Abstract
This study explores the motivations, experiences, and satisfaction of wine tourists visiting local culture-based wineries in Italy, using the Experience Economy framework. While wine tourism has been widely studied in Italy’s major wine regions, smaller wineries, such as those in Valpolicella have received less attention, despite their rich cultural heritage settings. Data from 206 valid responses collected through questionnaires at five Valpolicella wineries reveal that visitors are driven by relaxation, escaping routine, social interaction, and learning about wine. This study identified three dimensions of context-specific wine tourism experiences that are primarily characterised by educational, aesthetic, and immersive elements, showing that higher satisfaction correlates more with educational and aesthetic experiences than with simply escaping from routine. This study thus reframes wine tourism from a transactional activity to a holistic experience system, highlighting the importance of experience design for preserving the uniqueness, competitiveness, and lasting appeal of local culture-based wineries.
