Keywords: oenotourisme, expérience de marque, marketing expérientiel, comportement des wine tourism, brand experience, experiential marketing, visitors' behavior, visitors' satisfaction, revisit intention, CBBE, second order factor, Bordeaux wine tourism, brand experience, experiential marketing, visitors' behavior, visitors' satisfaction, revisit intention, CBBE, second order factor, Bordeaux

Antecedents and consequences of brand experience in a wine tourism destination. The case of Bordeaux, France

Tourism has, over the past decade, been marked by outstanding growth. In the fierce competition among tourism destinations, aiming to increase competitive advantage, one of the key resources in this regard is that of destination branding by creating unique experiences to attract visitors. Wine tourism, its nature is to offer hedonic and senses experience; thus, it is so logical suggestion that wine tourism is one of the most suitable areas to inherit and expand the body of consumption experience literature.

As stated by UNWTO, France remains position as the world's leading destination in terms of visitor numbers and Bordeaux is a leader of wine destinations in France most visited in 2016 (Atout France, 2019). A significant number of efforts on the wine tourism experience from the visitor's perspective, however, an academic has focused attention on wine tourism experience in France just beginning to emerge. Limited research has examined the vital role of branding and brand experience in wine tourism destination context as well the relationships between wine destination brand experience and both its antecedents and consequences in the form of published academic research. From these gaps, this study efforts to adopt the conceptualization of brand experience concept in a new context: destination wine tourism, and propose an integrated research model that includes wine destination brand experience (WDBE) and both its antecedents (i.e., event marketing, brand clues, marketing communication) and its consequences (i.e., wine destination consumer-based brand equity (WDCBBE), visitor satisfaction, and revisit intention) together with empirically examination these relationships. Data collection with English, French, Chinese, and Vietnamese questionnaires was conducted both online and face-to-face from April 2019 to September 2019 at Bordeaux as an overall wine tourism destination. Total 379 valid respondents both domestic and international visitors, aged 18 and iv above who had visited one or more than one of the wine destinations in Bordeaux as Bordeaux vineyards, La Cité du Vina symbol of Bordeaux; VinExpo Bordeaux, Bordeaux Wine Festivals, Wine Museums, Wine Restaurants, Wine Bars in the past 12 months. The results of the quantitative methodology used CB-SEM analysis with SPSS V.20 and AMOS V.24 software provided empirical evidence that WDBE as the second-order factor includes five dimensions (sensory WDBE, affective WDBE, intellectual WDBE, behavioral WDBE, and relational/social WDBE). WDBE is not only positively affected by three factors as event marketing, brand clues, marketing communication, but also positive impacts five dimensions of wine destination consumer-based brand equity (wine destination brand awareness, wine destination brand image, wine destination perceived quality, wine destination perceived value, and wine destination brand loyalty), visitor satisfaction, and intention to revisit. The difference between female and male, French and foreign visitors on relationships also found. The results suggest theoretical, methodological, and managerial distributions. Results enrich and extend the body of literature in wine tourism and experience marketing by adopting the conceptualization of brand experience in wine tourism context and by proposing a research model in terms of considering a wine tourism destination as overall and comprehensive destination view. Besides, a systematic and overview literature of experience marketing and consumer-based brand equity in various brand contexts was offered by conducting statistics from the previous research.

The findings also offer useful information for wine destination providers, marketers, and the wine tourism industry to propose strategic policies to create unique experiences in order to increase wine destination brand equity, maintain visitors' satisfaction, and revisit intention.

Le tourisme a, au cours de la dernière décennie, été marqué par une croissance exceptionnelle.

Dans la concurrence féroce entre les destinations touristiques, visant à accroître l'avantage concurrentiel, l'une des ressources clés à cet égard est celle de l'image de marque de la destination en créant des expériences uniques pour attirer les visiteurs. L'oenotourisme a pour objet d'offrir une expérience hédonique et sensorielle ; il est donc logique que l'oenotourisme soit l'un des domaines les plus appropriés pour accueillir et élargir le corpus de la littérature sur l'expérience de consommation.

Comme l'indique l'UNWTO, la France reste la première destination mondiale en termes de fréquentation et Bordeaux est le leader des destinations viticoles en France les plus visitées en 2016 (Atout France, 2019). De gros efforts ont porté sur l'expérience oenotouristique du point de vue du visiteur; cependant, un universitaire a concentré son attention sur l'expérience oenotouristique en France qui commence tout juste à émerger. Des recherches limitées ont examiné le rôle vital de l'image de marque et de l'expérience de marque dans le contexte d'une destination oenotouristique, ainsi que les relations entre l'expérience de marque d'une destination viticole et à la fois ses antécédents et ses conséquences sous la forme de recherches universitaires publiées.

À partir de ces lacunes, cette étude s'efforce d'étudier le concept d'expérience de marque dans un nouveau contexte : la destination oenotouristique, et propose un modèle de recherche intégré qui inclut l'expérience de marque de destination vin (WDBE) et ses antécédents (marketing événementiel, indices de marque, communication marketing) et ses conséquences (capital de marque basé sur le consommateur de destination de vin (WDCBBE), satisfaction des visiteurs et intention de revisiter) ainsi qu'un examen empirique de ces relations.

La collecte de données avec des questionnaires en anglais et en français a été menée à la fois en ligne et en présentiel d'avril 2019 à septembre 2019 à Bordeaux en tant que destination oenotouristique globale. Total 379 répondants valides à la fois visiteurs nationaux et étranger, âgés de 18 ans et plus qui avaient visité une ou plusieurs des destinations viticoles de Bordeaux en tant que Vignobles Bordelais, La Cité du vin; VinExpo Bordeaux, Fêtes du Vin, Musées du Vin, Restaurants oenologiques, Bars à vins au cours des 12 derniers mois.

Les résultats de la méthodologie quantitative utilisée pour l'analyse CB-SEM avec les logiciels SPSS V.20 et AMOS V.24 ont fourni des preuves empiriques que le WDBE en tant que facteur de second-ordre comprend cinq dimensions (sensoriel, affectif, intellectuel, comportemental et relationnel/social WDBE). Le WDBE n'est pas seulement affecté positivement par trois facteurs d'antécédents, mais aussi des impacts positifs sur cinq dimensions du capital-marque basé sur les consommateurs des destinations vin (notoriété de la marque destination vin, image de marque destination vin, qualité perçue destination vin, valeur perçue de la destination vin et la fidélité à la marque de la destination vin), la satisfaction des visiteurs et l'intention de revisiter. La différence entre les visiteurs féminins et masculins, français et étrangers sur les relations se retrouve également.

Les résultats suggèrent des distributions théoriques, méthodologiques et managériales. Les résultats enrichissent et étendent le corpus de la littérature en oenotourisme et marketing d'expérience en adoptant le concept de l'expérience de marque dans le contexte de l'oenotourisme et en proposant un modèle de recherche en termes de considération d'une destination oenotouristique comme vue globale et compréhensive de la destination. En outre, une littérature systématique et globale du marketing d'expérience et du capital de marque basé sur le consommateur dans divers contextes de marque a été proposée en effectuant des statistiques à partir de la recherche précédente. Les résultats offrent également des informations utiles aux fournisseurs de destinations viticoles, aux spécialistes du marketing et à l'industrie de l'oenotourisme pour proposer des politiques stratégiques.

First and foremost, I am not able to express in words my special gratitude to my supervisor, Prof.

Jean-Philippe Galan, for your time, guidance, dedication, and endless help in reading, editing, analysis and proposing valuable advice during my thesis project. Without you, this thesis would have never seen the light. You have helped me to grow not only as an academic, but as a person as well. Without your support and positive encouragement, I could not have passed the difficulties to complete this thesis and the articles.

I would like to express my gratitude to Prof. Jean-François Lemoine, Prof. Stéphane Bourliataux-Lajoinie for acceptation as reviewers in jury. I also would like to thank Prof. Jean-François Trinquecoste and Prof. Camille Chamard for your participation in this jury. This thesis would not have been possible without the funding support of the Vietnamese Government Scholarship, and the Social Coverage Scholarship of the France Government. I am also grateful to the IRGO Lab -ED EESthe University of Bordeaux and the Mobility Support Project 2022 by Bordeaux Metropole supported researchers with enrollment and travel fees to participate in international conferences.

I would like to give special thanks to members of the Thesis Individual Monitoring Committee throughout the duration of my thesis project: Asst. Prof. Magali Giraud (University of Toulouse), Asst. Prof. Juliette Ducros-Passebois, and Asst. Prof. Florina-Cristina Badarau (University of Bordeaux) proposed valuable advice about my thesis plan each academic year.

I also would like to express gratitude to Prof. Tatiana Bouzdine-Chameeva, Prof. Renaud Lunardo (Kedge Business School), Prof. Catherine Viot (University of Lyon), Prof. Laurent Sempé, and Asst. Prof. Michaël Flacandji (University of Bordeaux) for their invaluable opinions about our papers at a series of marketing seminars discussions at IRGO Lab. Data collection of this thesis was conducted at Bordeaux with difficulties; however, I was so lucky to receive much helps. Firstly, no word can express my gratitude to Prof. Thierry Maligne, for his enthusiastic introduction to Manager of Château La Dominique in Saint -Émilion, took us on a tour from Bordeaux to Château La Dominique, and shared questionnaires to his students in vii language class. Secondly, big thanks to French friends and new friends from China, Hongkong, Taiwan, Vietnamese, etc. for their sharing survey links to others wine tourists through WeChat, Facebook, Gmail, etc. Thirdly, a huge thank to Kuan De Ho from Taiwan, who helped me translate the questionnaire from English to Chinese. Finally, without tourists who traveled to Bordeaux from 40 countries on over the world and helped me answer this survey, I can't finish this thesis.

I would like to express my gratitude to my dear Zen masters who are willing to help me unconditionally with noble lessons in my life, and my teachers Asst Prof. Pham Thi Lan Huong, and Nguyen Trinh for their valuable direction, supports, and advice.

A big thank you to my close friends, Thanh-Nhan Le, Manh-Tu Vu for all their time helping me in installing and repairing my laptop broken. Without their help immediately many times, many days, many hours, I would waste a lot of time and could not continue my project. Also, I would like to gratitude to my dear friends in La Rochelle: Sony family, Jade Nguyen, Tan Vo-Thanh, M.

René in La Rochelle for unconditional helps during the time I have lived in France. "Thank you" word is not enough to express my gratitude for their helps by my friends: Hoang-Hieu Nguyen, Hoang-Thanh Nguyen, Manh-Tu Vu when I was heavy sick. Big thank to you Dang Thinh Do, Duc Vinh Tho Nguyen who always encourage me to pursue academic research and believe in my capability. To all of you. Thank you! Last but not least, I would like to big thank members of my family for their endless love. I dedicate this thesis to my father, Lưu Ngọc Tuấn, who taught me when I was 14 years old: "Always try your best. If you try your best, the final result is not important", and my mother, Võ Thị Bích Hoàng, who has sacrificed her life and taught me valuable lessons: "Woman needs to learn. In all circumstances, you must stand on your own two feet". I am thankful to my uncle Vũ Quang Châu, my aunts Vũ Phương Ngọc, Vũ Thị Hà Tiên who always give me valuable advice and my aunt Văn Minh Thanh who helped me to buy gifts (magnets) for respondents and sent from Vietnam to France. I would not be where I am without their endless love, advice, direction, and supports.

"Daddy! In heaven, I know that you are smiling! ☺ "Con cảm ơn Ba Má vì tất cả! Con cảm ơn những lời dạy của Ba Má và những hy sinh thầm lặng mà Má dành cho gia đình!" Table 1.1: The presentative studies of experience marketing and brand experience construct in product and service, tourism destination, and wine tourism destination brands contexts ............. Table 1.2 5.18: Direct, indirect, and total effects between independence and dependence variables

List of tables

Introduction Introduction

This chapter will present five sessions. In the first session, we will introduce statement of problem (session 1.2). In the next session, research gaps existed in the literature and research purposes will be proposed (session 1.3). In the session 1.4, we will launch research questions. It also aims at contributing both theory and manage that will be mentioned in session 1.5. Finally, the structure of this dissertation will be presented.

Statement of problem

Wine tourism combines both the wine and tourism industries (A. [START_REF] Alonso | Investigating differences between domestic and international winery visitors in New Zealand[END_REF]Getz & Brown, 2006a) is considered a specialized area of tourism (C. M. Hall et al., 2000). Since the mid-1990s, wine tourism has rapidly evolved [START_REF] Carlsen | A Review of Global Wine Tourism Research[END_REF] and becomes an investigated research topic by both academicians and practicians.

In the fierce competition among tourism destinations, aiming to gain a competitive advantage over its competitors that requires organizations to develop the resources necessary, one of the most important resources is that of destination branding [START_REF] Frías-Jamilena | The effect of Cultural Intelligence on consumer-based destination brand equity[END_REF][START_REF] Gartner | Brand equity in a tourism destination[END_REF].

Experience, which has been evaluated not only as a central function in destination branding [START_REF] Pine | Welcome to the experience economy[END_REF] but also as a determinantal factor for the success of a wine destination [START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF]X. Chen, Goodman, et al., 2016;[START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF][START_REF] Hall | Wine Tourism Around the World: Development, Management, and Markets[END_REF][START_REF] Pikkemaat | The staging of experiences in wine tourism[END_REF][START_REF] Quadri-Felitti | Experience economy constructs as a framework for understanding wine tourism[END_REF]Ritchie & Hudson, 2009).

In the twenty-first century, many developed societies have been entering the experience economy [START_REF] Pine | Welcome to the experience economy[END_REF], where the highest value economic offerings are experiences [START_REF] Schmitt | Experience Marketing: Concepts, Frameworks and Consumer Insights[END_REF]. Alongside this development, the philosophy of leisure and tourism sectors has upgraded a new level for discussion associated with experiential marketing [START_REF] Schmitt | Experiential Marketing[END_REF] to have a better understanding of experience-hungry tourists, who actively seek experiences suitable for purpose and added value. In wine tourism experience literature, a considerable amount of effort has been investigated on the wine tourism experience from the visitor's perspective [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Brzovska | The experience economy approach-An empirical examination in wine industry[END_REF][START_REF] Duan | Understanding wine tourism in China using an integrated product-level and experience economy framework[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF][START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF][START_REF] Ponsignon | The impact of interactive technologies on the social experience: An empirical study in a cultural tourism context[END_REF][START_REF] Quadri-Felitti | Destination loyalty: Effects of wine tourists' experiences, memories, and satisfaction on intentions[END_REF]V. Santos, Caldeira, et al., 2019;Vo Thanh & Kirova, 2018); however, most research is based on the Economy Experience Model (i.e., the 4Es model) [START_REF] Pine | Welcome to the experience economy[END_REF], there are lack of studies that examined brand experience [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] in wine tourism destination context (see more at Table 1.1) as well as none of empirical research examines the relationship between wine destination brand experience includes five experience dimensions (sensory, affective, intellectual, behavioral, and social/relational) and both its antecedents (event marketing, brand clues, marketing communication) and its consequences (consumer-based brand equity, visitor satisfaction, and revisit intention).

Moreover, the assumption is that brand experience is higher-order structure (i.e., the second-order factor) does exist [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF][START_REF] Dwivedi | Brand experience and consumers' willingnessto-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness[END_REF], yet there are lack of studies, which are made to explain or provide detailed empirical evidence about wine destination brand experience construct as a second-order factor and propose finding the weight paths between the first-order components and the second-order factor.

Therefore, with the endeavor to the logical connection between brand experience and wine tourism experience to extend the body of literature of wine tourism experience and deepen understanding of visitors' behaviors, brand experience construct as a second-order factor, including five dimensions: sensory, affective, intellectual, behavioral experience [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF][START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] and relational experience [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF] within Service-Dominant logic [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF]) through the consumption experience process [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF][START_REF] Tynan | Experience marketing: A review and reassessment[END_REF], is analyzed in a new context: wine tourism destination along with its antecedents and consequences. The direct effects, indirect effects on the relationships between wine destination brand experience and its antecedents and its consequences in the integrated model also will be detailed tested.

In addition, this study highlights the moderating effects of visitors' country and gender on the relationships of wine destination brand experience and its antecedents and its consequences. In wine tourism literature, although previous research proposed various typologies to more understanding wine visitors [START_REF] Alebaki | Segmenting the Greek Wine Tourism Market using a Motivational Approach[END_REF][START_REF] Bruwer | The hedonic nature of wine tourism consumption: An experiential view[END_REF][START_REF] Charters | Who is the wine tourist?[END_REF][START_REF] Festa | Opportunities and challenges in the contribution of wine routes to wine tourism in Italy -A stakeholders' perspective of development[END_REF][START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF][START_REF] Marzo-Navarro | Profile of a wine tourist and the correspondence between destination and preferred wine: A study in Aragon, Spain[END_REF][START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF], 2021;[START_REF] Thomas | Wine Tourist Engagement With the Winescape: Scale Development and Validation[END_REF][START_REF] Yuan | An analysis of wine festival attendees' motivations: A synergy of wine, travel and special events?[END_REF], few authors have distinguished wine tourists according to criteria such as visitors' country or gender to understanding visitors' experience toward a wine destination (see more [START_REF] Nella | Market segmentation for wine tourism: Identifying sub-groups of winery visitors[END_REF].

