EXPLORING EMOTIONAL EXPERIENCES IN WINE TOURISM: HAPPINESS, SATISFACTION, AND VISITOR LOYALTY

This study examines the mediating effect of satisfaction on the relationship between happiness and loyalty in wine tourism destinations. Using structural equation modelling, results indicate that happiness significantly influences satisfaction in wine tourism, subsequently impacting visitor loyalty. However, the direct effect of happiness on loyalty appears to be weaker, which emphasizes the crucial role of satisfaction. The unique characteristics of wine tourism, which promote personalized and emotionally engaging experiences, underline its importance in the study of tourist happiness. The findings on happiness in wine destinations emphasise the need for tailored management and marketing strategies. The findings highlight the importance of satisfaction in enhancing loyalty and suggest strategies to optimize visitor experiences, improve destination competitiveness and foster long-term tourist loyalty in the highly competitive wine tourism market.