Evaluating wine consumption and hospitality experiences from consumers’ side: A two-country study

The purpose of this study is to examine different forms of wine experiences and their extension into food and dining-out settings, including wine consumption patterns, knowledge, interest levels and the perceived ‘ideal dining-with-wine’ experience through the experience economy framework. The perceptions of 777 wine consumers residing in Singapore and Vietnam were gathered through online and face-to-face approaches. Among other findings, the analysis highlights the need for hospitality businesses to create and maximise attributes representing antecedents of hospitality experiences. Indeed, consumers’ interest in learning about wines, or wine and dining consumption patterns, can be influential in educational, entertainment, escapist or esthetic endeavours; such is predominantly the case among Singaporean wine consumers. The analysis identified additional differences as well as similarities between these groups. Verbatim comments contributed to the development of three conceptual dimensions that deepen the understanding of experiential encounters. Furthermore, the resulting framework underscores important practical and theoretical implications. • Evaluates the experience economy framework in the context of wine and hospitality. • Examines wine consumers in Singapore and Vietnam. • Identifies various significant differences between the two consumer cohorts. • Develops a conceptual model emerging from the analysis. • Discusses implications for wine and hospitality stakeholders.