Therefore, this analysis will provide useful contributions with empirical findings to better understand wine visitors' behaviors. French is one of the world's leading tourist destinations in attracting international visitors, with over 90 million international tourists welcomed in 2019 (overseas destinations included) with nearly 58 billion euros (Atout France, 2018, 2019). Along with this growth, it is widely recognized that wine tourism is a reputation and excellent sector in France that contributes to the development and increasing the leading destination position on the world tourist map (Atout France, 2018). To achieve this, French wine tourism destinations not only need to enhance their attractiveness based on diversity of events, the inherent lifestyles, the cultural heritage, friendly staff services, gastronomy, and local authentic products, atmosphere, high-quality wine but also creating unique experience [START_REF] Bouzdine-Chameeva | Wine tourism in bordeaux[END_REF][START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF].

The unique experience is particularly popular in Bordeaux, as a leader of the list of the wine regions most visited by tourists in 2016 (Atout France, 2017b, 2018); paradoxically, an academic has focused attention on wine tourism experience in France just beginning to emerge [START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF] and there is lack of research on wine tourism experience and brand experience in Bordeaux, France. Thus, to fill this gap, Bordeaux is selected as an overall wine tourism destination in this study. We will approach this Bordeaux, as an overall wine tourism destination included vineyards (In Saint -Emilion, Medoc, Blaye -Bourg, Entre -Deux Mers and Sauternes); "La Cité du Vin" museuma symbol of Bordeaux; wine events (Vinexpo Bordeaux; Bordeaux Wine Festival); wine restaurants; wine bars; wine hotels, vineyards, cellar doors. This approach is also suitable with the definition of wine tourism by (Atout France, 2017b). We suppose that this approach gives a more comprehensive and diverse view for a wine tourism destination.

As the result of a new concept in a new context, this research faces challenges. Firstly, the limited literature of brand experience and its relevance, especially in wine tourism destinations. There is a considerable lack of literature on this analytical element of wine tourism destination branding.

Secondly, the brand is a complex phenomenon "not only it is the actual product, but it is also the unique property of a specific owner and has been developed over time so as to embrace a set of values and attributesboth tangible and intangiblewhich meaningfully and appropriately differentiate products which are otherwise very similar" [START_REF] Murphy | What Is Branding? In Brands[END_REF]. Thirdly, the cause of the complexity of a destination. As Buhalis (2000, p. 97) knowledge, the destination is also a complex product because it is an amalgam of different tourist products and is "also a perceptual concept, which can be interpreted subjectively by consumers, depending amongst other things, on their travel itinerary, cultural background, the purpose of visit..."

Gaps and research objectives

In light of recent discussion from literature review of wine tourism experience and experiential marketing indicates existing research gaps as the followings:

(1) A significant number of efforts has been investigated on the wine tourism experience, however, most research around the wine tourism experience are based on the Economy Experience Model (i.e., the 4Es model) by [START_REF] Pine | Welcome to the experience economy[END_REF], there is extremely limited investigations that examine the brand experience in wine tourism destination.

(2) France is the world's leading tourist destination in attracting visitors as stated by UNWTO (Atout France, 2018, 2019), paradoxically, an academic has focused attention on wine tourism experience in France just beginning to emerge [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Bourgoin | Transformer la visite au domaine en expérience mémorable d'oenotourisme, oenotourisme et marketing expérientiel[END_REF][START_REF] Charters | Wine tourism in champagne[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF][START_REF] Ponsignon | The impact of interactive technologies on the social experience: An empirical study in a cultural tourism context[END_REF][START_REF] Thach | Best practices in global wine tourism[END_REF]Vo Thanh & Kirova, 2018). Among them, Bordeaux is a leader of wine destinations and is famous as an excellent wine destination, however, empirically study on wine destination brand experience in Bordeaux destination has extremely limited. To our knowledge, only research by [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF] about branded event marketing (relates to five experience dimensions) in Bordeaux wine events' experience.

(3) Most of the current studies focused on the visitor's experience in one wine destination as winery, or tasting room, or wine cellar, or wine event [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF]Bruwer et al., 2013;[START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF][START_REF] Cristófol | Transmission of Place Branding Values through Experiential Events: Wine BC Case Study[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF][START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF][START_REF] Quadri-Felitti | Experience economy constructs as a framework for understanding wine tourism[END_REF], 2013;V. Santos, Caldeira, et al., 2019). This is cause for the lacking of studies on wine tourism experience which evaluate a destination from an overall wine tourism destination viewpoint.

(4) There is lack of previous empirical research that confirms the existence of a higher/lower structure (a second-order/first order factor) of brand experience in the new context: wine destination context. (5) There is no empirical study examining the relationship of wine destination brand experience with five experience dimensions (sensory, affective, intellectual, behavioral, and social/relational) and both its antecedents (event marketing, brand clues, marketing communication) and its consequences (consumer-based brand equity, visitor satisfaction, and revisit intention). ( 6) None of the prior empirical research evaluates the relationship of wine destination brand experience and each dimension of wine destination consumer-based brand equity (wine destination brand awareness, wine destination brand image, wine destination perceived quality, wine destination perceived value, and wine destination brand loyalty) as well as overall wine destination consumer-based brand equity in the wine tourism context.

(7) There is lack of the previous research distinguishing wine tourists according to criteria such as visitors' country or gender to understanding visitors' experience toward a wine destination and evaluating the moderating effects of visitors' country and gender on the relationships of visitors' brand experience toward a wine destination and its antecedents and consequences.

(8) In marketing literature, there is extremely rare the conceptual research has conducted metaanalysis to show systematic in the experience marketing and brand experience, and consumer-based brand equity in different brand contexts: product and service, destination brand, and wine tourism destination.

To fill these gaps, this research has the following objectives:

(1) To provide evidence a higher/lower-order factor of Wine destination brand experience construct.

(2) To develop a valid and reliable integrated model of wine (tourism) destination brand experience and its antecedents (i.e., event marketing, brand clues, marketing communication), and its consequences (i.e., wine destination customer-based brand equity, satisfaction, and revisit intention) in Bordeaux, as overall wine tourism destination.

(3) To empirically examine the direct and indirect relationships between WDBE (sensory, affective, intellectual, behavioral, and social/relational experience) and its antecedents (i.e., event marketing, brand clues, marketing communication) and its consequences (i.e., wine destination customer-based brand equity, satisfaction and revisit intention) [START_REF] Zarantonello | The impact of event marketing on brand equity[END_REF] To empirically examine the relationships between WDBE (sensory, affective, intellectual, behavioral, and social/relational experience) and each dimension of WDCBBE (brand awareness, brand image, perceived quality, perceived value, and brand loyalty) as well as overall WDCBBE (5) To test the moderating effects of visitors' country and gender on all relationships that proposed in the structural model. (6) To systematic and overview literature in the experience marketing, brand experience and consumer-based brand equity in various contexts: product and service brands, tourism destination brands and wine tourism destination brands by meta-analysis.

Research questions

Summary, this research questions are as the followings:

(1) What are the variables of the construct of wine destination brand experience, its antecedents, and its consequences? [START_REF] Joy | Performance Theory and Consumer Engagement: Wine-Tourism Experiences in South Africa and India[END_REF] What are the relationships between wine destination brand experience construct and its antecedents and consequences?

(3) How are the moderating effects of visitors' country and gender on the relationships of wine destination brand experience and its antecedents and consequences?

Research contributions

Theoretical contributions

Firstly, this study enriches and extends the body of literature in wine tourism and experience marketing by adopting the concept of brand experience in the new context: wine tourism destination which limited previous research have focused on, specifically in Bordeaux, as an overall wine tourism destination.

Secondly, this research also contributes to the wine marketing and tourism literature on ways to develop brand equity for wine destinations. This is the first empirical investigation in analyzing the effects of WDBE and both each dimension of WDCBBE construct (brand awareness, brand image, perceived quality, perceived value, and brand loyalty) and Overall WDCBBE.

Thirdly, the theoretical contribution of this study shows the empirical evidences the influences between WDBE and its antecedents and its consequences Fourthly, this study expands the knowledge to literature by emphasizing the moderating effect role of gender and visitors' country in the different relations of the structural model.

Fifthly, another contribution of this study is enriching the background literature of the experiential marketing, brand experience and brand equity by providing meta-analysis the presentative research in brand experience and brand equity with different contents in various contexts. To date, only few researchers have focused on this issue that leads to the limitation of theoretical background literature.

Theoretical contributions

Firstly, the major methodological contribution is analyzing WDBE as a second-order factor and its antecedents and its consequences together in a structural model measurement.

Secondly, another methodological contribution is examination a higher/lower-order structural model of wine destination brand experience construct.

Finally, the examination of the structural model of WDBE and its antecedents and its consequences allow analyzing the complex indirect effects as well as assessment the moderating effects on all the relations in this model.

Managerial contributions

Firstly, this results that relating to the key factors: event marketing, brand clues, and marketing communication which influence brand experience at a wine tourism destination. Through these important results, wine suppliers can give useful policies.

Secondly, the findings of evaluation wine destination brand equity based on visitor perspective provide that help wine suppliers can give suitable policies to promote their wine destination as well enhance wine destination brand equity.

Thirdly, through the relationships between WDBE and visitors' behavior as visitor satisfaction and revisit intention provide useful and sufficient information for wine DMOs to have a better understanding wine visitor's behavior and what are the key factors influence on wine visitors, that help wine destination managers supply suitable strategies in attracting new visitors and create satisfaction and revisit intention for old ones as well as increase competitive capable for a wine destination among competitors.

Structure of the thesis

A summary of the structure of the thesis is provided in Figure 0 -Research approach toward the combined perspectives of brand experience concept, servicedominant logic, and consumption experience process -An overview of wine tourism and its definitions -The discussion of wine (tourism) destination brand experience with more detailed from the experiential marketing to brand experience in various contexts: product and service brands, tourism destination brands, wine tourism destination brands. As well the presentative research of brand experience and experiential marketing.

Chapter 2: Antecedents and consequences of wine destination brand experience provides two main sessions:

-The role of event marketing, brand clues and marketing communication as the key antecedents of wine (tourism) destination brand experience -The analysis of wine destination consumer-based brand equity and visitors' satisfaction and revisit intention as the consequences of wine (tourism) destination brand experience. To deepen understandings of wine destination consumer-based brand equity, a meta-analysis will present in various contexts: product and service brands, tourism destination brands, wine tourism destination brands from 63 prior presentative research. Chapter 4: Methodologyprovides the research approach, the research context, the designing of the survey instrument, the data collection process and the data analyzing produce.

Chapter 5: Data analysis and resultsprovides the findings of data screening, demographic profile of respondents, data analysis including measurement wine destination brand experience as a second-order factor, evaluation the structural model and the direct effects, indirect effects and the moderating effects of visitors' country and gender on the relationships of the structural model.

Chapter 6: Discussions and conclusionspresents discussions the higher-structural model of wine destination brand experience, the direct effects, indirect effects and the moderating effects findings, the theoretical, methodological and managerial implications, and the limitations of the research as well as future directions for research. At the end of this chapter, conclusions are presented to summary thesis.

Each of these areas will be presented in its own chapter, with an additional introduction at the start and summary chapter at the end.

Summary

This chapter provided an introduction statement of problems, the need and significance of the results as well as stated difficult this study face. In the statement the objectives of research, this study summary existing gaps and proposed research objects which this study have achieved.

Besides, research questions are proposed to need clarify in this study. Both theoretical and managerial contributions from results are discussed in the significance of the study session. Finally, structure of the thesis is presented. This chapter presents the existing studies and the research concepts to gain a better understanding of the conceptual framework for wine destination brand experience. This chapter is organized into four sessions. The first session presents approaches toward the experience concept from the literature that includes two main approaches of the experience concept: experience economy and experiential marketing (session 1.2). The second session presents an overview of wine tourism and its definitions. Also, we propose a new definition of wine tourism (session 1.3). Next, session 1.4 demonstrates the concept of wine destination brand experience. In this session, this study has conducted a meta-analysis to statistic the experiential marketing and brand experience research in the different brand contexts: product and service, tourism destination, and wine (tourism) destination brands from the previous representative research. Besides, to deepen understanding of brand experience in wine tourism, before launching about wine destination brand experience and five dimensions, we present an overall wine tourism experience and the experiential marketing in wine tourism. Finally, a summary of this chapter is presented in Session 1.5.

Research approach toward the combined perspectives of the brand experience concept, the Service-Dominant logic, and the consumption experience process

Over the past few decades, tourism has been marked by outstanding growth, thus becomes a vital economic activity for many countries over the world. Prior to the pandemic Travel & Tourism (including its direct, indirect, and induced impacts) accounted for 1 in 4 of all new jobs created across the world, 10.6% of all jobs (334 million), and 10.4% of global GDP (US$9.2 trillion). Meanwhile, international visitor spending amounted to US$1.7 trillion in 2019 (6.8% of total exports, 27.4% of global services exports) 1 [START_REF] Wttc | Travel & Tourism City Travel & Tourism Impact[END_REF]. Therefore, its great potential is a key driving force for overall economic development.

The expansion of the tourism industry has encouraged tourism destination providers to take into account strategies to attract visitors and increase competitive advances compared to destination competitors. Providing a good service is not enough if one's competitors are providing an excellent service [START_REF] Blazquez-Resino | Service-Dominant Logic in tourism: The way to loyalty[END_REF]. Therefore, visitors' profiles, motivations and behavior understandings as determining factors in the effective management of destinations [START_REF] Leask | Progress in visitor attraction research: Towards more effective management[END_REF].

Marketers have continually tried to analyze consumers' wants and needs in order to provide the best products and services and fulfill demand (R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF][START_REF] Park | Visitors' Motivation for Attending the South Beach Wine and Food Festival, Miami Beach, Florida[END_REF]. In other words, the aim of marketers is to evaluate and stimulate people's motivations, which are defined as the psychological/biological wants and needs that lead to a person's decisions and behavior [START_REF] Dann | Tourist motivation an appraisal[END_REF][START_REF] Iso-Ahola | The Social Psychology of Leisure and Recreation[END_REF]. In tourism context, visitors have multiple motivations that make them travel or visit a specific destination [START_REF] Pearce | The Social Psychology of Tourist Behaviour[END_REF]. Thus, it is necessary for marketers to understand deeply what consumers seek when they decide to travel to a destination (R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF].

The well-known theories as Maslow's hierarchy of needs [START_REF] Maslow | Motivation and personality[END_REF]), Dann's and Crompton's pull-and-push factors [START_REF] Crompton | Motivations for pleasure vacation[END_REF][START_REF] Dann | Anomie, ego-enhancement and tourism[END_REF][START_REF] Dann | Tourist motivation an appraisal[END_REF] mostly explain the motivation of consumers to travel to a destination. According to Maslow's hierarchy, the need specifics of visitors is ranged from physiological (e.g., need of water, food), safety (e.g., need for personal safety and financial security), social (e.g., need for intimate relationships and friends), esteem (e.g., need for feel respected and valued), and self-actualization (e.g., need for personal growth) needs. Once physiological and safety needs have been satisfied, human beings become motivated by the higher social and self-actualization needs which include the needs that lead people to desire to travel (A. D. [START_REF] Tasci | Travel needs revisited[END_REF]. According to [START_REF] Crompton | Motivations for pleasure vacation[END_REF][START_REF] Dann | Tourist motivation an appraisal[END_REF] push-pull factors, push factors mention to the internal drives or desires that are psychological in nature (e.g., the needs for escape, rest and relaxation, social interaction, health and fitness, adventure, learning new knowledge, and prestige) and create the desire to travel [START_REF] Uysal | Motivation of pleasure travel and tourism[END_REF][START_REF] Uysal | Testing the push and pull factors[END_REF]. Pull factors are destination attributes (e.g., climate, landscape and infrastructure) that induce travelers to visit a destination (cited in R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF].

