate in wine tourism [12]. The wine tourism demand does not merely come down to visiting a cellar, but refers to the aggregate demand for wine tours and their surroundings [58]. Winery tours are one of the features of wine tourism that connect cellars and surroundings through activities [13]. On wine routes, complementary attractions are crucial to craft the experience [8]. Complementary activities, such as bus tours, are much appreciated by wine visitors [26]. On this basis, hypothesis 4 and its subsequent subhypotheses are put forward as follows:

H4. 

Other precursors of the guest’s experience influence the satisfaction with the wine cellar establishment’s surroundings.

H4a. 

Emotion influences the satisfaction with the wine cellar establishment’s surroundings.

H4b. 

Information influences the satisfaction with the wine cellar establishment’s surroundings.

H4c. 

Social interaction influences the satisfaction with the wine cellar establishment’s surroundings.

H4d. 

Activities influence the satisfaction with the wine cellar establishment’s surroundings.

Loyalty is an unavoidable aim for wine companies in increasingly competitive circumstances [17]. It is broadly accepted that the experience quality determines customer loyalty [33]. It has been demonstrated that the quality of an experience determines loyalty to a cellar [25] and to the wine cellar establishment [59]. The cellar’s sensorial attributes give rise to the most memorable experiences and, in turn, are the primary contributors to loyalty [34]. Taste predominantly determines loyalty [24]. On this basis, hypothesis 5 and its subsequent subhypotheses are put forward as follows:

H5. 

Sensorial experience influences loyalty to the wine cellar establishment.

H5a. 

Touch influences loyalty to the wine cellar establishment.

H5b. 

Smell influences loyalty to the wine cellar establishment.

H5c. 

Taste influences loyalty to the wine cellar establishment.

H5d. 

Sight influences loyalty to the wine cellar establishment.

H5e. 

Hearing influences loyalty to the wine cellar establishment.

However, loyalty is not only created from a sensorial response; it is also endowed with emotions, cognitions and social interactions. First, loyalty results from various emotions and sentiments, given that emotional commitment influences satisfaction and leads to loyalty [60]. First, the experience of the wine brand determines loyalty through sentiments of trust [35]. Second, hedonism, nostalgic sentiments and novelty are antecedents of loyalty in wine lovers [24]. On the one hand, in the search for relaxing activities, entertainment [34] leads to loyalty [61]. On the other hand, seeking novelty and escapism produces memorable experiences at wineries [34,61].

Second, there is a wide range of cognitions, from familiarity to educational hints, about how customers process value for money and reflect on quality. In this vein, when wine lovers are not familiar with a particular wine, familiarity with the brand ensures trust [17]. Similarly, education determines future loyalty [19] since the attributes that contribute the most to gaining a memorable experience are linked to learning and personal growth [34]. Finally, a rational approach infused with subjective calculations—such as tourists’ perceptions of value for money—influences satisfaction with the cellar [9].

Although loyalty is more than a behavioural response, certain activities such as testing, observing the process of winemaking, and enjoying the pleasure of the onsite cellar services imply satisfaction, the logical consequence of which is loyalty [43].

Finally, it is worth noting that social interactions with staff, locals and other guests and visitors are crucial [46]. First, attentiveness and affability in terms of service interactions are essential to wine tourism [34,57] since the staff are an antecedent of loyalty in agro-tourism [50]. Second, there is conviviality in determining cellar loyalty [27], mainly when co-creation between locals and visitors occurs [7]. Third, spending time with friends is essential for wine tourism [13]. Fourth, social recognition explains wine event attendance [60]. Therefore, the positive effects of activities have greater effects on loyalty [62]. On this basis, hypothesis 6 and its subsequent subhypotheses are put forward as follows:

H6. 

Other precursors of the guest’s experience influence loyalty to the wine cellar establishment.

H6a. 

Information influences loyalty to the wine cellar establishment.

H6b. 

Emotion influences loyalty to the wine cellar establishment.

H6c. 

Social interaction influences loyalty to the wine cellar establishment.

H6d. 

Activities influence loyalty to the wine cellar establishment.

In theory, there is a link between wine tourism and regional sustainable development [34]. Moreover, cellars’ surroundings become more critical when a wine tour is concerned [12]. For this reason, experience quality influences satisfaction, loyalty and word of mouth [25]. In other words, loyalty to agro-tourism is determined by tourists’ experience and satisfaction [50].

