Strategic Customer Insights: Leveraging Online Reviews for Service Enhancement in Wine Tourism

Abstract

Wine tourism is a key segment of the global tourism industry, offering visitors opportunities to explore vineyards, taste wines, and experience cultural heritage. This study examines online reviews to identify positive and negative themes of wine tourism experiences and explores how perceptions vary among traveler types. Data were collected from 2850 TripAdvisor reviews of wineries in Bordeaux, Champagne, and Burgundy, France, and analyzed using Leximancer software. The findings reveal seven key themes, including Wine Quality, Tasting Experiences, Tour Guides, Vineyard Views, and Cultural Charm, alongside Dissatisfaction with Time Management and Value for Money. Variations among traveler types highlight distinct preferences, with solo travelers valuing education, couples prioritizing romance, groups focusing on culture, and families concerned with organization. This study contributes to research on experiential tourism by addressing diverse visitor expectations and enhancing service quality.

1. Introduction

In 2023, the global wine industry was valued at over USD 330 billion, reflecting a growth of more than 4% compared to the previous year [1]. Accordingly, the revenue growth in 2025 was recorded to be USD 347.1 billion [2]. A poll carried out in late 2020 in some parts of Europe revealed that some wineries are preparing to increase expenditures in wine tourism following the coronavirus (COVID-19) pandemic [3]. Thus, wine tourism has become a vital segment of the tourism industry for many wine-producing countries and has emerged as an important source of business value along with the economic benefits it offers, especially to small wineries and the wine region surrounding them [4]. Wine tourism has traditionally been characterized as travel to vineyards, wineries, wine festivals, and fairs, where the primary motivations for visitors include sampling grape wine and exploring the distinctive features of the wine region [5].

Martínez-Falcó et al. defined wine tourism as an activity centered around the enjoyment of vineyards, wine, and wineries to enhance winery competitiveness (acting as a direct sales channel), promoting regional development (benefiting the host area) and fostering innovation (introducing a novel product to the market) [6]. In general, wine tourism includes the senses and emotions, comprising pleasure in the pastoral domain. The expanding body of research on customer experiences, while still evolving, is thus quite relevant to wine tourism [7]. For example, Martínez-Falcó et al. analyzed the impact of wine tourism on sustainable performance in Spain [6]. Wu et al. researched the wine tourism experiences of Chinese tourists. The study found seven traits for outbound wine tourists and eleven for local wine drinkers. Three frequent features revealed in the study found both in domestic and outbound tourists are “wine tasting and purchase”, “scenic view”, and “wine knowledge” [8]. Vecchio et al. employed two cross-sectional surveys conducted in France and Italy to examine young adults’ interests and analyzed how individual characteristics influence their intentions toward sustainable wine tourism [4]. Currently, a considerable number of studies have emphasized the need for more research on the dimensions of wine tourist experiences [9,10] as this factor can contribute to better tourism management and improve visitor satisfaction [7,11]. Therefore, a large research gap appears to exist in wine tourism in which holistic sensorial studies could contribute to a fuller understanding of the complex, multidimensional nature of tourist experiences [7,8].

Broadly speaking, this study aims to address these gaps by analyzing online reviews to uncover the key themes that characterize visitors’ impressions of wine tourism. The first objective is to identify the main themes that describe overall impressions of wine experiences shared online, encompassing both positive and negative perspectives. The second objective is to investigate how these themes differ across various traveler types, including solo travelers, couples, families, and groups. In another relevant line of research, Brochado et al. concluded that types of travelers (i.e., solo, group, and friends) are efficient market segmentation variables useful to service providers targeting nature-based tourists [12]. In previous research by Saydam and Altun, researchers have called for more market segmentation studies in guests’ online reviews in tourism and hospitality contexts [13]. The present research thus sought to test whether the importance of wine tourism experiences’ main dimensions varies according to travelers’ profiles.

The findings are expected to contribute to both academic research and industry practices by offering a more nuanced understanding of wine tourism experiences. Insights from this study will enable wineries and tour operators to refine their services, enhance visitor satisfaction, and design targeted marketing campaigns that resonate with diverse traveler segments. Additionally, this study contributes to the United Nations Sustainable Development Goals (SDGs) by promoting sustainable tourism (Goal 12) and fostering economic growth (Goal 8). Through identifying critical elements that influence tourist satisfaction and service quality in wine tourism, the study provides solutions for wineries and tour operators to improve their offerings. These enhancements can lead to longer stays, increased return visits, and the development of local employment, thereby promoting a more sustainable and economically robust tourism industry and ultimately supporting the UN goals.

Thus, our study responds to the following research questions:

Q1: What are the key themes that characterize wine tourism experiences, and how do these themes reflect both positive and negative visitor impressions shared in online reviews?

Q2: How do traveler profiles (e.g., solo travelers, couples, families, and groups) influence perceptions and priorities in wine tourism experiences?

Q3: In what ways can insights from online reviews (both visitor experience and profile type) guide wineries and tour operators in bolstering service experience to enhance visitor satisfaction?

The remainder of this paper is structured as follows: Section 2 provides an overview of the relevant literature on wine tourism and consumer experiences. Section 3 describes the research process, which includes data gathering and analysis. Section 4 presents the findings, while Section 5 examines how the results relate to the current literature, the implications, and limitations, recommending future research directions and the conclusion of the study.

