The international promotion of wine routes is leading to a growing demand for wine tourism
activities. More and more tourists are choosing wine tourism as an option when planning
their trips. Although the data are encouraging, little is known about the effect that these
tourist activities have on wine consumers. This paper shows the effect of the wine tourism
experience on a group of consumers. Through an analysis of variance, the results show that
by increasing the wine tourism experience, consumers improve their attitudes towards wine …