In the twenty-first century, economic value at a societal level has been now entering "the experience economy" where consumers seek unique experiences beyond merely consuming products and services [START_REF] Pine | Welcome to the experience economy[END_REF]) that offer novelty skills suitable for purpose and aspirational value. Historically, the concept of experience entered the marketing field with the pioneering works of [START_REF] Holbrook | The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun[END_REF] which has become a vital component in understanding consumer behavior [START_REF] Carù | Revisiting consumption experience: A more humble but complete view of the concept[END_REF], and stimulated recognition of the need for a deeper understanding of behavior through evaluating the overall consumption experience [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. Therefore, experiences are not only an economic phenomenon, but also offer new consumption motivations [START_REF] Gelter | Total experience management: A conceptual model for transformational experiences within tourism[END_REF], and a new source of value creation [START_REF] Yazıcı | Examining the effect of experiential marketing on behavioral intentions in a festival with a specific sport event[END_REF]. Tourism has been at the forefront of staging experience [START_REF] Oh | Measuring experience economy concepts: Tourism applications[END_REF], and it surely is example of economy experience [START_REF] Quan | Towards a structural model of the tourist experience: An illustration from food experiences in tourism[END_REF]. As (Sternberg, 1997, p.952, 954) knowledge, "tourism primarily sells a "staged" experience…tourism's central productive activity

[is] the creation of the touristic experience". The main motivation of visitors visiting a particular tourism destination is less by physical characteristics of the site than by the powerful mental and emotion image or "pre-experience" visitors have for expected-experiences at tourism destination [START_REF] Oh | Measuring experience economy concepts: Tourism applications[END_REF]. Thus, experience provide visitor's motivation to travel to specific destinations and is located as a key factor for an attractive and impressive destination.

A general review of literature, the experience marketing has been investigated from different perspectives. One perspective is the concept of "Experience Economy" of [START_REF] Pine | Welcome to the experience economy[END_REF] who addressed that societal level has transferred into the fourth stage: the experience economy and proposed the four realms of an experience (the 4Es): entertainment (being entertained), educational (gaining new knowledge or skills), esthetic (escaping from daily life and indulging in different environments) and escapist (escaping from daily life and indulging in different environments). In educational experiences, tourists enhance their knowledge or skills through educational activities.

In the escapist experience, tourists enjoy activities that "lift them" out of their daily routine. In aesthetic experiences, tourists participate in the natural environment of a destination. In entertainment experiencesthe tourist watches or participates in the activities at the destination. These aspects of 4Es have been adopted in the leisure and tourism context (e.g. [START_REF] Garrod | Experiential Marketing of an Underground Tourist Attraction[END_REF][START_REF] Jurowski | An Examination of the Four Realms of Tourism Experience Theory[END_REF][START_REF] Li | Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context[END_REF][START_REF] Manthiou | The Experience Economy Approach to Festival Marketing: Vivid Memory and Attendee Loyalty[END_REF][START_REF] Mehmetoglu | Pine and Gilmore's Concept of Experience Economy and Its Dimensions: An Empirical Examination in Tourism[END_REF][START_REF] Morgan | Has the experience economy arrived? The views of destination managers in three visitor-dependent areas[END_REF]Morgan et al., , p. 2007;;[START_REF] Oh | Measuring experience economy concepts: Tourism applications[END_REF][START_REF] Yazıcı | Examining the effect of experiential marketing on behavioral intentions in a festival with a specific sport event[END_REF].

Another perspective is the "Experiential Marketing" concept of [START_REF] Schmitt | Experiential Marketing[END_REF]. In opposition to traditional marketing views consumers as rational decision-makers who care about functional features and benefits, [START_REF] Schmitt | Experiential Marketing[END_REF] pioneered a new approach called "Experiential Marketing" experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. [START_REF] Schmitt | Experiential Marketing[END_REF] also distinguished five different types of experiences, or so-called strategic experiential modules (SEMs), that marketers can create for customers which refer to sensory experiences, affective experiences, cognitive experiences, behaviors experiences, and social experiences. In tourism and leisure context, this framework has been used extensively in tourism research [START_REF] Can | The relation among experiential marketing, customer satisfaction, and behavioral intention: A study on food and beverage businesses[END_REF][START_REF] Li | Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context[END_REF][START_REF] Tsaur | The Visitors Behavioral Consequences of Experiential Marketing[END_REF]WanFei et al., 2012). In this vein, [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] had firstly introduced experiences provided by brands, called "Brand Experience" which includes four empirical dimensions: sensory experience, affective experience, intellectual experience, and behavioral experience.

As a new insight, [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF] argued the dominant logic of marketing has transformed from Goods-Dominant logic (G-D logic) to Service-Dominant logic (S-D logic). Goods-Dominant logic, in tradition, is focused on tangible resources and combined with the managerial marketing mix, has important limitations as regards understanding, interpreting, and acting in these market conditions [START_REF] Karpen | Linking SD logic and marketing practice: Toward a strategic service orientation[END_REF]. Besides, Goods-Dominant logic creating within the business and delivered to the customer and so value in exchange was paramount and value in use neglected [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. These limitations have led to the latest logic, Service-Dominant logic in which intangibility, exchange processes, and relationships are central [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF]. S-D logic emphasizes service as the common key factor in marketing and brings understandings of new marketing foundation where value is created through participation in a value creation network [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. This also highlights the role of customers in the co-creation of value [START_REF] Baron | Consumers as resource integrators[END_REF] throughout the design, production, delivery and consumption processes [START_REF] Payne | Co-creating brands: Diagnosing and designing the relationship experience[END_REF] as they exchange knowledge, skills, processes and core competencies with suppliers and other partners. Implementing, S-D logic brings a shift in attention from the traditional perspective on managing resources to managing the experience [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. S-D logic is particularly relevant in tourism management [START_REF] Blazquez-Resino | Service-Dominant Logic in tourism: The way to loyalty[END_REF]. The tourism sector is increasingly based on the customer's experience, showing that tourism providers and tourists interact more closely at all stages of their relationships [START_REF] Shaw | Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry[END_REF]. This approach recognizes "the active involvement of tourists in the development of their own experiences, in which value is created through the interaction process with the tourism destination's resources" [START_REF] Blazquez-Resino | Service-Dominant Logic in tourism: The way to loyalty[END_REF].

In another aspect, [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF] supposed that the customer's holistic experience can be viewed as a process that occurs across three stages including pre-consumption, the purchase and core experiences, to the post-experience (see Figure 1.1). During these processes, the value created is both enabled and judged by customers throughout this consumption process and not merely at the point of exchange [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. In "Experience marketing: a review and reassessment" article, [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF] explained the process of customers' holistic experience (see Figure 1.2). In the pre-experience stage, customer prepare for consumption by searching for information, imagining how the experience might be, planning and budgeting for the experience [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF] while on-site customer experience and postexperience stages, customers reach value from both engaging in the experience and from the consumption meanings they co-create [START_REF] Peñaloza | Further evolving the new dominant logic of marketing: From services to the social construction of markets[END_REF]. Customers obtain value from sensory experience, emotional, functional/utilitarian, relational, social, informational, novelty, and utopian. Following the experience, there are a number of outcomes from the consumer's perspective. A successful experience will have entertained and generated enjoyment. Customers may also have learned and developed new skills. They may experience nostalgia for the experience and can engage in fantasizing. Finally, customers also evangelize for an exceptional experience to persuade others to engage with it [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. From the above discussions, this dissertation will approach in the combination of the main perspectives of brand experience [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF], the Service-Dominant logic [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF]) and the consumption experience process [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF][START_REF] Tynan | Experience marketing: A review and reassessment[END_REF] to build the conceptual framework.

Firstly, from experience marketing perspectives, this study will approach the perspective based on the conceptualization of "Brand Experience" by [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] because this perspective highlights the key role of brand in consumption experience management process that [START_REF] Holbrook | The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun[END_REF]andPine &Gilmore's, 1998 perspectives had ignored. Schmitt et al., (2014, p.

731) indicated the vital role of brand in consumption as

Pre-Experience

• Activities:

-Imagining -Searching -Planning -Budgeting

Customer Experience

• Value Sources:

-Sensory -Emotional -Functional/Utilitarian -Relational -Social -Informational -Novelty -Utopian

Post-Experience

• Outcomes:

-Enjoyment -Entertaiment -Learning -Skills -Nostalgia -Fantasising -Evangelising

Pre-Experience

Customer Experience

Post-Experience

"Brands are increasingly lifestyles, and lifestyles constitute themselves as shared, symbolic consumptions" [START_REF] Aggarwal | When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism[END_REF][START_REF] Escalas | Self-Construal, Reference Groups, and Brand Meaning[END_REF][START_REF] Fournier | Consumers and Their Brands: Developing Relationship Theory in Consumer Research[END_REF].

According to this perspective, the function of brand is broadened and play a new role, "from being an identifier (such as an image or memory trace in people's heads linked to a name and messages) to a provider of experiences" (cited in [START_REF] Schmitt | The current state and future of brand experience[END_REF].

Secondly, in the lights of new domain logic in marketing perspective, we will approach based on the perspective of Service-Dominant logic [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF]) because S-D logic allow tourism providers to create a competitive advantage and emphasizes the vital role of customer in interaction and co-creation experience in value process management.

Thirdly, based on the perspectives of [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF]; [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF], this study approves that visitor's brand experience does not merely at the point of exchange, but takes place throughout the consumption experience process: pre-experience, on-site experience, and postexperience. In the other words, this is the theoretical background for this study to propose the process of brand experience includes three stages: antecedents of brand experience, brand experience, and consequences of brand experience.

Therefore, the combination of the above main perspectives (i.e., [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]; [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF] and [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF]; [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]) leads to the visitors' role in the term "brand experience" [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] within the S-D logic approach [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF]) and the consumption experience process [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF][START_REF] Tynan | Experience marketing: A review and reassessment[END_REF] has broadened. Visitors play a central role in the managerial experience process not only the passive role as receive stimulations from tourism providers but also the active role as participation in a value creation network and in the co-creation of value in visit's brand experience process. This is a reason for this study adding relational/social experience dimension in brand experience construct.

In addition, the combination of "brand experience" concept [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] and the consumption experience process [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF][START_REF] Tynan | Experience marketing: A review and reassessment[END_REF] showed that visitor' brand experience does not take place at the on-site stage, it is viewed as a part of the consumer's decision-making process in the continuous process from pre-visit to post-visit. This is the founded literature for this study that proposes the antecedents of brand experience and the consequences of brand experience.

As demonstrated in Figure 1.3, in this dissertation, the concept of brand experience [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF], which includes five dimensions: sensory, affective, intellectual, behavioral experience [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF][START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] and relational experience [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF] within Service-Dominant logic [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF] through the consumption experience process [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF][START_REF] Tynan | Experience marketing: A review and reassessment[END_REF], is adapted in a new context: tourism destination, specifically wine tourism destination to better understandings visitors' behaviors.

Taking this approach, the role of wine visitors is both passive and active roles in the experience management process that broader than the passive role in the definition of brand experience concept of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]. In this study, wine destination brand experience includes five dimensions: sensory WDBE, affective WDBE, intellectual WDBE, behavioral WDBE and social/relational WDBE. This study will add the fifth dimension: social/relational WDBE because wine destination experience is characterized by the importance of inseparability (Zeithaml et al.1985) and cocreation [START_REF] Prahalad | Co-creation experiences: The next practice in value creation[END_REF]) and as well as above discussions, wine visitors play both passive role (receive stimulations from tourism providers) and active role (co-creation experience through interaction technologies, websites, wine destination staff, wine members, etc…) in experience management process throughout three phases: antecedents of WDBE (i.e, event marketing, brand clues, marketing communication, WDBE, and antecedents of WDBE (i.e., brand equity, visitor judgement (satisfaction), behavior (revisit intention).

It is recognized that "countries, regions, places, and other geographical entities behave rather like brands" [START_REF] Papadopoulos | Country equity and country branding: Problems and prospects[END_REF] and "destination as a brand" is widely accepted in tourism (e.g., [START_REF] Cai | Cooperative branding for rural destinations[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF][START_REF] Pike | Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market[END_REF]. In wine tourism, wine destination as a brand is also recognized by many researchers (M. [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF]Vo Thanh & Kirova, 2018). So, this perspective also is accepted in this study to have a better understanding of the value of branding destinations. Moreover, this study will evaluate a wine destination based on the overall view, specifically in Bordeaux, France. While most of the previous research focusing on the visits to one wine destination as tasting rooms, wineries, cellar door, events, or festivals related to wine (e.g. [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Fountain | Making a connection: Tasting rooms and brand loyalty[END_REF][START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF], this study considers a wine tourism destination from a global viewpoint. We suppose that this approach gives a more comprehensive and diverse view of a wine tourism destination. -Destination is as a brand -Wine tourism destination as overall approach.

Wine tourism and its definitions

Wine tourism has become a vital phenomenon of tourism since the mid-to-late 1990s, when attraction the desire of a huge number of visitors to wine with relatively high purchasing power [START_REF] Brown | Linking wine preferences to the choice of wine tourism destinations[END_REF]. The research of wine tourism has been growing out of several existing areas of academic interest, including rural, special interest tourism (e.g. (Getz, 2000a;[START_REF] Hall | Wine tourism in New Zealand[END_REF][START_REF] Hall | Wine Tourism Around the World: Development, Management, and Markets[END_REF] and consumer behavior [START_REF] Asero | Wine tourism experience and consumer behavior: The case of sicily[END_REF]; R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF]X. Chen, Bruwer, et al., 2016;[START_REF] Dodd | Perceptual Dififerences Among Visitor Groups to Wineries[END_REF][START_REF] Dodd | Product, Environmental, and Service Attributes That Influence Consumer Attitudes and Purchases at Wineries[END_REF][START_REF] Park | When do they become satiated? An examination of the relationships among winery tourists' satisfaction, repeat visits and revisit intentions[END_REF][START_REF] Pelegrín-Borondo | Wine tourism and purchase intention: A measure of emotions according to the PANAS scale[END_REF][START_REF] Prayag | Do Satisfied Cellar Door Visitors Want to Revisit? Linking Past Knowledge and Consumption Behaviors To Satisfaction and Intention to Return[END_REF][START_REF] Ramos Higuera | Wine tourism: Predictors of revisit intention to micro, small and medium wineries on the Valle de Guadalupe wine route, Mexico[END_REF]V. Santos, Caldeira, et al., 2019). It has a growing interest area because of its potential to contribute to the economic development of wine regions and build a strong brand image for wine destinations as well as increase the completion power among them. It is also creative of value in the territories, as well in terms of turnover of image.

The concept of wine tourism is still undergoing considerable development. It is an important component of two industries: the wine production and the tourism industries which each have significant implications for regional economies, environments and lifestyles. For a long time stretching back as far as Greek and Roman times, wine and tourism have been an intimate connection for many people, however, recently this link has been recognized by the government, researchers and by the industries themselves [START_REF] Hall | Wine Tourism Around the World: Development, Management, and Markets[END_REF].

Definitions of wine tourism continue to evolve [START_REF] Bruwer | South African wine routes: Some perspectives on the wine tourism industry's structural dimensions and wine tourism product[END_REF]. Both academics and the wine and tourism industries have attempted to define wine tourism. There are numerous definitions of wine tourism which is also known as "enotourism", "oenotourism" and "vini-viticole". [START_REF] Macionis | Wine tourism in Australia[END_REF] and C. [START_REF] Hall | Wine tourism in New Zealand[END_REF] presented two wine tourism definitions. These, combined as "…visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors".

This definition identifies clearly key places in which wine tourism occurs and recognized that the main motivation of wine tourists is "the attributes of a grape wine". It has as a foundation of consumer studies of wine tourists [START_REF] Alant | Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors[END_REF][START_REF] Carlsen | Strategic issues in Australian wine tourism. Wine Tourism -Perfect Partners[END_REF][START_REF] Charters | Wine Tourism-A Thirst for Knowledge[END_REF][START_REF] Fountain | Making a connection: Tasting rooms and brand loyalty[END_REF]C. M. Hall & Mitchell, 2000;[START_REF] O'neill | Wine production and tourism: Adding service to a perfect partnership[END_REF]. In addition, [START_REF] Marzo-Navarro | Profile of a wine tourist and the correspondence between destination and preferred wine: A study in Aragon, Spain[END_REF] extended this definition by adding other aspects, such as local attractions or experiencing the lifestyle of the local people, for example, staying overnight at the vineyards. Arguing with the statement of [START_REF] Macionis | Wine tourism in Australia[END_REF][START_REF] Hall | Wine tourism in New Zealand[END_REF], [START_REF] Johnson | Wine tourism in New Zealand-A national survey of wineries[END_REF] supposed that the motivation and the desire of wine tourists can be more diverse. So, they broaden the demanding focus on a wine tourism definition, including "visitation to vineyards, wineries, wine festivals and wine shows for the purpose of recreation". This definition emphasizes the main purpose of wine tourists is recreation and shows clearly wine location as "visitation to vineyards, wineries, wine festivals and wine shows". Besides, we also agree with the thought of [START_REF] Hall | Wine Tourism Around the World: Development, Management, and Markets[END_REF] that it ignores much of the historical context of wine tourism. [START_REF] Getz | Critical Success Factors for Wine Tourism[END_REF] at the inaugural Australian Wine Tourism Conference approached wine tourism from three perspectives. Firstly, from the point of view of wine producers who find opportunities to show their different characteristics, "educate" tourists and increase sales through selling their product directly. Secondly, from the point of view of tourism agencies or tourism regions which can add value to develop a destination and wine-producing traditions. Finally, from the viewpoint of consumers, wine lovers and those who have demand finding a diversified product and benefit from new experiences. So, wine tourism is defined that "Wine tourism is as travel related to the appeal of wineries and wine country, a form of niche marketing and destination development, and an opportunity for direct sales and marketing on the part of the wine industry".