2. Literature Review

2.1. Wine Tourism

Wine tourism has garnered significant attention in academic and industry circles in recent years. This is due to its multifaceted contributions to regional development, cultural preservation, and economic sustainability [14]. In the extant literature, wine tourism is often referred to as enotourism and has arisen as an important area within the global tourism industry [15]. Wine tourism includes wine production, cultural, and experiential travel [16]. Early studies on wine tourism focused mainly on defining the concept and understanding its economic impact on wine-producing regions [17]. However, Carlsen emphasized the need for a dual approach in wine tourism research, highlighting both wine industry production and service orientation [18]. Thus, extant scholars have explored other aspects of wine tourism, such as experiential and service quality dimensions [11,19]. Research has revealed other dimensions of wine tourism. For example, Brochado et al.’s study suggested that wine tourism experiences are rooted in sensory and emotional aspects [7]. Furthermore, the study highlights that wine tourism encompasses the tasting of wines, the exploration of vineyards, and immersion in cultural heritage. The study also emphasized the significance of sensory experiences in enhancing visitor satisfaction.

Consequently, several studies have identified numerous factors that influence visitor satisfaction, including wine quality, tasting experiences, tour guides, and vineyard aesthetics [11,20,21]. For instance, research highlights the sensory experiences and motivating factors in wine tourism, also identifying dissatisfiers, such as waiting time and employee performance [11]. Likewise, studies have highlighted the importance of personalized interactions and cultural authenticity in shaping visitor experience [8]. Furthermore, several studies on wine tourism have highlighted its importance in strengthening the competitiveness of wineries, preserving local history, and encouraging innovation in tourist practices [6,22]. Additionally, the current literature has shown that wine tourism is a complex and evolving field of study that is important for economic growth [23], cultural preservation and sharing [24], and fostering environmental sustainability [25]. Although several extant studies have expanded research on wine tourism, covering aspects such as visitor experiences, sensory engagement, sustainability, and technological innovations, there is still a lack of in-depth studies on the effects in certain regions.

2.2. Market Segmentation and Wine Tourism

The evolution of the wine tourism industry has called for an understanding of the diversity of wine tourists and their preferences [26]. Understanding the diversity of wine tourists is rooted in market segmentation and tourist profiling. Market segmentation and tourist profiles allow wine tourism operators to create focused strategies that improve visitor satisfaction and promote long-term growth [27]. Wine tourism segmentation is commonly influenced by demographic, psychographic, and behavioral patterns [28]. Past studies have revealed that demographic characteristics such as age, income, and education impact motivations and spending patterns [29]. Additionally, psychographic factors highlight concepts like tourist values, interests, and lifestyles, fostering the need for in-depth tours, leisure and social interactions, and eco-conscious experiences [30]. Behavioral factors (such as travel frequency and spending habits) have also been highlighted in the literature.

Thus, this emphasizes the need to customize experiences for different categories of visitors (returning guests, first-time visitors, event-driven passengers, solo travelers, group travelers, etc.). For example, solo travelers prefer personalized and informative experiences [31]. On the other hand, couples prefer romantic settings and intimate activities [32]. Families tend to seek organized, family-friendly offerings [33], while groups of friends prefer interactive and social experiences [34]. Additionally, empirical research has revealed generational differences in wine tourism preferences [35,36,37]. In emerging markets, wine tourism among middle-class travelers is gaining popularity [38]. However, research on traveler type and how it influences visitor experience remains limited. Hence, this study investigates how these themes differ across different traveler types (solo, couples, families, and group travelers).

2.3. Wine Tourism Experience and Experience Management

The wine tourism experience is multifaceted and includes aspects such as wine tasting, vineyard visits, cultural immersion, and educational opportunities [16]. Tourists usually seek authentic experiences with the local environment, such as guided tours that offer insights into the history and winemaking processes of the area [39]. According to the current literature, positive experiences are most often associated with high-quality wines [40]. Other studies associate positive experiences with knowledgeable tour guides and the scenic beauty of vineyards [41]. However, challenges such as time management, overcrowding, and perceived lack of value for money can impact visitor satisfaction [42]. To ensure that visitor expectations are met and exceeded, creative approaches to service design and delivery must be deployed. This creativity and innovation can present a chance for wineries to distinguish their offerings and adapt to changing tourist preferences [42]. For example, through improved on-site tours and immersive pre-visit experiences using technological innovations (like augmented reality and virtual reality), wineries can enhance visitors’ wine tourism experiences [43].

Additionally, personalized service design that leverages data analytics and consumer feedback insights can bolster service quality for different categories of traveler profiles [44]. Furthermore, collaborations between vineyards, local businesses, and tourist operators improve the visitor experience by combining wine tourism with regional cultural and gastronomic attractions [45]. Innovation can also help resolve recurring issues such as logistical challenges and visitor satisfaction. Efficient time management, clear communication, and adaptable itineraries are crucial for enhancing visitor experiences. Sustainability is another important factor as eco-aware tourists expect environmentally friendly operations. Wineries that embrace green practices lessen their environmental impact and attract more environmentally conscious tourists [46]. Consequently, this literature review presents a short synopsis of the current literature in

Table 1. Synopsis of current literature.