In the case of events that take place in a winery region, the surroundings are crucial. Any wine event takes place in an ecosystem where all the components, if harmonious, create a positive experience [32]. Satisfaction with a wine festival determines loyalty [63]. Satisfaction with an emotional commitment background determines loyalty [60].

Customer satisfaction generally determines loyalty [33]. More specifically, satisfaction with the cellar determines destination loyalty [52], given that the service quality determines the loyalty intentions of wine tourists [43]. Moreover, satisfaction determines wine loyalty [64], and the most significant causal factor of brand loyalty is satisfaction [17,36]. In other words, customers who have a satisfactory and memorable experience with the wine establishment are those who purchase more and are more loyal to the cellar. The perceived quality determines the attitude toward the brand and, in turn, brand loyalty [65]. On this basis, the following hypothesis is put forward:

H7. 

The satisfaction with the cellars’ surroundings influences the satisfaction with the experience of wine cellar establishments.

All of the positive memories are antecedents of wine destination loyalty [39]. Therefore, if we assume the existence of wine tourism, the patronage of cellars and wine tour activities must favour a positive sentiment toward the destination [66]. However, opinions are divided as to whether wine regions constitute mass tourism destinations or not. Hence, it might be contradictory or complementary because there are always new synergies to tap. On this basis, the following hypothesis is put forward:

H8. 

The satisfaction with the experience of wine cellar establishments influences loyalty to the destination.

3. Methodology

In order to accomplish the posed research goals, empirical work was carried out based on a survey of 222 visitors. The sampling procedure was non-probabilistic and convenient, taking place in fifteen different cellars in Gran Canaria in 2017. A structured questionnaire was completed with the assistance of a team of 25 surveyors; the measurement indicators were presented in four different languages (Spanish, English, German and French), and the characteristics were as follows:

• Indicators on modular experiential responses: Seven-point Likert question with five dimensions regarding six cognitions [14,15,47], five emotions [59], twenty senses [13,14,15], five activities [14,15] and four social interactions [54].
• Indicators on perceived quality of cellar: Seven-point Likert question with four items regarding satisfaction with the cellar’s services, performances and products; this measuring instrument was derived from [67].
• Indicators on perceived quality of surroundings: Seven-point Likert question with four items related to the surroundings, atmosphere and experience. The contents are consistent with [25,35,54].
• Indicators on destination loyalty: Seven-point Likert question with four items related to destination loyalty to Gran Canaria. The items were selected by considering [64].
• Indicators on socio-demographics: Four dimensions such as a dichotic question for gender, five-point scales for education and age, and a closed question for nationality.

To guarantee the survey quality, even though the surveyors were students, they were trained by an instructor before performing their jobs. Moreover, they were supervised by a research scientist during the survey task. In addition, the completed questionnaire was inspected and centralised by the instructor and the market research team once the information was gathered. Finally, the database was statistically explored to detect internal inconsistencies, missing values and careless responses.

4. Results

Preliminary Analysis

Before the path model estimation, the validity and reliability of the scales were tested using exploratory and confirmatory factor analyses.

Table 1. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the cognitive scale.

ITEMS	EFA	CFA
	F1	Estimate	S.E.	C.R.	P	SRW
There is interesting information about this wine at my disposal	0.729	0.890	0.082	10.910	***	0.707
This wine has its own features and identity	0.845	0.822	0.063	13.085	***	0.773
It is a traditional and technical product	0.773	0.689	0.066	10.507	***	0.659
I would like to know this wine better	0.715	0.806	0.078	10.272	***	0.644
This wine has been made with wisdom	0.855	1.000				0.834
This wine is interesting	0.821	0.916	0.067	13.710	***	0.833
EFA
Explained Variance: 62.659%; KMO: 0.867; Bartlett: 653.735; Degree of Freedom: 15; Sig. 0.000; Cronbach’s Alpha: 0.876. (***: statistical outliers)
CFA
Chi cuadrado: 10.197; GL: 7; p: 0.178; GFI: 0.984; RMSEA: 0.045; AGFI: 0.953; NFI: 0.985; RFI: 0.967; IFI: 0.995; TLI: 0.989; CFI: 0.995; CMIN/DF: 1.457; PGFI: 0.328; PNFI: 0.459. Composite Reliability: 0.8814; Extracted Variance: 0.5559.

shows that in the case of the cognitions scale, only one dimension was extracted to give an account of the information and characteristics associated with cellar experience. Similarly,

Table 2. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the emotional scale.

