A study on the customization of the design of tour and activity detail pages in wine tourism

Purpose This study aims to develop and empirically test a framework for user-centric customization of Tour and Activity (TA) detail pages – key interfaces for promoting winery TA offers as integrated tourism products and critical determinants of customer satisfaction and, ultimately, a booking conversion within the direct-to-customer (D2C) business model. Design/methodology/approach A “spanning the space of properties” method was used to extract features from a diverse, multisourced sample of TA detail pages. Following refinement, 37 features were retained and evaluated through a Kano questionnaire by 38 Greek participants. By integrating the Kano model with its Better–Worse extension and sensitivity-to-improvement mapping, features were categorized and prioritized based on their impact on customer satisfaction. Findings Customer preferences toward TA detail page features varied considerably. Beyond the obvious Must-be, such as price, duration and starting time, a subset of features with high sensitivity to improvement was identified: multiple TA options, clear inclusions/exclusions, cancellation policies, all payment methods, booking modification, discounts, accessibility and opening schedules. Categorized as one-dimensional, they had a strong proportional impact on customer satisfaction. A second subset showed moderate influence, requiring progressive implementation, while a third subset exhibited minimal/negative impact, necessitating redesign or removal. Practical implications Provides industry professionals with a structured tool that supports decision-making related to user experience improvements and guides digital development resource allocation. Originality/value The study proposes a novel and transferable framework for customizing TA detail pages by integrating a design-driven exploratory method with the Kano model, extended through the Better–Worse approach and sensitivity-to-improvement mapping. It advances research on digital transformation in wine tourism by conceptualizing a more user-centered design of winery TA offers.