Conscience of wine Tourists: A bouquet of rooting in nature coupled with exciting experience in an upcoming wine culture

Touristic activity provides a potential threat to nature that might trigger environmental concerns. This study challenges the interrelation of rooting in nature with modern Indian societies' need for stimulation by analyzing the antecedents of wine tourists' environmental concerns. A novel contribution of this study is introducing the Ex-2-Ent Framework that decomposes the vineyards visitors' experience in the two dimensions of experience focus and nature focus. A model capturing four research hypotheses is developed within the Ex-2-Ent framework that relates both ‘nature focus’ and ‘experience and excitement focus’ components (entertainment, revisit intentions, complementing motivations) and addresses the desire for excitement. Hypotheses are evaluated by fitting the model to data obtained from vineyard visitors which reveals that revisiting intentions leads to a discount of environmental concerns; however, nature focus complementing motivations and interest in entertainment lead to an increase. Consolidating, the empirical results justify a new progressive definition of green wine tourists appears wherein the need to protect the natural resources is challenged by consumers' appetite for stimulation and sensation in almost any service industry, a generalization of the Ex-2-Ent framework to further service industries is indicated.