A framework for the evaluation of winery servicescapes: A New Zealand case

Angela McDonnell; C. Michael Hall

doi:10.25145/j.pasos.2008.06.018

Autores/as

Angela McDonnell
C. Michael Hall

DOI:

https://doi.org/10.25145/j.pasos.2008.06.018

Palabras clave:

relación comida versus bebida, picante, pizza, diferencias de género

Resumen

En mercados cada vez más competitivos, donde se intentan captar mayores cuotas de deman- da, las bodegas buscan a menudo nuevas formas de realzar las experiencias de los visitantes. Sin embar- go, a pesar del reconocimiento de la importancia en la literatura del constructo "turismo del vino" y "ex- periencias del visitante", el ajuste entre éstas últimas y el nuevo concepto de interacción social (services- cape) como herramienta potencial de diágnóstico ha tenido poca atención en la literatura del marketing. El papel que utiliza el concepto comentado para desarrollar un instrumento de diagnóstico potencial, debería ser usado por las bodegas y distribuidoras para evaluar los atributos de ésta llamada "interacción social". Los resultados preliminares proporcionan y demuestran la utilidad del marco conceptual de la "interacción social", pero se requiere de investigaciones adicionales en diferentes culturas y entornos, así como ajustes de diseño del mismo.

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Biografía del autor/a

Angela McDonnell

Angela McDonnell. Department of Management. University of Canterbury. Christchurch (New Zealand).

C. Michael Hall

C. Michael Hall Department of Management. University of Canterbury. Christchurch (New Zealand).

Citas

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