Moreover, [START_REF] Getz | Critical success factors for wine tourism regions: A demand analysis[END_REF] presented wine tourism both as a type of consumer behavior, such as a strategy by which destinations develop and market attractions and related images to wine and at the same time as an opportunity for winegrowers to make know their products to consumers and make direct sales additional.

Western Australian Wine Tourism Strategy (2000) defined wine tourism is as "…travel for the purpose of experiencing wineries and wine regions and their links to

[Australian] lifestyle. Wine tourism encompasses both service provision and destination marketing".

A later definition suggested in the recently prepared Atout France (2017) attempts to consolidate existing research, at the border of cultural tourism and gastronomic tourism, wine tourism is defined as "…the set of benefits related to tourism accommodation related to viticulture and allows the discovery of the wine, regions and local residents".

In France, the vine and the wine contribute promoting heritage, landscapes, regional traditions and the art of living in the French way. The enotourism services are at the image of the diversity of our terroirs wine-growing:

-tourist harvesting;

-visits to wineries, castles and houses of wines;

-welcome to the cellar at the winemaker's;

-wine route itinerancy;

-walks and hikes through the vineyard;

-agritourism services -visits to wine museums, wine villages;

-parties, events around the wine;

-commented tastings in dedicated places (wine bars, etc.);

-courses and conferences in wine academies;

-business tourism offers around the wine;

-vinotherapy offers.

In conclusion, in this study, in order to be suitable for the purpose of research, wine tourism is defined as "wine tourism is visitation to vineyards, wineries, wine festivals and wine shows not only for wine tasting and/or experiencing the attributes of a grape wine region (C. [START_REF] Hall | Wine tourism in New Zealand[END_REF] and experiencing the lifestyle of the local people [START_REF] Marzo-Navarro | Profile of a wine tourist and the correspondence between destination and preferred wine: A study in Aragon, Spain[END_REF] but also for recreation [START_REF] Johnson | Wine tourism in New Zealand-A national survey of wineries[END_REF]) [START_REF] Luu | Wine tourism destination: Effects of brand experience on visitor behavior and mediating roles of brand image, brand loyalty, and visitor satisfaction[END_REF].

As the briefly the definitions of wine tourism in the marketing literature, while extensive broadly in their application of these definitions, we suppose that wine tourism has not only occurred from vineyards, wineries, wine festivals and wine shows, but also happened away from the cellar door, tasting room, wine bars, wine restaurants, wine museums. From the point of review, for the purpose of this research that Bordeaux as an overall wine destination, we agree with the definition of wine tourism by Atout France 2017 that is used in this study because of its universality and it also While most of the previous research focusing on the visits to one wine destination as tasting rooms, wineries, cellar door, events, or festivals related to wine (e.g. [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Fountain | Making a connection: Tasting rooms and brand loyalty[END_REF][START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF] this study considers Bordeaux, as a wine tourism destination from a global viewpoint, which includes vineyards, wine events, "La cite du vin" museum, wine restaurants, wine bars, etc. which is also suitable with the definition of wine tourism by Atout France (2017). We suppose that this approach gives a more comprehensive and diverse view for a wine tourism destination. Experience concept is recognized as a difficult concept to grasp because of the combination of the concept having both a noun and a verb form [START_REF] Tafesse | Conceptualization of Brand Experience in an Event Marketing Context[END_REF]. The American Heritage Dictionary defines experience as the noun is "the apprehension of an object or emotion through the senses", and experience as the verb is "to participate in personally, undergo" [START_REF] Joy | Speaking of Art as Embodied Imagination: A Multisensory Approach to Understanding Aesthetic Experience[END_REF].

Experience has been the topic of academic research in various sectors, including philosophy, cognitive science, and marketing [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF].

The early contributions were coined in philosophy which an entire branch of itphenomenology has fully devoted to investigating experience concept as its noun form. Phenomenology analyzes experience principally as the acquisition and interpretation of perceptual content, that is, information transferred and represented to subjects through their sensory qualities, including sight, audition, touch, scent, and gustation [START_REF] Bayne | Perception and the Reach of Phenomenal Content[END_REF][START_REF] Siegel | The Contents of Perception[END_REF][START_REF] Snowdon | The Objects of Perceptual Experience[END_REF].

Through senses, perceptual content is originated from the understanding of happenings such as objects, symbols, events, and ideas, among others (see [START_REF] Tafesse | Conceptualization of Brand Experience in an Event Marketing Context[END_REF].

Moreover, phenomenology also highlighted two contrasting theses: externalism and internalism in explaining how perceptual content is interpreted. Externalism thesis about experience content (or experience-content externalism) indicates that "subjects alike in properties that are intrinsic to them need not share the same experience contents". If experience-content externalism is true, then what makes it the case that an experience has the content it does depends on external relations to things outside the subject's skin, such as social relations between the subject and others, or causal relations to things in the environment. In opposite, internalism thesis supposes that "experience content is determined entirely by the individual's intrinsic properties". Total experience-content internalism indicates that all experience content is determined by the individual's intrinsic properties (i.e., that two subjects alike in all intrinsic respects will have exactly the same experiential contents). Partial experience-content internalism shows that there is a sort of experiential content that is determined by a subject's intrinsic properties (i.e., two subjects alike in all intrinsic respects will have the same experiential contents of this sort (see [START_REF] Siegel | The Contents of Perception[END_REF]. Therefore, phenomenology views experience as a largely perceptual phenomenon led to the formation of meanings and belief sets [START_REF] Tafesse | Conceptualization of Brand Experience in an Event Marketing Context[END_REF].

The experience concept in marketing research

One of the first academic articles that discussed and conceptualized experiences in detail in marketing was [START_REF] Holbrook | The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun[END_REF] -"The Experiential Aspects of Consumption:

Consumer Fantasies, Feelings, and Fun"whose pioneering works addressed these subjectivelybased experiential perspectives into the field of consumer research and described consumption experience as a complex phenomenon involving fantasies, feelings, and fun (three Fs). Since then, experience marketing evolved as a distinct research stream in the marketing field [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. This notion plays a key component in understanding consumer behavior [START_REF] Carù | Revisiting consumption experience: A more humble but complete view of the concept[END_REF] and stimulates recognition of the need for a deeper understanding of behavior through investigating the overall consumption experience [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. In the vein, [START_REF] Hirschman | Experience seeking: A subjectivist perspective of consumption[END_REF] paid attention on experience seeking types, and differentiated cognition seeking, sensation seeking, and novelty seeking. In 1994, in their seminal works, Holbrook highlighted that consumers' activity level play the important role in generating customer value, by linking active (passive) consumer states to high (low) collaboration opportunities [START_REF] Holbrook | The Nature of Customer Value: An Axiology of Services in the Consumption Experience[END_REF]. In 2000, Holbrook continued to extend the "experiential" aspects of the consumption experience include the "four Es" of experience, entertainment, exhibitionism and evangelizing [START_REF] Holbrook | The Millennial Consumer in the Texts of Our Times: Experience and Entertainment[END_REF].

At the end of the '90s, a couple of books appeared that indicated that experiences were at the center of a "new economy" and a new way of marketing [START_REF] Schmitt | The current state and future of brand experience[END_REF]. In The Experience Economy, Pine & Gilmore (1998) discussed the progression of economic value at a societal level through four stages, from a commodity stage before the Industrial Revolution, to a manufacturing stage as a result of the Industrial Revolution and into the service economy of the twentieth century.

With the "new economy", the economy was now entering a fourth stage, called "the experience economy", in which the highest-value economic offerings would no longer be products or services but experiences that are entertaining and educational in nature (Figure 1.4). In this progression, the pricing will increase when new values are added to the offerings, thus, experiences are not only an economic phenomenon but also offer new consumption motivations [START_REF] Gelter | Total experience management: A conceptual model for transformational experiences within tourism[END_REF]. [START_REF] Pine | The experience economy: Work is theatre & every business a stage[END_REF] to move from the features-and-benefits approach toward marketing to customer experiences. Managers need to consider new concepts, new approaches, and new structures and processes within their organizations to capitalize on the opportunities offered by experiential marketing" (Schmitt, 2010, p. 16) In a remarkably similar vein, in Experiential Marketing, [START_REF] Schmitt | Experiential Marketing[END_REF] pioneered a new approach called "Experiential Marketing" which referred to experience marketing's customer-oriented focus on experiences in the opposition of traditional marketing's product-oriented focus on "functional features and benefits". The development of marketing activities of main companies had moved from "functional-features and benefits marketing" toward "marketing experiences". At the turn of the new millennium, three marketing trends: the omnipresence of information technology, the supremacy of the brand and the ubiquity of communications and entertainment have attributed to this development [START_REF] Schmitt | The current state and future of brand experience[END_REF]. [START_REF] Schmitt | Experiential Marketing[END_REF] argued that customers do not only attend in rational choice, but are just as frequently driven by emotions. As a consequence, Schmitt called for an eclectic, multi-method research approach to studying experiences that focuses on customer insight. As an outcome, the definition of experience marketing is usually broadened as any form of customer-focused marketing activity that creates a connection to customers. Based on this broad viewpoint, "experiences may be evoked by products, packaging, communications, in-store interactions, sales relationships, events, and the like. They may occur as a result of online or offline activities" (Schmitt, 2010, p. 63 (ExPros) that encompass communications, visual and verbal identity and signage, product presence, co-branding, spatial environments, electronic media, and people (Schmitt, 1999, p. 62). To have a comprehensive view of the experiential marketing and brand experience concept, this study search articles contain two main keywords: "brand experience" or "experience marketing".

After screening, 65 studies are selected (see Table 1.1) from 44 journals and conferences (see Table 1.2). Furthermore, the relationship between attitudes and intentions is strongest for holistic consumers and weakest for utilitarian consumers.

In another research, the direct and indirect relationship between brand experience and brand loyalty is confirmed [START_REF] Iglesias | The role of brand experience and affective commitment in determining brand loyalty[END_REF]. These authors propose that the relationship is mediated by affective commitment for all three product categories that were studied (cars, laptops and sneakers).

In the vein, [START_REF] Zarantonello | The impact of event marketing on brand equity[END_REF] conduct field research with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events). The result reveals that brand experience mediates the relationship between pre-event and post-event brand equity in all types of events as well as also indicates that event attendance has a positive impact on brand equity.

Building on the work of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]; [START_REF] Iglesias | The role of brand experience and affective commitment in determining brand loyalty[END_REF] the purpose of [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF] empirical research is to examine brand experience scale in a service brand context includes five dimensions: sensory, affective, intellectual, behavioral and relational. They extend the brand experience scale four dimensions of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] by the additional dimension, relational experience which is particularly relevant for service brands. The results reveal significant impacts of dimensions of brand experience on brand personality, brand satisfaction and brand loyalty. In this line, to deepen understandings on the important role of customer co-creation in brand experience, [START_REF] Nysveen | Influences of Cocreation on Brand Experience[END_REF] examine the influence of customer co-creation participation on customers' brand experience, brand satisfaction and brand loyalty in the article "Influence of co-creation on brand experience. The role of brand engagement".

The relationship between brand experience and brand equity is beginning to receive attention in empirical research in Indian hospital services context by S. R. [START_REF] Kumar | The nature and antecedents of brand equity and its dimensions[END_REF]. The brand experience scale of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] is adopted and three items developed for the study. S. R. [START_REF] Kumar | The nature and antecedents of brand equity and its dimensions[END_REF] find that brand experience dimensions positively influence consumer-based brand equity. Similarly, in Starbuck brands in Taiwan, [START_REF] Cleff | Can You Feel It? -The Effect of Brand Experience on Brand Equity[END_REF]) use Schmitt's (1999) five categories: sense, feel, think, act, and relate instead of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] because they perceive this scale to be essential to examine brand experience in the 21st century than [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF], and based on the widely recognized dimensions of [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF] [START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF], in catering industry (Moreira et al., 2017a), in tableware brands [START_REF] Hepola | The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement[END_REF], in Nespresso products [START_REF] Pina | The influence of brand experiences on consumer-based brand equity[END_REF], in banking service [START_REF] Iglesias | How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy[END_REF].

Furthermore, the conceptualization of brand experience has been investigated in the relationships with other variables in different brand contexts, such as in consumer products, electronics, and fastfood, Australia [START_REF] Ramaseshan | Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships[END_REF]; in perfume and bath soap [START_REF] Francisco-Maffezzolli | Construing loyalty through brand experience: The mediating role of brand relationship quality[END_REF], in mobile phone and mobile services brands, Egypt [START_REF] Ebrahim | A brand preference and repurchase intention model: The role of consumer experience[END_REF], Taiwan (C.-C. [START_REF] Huang | The impacts of brand experiences on brand loyalty: Mediators of brand love and trust[END_REF], India (V. Kumar & Kaushik, 2018a); in coffeehouse brands, USA (Y. G. [START_REF] Choi | Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty: An empirical analysis of coffeehouse brands[END_REF]; in retail service luxury store, Vietnam [START_REF] Ngo | Perceptions of others, mindfulness, and brand experience in retail service setting[END_REF]; in airline and hotel brands, China [START_REF] Xie | Brand experience and customer citizenship behavior: The role of brand relationship quality[END_REF]; in restaurant brands [START_REF] Khan | Development of a scale to measure hotel brand experiences[END_REF][START_REF] Ong | Impact of brand experience on loyalty[END_REF]; in automobile [START_REF] Dwivedi | Brand experience and consumers' willingnessto-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness[END_REF]; in luxury brands [START_REF] De Kerviler | Luxury brand experiences and relationship quality for Millennials: The role of self-expansion[END_REF][START_REF] Zollo | Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience[END_REF].

Brand experience in tourism destination context

Based on our work in summary of the presentative studies from the experience marketing and brand experience concept in various context, Table 1.1 shows that there is a considerable amount of research focusing on various product and service brands context, however, limited studies of brand experience in the tourism destination.

Based on frameworks of [START_REF] Schmitt | Experiential Marketing[END_REF], the experience marketing concept has extended in tourism destinations in several studies by using the experience scale includes five dimensions (sense, feel, think, act and relate) such as in Taipei Zoo [START_REF] Tsaur | The Visitors Behavioral Consequences of Experiential Marketing[END_REF]; in Wetland parks in Zhejiang, China (WanFei et al., 2012).

Until 2014, the conceptualization of brand experience [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] has just expanded in tourism destination by [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF] works. [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF] In another research, Y. C. [START_REF] Chen | Experiencing the destination brand: Behavioral intentions of arts festival tourists[END_REF] adapt brand experience scale of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] to predict behavioral intentions based survey at the Kaohsiung Spring Arts Festival in Taiwan.

However, the results of factor analysis show that brand experience is included two factors:

emotional experience, and behavioral experience which best explained respondents' future behavioral intentions. Besides, Jiménez [START_REF] Barreto | The online destination brand experience: Development of a sensorial-cognitive-conative model[END_REF] explore the role of two dimensions of online destination brand experience: sensations and cognitions experience in the relationships between destination website quality, attitude toward destination website and intention to revisit/recommend, as well as the directionality of the sensorial-to-cognitive experience.

Significant differences are observed depending on the users' prior experience with the destination and their generational cohort (millennials vs. non millennials).

Recently, [START_REF] Rahman | An integrative model of consumer-based heritage destination brand equity[END_REF] examine brand experience in heritage tourism destination and they found its positive impact on cultural intelligence, destination loyalty and consumer-based heritage destination brand equity. Moreover, Jiménez [START_REF] Barreto | Linking the online destination brand experience and brand credibility with tourists' behavioral intentions toward a destination[END_REF] develop a multimethod approach using a projective technique, an online experiment, and a multigroup analysis with five official destination platforms (the website, Facebook, Instagram, Twitter, and YouTube) and confirm that positive direct and indirect relationships among online destination brand experience (sensory and cognitive experience) and users' intentions to visit/recommend.

Brand experience in wine tourism destination context

To have a more deepen understanding of the brand experience in wine destination context, in this session, we first present an overview of the wine tourism experience, then analyze the experience approach in wine tourism, and finally, wine destination brand experience and its dimensions have shown.

a. Overall wine tourism experience

Since [START_REF] Holbrook | The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun[END_REF] completed the most general experience construct definitions as the facets of consumer behavior that relate to the fantasies, feelings, and fun aspects of one's experience with products, research on consumption experience has received growing attention.

