How Resilient are Wine Tourism destinations to Health-Related Security Threats? A Winery Perspective


Wine tourism; COVID-19 pandemic; Probit model; Winery; Natural security threats; Anthropogenic security threats


Previous studies have shown wine tourism destinations to remain resilient in the face of both natural and anthropogenic security threats. This has been attributed, especially in the case of the latter, to their low population density rural locations being perceived as safer than more densely populated urban areas. The outbreak of COVID19 in late 2019, which had become a global pandemic by early 2020, decimated the tourism industry and showed that previous perceptions of safety may no longer hold true. This research analyzes the influence of this health-related security threat, i.e., COVID-19, on wine tourism from a winery perspective. A sample of 228 wineries in wine-producing countries, surveyed during October 2020, were analyzed. Results show that wine tourism has been negatively affected by the pandemic, despite the relative ease of outdoor gathering and social distancing. Likewise, results exhibit geographically asymmetric effects, indicating that New World wineries, which generally have a more developed tourism infrastructure, were more likely to perceive COVID19's impact on wine tourism as more severe than Old World wineries. Managerial implications for wineries are also discussed.

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Journal of Destination Marketing & Management




Rosen College of Hospitality Management


Rosen College of Hospitality Management

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