Residents’ and visitors’ image of Florida wine and the agents of influence

Purpose Taking the image and information sources in other wine-related subjects, this study aims to measure the image of Florida wine, namely, muscadine wine, a grape species common in the southern states of the USA and information sources that shape this image. Design/methodology/approach Both resident ( n = 434) and visitor ( n = 232) perspectives were measured through online research platforms. In both studies, the same cross-sectional survey design was conducted. The study compiled a list of wine image attributes into a scale, highlighting the taste, quality, cost, value, packaging, availability, reputation and shipping ease of Florida wine. Findings Results showed that both internal and external information sources and the number of past visits exert an influence on visitors’ and residents’ image of Florida wine. For visitors, internal information sources have almost twice as much influence as that of external information sources but surprisingly the influence of first-hand experience, or the number of past visits to wineries in Florida, is rather low and negative. Originality/value Despite the increasing role that wine plays in tourism and community development, studies on wine image and information sources shaping the image of wine are strikingly limited. The comprehensiveness and relevance of the developed scale have advanced the scope and depth of wine image literature in wine tourism.