ITEMS	EFA	CFA
	F1	Estimate	S.E.	C.R.	P	SRW
This wine is happy	0.860	0.949	0.069	13.696	***	0.793
This wine is surprising	0.828	0.848	0.068	12.455	***	0.745
This wine helps to make feel well and happy	0.875	1.000				0.857
I’m proud of trying this wine	0.840	1.075	0.077	13.990	***	0.800
It’s a pleasure to taste this wine	0.851	0.941	0.064	14.590	***	0.823
EFA
Explained Variance: 72.437%; KMO: 0.885; Bartlett: 665.436; DofF: 10; Sig. 0.000; Cronbach’s Alpha: 0.903. (***: statistical outliers)
CFA
Chi cuadrado: 1.862; GL: 4; p: 0.761; GFI: 0.997; RMSEA: 0.000; AGFI: 0.988; NFI: 0.997; RFI: 0.993; IFI: 1.003; TLI: 1.008; CFI: 1.000; CMIN/DF: 0.465; PGFI: 0.266; PNFI: 0.399. Composite Reliability: 0.9014; Extracted Variance: 0.6470.

includes items related to the emotional responses that explain visitor experience. Likewise,

Table 3. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the behavioural scale.

ITEMS	EFA	CFA
	F1	Estimate	S.E.	C.R.	P	SRW
I’ve got a different experience, thanks to this wine	0.699	0.658	0.073	8.972	***	0.595
This wine might match with many dishes	0.798	0.775	0.070	11.036	***	0.667
This wine might be drunk without anything else	0.835	1.118	0.072	15.636	***	0.864
This wine might be suitable for many occasions	0.881	1.000				0.889
The wine price is right	0.799	0.980	0.080	12.254	***	0.708
EFA
Explained Variance: 64.744%; KMO: 0.797; Bartlett: 543.034; DofF: 10; Sig. 0.000; Cronbach’s Alpha: 0.860. (***: statistical outliers)
CFA
Chi cuadrado: 4.766; GL: 3; p: 0.190; GFI: 0.992; RMSEA: 0.052; AGFI: 0.958; NFI: 0.991; RFI: 0.971; IFI: 0.997; TLI: 0.989; CFI: 0.997; CMIN/DF: 1.589; PGFI: 0.198; PNFI: 0.297. Composite Reliability: 0.8651; Extracted Variance: 0.5676.

displays the behavioural possibilities that can explain wine consumption during the visit to the cellar. Equally,

Table 4. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the social scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
The staff are high quality professionals	0.869	0.662	0.069	9.611	***	0.620
The staff treat with courtesy and are pleasant	0.939	1.000				0.865
The staff are diligent and responsible	0.942	0.964	0.070	13.681	***	0.834
The staff are helpful	0.903	0.809	0.066	12.189	***	0.749
EFA
Explained Variance: 83.479%; KMO: 0.853; Bartlett: 778.066; DofF: 6; Sig. 0.000; Cronbach’s Alpha: 0.933. (***: statistical outliers)
CFA
Chi cuadrado: 0.647; GL: 2; p: 0.724; GFI: 0.999; RMSEA: 0.000; AGFI: 0.993; NFI: 0.999; RFI:.998; IFI: 1.002; TLI: 1.005; CFI: 1.000; CMIN/DF: 0.323; PGFI: 0.200; PNFI: 0.333. Composite Reliability: 0.9349; Extracted Variance: 0.7828.

regards the social dimension and comprises staff interactions with cellar visitors.

