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| Author: | Kolyesnikova, N. Dodd, T. H. |
| Title: | There is no such thing as a free wine tasting: the effect of a tasting fee on obligation to buy |
| Journal: | Journal of Travel & Tourism Marketing
2009 : VOL 26:8, p. 806-819 |
| Index terms: | wine industry tourism consumer behaviour purchasing USA |
| Language: | eng |
| Abstract: | According to this article, after sampling consumers feel a need to reciprocate the trying of the good/service, which they fulfill by buying the product. In addition to this phenomenon, the authors study how the charging for sampling affects tourist behavior. The study was conducted in wine tastings in six U.S. wineries. The results reveal that when the tasting was free of charge, visitors spent significantly more money to purchase the products, which is explained by feeling higher levels of obligation to buy. Furthermore, the visitors in a complimentary wine tasting reported more appreciative feelings towards the personnel of the winery. |
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