Authors	Aim	Method	Findings	Conclusion
Hindjo and Dixit [47]	The primary objective of the study is to analyze visitors’ experiences at Namibian wineries through online reviews.	The study adopted netnography as a method of non-participant observation, focusing on online reviews published on TripAdvisor from 2013 to 2023 to analyze visitors’ experiences at Namibian wineries. Data processing involved using NVivo 12.6.1 to identify themes and elements influencing visitor experiences.	The study identified ten critical elements that influence visitor experiences and their perceived destination image at Namibian wineries, which include hospitality, wine quality and pricing, wine-related activities, service quality, ambience, family-friendly options, food quality, and other facilities and activities.	The study concludes that visitor satisfaction is significantly influenced by critical elements such as hospitality, wine quality and pricing, service quality, and overall ambience, which collectively shape their perceived destination image of Namibian wineries. This highlights the importance of these factors in enhancing the wine tourism experience.
Bangwayo-Skeete and Skeete [48]	The study aims to explore the online discussions among wine festival aficionados (US wine festivals, Taste of Yountville and Epcot), focusing on how these discussions influence fellow travelers’ purchase behaviors related to wine tourism experiences.	The study employs state-of-the-art sentiment analysis and topic modeling methods to extract emotions and underlying latent topics from travel forum discussions related to wine festivals. Two regression analyses are conducted on a dataset of 10,677 forum posts to examine the influence of extracted Ekman’s emotions and key underlying topics on the helpfulness of the wine forum posts for each festival.	The study identified three key topics in the Epcot International Food and Wine Festival discussions and four topics in the Taste of Yountville festival discussions, with both festivals highlighting travelers’ preferences for “culinary experience” and “planning” attributes while also revealing notable differences in the utility of these topics.	The study identifies that both the Taste of Yountville and Epcot International Food and Wine Festival forums highlight travelers’ preferences for “culinary experience” and “planning” attributes, indicating common interests among attendees while also revealing notable differences in the utility of these topics across the two festivals.
Sousa et al. [49]	The study aims to investigate the promotional influence of virtual reality (VR) on the intention to visit wine tourism destinations.	The study involved providing an immersive virtual reality (VR) experience to 405 participants, allowing researchers to assess the impact of these experiences on consumer behavior in the wine tourism sector.	The study found that the quality of virtual reality (VR) experiences is essential for generating consumer satisfaction, which in turn significantly influences the intention of wine tourists to visit a destination. High-quality and enjoyable VR experiences are critical in motivating potential visitors.	The quality of VR experiences is crucial in generating consumer satisfaction in the wine tourism sector. Wine tourists’ satisfaction with VR experiences plays a significant role in motivating them to visit a destination.
Díaz-Meneses et al. [50]	The study aims to investigate how sensory experiences influence the perceived quality of wine cellars, emphasizing the importance of the entire environment surrounding the cellar rather than just the act of drinking wine within it.	The study employed a non-probabilistic and convenience sampling procedure to survey 222 tourists at fifteen wine cellars in Gran Canaria, allowing for the collection of data on their experiences and perceptions. A path analysis was performed after confirming the reliability of the scales	The study found that destination loyalty is significantly influenced by the perceived quality of the wine cellar and the social interactions visitors have with the staff, indicating that personal connections and service quality play a crucial role in fostering loyalty among tourists.	The study concludes that destination loyalty among wine tourists is significantly influenced by the perceived quality of the wine cellar and the social interactions with the staff, indicating that personal connections and service quality are crucial for enhancing visitor loyalty to the destination.
Sousa et al. [51]	The research aims to understand whether immersive wine tourism activities experienced through virtual reality (VR) can encourage future visits to the destination by tourists.	The study involved offering an experimental virtual reality (VR) experience to 405 participants, which included digital content related to a wine tourism activity. This immersive experience was designed to assess its impact on participants’ decision-making regarding future visits to the destination.	The research findings indicate that the immersive VR experience significantly influences participants’ behavioral intentions towards the wine tourism destination, suggesting that such experiences can enhance the likelihood of future visits and recommendations.	The study found that participants felt that the VR experience influenced their behavioral intention towards the wine tourism destination, indicating that immersive experiences can impact tourists’ decision-making.
Wang et al. [21]	To examine how tangible and intangible factors influence visitor satisfaction in wine tourism.	Logistic regression analysis on user-generated content from TripAdvisor’s “Wine Tours & Tastings in the United States” page.	Free cancellation, multilingual support, tour guides, service animals, tasting fees, and refreshments increased satisfaction. COVID-19 measures, large groups, and excessive tastings negatively impacted satisfaction. Positive emotions in reviews correlated with higher satisfaction while negative emotions reduced it.	The study highlights the key factors influencing wine tourism satisfaction and provides recommendations for operators to improve customer experience in the post-pandemic era.
Crespi-Vallbona and Mascarilla-Miró, [41]	To explore intrinsic components of wine tourism that satisfy visitors and contribute to economic development in non-traditional wine tourism destinations.	Case study on the Pla de Bages wine region (Barcelona), using a survey with 210 respondents.	Wine tourists seek new experiences, authenticity, local identity, and unique gastronomic pairings. Critical components for satisfaction include participation, hedonism, significance, knowledge, nostalgia, tasting, novelty, and local culture.	Wine tourism experiences should integrate local culture and memorable interactions to sustain regional economic growth. Collaboration among private businesses, public governance, and local populations is essential.
Haller et al. [20]	To analyze the gap between wine tourism providers’ experiential offers and visitor expectations.	Mixed-method study: 17 semi-structured interviews with wine tourism stakeholders and a survey of 233 wine tourists in Alsace, France.	Providers focus on educational aspects, while tourists prioritize aesthetics, conviviality, authenticity, and meeting winemakers.	Wine tourism operators should integrate experiential aspects that align with visitor expectations, particularly aesthetics and authentic interactions with winemakers.

. The studies highlighted are highly relevant to our research focus on wine tourism and visitor experience. These studies were selected based on their contributions to understanding tourist behavior and service quality within the context of wine tourism.