Pine & Gilmore, (1998) addressed that economic value at a societal level has transfer into the fourth stage: "the experience economy". Alongside the growth of the experience economy, people tend to see lifetime as an experimental project in which the pursuit of the good lifeone of contentment, pleasure, and happiness [START_REF] Van Boven | To Do or to Have? That Is the Question[END_REF]. In wine tourism, the demand of wine tourists is not only developing and enhance, but also becomes more experienced, sophisticated and demanding. To be distinguished and differentiated from competitive destinations, wine destinations have to creative diversity experiences to attract and satisfy wine tourists (Sigala & Robinson, 2019a, p. 139). Thus, experience is evaluated as a central function in destination branding [START_REF] Pine | Welcome to the experience economy[END_REF], a determinantal factor of the success of a destination in wine tourism [START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF]X. Chen, Bruwer, et al., 2016;[START_REF] Pikkemaat | The staging of experiences in wine tourism[END_REF][START_REF] Quadri-Felitti | Experience economy constructs as a framework for understanding wine tourism[END_REF] and possibly gain a competitive advantage over its competitors [START_REF] Hall | Wine Tourism Around the World: Development, Management, and Markets[END_REF]Ritchie & Hudson, 2009).

Beyond wine tasting, wine tourism relates more complex experiences because this area is the combination of various services, facilities, and activities included in wine tourism products [START_REF] Carmichael | Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada[END_REF][START_REF] Quadri-Felitti | Experience economy constructs as a framework for understanding wine tourism[END_REF]. Besides, wine tourism is wide considered a specifical sector of tourism that includes activities of three levels of production: vineyard management of grape (primary area), wine production (secondary area), and accommodations and restaurants located in wine regions (tertiary area) [START_REF] Brochado | Wine tourism: A multisensory experience[END_REF]C. M. Hall et al., 2000).

Wine tourists visit vineyards, wineries, cellar doors, wine festivals and wine shows, as well as engaging in wine tasting, experiencing wine regions and enjoying scenery [START_REF] Carlsen | A Review of Global Wine Tourism Research[END_REF].

Wine tourism experience is the paradigm of complex and multiple stages includes five phases previsit period (planning and anticipation), travel to, destination/on-site trip, travel from, and postvisit (reminiscence) (R. [START_REF] Mitchell | Wine tourism and consumer behaviour[END_REF] In the pre-visit phase, wine tourists search the information of wine experiences in the region from TV or the winery's website at home, drinks wine at restaurants, shop and wine festivals previous to their trip to the winery (L. I. Nowak & Newton, 2008 cited by T. H. [START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF].

Besides, wine visitors seek wine product information (e.g., varietals produced by region) as well as information about specific wineries and the physical characteristics of the wine region. They also search aesthetic and hedonic information about what the wine tourism experience will be like and information indirectly related to the wine visit, but affect their overall trip experience (e.g.

other attractions in the area) [START_REF] Neilson | Using winery web sites to attract wine tourists: An international comparison[END_REF]. Despite using internet was more predominant in the pre-trip planning stage than on-site trip but the development of new technology and digital innovation along with the widely available of wireless access, it seems quite feasible that many secondary decisions could be made on route, and some types of information, such as driving directions, may be accessed by visitors during both the pre-trip and on-site stages (S. [START_REF] Choi | What does the consumer want from a DMO website? A study of US and Canadian tourists' perspectives[END_REF][START_REF] Garibaldi | Technologies for enhancing wine tourism experience[END_REF].

Nowadays, the internet and the social media have been confirmed as the main element impacting both wine tourism consumers/visitors of their wine tourism experience and wine (tourism) suppliers (Thach et al., 2016). With tourist empowerment, towards a more dynamic behavior in the experience creation (S.-R. Kim et al., 2016), technology contributes to their transformation, supporting tourists at all stages of the experience, pre, on-site and post journey (Sfodera, 2011 cited in [START_REF] Garibaldi | Technologies for enhancing wine tourism experience[END_REF] that influence positively visitors' experience and play a key factor on increasing visitors' satisfaction [START_REF] Lemoine | LES USAGES DU SMARTPHONE POUR DECOUVRIR UNE DESTINATION TOURISTIQUE ET SES CONSEQUENCES SUR L'EXPERIENCE TOURISTIQUE[END_REF], 2018). The development of technology has increased online wine intermediaries to enhance their business model and to further extend the sources of information-based power that wine visitors can access and use to facilitate and enrich their decision-making processes. Indeed, based on the model of these wine tech companies, the role of wine visitors has transferred from passive visitors to active co-creators, codesigners, co-marketers and even co-inventors of theirs own personalized wine tourism experience.

Wine visitors is not only improve, renew but also enrich to the sources of information-based power enabled by internet technologies, example, they can design their own personalized wine tour and/or wine experience (e.g. cellar door dinner or degustation) or access to wine experts and producers in order to produce their own wine based on the list of categorized information in website (see [START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF].

From wine tourism literature viewpoint, the previous research into the on-site experience of visitors has dominantly investigated than other phases (R. D. [START_REF] Mitchell | Seasonality in New Zealand Winery Visitation[END_REF]. Based on the earlier foundation research of [START_REF] Carlsen | A Review of Global Wine Tourism Research[END_REF] and [START_REF] Mitchell | Wine Tourism Research: The State of Play[END_REF], [START_REF] Gómez | Wine tourism research: A systematic review of 20 vintages from 1995 to 2014[END_REF] supported that wine tourism research has transferred into the increasing understanding of the experiential connection of the wine industry, wine regions, and wine tourist. There have been a number of attempts to explore the nature of wine tourism experience [START_REF] Ali-Knight | An exploration of the use of 'extraordinary 'experiences in wine tourism[END_REF][START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Brochado | Wine tourism: A multisensory experience[END_REF][START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF][START_REF] Brzovska | The experience economy approach-An empirical examination in wine industry[END_REF][START_REF] Capitello | Tourism experiences and wine experiences: A new approach to the analysis of the visitor perceptions for a destination. The case of Verona[END_REF][START_REF] Charters | Younger Wine Tourists: A Study of Generational Differences in the Cellar Door Experience[END_REF]X. Chen, Goodman, et al., 2016;[START_REF] Cohen | The important dimensions of wine tourism experience from potential visitors' perception[END_REF][START_REF] Correia | Wine Tourism Experiences and Marketing: The Case of the Douro Valley in Portugal[END_REF][START_REF] Cristófol | Transmission of Place Branding Values through Experiential Events: Wine BC Case Study[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF][START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF][START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF], 2020a;[START_REF] Madeira | Wine Tourism: Constructs of the Experience[END_REF][START_REF] Martins | A multisensory virtual experience model for thematic tourism: A Port wine tourism application proposal[END_REF]L. I. & Sparks, 2006;V. Santos, Caldeira, et al., 2019;[START_REF] Santos | Developing a Wine Experience Scale: A New Strategy to Measure Holistic Behaviour of Wine Tourists[END_REF]Sigala & Robinson, 2019b;[START_REF] Stergiou | The winery experience from the perspective of Generation Z[END_REF]Vo Thanh & Kirova, 2018).

Charters & Ali-Knight (2002, p.312) indicated that "…the wine tourism experience can be can be provided in many ways, the most notable being events and festivals, cultural heritage, cuisine, hospitality, education, tastings and cellars, wine sales at the cellars and winery walks"

Indeed, the prior research has been investigated to more understand the nature of wine tourism experience according to different approaches. To foodies and wine lovers, food-and-wine go together, provides the perfect combination of culinary experience and the main attraction of wine tourism [START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF]. Tasting local food and wines offers uniqueness and authenticity experiences, as a results visitors get involved in higher memorabilia in each destination visited (H. A. [START_REF] Williams | Attributes of Memorable Gastro-Tourists' Experiences[END_REF]. Far away the simple tasting, the temporary of wine visitors require more demand, they prefer to learn something novelty while having entertainment [START_REF] Goossens | Tourism information and pleasure motivation[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF][START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF], so food-and-wine experiences are reflected by an enrich in educational experiences through cooking classes or wine-making workshops [START_REF] Axelsen | Designing Festival Experiences to Influence Visitor Perceptions: The Case of a Wine and Food Festival[END_REF][START_REF] Charters | Wine Tourism-A Thirst for Knowledge[END_REF][START_REF] Galloway | Sensation seeking and the prediction of attitudes and behaviours of wine tourists[END_REF][START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF][START_REF] Rachão | Food-and-wine experiences towards co-creation in tourism[END_REF]Sparks, 2007a).

Besides seeking novelty experience, wine visitors are seeking pleasure or "hedonic" experience [START_REF] Holbrook | The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun[END_REF] that has found in the culmination of a number of unique experiences, including surrounding environment, ambiance, atmosphere, regional culture, and local wine and food [START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF]. Additionally, the combination of parameters such as culinary/gastronomic, local human capital, local knowledge, and creativity, offer material for "authentic" and signature local experiences, and this is exactly what millennials interest [START_REF] Rachão | Food-and-wine experiences towards co-creation in tourism[END_REF][START_REF] Stone | Elements of Memorable Food, Drink, and Culinary Tourism Experiences[END_REF]. To be more attractive, wine destinations offer immersive "entertainment" and "escapist" activities that combine wine, art, music, festival, cultural heritage [START_REF] Garibaldi | Creating tourism experiences combining food and culture: An analysis among Italian producers[END_REF][START_REF] Getz | Critical success factors for wine tourism regions: A demand analysis[END_REF][START_REF] Hsu | Music and wine tasting: An experimental neuromarketing study[END_REF][START_REF] Williams | Positioning Wine Tourism Destinations: An Image Analysis[END_REF].

Wine is itself art (Sigala & Robinson, 2019a) and wine visitors search experiences through consuming wine, enjoying typical places, exploring signs of wine at wine place and visiting the beauty of winescape -the cultural, environmental, and human improvements of the wine landscape -reflect wine tourists' esthetic motivation [START_REF] Bruwer | The hedonic nature of wine tourism consumption: An experiential view[END_REF][START_REF] Carmichael | Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada[END_REF][START_REF] Cohen | The important dimensions of wine tourism experience from potential visitors' perception[END_REF]Vo Thanh & Kirova, 2018). In the process of searching experience to receive additional value, wine tourist strives for individuality, is more flexible at short notice, is economically independent and more price sensitive [START_REF] Pikkemaat | The staging of experiences in wine tourism[END_REF], they encountering, undergoing, or living more than one of the four experience: educational, entertainment, esthetic and escapist experience in the 4Es framework of Pine & Gilmore (1998), these experience, are the results of interactive activities that provide sensory, affective, intellectual, behavioral, social/relational experience between visitors and wine destination suppliers.

Generally, in wine tourism literature, most of these have been quantitative research to provide insight into the nature of experience, in contrast, few studies of qualitative data supported the key results. The qualitative data in the research of R. [START_REF] Mitchell | Scenery and Chardonnay': A Visitor Perspective of the New Zealand Winery Experience[END_REF] addressed that the vital part of the experience is the interaction with the staff, including, service, hospitality, learning about wine from others (cited in R. [START_REF] Mitchell | Wine Tourism Research: The State of Play[END_REF]. Others have also emphasized the outstanding of the service encounter at the winery and cellar door (e.g. [START_REF] Carmichael | Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada[END_REF][START_REF] Charters | Experiencing "real" service at the winery tasting room[END_REF][START_REF] Charters | Service Quality at the Cellar Door: A Comparison Between Regions[END_REF][START_REF] Dodd | Opportunities and Pitfalls of Tourism in a Developing Wine Industry[END_REF][START_REF] Marlowe | Winery Tasting-Room Employee Training: Putting Wine First in Oregon[END_REF]Olsen & Thach, 2006;[START_REF] O'neill | Wine production and tourism: Adding service to a perfect partnership[END_REF]. To provide memorable experiences to wine visitors, human service quality with training staff ensuring excellence at all times is fundamental to create brand loyalty and increase sales as well as reflect the success of a wine tourism operation.

The experience at the pre-visit and on-site phases can be viewed as a form of marketing because a wine visitor can create an affection connection and co-creation activities with wine destination (T.

H. [START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF]. This can lead to an argument that there is fewer research into the postvisit experience of wine visitors (R. [START_REF] Mitchell | Wine Tourism Research: The State of Play[END_REF]. However, recently several authors has provided any insights into the post-visit behavior of wine visitors (e.g., R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF][START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF]J.-Y. Park et al., 2018;[START_REF] Prayag | Do Satisfied Cellar Door Visitors Want to Revisit? Linking Past Knowledge and Consumption Behaviors To Satisfaction and Intention to Return[END_REF][START_REF] Quintal | Incorporating the winescape into the theory of planned behaviour: Examining 'new world' wineries[END_REF][START_REF] Ramos Higuera | Wine tourism: Predictors of revisit intention to micro, small and medium wineries on the Valle de Guadalupe wine route, Mexico[END_REF][START_REF] Santos | Consumer behaviour in wine tourism: Involvement, destination emotions and place attachment in the wine tourist behaviour during the Porto wine cellars visits context[END_REF]V. Santos, Caldeira, et al., 2019;[START_REF] Troisi | Evaluating festival attributes adopting S-D logic: The mediating role of visitor experience and visitor satisfaction[END_REF].

The pre-visit and on-site experience are the most important factors that influence visitors' intention revisit [START_REF] Ramos Higuera | Wine tourism: Predictors of revisit intention to micro, small and medium wineries on the Valle de Guadalupe wine route, Mexico[END_REF]. Post-visit consumption, make repeat visits and word-of-mouth intention are subsequent wine destination visits and a part of a longer-term relationship toward destination and its wine as well as the degree of gratification with these experiences (R. [START_REF] Mitchell | Wine Tourism Research: The State of Play[END_REF].

b. Experiential marketing in wine tourism

The nature of wine tourism is to offer hedonic and sensory experience [START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF], therefore, it is so logical suggestion that wine tourism is one of the most suitable areas to inherit and expand the body of consumption experience literature. Paradoxically, there has been little academic research on the experiential marketing perspective in wine tourism.

A general review of literature, studies on experiential marketing in wine tourism have been investigated from different perspectives. Among them, there are two main approaches: "Experience

Economy" with the four realms framework (the 4Es model) [START_REF] Pine | Welcome to the experience economy[END_REF] and "Experiential Marketing" with the strategic model of experiential marketing [START_REF] Schmitt | Experiential Marketing[END_REF] ( see In wine tourism, the 4Es framework has been applied by [START_REF] Pikkemaat | The staging of experiences in wine tourism[END_REF] to measure the potential of experience-orientation of the South Tyrolean Wine Routes. In an empirical study, D.

L. [START_REF] Quadri-Felitti | Experience economy constructs as a framework for understanding wine tourism[END_REF], 2013) Except these studies have applied all experiential marketing components, there are also more studies that have focused on single or multiple experiential marketing components to varying degrees. Each dimension of the 4Es model has been explored in different studies. Going beyond tasting wine or purchasing wine, the main motivation of wine tourists is the desire of education experience, whereby they broaden their knowledge and skills [START_REF] Ali-Knight | The Winery as educator: Do wineries provide what the wine tourist needs? ECU Publications Pre[END_REF][START_REF] Bruwer | The hedonic nature of wine tourism consumption: An experiential view[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF]. A wine tourism destination that attracts wine visitors to experience cultural destination, site, event, festival specifically regarded to wine and viticulture as entertainment experience [START_REF] Getz | Event tourism: Definition, evolution, and research[END_REF]Quadri-Felitti & Fiore, 2016, p. 399;[START_REF] Yuan | An analysis of wine festival attendees' motivations: A synergy of wine, travel and special events?[END_REF].

Wine is art in itself, so it can easy for wine tourists to find connotations of art and esthetic experience in all aspects of wine (tourism) businesses: when people make, drink/experience and/or purchase and trade wine, wine-related experiences and settings (Sigala & Robinson, 2019b, p. 221).

Through sensory experience with the winescape, consisting of cultural, environmental and societal improvements to viticultural landscape, wine tourists can explore the esthetic experience [START_REF] Bruwer | The hedonic nature of wine tourism consumption: An experiential view[END_REF][START_REF] Bruwer | Wine Tourists' Destination Region Brand Image Perception and Antecedents: Conceptualization of a Winescape Framework[END_REF][START_REF] Carmichael | Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada[END_REF]. Along with enjoying in at the winescapes, wine tourists may also actively engage in the escapist experience, abundant in the natural, rural setting of wine regions (Quadri-Felitti & Fiore, 2016).

