Motivation, Perception, Satisfaction and Commitment in Wine Tourism: Psychometric Validation of a Scale on the Montilla-Moriles Wine Route

Inmaculada Jiménez-Manchado; Juan Antonio Marmolejo Martín; Adriano  Costa; Lionel Sánchez-Bolivar

doi:10.25145/j.pasos.2027.25.018

Autores/as

Inmaculada Jiménez-Manchado Universidad de Granada https://orcid.org/0000-0001-7744-4708
Juan Antonio Marmolejo Martín Universidad de Granada https://orcid.org/0000-0003-0306-2576
Adriano Costa Universidad politécnica de Guarda https://orcid.org/0000-0002-3213-7402
Lionel Sánchez-Bolivar https://orcid.org/0000-0003-0560-8261

DOI:

https://doi.org/10.25145/j.pasos.2027.25.018

Palabras clave:

Enoturismo, Rutas del vino, Psicometría, Motivación, España

Resumen

El enoturismo se ha convertido en una herramienta estratégica para revitalizar las economías rurales y promover las regiones vitivinícolas, aunque siguen existiendo importantes lagunas en la medición de los factores que influyen en el comportamiento de los visitantes. El objetivo de este estudio fue validar una escala aplicada a la Ruta del Vino de Montilla-Moriles, un destino enoturístico singular en el sur de España, con el fin de analizar la motivación, la satisfacción, la percepción y la fidelidad. Se empleó un diseño cuantitativo transversal mediante una encuesta a 658 enoturistas. A través de un análisis factorial exploratorio, un análisis factorial confirmatorio y un modelo de ecuaciones estructurales, se obtuvo una solución final de 14 ítems agrupados en cuatro dimensiones, con niveles satisfactorios de fiabilidad y validez. Los resultados revelaron valoraciones positivas de la experiencia turística, destacando la influencia de la calidad del servicio y la percepción del entorno sobre la fidelidad, así como el efecto de la gastronomía y la experiencia de cata en la satisfacción. La escala validada constituye una herramienta de gestión para la planificación de destinos y un marco transferible para futuras investigaciones sobre el enoturismo en regiones rurales.

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Editor y equipo editorial: Perfiles
Sociedad académica: PASOS. Revista de Turismo y Patrimonio Cultural
Editorial: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

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