Directing tourist goals: consumption of local wine

Purpose Tourists' consumption of local products contributes to promoting sustainability and enhancing the authenticity of destinations. However, there is still a limited understanding of the psychological, cultural, and social factors that drive this behavior. This study examines the new barriers and motivations that influence tourists' consumption of local wines when visiting a region. It applies the Extended Model of Goal-Directed Behavior (EMGB) to examine how locavorism, subjective knowledge, and perceived authenticity affect attitudes toward the consumption of local wine. Furthermore, it adds value by analyzing consumption habits based on past consumption frequency and facilitating conditions as antecedents of behavior. Design/methodology/approach A survey of 709 regular wine consumers from Germany, the United Kingdom, Spain, and France who had visited the Canary Islands within the previous three years was conducted, and the data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Findings The results indicate that attitudes and anticipated emotions play a central role in shaping tourists' desire and intention to consume local wine, supporting the motivational structure proposed by the MGB. Furthermore, locavorism, perceived authenticity, and subjective knowledge significantly enhance attitudes toward local wine, acting as culturally and experientially grounded antecedents that indirectly influence desire and behavioral intention. Originality/value This study extends the MGB by incorporating three novel predictors of attitudes toward local wine—locavorism, perceived authenticity, and subjective knowledge. In doing so, it refines the MGB by clarifying how culturally embedded and experiential drivers shape attitudes as a key mediating mechanism in wine tourism contexts. The findings offer concrete managerial insights for designing authentic wine tourism experiences, effective storytelling strategies, and targeted micro-learning interventions that enhance tourists' engagement and promote sustainable consumption.