3. Methodology

3.1. Research Context

France, one of the world’s top tourist destinations, is also a leading wine producer, with 48.6 million hectoliters produced in 2018, and ranks first globally in wine and spirits exports by value [52]. France has around 11,000 wineries that welcome tourists, 10 million wine tourists annually, and 5.2 billion euros in income [53]. France dominates Europe’s wine tourism business (51% of worldwide sales), aided by efforts such as the Vignobles & Découvertes label, which promotes 72 wine tourist sites [54]. Among France’s wine regions, Bordeaux stands out as one of the most popular destinations [55]. The Bordeaux region attracts nearly two million visitors annually, drawn by its diverse wine-related activities [20]. Notably, international guests comprise 53% of the 2024 visitors, with significant representation from Spain, the United States, and the United Kingdom [56].

The Burgundy wine region has a history dating back at least 1800 years to the Roman era. Renowned internationally, it produces some of the most highly sought-after wines in the world. Its overall production is relatively modest, amounting to approximately 1,611,000 hectoliters in 2016, compared to Bordeaux’s 5,772,000 hectoliters in the same year. The region has around 30,140 hectares of vineyards, with nearly 9500 hectares located in the Côte d’Or department, which serves as the primary focus of this study [57]. The Champagne region features a highly intricate production system. It is dominated by a handful of large companies, known as “houses”, which purchase grapes and juice to produce wine, including many of the world’s most renowned brands. In addition, there are nearly 15,000 grape growers who supply grapes to these houses or cooperative producers. Approximately 4760 of these growers also operate as small-scale wine producers, primarily marketing their products locally [58]. In addition, the Bordeaux wine industry is widely regarded as one of the most prestigious French vineyards, boasting a globally recognized brand, prominent appellations such as Margaux, Saint-Émilion, and Sauternes, and esteemed wineries. This global acclaim is evident in Bordeaux’s wine exports, which represent 45% of France’s total exports of appellation-based wines [59].

3.2. Netnography Method Justification

This study adopts a netnography approach, a qualitative research method that applies ethnographic principles to online data to analyze user-generated content [60]. Netnography is particularly well suited for this research because it enables the systematic exploration of online reviews, which reflect authentic visitor experiences, emotions, and evaluations in naturalistic settings [41]. Compared to traditional surveys or interviews, netnography provides access to unsolicited feedback that is free from interviewer bias, allowing researchers to observe naturally occurring discussions and identify themes emerging directly from consumer narratives [61].

Given the growing reliance on online platforms like TripAdvisor for sharing and consulting travel experiences, this approach is both relevant and methodologically appropriate [62]. Moreover, netnography aligns with the study’s objective of identifying dominant themes in customer reviews and uncovering differences in perceptions among various traveler types.

3.3. Data Collection

Data for this study were collected from TripAdvisor, one of the largest and most widely used travel review platforms, ensuring access to diverse and reliable user-generated content [63]. As of 2023, the company reported that its branded sites featured over eight million entries on experiences, accommodation, restaurants, airlines, and cruises, with TripAdvisor’s total number of user reviews and ratings exceeding one billion [64]. Specifically, the dataset includes 12 wineries from Bordeaux, 9 from Champagne, and 8 from Burgundy. Reviews were collected over a five-year period, specifically from January 2018 to December 2022. This timeframe was selected to ensure a comprehensive representation of visitor experiences, capturing both recent trends and longer-term patterns in customer perceptions.

Reviews were scraped from the “Travelers’ Top Picks” section, which highlights the most frequently recommended wineries, vineyards, and wine-related attractions in Bordeaux, Champagne, and Burgundy. The decision to scrape reviews only from the “Travelers’ Top Picks” section is a conscious methodological decision designed to ensure the obtaining of high-quality, trustworthy data. This section contains reviews that have been emphasized for their apparent usefulness, detail, and credibility, frequently based on favorable comments from the traveler community [65]. Consequently,

Table 2. Distributions of reviews based on travelers’ segments.

Segment	Number of Comments	Percentage
Couples	1140	40%
Friends	855	30%
Family	570	20%
Solo	285	10%

presents the distribution of reviews based on traveler segments, illustrating the proportion of comments from couples, friends, families, and solo travelers.

A total of 2850 reviews were selected for analysis, focusing exclusively on English-language reviews to ensure consistency and accessibility during analysis. To improve the quality and relevance of the dataset, only reviews from establishments with a substantial number of comments were considered, and venues with limited or insufficient reviews were excluded. Additionally, longer reviews were prioritized as they provided richer, more detailed descriptions of visitor experiences, enabling a more comprehensive analysis of themes and patterns [66]. This rigorous selection process helped ensure that the dataset captured meaningful insights rather than fragmented or superficial feedback. Comments with fewer than 100 words/characters were excluded, enabling a more comprehensive analysis of themes and patterns [67]. This rigorous selection process helped ensure that the dataset captured meaningful insights rather than fragmented or superficial feedback.

3.4. Data Analysis

Leximancer is a text-mining and data visualization software used for qualitative data analysis [68]. It identifies key themes, concepts, and relationships within large bodies of textual data by analyzing word frequency and co-occurrence patterns [69,70]. The software generates concept maps that visually represent connections between ideas, enabling researchers to detect patterns, clusters, and associations in the data [71,72].