In addition to modular experiential responses,

Table 5. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the smell scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
I like this wine’s smell	0.880	1.010	0.066	15.257	***	0.860
I perceive a nice bouquet from the wine	0.886	1.000				0.869
The smell of this wine invites to drink it	0.882	0.991	0.072	13.755	***	0.800
It is a wine with fragrance	0.857	0.867	0.069	12.612	***	0.756
EFA
Explained Variance: 76.824%; KMO: 0.834; Bartlett: 536.815; DofF: 6; Sig. 0.000; Cronbach’s Alpha: 0.899. (***: statistical outliers)
CFA
Chi cuadrado: 0.289; GL: 1; p: 0.593; GFI: 0.999; RMSEA: 0.000; AGFI: 0.994; NFI: 0.999; RFI:0.997; IFI: 1.001; TLI: 1.008; CFI: 1.000; CMIN/DF: 0.286; PGFI: 0.100; PNFI: 0.167. Composite Reliability: 0.8929; Extracted Variance: 0.6765.

,

Table 6. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the taste scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
The wine is nice and delicious	0.878	0.899	0.057	15.776	***	0.831
The wine tastes very well	0.905	1.000				0.892
I like how taste this wine	0.895	0.979	0.058	16.861	***	0.870
The taste of this wine has insightful details	0.746	0.690	0.067	10.322	***	0.627
EFA
Explained Variance: 73.671%; KMO: 0.824; Bartlett: 500.813; DofF: 6; Sig. 0.000; Cronbach’s Alpha: 0.879. (***: statistical outliers)
CFA
Chi cuadrado: 0.040; GL: 2; p: 0.980; GFI: 1.000; RMSEA: 0.000; AGFI: 1.000; NFI: 1.000; RFI:1.000; IFI: 1.004; TLI: 1.012; CFI: 1.000; CMIN/DF: 0.020; PGFI: 0.200; PNFI: 0.333. Composite Reliability: 0.8538; Extracted Variance: 0.5972.

,

Table 7. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the sound scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
If this wine had a voice, it would sound good	0.850	0.887	0.063	14.155	***	0.832
If this wine were music, it would sound well	0.893	1.000				0.940
The wine’s name sounds well	0.830	0.756	0.072	10.455	***	0.649
It is a pleasure to listen how this wine is poured	0.829	0.835	0.077	10.854	***	0.667
EFA
Explained Variance: 72.357%; KMO: 0.760; Bartlett: 479.020; DofF: 6; Sig. 0.000; Cronbach’s Alpha: 0.869. (***: statistical outliers)
CFA
Chi cuadrado: 3.994; GL: 1; p: 0.046; GFI: 0.991; RMSEA: 0.116; AGFI: 0.991; NFI: 0.992; RFI:.950; IFI: 0.994; TLI: 0.962; CFI: 0.994; CMIN/DF: 3.994; PGFI: 0.099; PNFI: 0.165. Composite Reliability: 0.8595; Extracted Variance: 0.6104.

,

Table 8. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the touch scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
The temperature of this wine is appropriate	0.740	0.662	0.069	9.611	***	0.620
The wine has a charming body	0.884	1.000				0.865
The wine has a cozy texture	0.865	0.964	0.070	13.681	***	0.834
The wine density is balanced	0.830	0.809	0.066	12.189	***	0.749
EFA
Explained Variance: 69.178%; KMO: 0.800; Bartlett: 392.346; DofF: 6; Sig. 0.000; Cronbach’s Alpha: 0.851.(***: statistical outliers)
CFA
Chi cuadrado: 3.352; GL: 2; p: 0.187; GFI: 0.993; RMSEA: 0.055; AGFI: 0.964; NFI: 0.992; RFI:.975; IFI: 0.997; TLI: 0.990; CFI: 0.997; CMIN/DF: 1.676; PGFI: 0.199; PNFI: 0.331. Composite Reliability: 0.8538; Extracted Variance: 0.5972.

and

Table 9. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the sight scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
The wine’s light is nice	0.847	0.826	0.068	12.215	***	0.738
The wine’s color is appropriate	0.849	0.801	0.065	12.318	***	0.742
The wine brilliance is pretty	0.891	1.000				0.893
The wine appearance is sensational	0.864	10.026	0.071	14.487	***	0.833
EFA
Explained Variance: 74.448%; KMO: 0.823; Bartlett: 483.642; DofF: 6; Sig. 0.000; Cronbach’s Alpha: 0.885. (***: statistical outliers)
CFA
Chi cuadrado: 0.071; GL: 1; p: 0.790; GFI: 1.000; RMSEA: 0.000; AGFI: 0.998; NFI: 1.000; RFI:.999; IFI: 1.002; TLI: 1.012; CFI: 1.000; CMIN/DF: 0.071; PGFI: 0.100; PNFI: 0.167. Composite Reliability: 0.8790; Extracted Variance: 0.6465.

consist of the smell, taste, sound, touch and sight dimensions associated with the sensory responses. These nine exploratory and confirmatory factor analyses indicate the goodness of fit; hence, it can be stated that the measuring instruments employed to measure the experience of visiting the cellars are valid and reliable.

