TY - JOUR
T1 - There is no such thing as a free wine tasting
T2 - The effect of a tasting fee on obligation to buy
AU - Kolyesnikova, Natalia
AU - Dodd, Tim H.
PY - 2009/12
Y1 - 2009/12
N2 - Building on reciprocity theory, the current study suggests that, at least to some extent, consumers purchase goods and services in response to sampling due to a perceived need to reciprocate for trying the products/services. In addition, the study explores the effect of charging for sampling (i.e., wine tasting) on tourist behavior. The sample (N = 357) was drawn from visitors to six wineries in an emerging wine region. Three of the sampled wineries charged a small fee for tasting, while the other three wineries offered complimentary wine tasting. The study examined whether differences exist in a perceived need to buy wine between visitors who paid a tasting fee and those who tasted wine for free. The results indicated that visitors who had complimentary wine tasting spent significantly more money at the wineries than visitors who paid a fee for tasting. Furthermore, visitors who tasted wine for free felt significantly more appreciative of the personnel than did visitors who paid a tasting fee. Also, visitors who had complimentary wine tasting reported significantly higher levels of obligation to make a purchase at the end of their visits to the wineries. Managerial implications are discussed.
AB - Building on reciprocity theory, the current study suggests that, at least to some extent, consumers purchase goods and services in response to sampling due to a perceived need to reciprocate for trying the products/services. In addition, the study explores the effect of charging for sampling (i.e., wine tasting) on tourist behavior. The sample (N = 357) was drawn from visitors to six wineries in an emerging wine region. Three of the sampled wineries charged a small fee for tasting, while the other three wineries offered complimentary wine tasting. The study examined whether differences exist in a perceived need to buy wine between visitors who paid a tasting fee and those who tasted wine for free. The results indicated that visitors who had complimentary wine tasting spent significantly more money at the wineries than visitors who paid a fee for tasting. Furthermore, visitors who tasted wine for free felt significantly more appreciative of the personnel than did visitors who paid a tasting fee. Also, visitors who had complimentary wine tasting reported significantly higher levels of obligation to make a purchase at the end of their visits to the wineries. Managerial implications are discussed.
KW - Charging
KW - Gratitude
KW - Obligation
KW - Reciprocity
KW - Tasting
KW - Wine tourism
UR - http://www.scopus.com/inward/record.url?scp=77649153787&partnerID=8YFLogxK
U2 - 10.1080/10548400903356228
DO - 10.1080/10548400903356228
M3 - Article
AN - SCOPUS:77649153787
VL - 26
SP - 806
EP - 819
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
SN - 1054-8408
IS - 8
ER -