Leximancer is particularly valuable for content analysis as it provides an objective, automated approach to identifying themes without relying on predefined categories, thus reducing researcher bias [73,74]. It is widely used in fields such as social sciences, marketing, and tourism research to analyze customer feedback, online reviews, and survey responses [75]. This study applied Leximancer to uncover positive and negative themes in wine tourism experiences and explore differences across traveler types, providing insights into visitor satisfaction and dissatisfaction [76].

4. Findings

The views presented in this section are derived from user-generated content on TripAdvisor, specifically, visitor reviews of wineries and wine tourism experiences in the selected region (Bordeaux, Champagne, and Burgundy).

These reviews were collected from the “Travelers’ Top Picks” section of TripAdvisor, where tourists share their experiences and opinions. Our analysis involved a systematic content review of these comments using Leximancer to identify recurring themes related to service quality and visitor satisfaction. Direct excerpts from these reviews are included to provide a more vivid representation of tourist perceptions. This paper presents the major themes by which one approaches online impressions of wine experiences in France. Seven primary themes have emerged from the analysis: two of them denote negative aspects, whereas five refer to positive aspects of wine tourism (Figure 1). These are “Wine Quality”, “Tasting Experiences”, “Tour Guide”, “Time and Organization Issues”, “Value for Money”, “Cultural and Historical Charm”, and “Vineyard Views”.

4.1. General Description of Wine Travel Experience

4.1.1. Wine Quality

The aspect of Wine Quality summarized the visitor satisfaction with regard to various wine tourism experiences. Sensory and qualitative dimensions were given profound importance about the wines. Concepts such as rich flavor, smooth texture, and premium selection mentioned positive feedback that the visitors gave with regard to the taste and overall quality of the wines that they had during the tastings. It was often noted that the aroma and bouquet were praise-worthy, suggesting an appreciation of the wines’ complexities and craftsmanship. Furthermore, aging was agreed to be a really important determinant of depth and character in the wines, making them attractive among wine enthusiasts. Visitors understood how to wine, which reflected the region’s capabilities in typical production methods and value for experience. However, wine sample amounts were limited so it was noted that sometimes there were not enough options for refills. This indicates that, whereas quality was perceived generally, guest satisfaction could be further enhanced in portion sizes and variety. All in all, Wine Quality played a major part in making up positive projections about it, which added up to an important factor in winning wine tourism experience. Here are some example views for this theme.

“The wines were of exceptional quality, showcasing a variety of rich, complex flavors. Each wine had a unique profile, and it was clear they were crafted with great care. Overall, the experience was memorable due to the high standard of the wine offered”. Another comment shared, “Incredibly wonderful was the selection of wines; it had an altogether different and superior taste by virtue of every bottle. Each sip was marvelous, and it one could feel the efforts of the winery behind the crafting of the wine”.

4.1.2. Tasting Experiences

The Tasting Experiences theme rated one of the positively mentioned themes, among others, in terms of utility as a source of satisfaction for wine tourists and enjoyment from the smelling and tasting aspects involved in wine sampling. Visitors emphasized the variety of the wines they experience during tastings and the delight they take in sampling numerous different flavors or styles that show the wines of that area. Positive comments were also made regarding pairings with local foods, which created trophy tasting sessions and improved the culinary experience as a whole. Oftentimes, elegant tasting rooms were frequently cited as a part of this, which greatly complemented the ambience in the experience to lend sophistication to it, alongside the wines. Sub-concepts such as personalized recommendations and hands-on workshops were associated with higher satisfaction as they provided guests with tailored insights into wine production and selection. However, some visitors complained about the small amount of wine drained during the tastings and the absence of “free” refills, implying a mismatch between expectations and value on that side. However, the tasting experience was seen as one of the “highlights” of wine tourism, combining sensory pleasures with the opportunity to learn and engage. More variety in wines, serving sizes, and more interactivity could make this aspect even stronger. Here are some views:

“The wine tasting was a wonderful experience. The staff was knowledgeable and provided great detail in their descriptions of each wine, enriching our appreciation. The portions, however, felt slightly small compared to other wineries we have visited, which diminished the overall experience somewhat.” Another tourist shared comment, “The wine tasting session went well, with the staff executing their duties at the height of professionalism. They brought forth some beautiful pairings of snacks with the wine. Some more interaction with the winemaker or wine options for tasting might have been more involved.”

4.1.3. Tour Guide

The quality of the Tour Guide has proven to be an aspect of great importance for visitor satisfaction in wine tourism experience. According to visitors, expert and historical insight by guides was appreciated as these attributes allowed engaging storytelling about wine production, regional history, and vineyard practices. Interactive sessions and explanations enriched the experience with the educational aspect associated with the tours, thus enabling guests to develop a deeper knowledge of the winemaking process. Its approach towards enthusiasm and personal recommendations has helped build the warm-feel memorable experience. Here are some comments about the theme:

“Galaad was an excellent guide. She was funny, full of interesting information, accommodating of our specific interests and preferences, genuinely excited to share her passion for the area.” Another comment shared as follows, “Kaio was an amazing tour guide! My group had so much fun and learned so much about Saint Émilion. Highly recommend and I would do this again!”