Furthermore,

Table 10. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the satisfaction scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
There is a high quality service	0.858	0.887	0.061	14.439	***	0.766
The offer is good	0.892	1.106	0.062	17.746	***	0.920
The products on offer are attractive and interesting	0.913	1.000				0.893
This place has a good atmosphere	0.729	0.674	0.067	10.058	***	0.641
EFA
Explained Variance: 72.444%; KMO: 0.775; Bartlett: 508.125, DofF: 6, Sig. 0.000; Cronbach’s Alpha: 0.872 (***: statistical outliers)
CFA
Chi cuadrado: 1.961; GL: 1; p: 0.161; GFI: 0.996; RMSEA: 0.066; AGFI: 0.956; NFI: 0.996; RFI:0.977; IFI: 0.998; TLI: 0.989; CFI: 0.998; CMIN/DF: 1.961; PGFI: 0.100; PNFI: 0.166. Composite Reliability: 0.8842; Extracted Variance: 0.6606

,

Table 11. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the surroundings experience scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
The surroundings area is charm	0.901	0.992	0.051	19.607	***	0.919
The cellar surrounding is enjoyable	0.904	1.000				0.925
The surroundings enriches the wine and cellar ambiance	0.887	0.825	0.058	14.220	***	0.753
Place and shop matches each other	0.869	0.830	0.063	13.191	***	0.720
EFA
Explained Variance: 79.288%; KMO: 0.784; Bartlett: 664.631, DofF: 6, Sig. 0.000; Cronbach’s Alpha: 0.912 (***: statistical outliers)
CFA
Chi cuadrado: 1.091; GL: 1; p: 0.296; GFI: 0.998; RMSEA: 0.020; AGFI: 0.975; NFI: 0.998; RFI:0.990; IFI: 1.000; TLI: 0.999; CFI: 1.000; CMIN/DF: 1.091; PGFI: 0.100; PNFI: 0.166. Composite Reliability:0.9006; Extracted Variance: 0.6964

and

Table 12. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) on the loyalty scale.

ITEMS	EFA	CFA
	Comp.	Estimate	S.E.	C.R.	P	SRW
I would like to come back to Gran Canaria	0.893	1.000				0.885
I would recommend Gran Canaria	0.884	0.789	0.053	14.807	***	0.858
I would like to become a special visitor of this destination	0.731	0.873	0.091	9.590	***	0.607
I’m satisfied with Gran Canaria	0.814	0.761	0.063	12.172	***	0.727
EFA
Explained Variance: 69.398%; KMO: 0.800; Bartlett: 408.028, DofF: 6, Sig. 0.000; Cronbach’s Alpha: 0.831 (***: statistical outliers)
CFA
Chi cuadrado: 0.444; GL: 2; p: 0.801; GFI: 0.999; RMSEA: 0.000; AGFI: 0.995; NFI: 0.999; RFI:0.997; IFI: 1.004; TLI: 1.011; CFI: 1.000; CMIN/DF: 0.222; PGFI: 0.200; PNFI: 0.333 Composite Reliability: 0.8566; Extracted Variance: 0.6040

display information about the extracted dimensions of satisfaction with the cellar and its surroundings, and the loyalty felt by the visitor concerning the destination. Both dimensions showed values that indicate the reliability and validity of their measuring instruments.

5. Analysis of the Path Model

To estimate the model that best represents the wine route visitor experience, a path analysis was performed, and its values fit the data. In light of the obtained results (

Table 13. Path analysis with critical ratios (CRs), significances (p) and standardised regression weights (SRWs).

