The Wine tourism centre: promotion of ecotourism at Umlyngka Shillong, Meghalaya.

Abstract

Vineyard tourism's surge in popularity is fuelled by its unique ability to blend cultural immersion, sensory engagement, and educational exploration. This research delves into the multifaceted concept of experience quality within this growing tourism niche. Utilizing a mixed-method approach, the study examines the various dimensions that contribute to a high-quality vineyard experience and investigates their impact on visitor satisfaction, loyalty, and word-of-mouth recommendations. The findings offer valuable insights for vineyard managers and tourism policymakers, ultimately contributing to a deeper understanding of how vineyard experiences can be strategically enhanced to meet the evolving desires of today's tourists. This Thesis paper explores the dimensions and outcomes of experience quality in the context of tourism, focusing specifically on the elements comprising the vineyard experience. Vineyard tourism has gained significant popularity in recent years, offering visitors a unique blend of cultural, sensory, and educational experiences. Using a mixed-method approach, this study examines the various dimensions of experience quality in vineyard tourism and investigates their impacts on visitor satisfaction, loyalty, and word-of-mouth recommendations. The findings contribute to a deeper understanding of how vineyard experiences can be enhanced to meet the evolving demands of tourists and provide valuable insights for both practitioners and policymakers in the tourism industry.