Abstract

This study explores the influence of a holiday experience in a wine producing country on consumers’ future wine purchasing intentions. The paper reports findings from eight focus groups with UK wine consumers who have holidayed in Greece. The findings suggest that the effect is greater on high involved wine consumers and depends on their knowledge about the wines from this particular country, specifically the grape varieties and the wine producing areas, including areas with territorial certifications. This post-holiday effect facilitates the regeneration of memories from holidays when back in the home country which can also generate interest for wine from the holiday destination and facilitate the development of alternative tourism activities such as wine tourism.