			Estimate	S.E.	C.R.	P	SRW
SURROUNDINGS	←	ACTIVITIES	0.062	0.080	0.773	0.439	0.062
SURROUNDINGS	←	EMOTIONS	0.005	0.091	0.051	0.959	0.005
SURROUNDINGS	←	COGNITIONS	0.104	0.083	1.253	0.210	0.104
SURROUNDINGS	←	SIGHT	−0.046	0.095	−0.486	0.627	−0.046
SURROUNDINGS	←	SOUND	−0.131	0.094	−1.388	0.165	−0.131
SURROUNDINGS	←	TOUCH	0.319	0.091	3.522	***	0.319
SURROUNDINGS	←	TASTE	−0.026	0.094	-0.277	0.782	−0.026
SURROUNDINGS	←	SMELL	0.040	0.085	0.469	0.639	0.040
SURROUNDINGS	←	STAFF INTERACTIONS	0.447	0.066	6.717	***	0.447
CELLAR SATISFACTION	←	ACTIVITIES	0.296	0.069	4.283	***	0.296
CELLAR SATISFACTION	←	EMOTIONS	−0.063	0.078	−0.804	0.422	−0.063
CELLAR SATISFACTION	←	COGNITIONS	0.069	0.072	0.967	0.334	0.069
CELLAR SATISFACTION	←	SIGHT	0.153	0.082	1.866	0.062	0.153
CELLAR SATISFACTION	←	SOUND	−0.065	0.081	−0.798	0.425	−0.065
CELLAR SATISFACTION	←	TOUCH	−0.057	0.080	−0.716	0.474	−0.057
CELLAR SATISFACTION	←	TASTE	−0.035	0.081	−0.426	0.670	−0.035
CELLAR SATISFACTION	←	SMELL	0.059	0.073	0.810	0.418	0.059
CELLAR SATISFACTION	←	STAFF INTERACTIONS	0.293	0.063	4.667	***	0.293
CELLAR SATISFACTION	←	SURROUNDINGS	0.290	0.058	5.015	***	0.290
LOYALTY	←	ACTIVITIES	0.004	0.086	0.043	0.966	0.004
LOYALTY	←	STAFF INTERACTIONS	0.204	0.083	2.463	0.014	0.204
LOYALTY	←	COGNITIONS	−0.248	0.087	−2.837	0.005	−0.248
LOYALTY	←	SIGHT	0.014	0.104	0.129	0.897	0.014
LOYALTY	←	SOUND	0.060	0.103	0.580	0.562	0.060
LOYALTY	←	TOUCH	−0.074	0.101	−0.736	0.462	−0.074
LOYALTY	←	TASTE	0.124	0.100	1.237	0.216	0.124
LOYALTY	←	SMELL	0.165	0.090	1.820	0.069	0.165
LOYALTY	←	CELLAR SATISFACTION	0.291	0.085	3.432	***	0.291
LOYALTY	←	SURROUNDINGS	0.103	0.077	1.341	0.180	0.103
ABSOLUTE INDICATORS: Chi-squared = 1.150; D. of free = 1; Prob L. 284; GFI = 0.999; RMSEA = 0.026 INCREMENTAL INDICATORS: AGFI = 0.933; NFI = 0.999; IFI = 1.000; RFI = 963; CFI = 1.000 PARSIMONIOUS INDICATORS: PNFI = 0.015; AIC = 155.150 (***: statistical outliers)

and Figure 1), it can be stated that destination loyalty is determined by three direct variables such as the cellar’s satisfaction and interactions with the cellar staff. Surprisingly, a lack of information about the wine favours loyalty too. In addition, it is noteworthy that satisfaction with the surroundings, social interaction with the staff, and the activities performed by the visitor play roles in enhancing the satisfaction with the cellar. Finally, it is essential to state that sight and touch are the only sensory variables that cause loyalty through satisfaction with the cellar and the surroundings.

6. Discussion

Although nothing has been shown regarding sun, sea, sand and wine, and there is relatively little research into how cellars’ surroundings and atmosphere affect destination loyalty, this research work sheds light on it. For example, this study claims that destination loyalty relies on perceived quality and social interactions with the cellar staff. This finding is consistent with previous research stating that wine brand loyalty heavily depends on how satisfied consumers are with the brand [35]. Equally, it is widely known that service quality is important for loyalty [59]. Similarly, it is not surprising that the satisfaction with the cellar is accounted for by how professional the staff are in their performance and the range of activities offered to the guest.

