Purpose This study aims to examine how memorable wine tourism experiences (MWTEs) influence behavioral intentions and actual spending at wineries. It thus addresses the gap between attitudinal and economic outcomes in experiential tourism. By integrating memorable experience research with the experiential value framework and related theoretical perspectives, the study explores how memorability translates into tangible consumer behavior. Design/methodology/approach Data were collected through an onsite survey of winery visitors in Spain. Partial least squares structural equation modeling (PLS-SEM) was used to test a model linking individual, group and visit-related antecedents to MWTEs and the outcomes of revisit, recommendation and purchase intentions and actual spending. Partial least squares multigroup analysis (PLS-MGA) was used to examine the moderating role of prior visit experience. Findings Wine involvement, group size and visit satisfaction significantly influence MWTEs. Memorable experiences positively affect revisit, recommendation and purchase intentions and actual spending. Purchase intentions significantly predict actual spending. Prior experience strengthens the link between purchase intentions and actual spending among repeat visitors. Practical implications Wineries should encourage visitor participation, social interaction and overall satisfaction. Destination management organizations (DMOs) can reinforce these efforts by designing multisensory experiences that enhance visitor engagement, spending and loyalty. Originality/value This study advances experiential value theory by empirically linking emotional memorability with both intentions and spending. It contributes to a more behaviorally grounded understanding of experiential consumption and provides actionable insights for designing meaningful and economically sustainable wine tourism experiences.
Campayo-Sánchez et al. (Mon,) studied this question.