<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Due to the COVID-19 pandemic, tourists’ loyalty is more pronounced than ever. It is therefore inevitable to know what factors can contribute to the higher levels of loyalty among potential visitors. Since none of the previously researched factors are reflecting visitors’ feelings and emotions, and because wine tourism can build long-lasting emotional ties with tourists, this study focuses on Moravian wine region visitors’ happiness within the context of loyalty. Overall, seven loyalty factors influence the happiness indicators: quality of wine, relaxation, information about wine, natural attractions, friendly acceptance by the locals, wine culture and traditions, as well as vineyard excursions. Furthermore, this study also confirms the dependence the happiness perception has on visitors’ characteristics, such as gender, income, or with whom they visited the destination. The results of the study can be used to restart and support the development of sustainable tourism in the regions.</p>
</abstract>

Due to the COVID-19 pandemic, tourists’ loyalty is more pronounced than ever. It is therefore inevitable to know what factors can contribute to the higher levels of loyalty among potential visitors. Since none of the previously researched factors are reflecting visitors’ feelings and emotions, and because wine tourism can build long-lasting emotional ties with tourists, this study focuses on Moravian wine region visitors’ happiness within the context of loyalty. Overall, seven loyalty factors influence the happiness indicators: quality of wine, relaxation, information about wine, natural attractions, friendly acceptance by the locals, wine culture and traditions, as well as vineyard excursions. Furthermore, this study also confirms the dependence the happiness perception has on visitors’ characteristics, such as gender, income, or with whom they visited the destination. The results of the study can be used to restart and support the development of sustainable tourism in the regions.

Visitors’ Happiness and Loyalty in the Moravian Wine Region

Ph.D., Ass. Prof., Mendel University in Brno

European Countryside

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Visitors\u2019 Happiness and Loyalty in the Moravian Wine Region"}

Due to the COVID-19 pandemic, tourists’ loyalty is more pronounced than ever. It is therefore inevitable to know what factors can contribute to the higher...

Visitors’ Happiness and Loyalty in the Moravian Wine Region

Published Online: Dec 26, 2021

Page range: 750 - 767

Received: Aug 05, 2021

Accepted: Nov 16, 2021

DOI: https://doi.org/10.2478/euco-2021-0040

Keywords
visitors’ happiness, loyalty, wine tourism, rural development, the Czech Republic

© 2020 Andrea Králiková et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Visitors’ Happiness and Loyalty in the Moravian Wine Region

Published Online: Dec 26, 2021

Page range: 750 - 767

Received: Aug 05, 2021

Accepted: Nov 16, 2021

DOI: https://doi.org/10.2478/euco-2021-0040

Keywordsvisitors’ happiness, loyalty, wine tourism, rural development, the Czech Republic

© 2020 Andrea Králiková et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
visitors’ happiness, loyalty, wine tourism, rural development, the Czech Republic