Understanding service quality in specific contexts of wine tourism: an exploratory study

Carla Igreja, Tiago Silva, Bruno Miguel Sousa


Objective: To understand the importance and applicability of the SERVQUAL model in the context of wine hotel management in Portugal. In particular, a specific hotel unit will be analyzed in the winetourism segment in Portugal, while the intention is to analyze the degree of affectivity of the tourists in relation to these accommodation units.

Methodology: Questionnaires will be applied to consumers of Torre de Gomariz Wine and SPA Hotel in Portugal (northern Portugal). The questionnaires will be applied in Portuguese, English and Spanish. Methodology of quantitative nature, for later statistical treatment and analysis of correlations between relationship variables and evaluation of service quality.

Originality: The present study relates the evaluation of service quality (in hotel settings) with relational marketing variables and their importance for the loyalty of wine tourism consumers.

Results: The affectivity of the tourist in the hotel unit should contribute to the results of the evaluation of (perceived) quality and, consequently, the loyalty of the consumers of wine tourism in Portugal. The SERVQUAL model is made up of five dimensions: tangibility, reliability, responsiveness, security and empathy.

Practical implications: In an interdisciplinary perspective, the proposed study will present inputs for marketing (i.e. consumer behavior) and for tourism (i.e., hotel management). The conceptual model presents a direct relationship between quality assessment and affectivity towards the wine tourism consumer.

Limitations: This is a preliminary research with an exploitative and developing nature. Future steps will yield new results and empirically test several hypothesis.

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