Another perspective is the "Experiential Marketing" [START_REF] Schmitt | Experiential Marketing[END_REF] concept and framework which encompasses five experiences of sensing, feeling, thinking, acting and relating to constructs. In wine tourism, Lee & Chang (2012) used Schmitt's scale in Taiwan's winery and the analytical results indicated that the experience of experiential marketing is the precedent variable of satisfaction and loyalty intentions among wine tourists. More recently, with the same framework, the studies of V. Santos, Caldeira, et al., (2019); Santos, Santos, et al., (2019) Each dimension of Schmitt' experiential marketing concept has been also investigated to varying degrees. Empirical research highlights the importance of the sensory experience as a key factor in engaging and co-creating value between wine visitors and wine destination, when compared with others as affective, intellectual, behavioral and relational experience (e.g. [START_REF] Brochado | Wine tourism: A multisensory experience[END_REF][START_REF] Martins | A multisensory virtual experience model for thematic tourism: A Port wine tourism application proposal[END_REF]Santos, Caldeira, et al., 2019). According to Getz (2000, p. 2), wine tourism experience is complete sensory experience that includes five senses: taste, smell, touch, sight, hearing. Sensory experience plays a central role in the process of facilitating positive memorable experiences, engaging consumers emotionally and intellectually as well as impacts on loyalty and future behavioral intentions [START_REF] Agapito | Tourists' memories, sensory impressions and loyalty: In loco and post-visit study in Southwest Portugal[END_REF][START_REF] Brochado | Wine tourism: A multisensory experience[END_REF]V. Santos, Caldeira, et al., 2019), and their role and relevance go beyond the impressions of visual and gustative (V. Santos, Caldeira, et al., 2019).

In general, in wine tourism experience literature view, the experiential marketing concept is an interesting topic with diverse aspects of experiences which have concerned by academics and practitioners, however, measurement research still needs further development. To our knowledge, an overview, there is scant research about the experiential marketing for a wine tourism destination, more especially, the empirical research focuses on experiential marketing in French wine tourism context is just emerged (e.g. [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Bourgoin | Transformer la visite au domaine en expérience mémorable d'oenotourisme, oenotourisme et marketing expérientiel[END_REF][START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF]Vo Thanh & Kirova, 2018). Besides, in this line, studies using the 4Es framework of [START_REF] Pine | Welcome to the experience economy[END_REF] are more dominant than those using experience marketing of [START_REF] Schmitt | Experiential Marketing[END_REF]. Moreover, there is extremely scant research about experiential marketing related to brand experience for a wine tourism destination, only existing limited investigation as [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF] with Branded Marketing Events term. Thus, in this study, it is so logical to expand the body of the experiential marketing in wine tourism by measuring and adapting the concept of brand experience which was the first coin of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] for a wine tourism destination in Bordeaux as an overall wine tourism destination.

Next session, we will provide a deep understanding of the brand experience concept and wine (tourism) destination brand experience (WDBE).

c. Wine destination brand experience

To expand the brand experience concept, some authors start to explore this construct in wine tourism context, however, brand experience research in wine tourism has just emerged. As Table 1.1 elucidates that there is dominant research on the experiential marketing and brand experience in product and service context, and recently several studies in tourism and wine tourism context, however, extremely rare research in wine tourism context, especially in French wine tourism; in our knowledge, only empirical research has conducted by [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF] for branded marketing events between South Australia and Bordeaux, France.

Continuing to enrich the experiential marketing literature in wine tourism and to fills this gap, this study adapts brand experience framework in wine tourism destination context with five dimensions: sensory WDBE, affective WDBE, behavioral WDBE, intellectual WDBE [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF][START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] and relational (social) WDBE [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF]) (Table 1.3).

The majority of previous research in product, services and tourism context have been adapted the scale four dimensions of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF], this study add further the fifth dimension: relational (social) WDBE because wine tourism destination is characterized by the importance of inseparability (Zeithaml et al.1985) and co-creation [START_REF] Prahalad | Co-creation experiences: The next practice in value creation[END_REF][START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF]. Besides, wine destination is complexity of products, services and destinations, so it is reasonable to propose the brand experience scale within the service-dominant logic perspective [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF], in which wine destination providers (i.e., wineries, cellar doors, etc.) and visitors interact and co-creation experience in value process management and more closely at all stages of their relationships [START_REF] Shaw | Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry[END_REF].

Table 1.3: Wine destination brand experience dimensions Dimension Concept

Sensory WDBE refers to the degree to which a brand appeals to visitors' senses and creates experiences through five senses: sight, sound, touch, taste, and smell

Example: visitors' sensory experience of wine tasting, wine-food pairing events, the sense of sight of the beauty of winescapes, the sound of classical music in wine stores.

Affective WDBE relates to how strongly the brand induces feelings, sentiments, and emotions

Example: Hedonic feeling of tasting wine; feeling welcome in wineries or inspired a feeling of the unique architecture of wine museums.

Intellectual WDBE refers to the degree to which a brand stimulates visitors' thought, curiosity, and problem-solving.

Example: A thought-provoking in participating in the processing of winemaking, the pairing of food and wine, wine education.

Behavioral WDBE refers to how strongly the brand is able to engage visitors in physical actions, bodily experiences, and behaviors through interaction with a brand.

Example: Enjoy activities as harvesting grapes in vineyards, making wine, wine spa or marathon in wine festivals.

Relational (Social) WDBE

refers to how strongly the brand's influences visitors' feelings of belonging to a community, being part of a family, and not being left alone Example: Enjoy in groups of wine connoisseurs.

Source: Adopted to [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]; [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF] Sensory WDBE

Sensory WDBE refers to the degree to which a brand appeals to visitors' senses and creates experiences through five senses: sight or vision, sound or audition, touch or tactile perception, taste or gustation, and smell or olfaction [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]. Example: visitors' sensory experience of wine tasting, wine-food pairing events, the sense of sight of the beauty of winescapes, the sound of classical music in wine stores.

Sense is the most main response which one individual engages in a wine destination brand. A wine destination brand creates sensory experience through stimulating the human body's sense organs (i.e., eyes, ears, nose, mouth and skin) which lead to cognitive and emotional responses (J. (Jamie) [START_REF] Kim | Sharing Tourism Experiences: The Posttrip Experience[END_REF] and each visitor has a subjective experience of wine destination, which is the results of stimulation to tourist's five senses, either individually or together, perceive and interpret experiences [START_REF] Hultén | Sensory Marketing[END_REF].

Five senses allow visitors to develop perceptions of the environment around them and affect visitor behaviors. The nature of wine tourism connects to the senses not only through wine products but through all aspects of winescapes (C. M. Hall et al., 2000). The beauty of winescapes (i.e., landscape in wineyards, typical architecture of chateau, decoration of wine museum, etc.) can trigger visitors' sight. The stimulate sound of classical music in wine stores influence visitors to buy more expensive product [START_REF] Areni | The Influence of Background Music on Shopping Behavior: Classical Versus Top-Forty Music in a Wine Store[END_REF] or music stereotypically associated with specific nations also impact wine selections, such as the majority of customers buy French wine on those days when playing French music, this is the same with playing German music the background [START_REF] North | The influence of in-store music on wine selections[END_REF]. In opposite, loud music/noise can negatively influence wine tasting by masking the ability to clearly perceive flavor details [START_REF] Spence | Wine and music (II): Can you taste the music? Modulating the experience of wine through music and sound[END_REF]. The material of wine bottle or wine glass is a source of tactile perception, consumers feel that wine is sweeter and fruitier to the nose while touching velvet, vs. touching sandpaper [START_REF] Etzi | Textures that we like to touch: An experimental study of aesthetic preferences for tactile stimuli[END_REF]Q. J. Wang & Spence, 2018). Concerning each sense during the experience of tasting wine, taste and smell would be the most important, followed by sight, touch, and hearing [START_REF] Campo | Wine Experiences: A Review from a Multisensory Perspective[END_REF]. The perception of aroma modulates visitors' taste (i.e., sweetness/bitterness) of red wines [START_REF] Sáenz-Navajas | Contribution of non-volatile and aroma fractions to in-mouth sensory properties of red wines: Wine reconstitution strategies and sensory sorting task[END_REF].

Regarding the present research, among the five experiences of brand experience construct, wine sensory or multisensory experience is a dominant topic than the remaining four experience dimensions. Among five senses of sensory experience, most of the existing literature on wine tourism's sensory dimensions focuses on one or two sensesusually sight and tasteused in visitors' experiences of wineries, wine routes or wine events [START_REF] Brochado | Wine tourism: A multisensory experience[END_REF]. Some researchers have investigated on one or two sense, such as sight [START_REF] Ballester | The Odor of Colors: Can Wine Experts and Novices Distinguish the Odors of White, Red, and Rosé Wines?[END_REF][START_REF] Lick | Sensory expectations generated by colours of red wine labels[END_REF]; Q. J. Wang & Spence, 2019), taste [START_REF] Spence | Just how much of what we taste derives from the sense of smell?[END_REF][START_REF] Spence | Wine and music (II): Can you taste the music? Modulating the experience of wine through music and sound[END_REF], smell [START_REF] Arvisenet | Taste-aroma interaction in model wines: Effect of training and expertise[END_REF][START_REF] Jiang | Effects of Immersive Context and Wine Flavor on Consumer Wine Flavor Perception and Elicited Emotions[END_REF], hearing (L. [START_REF] Hsu | Music and wine tasting: An experimental neuromarketing study[END_REF][START_REF] Sáenz-Navajas | Contribution of non-volatile and aroma fractions to in-mouth sensory properties of red wines: Wine reconstitution strategies and sensory sorting task[END_REF][START_REF] Spence | Wine and music (II): Can you taste the music? Modulating the experience of wine through music and sound[END_REF] or touch [START_REF] Etzi | Textures that we like to touch: An experimental study of aesthetic preferences for tactile stimuli[END_REF][START_REF] Hummel | Effects of the form of glasses on the perception of wine flavors: A study in untrained subjects[END_REF]Wang & Spence, 2018). Recently, several authors have focused attention on multisensory experience in wine tourism [START_REF] Brochado | Wine tourism: A multisensory experience[END_REF][START_REF] Carulli | Simulating Multisensory Wine Tasting Experience[END_REF][START_REF] Martins | A multisensory virtual experience model for thematic tourism: A Port wine tourism application proposal[END_REF][START_REF] Spence | Multisensory experiential wine marketing[END_REF].

Affective WDBE

Affective WDBE relates to how strongly the brand induces feelings, sentiments, and emotions [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]. Example: Hedonic feeling of tasting wine; feeling welcome in wineries or inspired a feeling of the unique architecture of wine museums.

Tourists' experience is the result of interactions between visitors and environment, staff, local residents, friends and other tourists. Servicescape plays a vital role as a source to create emotional experience (Bruwer et al., 2013;Xu & Chan, 2010;[START_REF] Zarantonello | Using the brand experience scale to profile consumers and predict consumer behaviour[END_REF]. The wellprepared events with the using music/soundscapes for wine enhance visitors' feeling and emotion [START_REF] Spence | Multisensory experiential wine marketing[END_REF]. It is found that wine servicescape attributes (senses, interior design, signage, facilities, atmospherics and staff) and other tourists play a vital role as sources to create affective experience and influence visitors' emotion [START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF]. To strengthen the link between a wine destination and visitors requires more than good wine and quality services, results from a laboratory experiment confirmed that embodied virtual reality devices, together with pleasant and congruent ambient scents, increase sensory stimulation, which directly influences visitors' affective toward a tourism destination [START_REF] Flavian | The influence of scent on virtual reality experiences: The role of aroma-content congruence[END_REF]. These all present the cues to induce visitors' affective experiences.

Intellectual WDBE

Intellectual WDBE refers to the degree to which a brand stimulates visitors' thought, or conscious mental process in a particular area of interest and knowledge [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]. Example: A thought-provoking in participating in the processing of winemaking, the pairing of food and wine, wine education.

Many activities at wine destinations (i.e., local restaurants, wineries, wine museums, wine events, etc.) are sources to offer intellectual experience for wine visitors. As an example, learning/education experience is recognized as one of the main motivations of wine tourists [START_REF] Ali-Knight | The Winery as educator: Do wineries provide what the wine tourist needs? ECU Publications Pre[END_REF][START_REF] Bruwer | The hedonic nature of wine tourism consumption: An experiential view[END_REF] and it is the cue of stimulating visitors' intellectual experience. One of the outstanding educational experiences is the guidance of staff (Vo Thanh & Kirova, 2018), they can impress and attract visitors through wine storytelling to trigger visitors' curiousity and thinking. The most common educational activity is wine tasting together with wine experts, followed by wine-food pairings (Quadri-Felitti & Fiore, 2012) that evoke both intellectual and multisensory experience. Some wine destinations provide seminaries of winemaking with wine makers or farmers to offer local food classes [START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF] online or offline, at wineries or at home with its aims are educational and informative for visitors. Besides, with the support of technology, the wine modern museum (i.e., "La cité du vin Bordeaux) offers great learning and entertainment opportunities for tourists to come to the past and travel through the universal history of wine by enjoying in the gallery of civilizations (see Figure 1.9 and Figure 1.10) to learn new knowledge of wine history. Furthermore, visitors also explore some content as the subject "Wine of love" that illustrate the relationship of wine and love, the benefits of wine on life. These reconsiderations stimulate the cognitive and problem-solving experiences for its visitors.

Behavioral WDBE

Behavioral WDBE refers to how strongly the brand is able to engage visitors in physical actions, bodily experiences, and behaviors through interaction with a brand [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]. Example:

Enjoy activities such as harvesting grapes in vineyards, making wine, wine spa or marathon festival in vineyards.

Compared to the intellectual experience appeals to visitors' convergent and divergent thinking, behavioral experience enriches visitors' lives by targeting their physical experiences, showing them alternative ways of doing things, alternative lifestyles and interactions [START_REF] Tsaur | The Visitors Behavioral Consequences of Experiential Marketing[END_REF].

Visitors learn to way to grape harvest, appreciate the quality of wine, winemaking at vineyards, wineries. In addition, wine festivals, wine events are designed to provide recreation areas for visitors. As a result, physical experiences were induced.

Relational (Social) WDBE

Relational (Social) WDBE refers to how strongly brand influences visitors' feelings of belonging to a community, being part of a family, and not being left alone [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF]. Example:

Enjoy in groups of wine connoisseurs, sustainable consumption wine.

An underrepresented component of wine destination brand experience is relational/social experience, which happens in the interactions with wine destination providers (i.e., staff, local residents, experts), with friends, with groups. The connection for socialization and interactions between visitors and wine destination providers, friends, groups could provide opportunities to improve and diversify visitors' experiences.

Last decade, wine destinations (wineries, wine museums, etc.) in Bordeaux, France have conducted several local and wine regional programs advocate the conceptualization of sustainably produced wines on eliminating the use of pesticides in viticulture, the HVE stands of wine label for "High Enviroment Value", S.A.I.N.S stands for "Sans Aucun Intrant Ni Sulfite" (i.e., Without Any Added Chemicals or Sulphites"), natural wines, organic wines, biodynamic wines2 by the means of wine exhibitions and education tours both online and offline. These sustainable wine concept which, embodied in the visitors' mind, deeply implies an abstract linkage to natural environment protection and form a sub-culture group. These programs aim to bring for visitors about changes in wine consumption habits and environmental responsibility (see [START_REF] Cagnina | Knowledge and Consumption of Organic and Biodynamic Wines[END_REF][START_REF] Garibaldi | Technologies for enhancing wine tourism experience[END_REF]Vecchio et al., 2021). As well it also creates convergence on the mind and responsibility between wine destinations providers and visitors on wine tourism products and consumption. In addtion, the bond of staff services and visitors have developed based on the cocreation not only on direct interactions at wine destination but also through the groups of social media, which enable tourists to network and form/participate in peer groups by identifying other peer consumers, interacting and building networks and relations [START_REF] Sigala | Social Media and the Co-creation of Tourism Experiences[END_REF]. Members of groups contribute to co-creation, co-purchase, co-product, co-dating, etc value on social network platforms [START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF]. As a result, these all activities lead the wine visitors to a broader social system.

Summary

This chapter established the research boundary of the thesis by reviewing previous research. It started with approaches toward the experience concept in the marketing literature. This dissertation will approach the combination of the main perspectives of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]; [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF] and [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF]; [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]. The concept of Brand Experience [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] includes five dimensions: sensory, affective, intellectual, behavioral [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF][START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF], and relational WDBE [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF] was proposed within

Service-Dominant logic [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF] through Consumer Experience process [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF]; [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF] to building the conceptual framework in new brand context: wine tourism destination (Session 1.2).

This chapter reviewed literature relevant to the wine tourism and the definitions of wine tourism.

Also, we propose a new definition of wine tourism that is suitable for the purpose of this research (Session 1.3). Session 1.4 presented the concept of wine destination brand experience. To handle the limited overview of the experience marketing concept in literature, and to deepen understanding of brand experience, we conducted a meta-analysis from 65 previous presentative research to summarize and clarify the experience marketing and brand experience in different brand contexts: product and service, tourism destination and wine tourism destination. This chapter also supplied overview of an overall wine tourism experience, the experiential marketing in wine tourism. To more clarity, this final session presented not only the concept of wine tourism brand experience but also five dimensions of WDBE.

