Effects of liquor and wine heritage stimuli on tourists’ experiential value and behavioral intentions

Liquor and wine heritage tourism has become increasingly popular. To improve our understanding of this phenomenon, this study developed a theoretical framework for this study by integrating the pre, mid- and postvisit stages on the basis of the stimulus‒organism‒response (SOR) model and brand equity theory. We conducted 60 in-depth interviews and received 618 survey responses, thus allowing us to develop a factor structure for onsite stimuli that included 26 items across six dimensions. The study identified the significant impacts of onsite stimulus factors and previsit product attachment on experiential value, product reliability and the resulting behaviors. Accordingly, this mixed-method study contextualized brand equity in terms of various dimensions by developing a comprehensive theoretical framework for visits to liquor and wine heritage sites. The results of this study also have practical implications regarding ways of designing and reinforcing onsite stimulus factors, creating interactive experiential scenes, increasing experiential value and enhancing brand loyalty strategies. • Liquor and wine heritage (LWH) experience was contextualized. •LWH onsite stimuli were explored using mixed methods. • LWH onsite stimuli include 6 factors. • They significantly influence tourists' experience and behaviors.