Conceptualisation and development of the winescape scale
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This chapter will present literature relevant to the development of the winescape scale. It will be introduced in four sections. First, the services marketing literature will be examined for the service characteristics and servicescape framework. From here, relevant elements of the servicescape will be identified for use in the proposed winescape framework. Second, the destination marketing literature will be examined for destination attributes that contribute towards the image of a destination. The multi-attribute appeal of wine routes is explored for its contribution to the proposed winescape framework. Third, current literature on the winescape is examined and limitations of its scope are identified and discussed. Then, the proposed dimensions of the winescape are introduced. Finally, the relationships between the winescape and tourist satisfaction are explored from literature related to services marketing and tourism marketing.
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