However, this study finds several unexpected pieces of evidence that contribute to the understanding of enotourism experiences in particular circumstances:

• This study discovers that destination loyalty is fundamentally inverse to processing a lot of information and awareness. This maybe follows the observations in [39] because loyalty depends on aesthetic stimuli. Therefore, there is the question of why the lack of cognition favours destination loyalty. Going by the findings in [19], this might be explained by referring to a holistic behavioural response. The answer might lie in passionate nature, whose devotion is always more precognitive and sensorial than rational.
• Nonetheless, this study demonstrates that the ‘wine experience’ is much more than emotional drinking. In fact, it reveals that several variables are irrelevant to the experience of the enotourist, such as emotions, smell, hearing and taste. This contradicts other research works [19]. In contrast, there are two key senses—sight and touch—that give credit to the rural scenery and its physical environment. Therefore, there can be differing accounts of what a good cellar is like, although it is based on more than just the wine and its associated products and services, since the surroundings take centre stage [12].
• In this sense, this study broadens the satisfaction precursors by highlighting the influence of cellar surroundings, which are remotely configured by touch and social interactions. Previous research works neglected this as one of the crucial factors of cellar satisfaction. It is consistent with the evidence that the brand’s name determines loyalty [35].
• Notably, social interaction significantly determines satisfaction regarding the cellar, its surroundings and the tourism destination [54]. Hence, enotourism is a social phenomenon if positive outcomes are searched for [25].

It is worth remarking that while touch is essential, taste, smell and hearing seem less decisive. Therefore, we should overcome the traditional lack of effort in evaluating this tangible sense [29]. This finding suggests that the cellar experience plays a significant role in enotourism since touch is fundamentally activated indoors.

7. Conclusions

This study contributes to the literature by highlighting the importance of ‘enotourism’ in destination loyalty in the context of ‘sun, sea and sand’ holidays. No doubt, it is planned as a sort of diversification strategy. However, one may wonder how this unusual combination of ‘sun, sea, sand and wine’ might affect visitors’ intentions not just to return, but also to recommend Gran Canaria as a holiday destination. Therefore, the novel contribution is that it analyses how enotourism is combined with more traditional activities in the context of a mature sun, sea and sand island destination. Furthermore, it attempts to expand our understanding of how cellars’ surroundings affect their perceived quality and, in turn, shape destination loyalty. To put it simply, there are marginal synergies to tap between sun, sea and sand, cellars’ surroundings and enotourism.

Several managerial implications might be reached in light of the obtained results. First, destination loyalty policies should emphasise cellar satisfaction and staff service professionalism. Second, as social interactions and activities enhance satisfaction with the cellar, more attention should be paid to co-creation and any convivial response from the staff, locals and other visitors. As far as activities and social interaction instil satisfaction, we relish the challenge of promoting them. Third, the corroboration of sight as a determining factor in cellar satisfaction reminds us of the importance of visual appearance, countryside views, colours, etc., which should be taken into consideration by architects and those who decorate and design tourism routes. In other words, cellars’ surroundings need to engage guests’ attention, given that loyalty is the recompense for satisfaction. However, neither the former nor the latter come down to a singular causal determining factor. Fourth, if we consider the tables, tablecloths, glasses, chairs, cutlery and other physical characteristics, we realise the importance of touch. Moreover, the more items that people touch, the more they feel gratified, as satisfaction can be traced back to having touched significant objects.

This study shows some limitations that might encourage prospective authors to move forward. Firstly, we acknowledge that the sample size is limited. However, despite the small sample size, its representativeness remains substantial. In fact, the chosen cellars for the fieldwork cover the most prominent cellars on the island. These cellars are located mainly in the south of the island, which attracts the largest number of tourists. Consequently, the data collected correspond to the most significant and representative active cellars in Gran Canaria. Hence, despite the limited number of participants in the survey, the significance of the sample size resides in its representativeness. Secondly, although the focus is on studying emotions, the research methods include a survey. In this sense, neuroscientific technology might broaden and deepen the understanding of emotional and sensory responses. In addition to interviewing visitors, further studies might consider other sources of information, such as cellar managers’ and stakeholders’ perceptions. Finally, it might be interesting to bring attention to user content generation on social media so that spontaneous responses are also gathered and analysed. In this sense, a future line of research will highlight the importance of the social dimension to gain insight into stakeholders’ functioning and winery networks.