<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

Publié en ligne: 26 déc. 2021

Pages: 750 - 767

Reçu: 05 août 2021

Accepté: 16 nov. 2021

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

Mots clés
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

Publié en ligne: 26 déc. 2021

Pages: 750 - 767

Reçu: 05 août 2021

Accepté: 16 nov. 2021

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

Mots clésvisitors’ 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.

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