Chapter 2. Antecedents and consequences of wine destination brand experience

Introduction

Continuing the conceptual framework in Chapter 1, this chapter will introduce two main contents:

the antecedents and consequences of Wine Destination Brand Experience. In session 2.2, we will discuss the antecedents of wine destination brand experience, namely: event marketing, brand clues, and marketing communication. In session 2.3, this chapter explains the consequences of wine destination brand experience, including wine destination consumer-based brand equity, visitor satisfaction and revisit intention. To clarify the concept of wine destination consumer-based brand equity, this session will also present a meta-analysis to statistic dimensions of customerbased brand equity in the different brand contexts: product and service brands, tourism destination brands and wine (tourism) destination brands from the prior presentative studies.

Antecedents of wine destination brand experience

Brand experience is defined as "subjective, internal consumer responses (sensations, feelings, cognitions) and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments" [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF].

This definition shows that the stimulations relating to a brand as a part of a brand's design and identity, packaging, communications, and environments are the cause of subjective, internal consumer responses (sensations, feelings, cognitions) and behavioral responses.

According to [START_REF] Khan | Antecedents and outcomes of brand experience: An empirical study[END_REF], the antecedent variables of brand experience are identified includes event marketing, brand clues and marketing communications. Besides, some research in wine tourism indicated that these variables as key antecedent factors of brand experience [START_REF] Ali-Knight | An exploration of the use of 'extraordinary 'experiences in wine tourism[END_REF][START_REF] Brochado | The world of great wines: The Douro Valley Experience[END_REF][START_REF] Byrd | Wine tourism: Motivating visitors through core and supplementary services[END_REF][START_REF] Canovi | Social media marketing in wine tourism: Winery owners' perceptions[END_REF][START_REF] Carlsen | Global wine tourism: Research, management and marketing[END_REF][START_REF] Correia | Wine Tourism Experiences and Marketing: The Case of the Douro Valley in Portugal[END_REF][START_REF] Cristófol | Transmission of Place Branding Values through Experiential Events: Wine BC Case Study[END_REF][START_REF] Griffin | The determinants of quality experiences in an emerging wine region[END_REF][START_REF] Khan | Antecedents and outcomes of brand experience: An empirical study[END_REF][START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF]Sigala & Robinson, 2019a) ). Thus, this research has adopted three constructs: event marketing, brand clues and marketing communications as the important factors that affect wine destination brand experience.

Event marketing

In the 1980s, event marketing is a relatively new phenomenon, but its origins were more than 100 years from acting in philanthropy and sponsorship [START_REF] Cunningham | Event marketing: The evolution of sponsorship from philanthropy to strategic promotion[END_REF].

Officially, event marketing has been defined as "the practice of promoting the interests of an organization and its brands by associating the organization with a specific activity" (Shimp, 1993, p. 8). Generally, it is not only limited as event sponsors [START_REF] Zarantonello | The impact of event marketing on brand equity[END_REF] but also can take various forms, including street events and pop-up shops, incentive/reward programs,

product launches, open days, conferences, product sampling, publicity events, the so-called 'created' events, roadshows, press conferences, competitions/contests, exhibitions, corporate entertainment, charity fundraisers, trade shows and product visitor attractions [START_REF] Wood | Evaluating event marketing: Experience or outcome[END_REF]. In recent times, pop-up shops and street events have also emerged as models of "unconventional communication" [START_REF] Brioschi | White Space: Comunicazione non Convenzionale[END_REF] The term "event marketing in tourism" or called "event tourism" was not widely, if at all, prior to 1987 when The New Zealand Tourist and Publicity Department (1987) reported: "Event tourism is an important and rapidly growing segment of international tourism…". DMOs develop, advance and promote event marketing of all kinds to meet multiple goals: "to attract tourists (especially in the off-peak seasons), serve as a catalyst (for urban renewal, and for increasing the infrastructure and tourism capacity of the destination), to foster a positive destination image and contribute to general place marketing (including contributions to fostering a better place in which to live, work and invest), and to animate specific attractions or areas" [START_REF] Getz | Event tourism: Definition, evolution, and research[END_REF].

Wine events are especially important for wine destination branding. Events related to wine attract visitors and create chances for wineries and wine regions to promote wine destinations and create product awareness [START_REF] Bruwer | South African wine routes: Some perspectives on the wine tourism industry's structural dimensions and wine tourism product[END_REF][START_REF] Getz | Explore wine tourism: Management, development & destinations[END_REF] as well as enhance their experience at a wine destination [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF]. [START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF] highlights that wine and food events attract tourists and make them spend more "new money" for the destination and have expanded the tourist's perceptive on brand image and brand. [START_REF] Houghton | Classifying wine festival customers: Comparing an inductive typology with Hall's wine tourist classification[END_REF] referred that a wine festival was an effective approach to create winery loyalty among those consumers with a high tendency to buy wine. Visitors leave after spending good time at a wine festival, with a positive image of the wine and the wine tourism region, or both. This may then lead to future purchases of the product and revisitation (J. Yuan et al., 2008).

Brand clues

Brand clues incorporate functional clues (technical quality of the offerings), mechanic clues (the tangibles associated with the service) and human clues (the behavior and appearance of service providers) [START_REF] Berry | Managing the Total Customer Experience[END_REF][START_REF] Berry | Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing[END_REF].

Firstly, functional clues refer to deliverables to customers (e.g. wine and the quality of wine [START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF]Sigala & Robinson, 2019a), food [START_REF] Berry | Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing[END_REF] and the clues are basic for the success of a service (Wall & Berry, 2007). In wine tourism destinations, the functional clues refer to wine, food and they relate to the technical quality of wine. The wine itself is viewed as the core product in the wine industry [START_REF] Bruwer | The hedonic nature of wine tourism consumption: An experiential view[END_REF][START_REF] Bruwer | Wine Tourists' Destination Region Brand Image Perception and Antecedents: Conceptualization of a Winescape Framework[END_REF][START_REF] Hall | Wine Tourism Around the World: Development, Management, and Markets[END_REF] as well as in wine tourism [START_REF] Byrd | Wine tourism: Motivating visitors through core and supplementary services[END_REF].

Secondly, mechanic clues are mainly environmental factors or actual objects and include the sights, smells, tastes, sounds, and textures generated by things, for example, facilities design, equipment, furnishings displays, landscaping, graphics, scents, recorded music, handrail surfaces, etc. [START_REF] Carbone | Engineering customer experiences[END_REF]. In another view, the self-determining physical features that improve or restrain staff and patron activities [START_REF] Bitner | Servicescapes: The Impact of Physical Surroundings on Customers and Employees[END_REF]. The mechanic clues act as the tangible elements of the service experience [START_REF] Garg | Mechanic Clues vs. Humanic Clues: Students' Perception towards Service Quality of Fast Food Restaurants in Taylor's University Campus[END_REF].

Thirdly, the term "humanic", which is combined between "human" and "mechanic", emanate from people. It is engineered by defining and choreographing the desired behavior of employees [START_REF] Carbone | Engineering customer experiences[END_REF]. Humanic clues consist of service staff behaviors, such as body language and voice tone of wine-makers, service staff, wine tours guide, etc at wine destinations (adopt to [START_REF] Garg | Mechanic Clues vs. Humanic Clues: Students' Perception towards Service Quality of Fast Food Restaurants in Taylor's University Campus[END_REF]Wall & Berry, 2007). The staff members' attributes of a wine tourism destination should be friendly and welcoming; professional and knowledgeable; understand visitors' need and provide individual attention (Griffin & Loersch., 2006, p. 85). Humanic interaction in the service experience provides the chance to build emotional connection that can extend respect and esteem to customers, and exceed their expectations, strengthen their trust and deepen their loyalty [START_REF] Garg | Mechanic Clues vs. Humanic Clues: Students' Perception towards Service Quality of Fast Food Restaurants in Taylor's University Campus[END_REF].

Marketing communication

Marketing communication may include one-way communication (e.g., publicity, advertising), twoway communication (e.g., customer service, personal selling) or direct marketing (e.g., sales promotion) that includes both one-way and two-way communication [START_REF] Duncan | Marketing for model managing relationships[END_REF].

In recent times, online consumer reviews (on Websites and social media) have also been included in the marketing communication mix (Y. [START_REF] Chen | Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix[END_REF]. In this study, to be more specific in visitor's brand experience examination, we will focus on the content of marketing communication.

The various marketing communications discussed above, including online disclosure on the brand's Website, can evoke brand experience [START_REF] Beig | Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook[END_REF]; S. (Ally) [START_REF] Lee | Enhancing online brand experiences: An application of congruity theory[END_REF][START_REF] Morgan-Thomas | Beyond technology acceptance: Brand relationships and online brand experience[END_REF]. Besides, [START_REF] Zollo | Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience[END_REF] also recently showed the relationship between social media marketing and brand equity through the mediating role of consumers' benefits and experience.

In wine tourism, recently, a number of investigations have focused on the important role of marketing communication in increasing wine sales, impacting wine consumers/visitors' behavior and their experience as well as enhancing brand equity and destination branding. Among them, (Thach et al., 2016) emphasized the impact of social media practices on wine sales in US wineries as perceived by winery owners and general managers. The findings provided evidence that social media practices increase wine sales and using multiple social media platforms, rather than just a couple, is statistically significant with reported increases in wine sales. The results also suggest starting with Facebook and to ensure the winery owner responds to consumer comments on TripAdvisor and Yelp.

In another research, [START_REF] Canovi | Social media marketing in wine tourism: Winery owners' perceptions[END_REF] highlighted the huge benefits of social media (i.e., social, economic and emotional) have recognized by winery owners, however, it is difficult for them to explore the full potential of social media because of barriers such as their agricultural mentality and the time-consuming nature of social media.

In addition, [START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF] provided a better understanding of the transformative power of the internet and social media advances on wine consumers/tourists. Their results provided evidence that the online wine tech companies empower the wine consumers/tourists to actively participate in the design, production and marketing of wine tourism offerings by converting them to codesigners, co-marketers, co-producers, co-distributors and co-investors. The findings also showed that the business models of the wine tech companies have a tremendous effect on wine consumers'/tourists' behavior and decision-making processes because they can access, search and compare big informative sources through the online wine tech companies which influence all the stages of the consumer buying process.

Recently, [START_REF] Cristófol | Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)[END_REF] analyzed the social media effects on enotourism. An analysis of the content on Twitter has been performed, collecting tweets in two territories of similar extension and with historical coincidences in their development have been selected: the Okanagan Valley, Canada, and the region of Somontano, Spain.

Consequences of wine destination brand experience

Brand equity and wine destination consumer-based brand equity

Perspectives of brand equity

The concept of brand equity has emerged as one of the most critical areas for marketing management in the 1980s [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Cobb-Walgren | Brand Equity, Brand Preference, and Purchase Intent[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF]. Farquhar (1989, p. 24) original definition of brand equity:

"Brand equity is as the added value with which a given brand endows a product"

This added value of brand equity has three potential sources or perspectives: financial-based brand equity (FBBE), customer market/consumer-based brand equity (CBBE) and product market/firmbased brand equity (MBBE) [START_REF] Keller | Brands and Branding: Research Findings and Future Priorities[END_REF]. The first perspective (FBBE) is the financial asset value it creates to the business franchise and is tested based on accounting methods for appraisal of the asset value of a brand name (e.g., [START_REF] Ailawadi | Revenue Premium as an Outcome Measure of Brand Equity[END_REF][START_REF] Barth | Brand Values and Capital Market Valuation[END_REF][START_REF] Farquhar | Recognizing and measuring brand assets[END_REF][START_REF] Kapferer | Strategic Brand Management: Creating and Sustaining Brand Equity Long Term[END_REF][START_REF] Simon | The Measurement and Determinants of Brand Equity: A Financial Approach[END_REF] The second perspective (CBBE) is customer-based in that consumer response to a brand name is evaluated (e.g. [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Lassar | Measuring customer-based brand equity[END_REF][START_REF] Tong | Measuring customer-based brand equity: Empirical evidence from the sportswear market in China[END_REF][START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF].

The third approach is from a market perspective, brand equity has been defined in terms of a product market or firm-based (MBBE) (e.g. [START_REF] Chu | Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings[END_REF][START_REF] Cobb-Walgren | Brand Equity, Brand Preference, and Purchase Intent[END_REF][START_REF] Doyle | Shareholder-value-based brand strategies[END_REF][START_REF] Farquhar | Recognizing and measuring brand assets[END_REF]. It is has been measured on the implicit assumption that outcomes in the market involve optimal decisions by firms who select a price for their brands in order to maximize net revenue [START_REF] Ailawadi | A Product-Market-Based Measure of Brand Equity[END_REF].

Most recently, the fourth perspective of added value or equity is employee-based brand equity (EBBE) that was proposed (e.g. [START_REF] Berger-Remy | How brand gives employees meaning: Towards an extended view of brand equity[END_REF][START_REF] Boukis | Investigating Key Antecedents and Outcomes of Employee-Based Brand Equity[END_REF][START_REF] Wu | Hospitality aesthetic labor management: Consumers' and prospective employees' perspectives of hospitality brands[END_REF]. EBBE is defined as 'the differential effect that brand knowledge has on an employee's response to their work environment' (King & Grace, 2009, p. 130). This approach is particularly interesting as many 'strong brands' today are services or products with a key service component, and as such a firm's employees are critical in the delivery of the brand experience (S.

Baalbaki & Guzman, 2016).

Besides, the fifth comprehensive perspective advances the brand equity knowledge and literature by incorporating both CBBE and FBBE [START_REF] Ferjani | A Conjoint Approach for Consumer-and Firm-Level Brand Valuation[END_REF]. This way has appeared to make up for the insufficiencies that may exist when only one of the two understandings is emphasized in products and service context (e.g. [START_REF] Baalbaki | Consumer-based brand equity[END_REF][START_REF] Motameni | Brand equity valuation: A global perspective[END_REF][START_REF] Nguyen | Intellectual capital through the eyes of the consumer[END_REF] and recently in destination and place brands (e.g. Tasci, 2020).

Brand equity perspective of this dissertation

This dissertation approaches brand equity from the consumer-based brand equity perspective (CBBE) and will not discuss FBBE or MBBE, as these two perspectives are outside the scope of this study. This decision is based on the rationale, as the following: the financial value of brand equity is ultimately the outcome of consumer response to a brand name while CBBE, is the motivation behind the enhanced marketing share and profitability of the brand since it is based on the perceptions of the market [START_REF] Christodoulides | Consumer-Based Brand Equity Conceptualization and Measurement: A Literature Review[END_REF]. Additionally, the perception of CBBE is recognized as a previous to FBBE [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Baalbaki | Consumer Perception of Brand Equity Measurement: A New Scale[END_REF][START_REF] Christodoulides | Consumer-Based Brand Equity Conceptualization and Measurement: A Literature Review[END_REF][START_REF] Lassar | Measuring customer-based brand equity[END_REF][START_REF] Tasci | Exploring the analytics for linking consumer-based brand equity (CBBE) and financial-based brand equity (FBBE) of destination or place brands[END_REF], so it is expedient to first focus on CBBE.

Definitions of consumer-based brand equity (CBBE)

Among the perspectives of brand equity, CBBE is the most research one (S. S. [START_REF] Baalbaki | Consumer Perception of Brand Equity Measurement: A New Scale[END_REF][START_REF] Nguyen | Intellectual capital through the eyes of the consumer[END_REF][START_REF] Srinivasan | An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources[END_REF] and many the definition of CBBE have been proposed

in the literature as this study summarized in Table 2.1. [START_REF] Leuthesser | Defining, measuring and managing brand equity: Summary of a Marketing Science Institute conference held March 1-3[END_REF] Brand equity is the set of associations and behaviors on the part of the brand's consumers, channel members, and parent corporation that permits the brand to earn greater volume or greater margins than it would without the brand name and that gives the brand a strong, sustainable, and differentiated advantage over competitors [START_REF] Srivastava | Brand equity: A perspective on its meaning and measurement[END_REF] Brand equity is as the incremental value a brand name gives a product. [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF] Brand equity is as "a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers". [START_REF] Farquhar | Managing Brand Equity[END_REF][START_REF] Farquhar | Strategic challenges for branding[END_REF]; [START_REF] Farquhar | Recognizing and measuring brand assets[END_REF] Brand equity is the added value endowed by the brand name. [START_REF] Kamakura | Measuring brand value with scanner data[END_REF] Brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in the memory K. L. [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF] Brand equity is the differential effect of brand knowledge on consumer response to the marketing of the brand. He highlighted that brand equity should be captured in terms of brand awareness and in the strength, favorability and uniqueness of the brand associations that individuals hold in their memories.

