There is no such thing as a free wine tasting: The effect of a tasting fee on obligation to buy

Research output: Contribution to journalArticle

12 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)806-819
Number of pages14
JournalJournal of Travel and Tourism Marketing
Volume26
Issue number8
DOIs
StatePublished - Dec 2009

Keywords

  • Charging
  • Gratitude
  • Obligation
  • Reciprocity
  • Tasting
  • Wine tourism

Fingerprint Dive into the research topics of 'There is no such thing as a free wine tasting: The effect of a tasting fee on obligation to buy'. Together they form a unique fingerprint.

  • Cite this