Implications of an exogenous shock (COVID-19) on wine tourism business: A Portuguese winery perspective

Alexandre Guedes; Britta Niklas; Robin M Back; João Rebelo

doi:10.1177/14673584221085214

Implications of an exogenous shock (COVID-19) on wine tourism business: A Portuguese winery perspective

Tour Hosp Res. 2023 Jan;23(1):113-120. doi: 10.1177/14673584221085214.

Authors

Alexandre Guedes¹, Britta Niklas², Robin M Back³, João Rebelo¹

Affiliations

¹ Department of Economics, Sociology and Management (DESG), Centre for Transdisciplinary Development Studies (CETRAD), University of Trás-os-Montes and Alto Douro (UTAD), Vila Real, Portugal.
² Institute of Development Research and Development Policy, Ruhr University Bochum, Bochum, Germany.
³ Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USA.

Abstract

This study investigates the impact of an exogenous and unexpected shock (COVID-19) on the wine tourism business from the winery's perspective. A sample of 146 Portuguese wineries was surveyed. The econometric results show that the share of wine tourism sales, the amount of dependence on exports and the assertiveness of brand recognition have a structural effect on direct-to-consumer tasting room wine sales, even when the winery's business is disrupted by a shock that degrades the dynamics and flows of international trade. The research establishes a starting point that allows to understand the implications of an exogenous shock on the structure of the winery's business, calling for further research on the firm's economic performance as well as on the consumer's behaviour in a post-pandemic context.

Keywords: COVID-19; firm structure; probit model; wine tourism; winery.