Why Travel to Georgia? Motivations, Experiences, and Country’s Image Perceptions of Wine Tourists

Abstract

This study examined the wine tourists’ perceptions of the country’s image and the motivations and expectations of experiences in Georgia as a wine tourism destination. A survey of tourists in the most important wine region—Kakheti—resulted in 227 usable questionnaires. Using factor analyses, four dimensions were assigned to the country’s hedonic and aesthetic related image. Based on the experience economy of Pine and Gilmore, two motivational and three experiential factors were identified. Implications for the country’s branding strategy and managing the wine tourist’s experience in Georgia are discussed.