Food and wine tourism has become increasingly competitive in Italy; however, little is known about the current state or potential for wine tourism development in this country, despite the fact that millions of tourists, including many potential food and wine tourists, visit the Italian peninsula each year. In this exploratory study, the perspectives of tourists on wine tourism are examined. The study constructs a temporal model of food and wine tourist behaviour and related concepts with regard to past behaviour, satisfaction, perceived value and behavioural intentions. Specifically it proposes a theoretical model to investigate the relations between the dimensions of experiential quality, perceived value (functional value and monetary price), satisfaction and behavioural intention. Using a path analysis approach and data collected from the attendees at a regional food festivals. A confirmatory structural equation modelling procedure was performed by utilizing LISREL software. The result shows that the model is a statistically significant predictor for consumers’ future behavioural intentions to attend the food festival again. In addition, experiential quality and perceived value were found to have direct and indirect impacts on visitors’ future behavioural intentions. The practical implications for festival organizers are discussed. It is believed that the results of the present study will be useful to organisers of food and wine festivals and/or food and wine tourism developers.
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