4.1.4. Time and Organization Issues

More prominent themes encompassing Time and Organization Issues were dissatisfaction from logistical and schedule-related afflictions in wine tourism experiences. Such complaints revolved around hurried schedules, thus creating chances for visitors to be fully involved in vineyard touring, wine tasting, or shopping in local shops hurriedly. Sub-concepts such as insufficient exploration time and long travel durations further necessitated generating frustration from poor planning mostly during half-day tours during which times spent traveling drastically reduced the time enjoyed at destinations. Visitors also complained about overcrowded venues and poor amenities, which blocked them away from maximum comfort and enjoyment of the tour. Last-minute cancellations and itinerary changes, on the other hand, also disrupted the guests’ feeling of inconvenience and underappreciation. These shortcomings in the organization indicated a mismatch between what visitors expected and what was delivered concerning services. There seemed to be a need for better time management, smoother schedules, and clearer communication about itineraries. All these would go a long way in increasing the perceived value and efficiency of tours while boosting patron satisfaction. Here are some comments:

“We are very unsatisfied and upset with our tour. (Not including the tour guide who was lovely). For €150 you get to go to one winery, taste 4 wines (you do not get extra even if you ask) and then you get to explore the gorgeous village of Saint Emilion for 25 min…not enough time to get a bite to eat or shop in the beautiful stores.” Another review shared as follows, “Overpriced. Struggling to see where the money goes for this to be honest. Mathias was great though. I would say £20/25 per person would be worth it. A 40-min journey, followed by a 15-min tour of a vineyard and shown the process of wine making. Then wine tasting of four wines followed by a quick 5-min tour of st Emilion then left with 40 min of free time before another 40-min journey back. Not worth the admission fee.”

4.1.5. Value for Money

Value for Money was one starkly emerging point of dissatisfaction raised by the visitors, and they felt that there was too much imbalance between how much one paid for touring wineries and what one got from the experience in terms of the activity. Most reviews expressed feelings of disappointment for buying tickets at high prices for not seeing much at the end of the tour or limited winery visits and tasting portions. A typical review reads,

“At the end of the tasting, we had only 40 min to explore St Emilion on our own, no guided tour as I had expected. If you were short of time, this tour might suit you but not that good if you were really interested in the area.”

Another dissatisfied tourist shared,

“Do not expect to get your fill of wine though, I’d say no more than a glass and a half in total each over 3 or 4 h. A cheese board shared amongst eight people too. I really can’t see where your €105 goes. Not worth doing in my honest opinion. You would be better off renting a car or a driver and heading out yourself. No more than 20 min to explore the village as well. Just not a value for money. Everyone in the group agreed, the amount of wine on offer was pitiful.”

4.1.6. Cultural and Historical Charm

Among the most beautiful features of wine tourism is the aspect of Cultural and Historical Charm, showing that visitors had experiences with rich heritage and authenticity. In this respect, sub-concepts such as old-world practices and old cellars appeared very frequently, meaning that visitors appreciate the region’s winemaking heritage, the area, and its cultural traditions. They were also happy to visit the authentic châteaux that give insights into the architecture and history of the vineyards. Local art and crafts add another dimension to this, creating an even deeper cultural connection to the region’s identity and the skills of these craftsmen. A typical review reads,

“A lovely tour with a wine-tasting session. Then a walk around the local historical village. Picturesque views and sites but what really made this tour was the host.” Another comment added, “Very well-organized afternoon- met all my expectations. Dorian is a great host and is well-versed in St. Emilion’s history and wine culture. The 2 chateau tours couldn’t have been better. I finally was able to see where the wine was made that I have been enjoying for so many years.”

4.1.7. Vineyard Views

Vineyard Views have become one of the most explicit and positive dimensions of wine tourism, focusing on the visual and atmospheric parts of the vineyard land. Visitors are attracted by its gorgeous surroundings, highlighted among others by the greens, rolling hills, and romantic locations that became part of their experience. Subsidiary concepts such as landscapes, ambiance, and tours contributed to how visitors perceived wineries not only as places for producing wine but as beautiful and peaceful places in addition. They loved great viewing spaces and opportunities to take pictures, which suited celebrating special occasions and making memories. Here are some of the comments:

“Both chateaus had beautiful scenery to take some great photos. This was my first wine tour experience and I left with a better understanding of how the process works. Wine was spectacular Would do another tour.” Another comment shared, “This winery is something you definitely must see, if you are in Burgundy. Walking under the ground in the caves, drinking delicious wine… I have been there two times and definitely must recommend the visit.”

Consequently,

Table 3. Theme Categorization.

Themes related to positive aspects
Wine Quality	Praise for the excellence, uniqueness, or craftsmanship of the wines offered.
Tasting Experiences	Enjoyment of curated tastings, sensory engagement, or educational elements during wine sampling.
Tour Guide	Appreciation for knowledgeable, engaging, or personable guides enhancing the visitor experience.
Cultural and Historical Charm	Positive remarks about the integration of local traditions, heritage, or storytelling into the tourism offering.
Vineyard Views	Admiration for scenic landscapes, aesthetic appeal, or photogenic settings of vineyards.
Themes related to negative aspects
Time and Organization Issues	Challenges related to scheduling, delays, or logistical inefficiencies during wine tourism experiences.
Value for Money	Concerns about pricing, perceived overcharging, or dissatisfaction with the cost-to-experience ratio.

categorizes the key themes emerging from the reviews into positive and negative aspects, helping to structure our discussion on visitor perceptions.

4.2. General Description of Wine Travel Experience Based on Traveler Types

The second aim of this research was to investigate the differences in perceptions of wine tourism experiences among varied forms of travelers, like solo, couple, group, and family, through their online reviews. Figure 2 presents a thorough thematic map, which demonstrates the parallelism of traveler types against the major themes noticed in it.

The solo traveler comments center mainly on Vineyard Views and Tour Guide, with most commenting on the scenery around, serenity, and expert guide. It appears solo travelers value the educational aspect, historical insights, and explanations on winemaking. Thus, these solo travelers seek immersive experiences that permit personal reflection and introspective learning; they enjoy beautiful views while knowledge is likely being imparted. Suggesting tours focused on storytelling, guided walks, and opportunities on their own are presented as ideas for pleasing these solo visitors.

Couples mentioned themes such as atmosphere and quality in their comments. The reviews emphasize appreciation for romantic venues, intimate encounters, rich aroma, and flavors of their wines. For couples, the atmospheric experience of classy tasting rooms and their brilliant view of the vineyard formed much of their excitement. Their comments emphasized said quality over quantity: they would rather have few wines that are carefully selected with comfortable sitting areas for relaxed tastings.

Groups were more focused on Tour Guide and Cultural and Historical Charm. They appreciated interactive explanations, historical insights, and knowledgeable guides who could accommodate larger audiences. Reviews frequently mentioned the appeal of traditional practices, authentic châteaux, and historic cellars, reflecting an interest in shared learning experiences and social bonding during the tours. However, some group travelers noted organizational challenges, particularly related to splitting groups or crowded venues, which affected their overall satisfaction. This suggests that group-oriented tours need to emphasize clear communication, flexible itineraries, and comfortable spaces for larger parties.

Families expressed notable dissatisfaction with Time and Organization Issues. Their feedback highlighted frustrations related to rushed schedules, insufficient amenities, and long travel times, which were seen as impractical for families with children. They have also talked about giving very little time to explore various places and being so few in number to seat for tasting. Family-oriented amenities and flexible schedules seem to be lacking in all. Again, they commented on local food, which has to do with the pairings; however, it did not look quite good to them because it was rather limited and missed meals for children. All this points to the fact that maybe the wine tours ought to revise themselves in a family-friendly perspective by lengthening time to visit, providing some nice resting spaces, and offering food for all ages.

Value for Money was a recurring theme across all traveler types, reflecting concerns about overpriced tickets, small tasting portions, limited refills, and short itineraries that failed to justify the costs. Solo travelers and groups often focused on the educational value they expected, whereas couples and families emphasized the need for higher-quality amenities and more inclusive offerings.

Our findings support Carlsen and Boksberger [77], who emphasize the role of experiential value in wine tourism, particularly through sensory engagement and service quality. Similarly, Mauracher et al. [78] highlight consumer preferences for wines with specific designations of origin, reinforcing our findings on the importance of authenticity and cultural appeal in wine tourism experiences.

5. Discussion and Conclusions

This study adds to the expanding literature on wine tourism by providing a detailed look at traveler experiences and how customer feedback influences service quality. By examining 2850 TripAdvisor reviews from Bordeaux, Champagne, and Burgundy, the research uncovers important themes that define wine tourism experiences, such as Wine Quality, Tasting Experiences, the Effectiveness of Tour Guides, Vineyard Scenery, Cultural Appeal, Time Management, and Value for Money. These themes not only resonate with previous studies but also reveal new insights regarding traveler segmentation and expectations, especially in relation to service quality.

Our findings on the benefits of wine tourism align with the existing literature that highlights the importance of sensory experiences and educational components in this field. Research consistently emphasizes that wine quality and tasting experiences are key attractions in wine tourism [79]. Similarly, our findings support Carlsen and Boksberger [77], who emphasize the role of experiential value in wine tourism, particularly through sensory engagement and service quality. Similarly, Mauracher et al. [78] highlight consumer preferences for wines with specific designations of origin, reinforcing our findings on the importance of authenticity and cultural appeal in wine tourism experiences.

In addition, the significance of skilled and engaging tour guides in crafting unforgettable experiences is consistent with earlier research by Bruwer [80], which highlighted the crucial role of human interaction in wine tourism for boosting customer satisfaction. Likewise, the appeal of picturesque vineyard landscapes and the cultural allure of wine regions reflect previous findings by Barbierato et al. [81], who discovered that the setting and cultural backdrop of wineries significantly influence tourist perceptions.

While the discussion around wine tourism is largely positive, our study also uncovers notable issues regarding time management and value for money. These insights align with earlier research that has examined the challenges of service quality in tourism [82]. The dissatisfaction stemming from hurried tours and inadequate organization is a key concern. Furthermore, the disappointment regarding perceived value for money aligns with findings from Santos et al. [16], which indicated that wine tourists often feel let down when the quality of their experience does not match the price they paid. Additionally, our analysis reveals emergent evidence of sustainable practices within the region’s wine tourism. Several reviewers highlighted aspects that suggest an ongoing commitment to sustainability. For example, one review stated,

“Their commitment to ecologically friendly wines and winemakers is refreshing.”

Another significant contribution of this study is its emphasis on segmenting travelers and understanding how different groups appreciate various facets of the wine tourism experience. This segmentation is consistent with the research conducted by authors such as Brochado [12] and Tao and You [83], who examined the differing motivations of travelers. Our results support these findings by showing that solo travelers, couples, groups, and families each have unique priorities when it comes to their wine tourism experiences.

5.1. Theoretical Implications

This study has several theoretical implications. First, the qualitative content analysis methodology employed in this research is relatively novel and has not been previously applied to research on wine tourism establishments except in a few studies [7]. By focusing solely on customer feedback and avoiding any researcher-driven influence or coding, this study adopted a fully customer-centric approach, affirming the value of online reviews as a significant source of information.

Second, the key theoretical contribution lies in enhancing the way travelers are categorized in wine tourism through the segmentation refinement process. In tourism segmentation, methods often group travelers based on demographics or psychographics, such as gender or nationality [84]. However, this research presents a new perspective by emphasizing that different traveler types (such as solo travelers, couples, groups, and families) possess unique preferences and anticipations regarding wine tourism encounters. This level of segmentation offers perspectives on the motivations and actions of market segments and addresses a gap in the existing literature, where intricate distinctions like these are frequently ignored [11,85].

Lastly, in contrast to research in the field of tourism that depends on surveys or focus groups for data collection purposes, this study takes a different approach by utilizing unsolicited online reviews shared by tourists who have visited the renowned wine regions of Bordeaux, Champagne and Burgundy in France. The utilization of genuine data for studying wine tourism experiences is a relatively unexplored jurisdiction in academic literature with only limited research focusing on uncovering the nuances of these experiences through this method. Drawing upon accounts from travelers who have explored the destination firsthand adds value to existing research by shedding light on authentic customer experiences and their diverse viewpoints on wine tourism. This method enables the incorporation of perspectives that offer an authentic and immediate perspective on how various groups engage with and assess their trips.

5.2. Practical Implications

Our research provides several practical implications. First of all, one significant real-world impact of this research is the importance of using targeted marketing approaches and customized experience-planning tailored to types of travelers. Individuals traveling alone or, in groups well, as couples and families are all taken into consideration in this study’s findings on how vineyards can improve their services to meet the unique needs of each group. One way that wineries could enhance their visitor experiences is by offering tailored tours to cater to types of travelers, e.g., tours for solo adventurers seeking knowledge on wines; intimate wine pairing experiences for couples looking for a romantic setting; culturally immersive group tours for those interested in learning about wine making traditions; and family-friendly activities with interactive learning opportunities for children to enjoy a fun and educational visit to the winery’s premises. Second, the research underscores how feedback from travelers can play a role in shaping customer service approaches. In particular, solo travelers’ feedback may underscore the significance of having informed and enthusiastic guides. On the other hand, couples’ comments may stress the value of personalized environments. Groups might gravitate towards educational activities that cater to their shared interests. Families could prioritize efficient organization, safety, and adaptability. By matching the training of customer service, with these preferences, wineries can prepare their employees to fulfill the expectations of every group, enhancing the quality of engagements and increasing satisfaction in general. Lastly, interacting actively with reviews offers wineries a chance to establish connections with their customers. Immediately addressing both negative and positive feedback demonstrates a dedication to customer service and has the potential to turn a casual visitor into a loyal patron. Crafting responses to customer input, whether it involves expressing gratitude for experiences or resolving concerns, can elevate customer contentment levels and strengthen allegiance to the brand. Additionally, the knowledge from this study can help wineries and tour operators customize their products to satisfy the various demands of guests. By addressing common concerns like time management and perceived value, as well as by incorporating sustainable practices into their service offerings, industry players may increase overall visitor satisfaction. These developments are vital not just for increasing local economic growth (SDG 8) but also for encouraging environmentally friendly travel habits (SDG 12), therefore, helping the region to expand sustainably.

5.3. Limitations and Future Research Directions

This research has some restrictions to take into account. Firstly, the study is limited to three wine regions in France: Bordeaux, Champagne, and Burgundy. While these areas are well known worldwide, the results may not apply to wine spots with different features or up-and-coming wine regions. Secondly the research heavily depends on feedback, which can sometimes be prejudiced since the reviews often stem from clients with either positive or very negative encounters potentially neglecting more balanced viewpoints. The analysis relies on reviews written in English. The findings might overlook viewpoints from Western or non-native English-speaking travelers as well as seasonal changes in traveler experiences that can be influenced by various factors like evolving trends and shifts in tourism offerings over time.

In order to expand upon the discoveries made in this study and pave the way for exploration avenues to explore aspects of a topic that could be examined further, we recommend the following: 1. It might be beneficial to conduct comparisons between various regions to ascertain if the patterns identified here are similar in diverse wine-producing areas within France and worldwide. 2. Another area worth exploring is how various online review platforms such as TripAdvisor or Google Reviews influence the perspectives and actions of travelers; gaining insights into how these platforms impact tourist behavior could be enlightening. In addition, to the point about sustainability gaining prominence in the tourism industry today, it would be worthwhile for researchers to delve into how sustainable practices impact the wine tourism experience and its influence on customer satisfaction and loyalty. Another interesting avenue for research could involve long-term studies to monitor the changing traveler expectations over time, especially as the wine tourism sector adapts to shifting consumer preferences. Exploring how satisfaction relates to loyalty in wine tourism could be an area of research to delve into further, examining the aspects that impact return visits and recommendations while also considering the increasing influence of technology in enrichening the wine tourism journey (such as virtual tours or personalized experiences powered by AI or apps).

5.4. Conclusions

This study addressed three key research questions: First, our study identified seven themes that characterize wine tourism experiences, which include both positive aspects (Wine Quality, Tasting Experiences, Tour Guides, Cultural Charm, and Vineyard Views) and negative aspects (Time Management and Value for Money). Secondly, our investigation revealed that the views and expectations of tourists are influenced by their profiles, with families choosing logistical efficiency, couples prioritizing environment, groups wanting cultural involvement, and lone travelers valuing knowledge. Lastly, the insights gained from online reviews offer practical suggestions for wineries and tour operators to improve visitor satisfaction through specific service enhancements. For example, wineries can improve visitor satisfaction by introducing flexible tasting packages with complementary pairings to increase perceived value for money and by offering tiered tour options to improve time management.