Park [START_REF] Park | A survey-based method for measuring and understanding brand equity and its extendibility[END_REF] Brand equity as the incremental consumer preference for a brand. [START_REF] Blackston | The qualitative dimension of brand equity[END_REF] Brand equity is as brand value and brand meaning, where brand meaning implies brand saliency, brand associations, and brand personality and where brand value is the outcome of managing the brand meaning [START_REF] Lassar | Measuring customer-based brand equity[END_REF] Brand equity is as the consumers' perception of the overall superiority of a product carrying that brand name when compared to other brands [START_REF] Kapferer | Strategic Brand Management: Creating and Sustaining Brand Equity Long Term[END_REF] Brand equity is "the brand has an economic function, the value of a brand (brand equity) derives from its capacity to generate an exclusive, positive, and prominent meaning in the minds of a large number of consumers" [START_REF] Berry | Cultivating service brand equity[END_REF] Brand equity as the differential effect of brand awareness and meaning combined with customer response to the marketing of the brand.

Yoo & Donthu, (2001) Brand equity refers to the incremental utility or value added to a product by its brand name.

Source: own elaboration Generally, various studies showed that there is no universally accepted definition of brand equity.

Most of recent [START_REF] Aaker | Managing brand equity[END_REF] and [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF] are popular in the literature [START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF]. Besides, S. S. [START_REF] Baalbaki | Consumer Perception of Brand Equity Measurement: A New Scale[END_REF] supposed that most authors agree with Farquhar (1989, p. 24) original definition of brand equity: "the added value with which a given brand endows a product".

Within the wine tourism context, Nowak et al. (2006) expand the definition of brand equity of [START_REF] Farquhar | Managing Brand Equity[END_REF] by applying it at wine level. Wine destination brand equity is described as the incremental value that the brand adds to the wine destination, which can result in consumers' brand loyalty, willingness to pay a premium price, and other positive outcomes. Therefore, wine destination brand equity is an asset that is developed over time.

This study follows the extended definition of wine destination brand equity by Nowak et al. (2006) as well as authors [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF]) that used by most researchers. Additionally, this study also pays attention to other CBBE scales which we clarify in the following session to ensure adequate representation of CBBE in the literature.

CBBE dimensions in product and service brands

As mentioned in the perspectives of brand equity, CBBE is the most research one among scholars [START_REF] Srinivasan | An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources[END_REF], so this perhaps leads to many CBBE constructs exist in the literature and there are many different dimensions of CBBE that can be linked to a brand. In the product and service brand contexts, it is notable as research of [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Baalbaki | Consumer Perception of Brand Equity Measurement: A New Scale[END_REF][START_REF] Christodoulides | Revisiting brand equity: Evidence from three European countries[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF][START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF].

The concept of [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF] and K. L. [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF] are popular in the literature by reason of their comprehensiveness and validity [START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF]). Aaker's conceptualizes CBBE with four dimensions: brand awareness, brand loyalty, brand associations, and perceived quality. Brand awareness is "the ability for a buyer to recognize or recall that a brand is a member of a certain product category" (Aaker, 1991, p. 61). Brand loyalty is "the attachment that a customer has to a brand" (Aaker, 1991, p. 39). Brand associations are representations of what a brand means for a consumer and are "anything linked in memory to a brand" (Aaker, 1991, p. 109). Perceived quality is "the consumer's judgment about a product's overall excellence or superiority" (Zeithaml, 1988, p. 3). K. L. [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF] stated that CBBE occurs "when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory". K. L. [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF] further argued that the primary associations with a brand result in brand beliefs and attitudes.

Steaming from [START_REF] Aaker | Managing brand equity[END_REF] and K. L. [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF] [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF] experience-based conceptualizations [START_REF] Nguyen | Intellectual capital through the eyes of the consumer[END_REF].

The author suggested that this perspective fills a gap of previous measures by understanding CBBE from the consumer's viewpoint, thus developing a scale based on consumers' actual perceptions (S. S. [START_REF] Baalbaki | Consumer Perception of Brand Equity Measurement: A New Scale[END_REF]. The results showed that quality, social influence, preference, sustainability, and leadership are the true dimensions of CBBE.

Through the years, many studies have applied CBBE in the various product brands (S. S. [START_REF] Baalbaki | Consumer Perception of Brand Equity Measurement: A New Scale[END_REF]Buil et al., 2008, p. 200;[START_REF] Kocak | Consumer Brand Equity in a Cross-cultural Replication: An Evaluation of a Scale[END_REF][START_REF] Lassar | Measuring customer-based brand equity[END_REF][START_REF] Netemeyer | Developing and validating measures of facets of customer-based brand equity[END_REF][START_REF] Pappu | Does customer satisfaction lead to improved brand equity An empirical examination of two categories of retail brands[END_REF][START_REF] Tong | Measuring customer-based brand equity: Empirical evidence from the sportswear market in China[END_REF][START_REF] Vázquez | Consumer-based Brand Equity: Development and Validation of a Measurement Instrument[END_REF][START_REF] Washburn | Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale[END_REF] [START_REF] Tasci | Hospitality Cobranding: An Experimental Investigation of Enhancement and Erosion in Consumer-Based Brand Equity[END_REF]. The majority of studies reflect the CBBE dimensions of [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF][START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF] with more modifications and different dimensions as illustrated in Session A -Table 2.2 that this study summarizes dimensions of CBBE from the previous research in the different brands context.

CBBE dimensions in tourism destination brands

Following the line of authors [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF]) and to answer the question of whether a customer-based brand equity methodology traditionally developed for product (and partly for services and organizations) brands can be transferred to destinations, [START_REF] Konecnik | Customer-based brand equity for a destination[END_REF] proposed the dimensions of the CBBE for a destination with four dimensions: awareness, image, quality, and loyalty that were identified, measured, and tested in new country Slovenia. One of the early studies on customer-based destination brand equity concept was conducted by [START_REF] Konecnik | Customer-based brand equity for a destination[END_REF] who disagree with some argue suppose that the concepts of awareness, quality and loyalty are inherent in image dimensions, they stated that image is only part of something more inclusive if the full concept of equity for destinations is operational and their model also accepted the idea of [START_REF] Cai | Cooperative branding for rural destinations[END_REF] that image is the core concept in branding, however, when a destination's name becomes known, image becomes into a dimension of brand, and is overshadowed by brand (destination name). Their results illustrated destination image is central to brand evaluation and brand equity, but that the other dimensions are also necessary to truly measure CBBE for a destination. influenced by the perceived quality of the destination, which in turn is directly influenced by the image and awareness of the destination, as well as empirical evidence supported that the perceptions of international tourists of a regional destination are positively influenced by their perceptions of the country destination where the region is located. The country's brand, therefore, acts as an 'umbrella brand' for the region's brand.

In another study, [START_REF] Duman | The role of affective factors on brand resonance: Measuring customer-based brand equity for the Sarajevo brand[END_REF] recently analyzed the CBBE model for Sarajevo as a tourist destination brand based on the concept of K. L. [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF] [START_REF] Horng | Understanding the impact of culinary brand equity and destination familiarity on travel intentions[END_REF][START_REF] Tasci | Destination branding and positioning[END_REF][START_REF] Tasci | A critical review of consumer value and its complex relationships in the consumer-based brand equity network[END_REF][START_REF] Tasci | Testing the cross-brand and cross-market validity of a consumer-based brand equity ( CBBE ) model for destination brands[END_REF]; brand performance, attachment, emotions/feelings, brand judgment [START_REF] Duman | The role of affective factors on brand resonance: Measuring customer-based brand equity for the Sarajevo brand[END_REF]; association [START_REF] Bianchi | Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE)[END_REF]; satisfaction [START_REF] Ghaffari | Developing a brand equity model for tourism destination[END_REF][START_REF] San Martín | An integrative model of destination brand equity and tourist satisfaction[END_REF]; perceived uniqueness, reputation [START_REF] Ghaffari | Developing a brand equity model for tourism destination[END_REF]. In general, there is a lack of homogeneity in the CBBE scales used from the extant literature as has shown in Table 2.2 -this study summarizes CBBE dimensions from the present studies.

Over the past decade, more researchers have widely applied CBBE to branding in tourism destinations over the world such as Spain [START_REF] Frias | The effect of self-congruity and motivation on consumer-based destination brand equity[END_REF][START_REF] Herrero | Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions[END_REF][START_REF] San Martín | An integrative model of destination brand equity and tourist satisfaction[END_REF]; Slovenia [START_REF] Gartner | Tourism destination brand equity dimensions: Renewal versus repeat market[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF]; USA [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Tasci | Testing the cross-brand and cross-market validity of a consumer-based brand equity ( CBBE ) model for destination brands[END_REF][START_REF] Yang | How Customer Experience Affects the Customer-Based Brand Equity for Tourism Destinations[END_REF]; Taiwan [START_REF] Horng | Understanding the impact of culinary brand equity and destination familiarity on travel intentions[END_REF][START_REF] Liu | Constructing Customer-based Museums Brand Equity Model: The Mediating Role of Brand Value[END_REF]L. Lu et al., 2015); Argentina [START_REF] Zanfardini | Costumer-based brand equity for tourism destinations in Patagonia[END_REF]; Australia [START_REF] Pike | Destination Brand Equity for Australia: Testing a Model of CBBE in Short-Haul and Long-Haul Markets[END_REF]; South American [START_REF] Bianchi | Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE)[END_REF]; Isfahan, Iran [START_REF] Ghaffari | Developing a brand equity model for tourism destination[END_REF]; Korea (H. K. [START_REF] Kim | Brand equity of a tourist destination[END_REF];

Vietnam (H.-K. [START_REF] Chi | Elements of destination brand equity and destination familiarity regarding travel intention[END_REF][START_REF] Tran | The Causal Relationships between Components of Customer-Based Brand Equity for a Destination: Evidence from South Korean Tourists in Danang City, Vietnam[END_REF][START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF] and so on (see more Session B -Table 2.2).

CBBE dimensions in wine (tourism) destination brands

During the last few years, number of research of brand equity in product, service and tourism destination has rapidly increased, while in wine tourism destination has limited (M. As far as wine is concerned, [START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF] effectively adapted the frameworks of [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF] within the winery context in Australia, following the five CBBE dimensions:

brand awareness, brand associations, brand perceived quality, brand loyalty and other proprietary brand assets. They also stated that wine tourism can become a valuable tool for brand equity building, especially if good results are further enhanced through appropriate customer-relationship management.

In addition, at the winery level, [START_REF] Nowak | Building Brand Equity: Consumer Reactions to Proactive Environmental Policies by the Winery[END_REF] used six items CBBE from the work of [START_REF] Yoo | Developing and Validating a Consumer-based Overall Brand Equity Scale for Americans and Koreans: An Extension of Aaker's and Keller's Conceptualizations[END_REF] to measure the relationship between proactive environmental policies by the winery and brand equity and to uncover the conditions favoring or hindering the emergence of this relationship. The findings stated that two critical success factors for building brand equity are perceived wine quality along with consumer perceptions of fair pricing relative to quality.

Furthermore, [START_REF] Orth | Dimensions of wine region equity and their impact on consumer preferences[END_REF] examined dimensions of wine region equity in terms of benefits sought by consumers in wine examine and stated five dimensions CBBE from the framework of [START_REF] Aaker | Managing brand equity[END_REF] could be identified as drivers of consumer preferences for the selected wine origins.

In another study, [START_REF] Nella | Investigating the Effects of Consumer Experience Tourism on Brand Equity and Market Outcomes: An Application in the Wine Industry[END_REF], 2014) applied the multidimensions ten items of [START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF] to measure CBBE and explore the relationship between CBBE and various perceptual constructs of consumer behavior during three basic phases of the tourism experience:

pre-visit, visit and post-visit. They also highlighted that satisfaction from the winery experience is a positive antecedent to build brand equity and CBBE is strongly mediating the relationship of satisfaction and behavioral intentions. There exist two perspectives of measuring CBBE: unidimensional and multidimensional.

Literature states that most works have examined CBBE based on the multidimensional method.

Generally, most presentative studies in product and service context (e.g. [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF]; K. L. [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF][START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF], in tourism destination context (e.g. [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF], in wine tourism destination context (e.g. [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF]) used multidimensional CBBE for measurement (Session B -Table 2.2).

In the multidimensional perspective, this study highlights the contributions by [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF], [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF] and [START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF], whose main dimensions are used by most research. Besides, we also focus attention on the works by [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF] in the tourism destination. More specifically, the extend measurement of CBBE at wine tourism destination by [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF] is as the emphasized study. Generally, in this study, taking these aspects into consideration and adapting the understanding of brand equity in wine tourism destination context, we focus on five dimensions that have been widely accepted in literature, includes wine destination brand awareness (WDBA), wine destination brand image (WDBI), wine destination perceived value (WDPV), wine destination perceived quality (WDPQ), and wine destination brand loyalty (WDBL).

a. Wine destination brand awareness (WDBA)

Wine destination brand awareness refers to the visitor's ability to recognize and recall a wine destination brand [START_REF] Aaker | Managing brand equity[END_REF] and represents the strength of a destination brand's presence in the mind of the target visitors and can affect perceptions and attitudes [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF]. It has been considered as the first and key component to building brand equity [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF]. [START_REF] Aaker | Managing brand equity[END_REF] proposed the awareness pyramid included three different levels of brand awareness:

brand recognition, brand recall, and top of mind (p.62). In this study, we use the highest level of awareness of the pyramid so wine destination brand awareness is the presence of a wine destination brand in visitors' minds.

According to [START_REF] Jago | Building Events Into Destination Branding: Insights From Experts[END_REF], the purpose of destination marketing is to enhance awareness of a destination by creating a unique brand. Brand awareness is considered as the main component of brand's effect in tourism and wine tourism destination ( [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF] H. B. [START_REF] Kim | The relationship between brand equity and firms' performance in luxury hotels and chain restaurants[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF][START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF][START_REF] San Martín | An integrative model of destination brand equity and tourist satisfaction[END_REF]. In their study extends the model of brand equity for wine destination, [START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF] indicated that in a general case, awareness leads to liking and if visitors are aware of a destination, they tend to like it more than other wine destination brands they are less familiar with.

Obviously, when a visitor visits a wine destination, a wine destination not only creates wine destination brand awareness but also familiarity and liking (p.75). Thus, a visitor's awareness of a wine destination brand is a key component of wine destination brand equity.

b. Wine destination brand image (WDBI)

Wine destination brand image can be considered "when the visitor's use of a product/service or visit to a wine destination is highly visible to others" [START_REF] Lemon | What drives customer equity?[END_REF]. The brand becomes an extension and a statement for an individual that can make to the world about himself/herself.

Everything of a wine destination does as "label design, price, advertising, customer service, community service, which restaurants serve it, which celerity drink it" can influence on brand's image (L. I. Nowak et al., 2006). Wine tourism destination brand image has been considered a main dimension of CBBE and so plays an important role in the success of wine destination branding [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF]Nowak et al., 2006). [START_REF] Stern | Marketing Images: Construct Definition, Measurement Issues, and Theory Development[END_REF] indicated that the definitional aspects of what exactly a brand image remains unclear from a consumer perspective. The inconsistent usage of the term "brand image" is the root of gaps of definition, measurement and focused theory development [START_REF] Bruwer | A Multilayered Macro Approach to Conceptualizing the Winescape Construct for Wine Tourism[END_REF].

Thus, there have been a variety of approaches to measuring destination brand image in literature.

The first approach, [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF] defined brand image is a set of associations which is anything "linked" in memory to a brand. This perspective is based on visitors' cognitive image toward specific brands. Some research attributes importance to the cognitive image in tourism context (e.g. [START_REF] Bigné | Tourism image, evaluation variables and after purchase behaviour: Inter-relationship[END_REF][START_REF] Chi | Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach[END_REF][START_REF] Pike | Destination image analysis-A review of 142 papers from 1973 to 2000[END_REF]. In the wine tourism context, (Bruwer et al., 2018, p. 11) also confirmed the destination image attributes measured reflect only cognitive which the same line with these studies [START_REF] Bruwer | Wine Tourists' Destination Region Brand Image Perception and Antecedents: Conceptualization of a Winescape Framework[END_REF][START_REF] Williams | Positioning Wine Tourism Destinations: An Image Analysis[END_REF].

The second one, [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF] has defined brand image as the cognitive or affective perceptions visitors attach to determined brands. Some research measure brand image as considered destination brand image is integrated not only by cognitive associations, but also by affective ones, and the overall image in tourism destination context (e.g. [START_REF] Baloglu | Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior[END_REF][START_REF] Duman | The role of affective factors on brand resonance: Measuring customer-based brand equity for the Sarajevo brand[END_REF][START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Hallmann | Perceived Destination Image[END_REF]Huete Alcocer & López Ruiz, 2020;[START_REF] Pike | Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions[END_REF][START_REF] San Martín | An integrative model of destination brand equity and tourist satisfaction[END_REF] and in wine tourism destination context (e.g. [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Wu | Examining the effect of potential tourists' wine product involvement on wine tourism destination image and travel intention[END_REF] The third one, [START_REF] Tasci | A Semantic Analysis of Destination Image Terminology[END_REF] identifies the use of five destination brand image types, namely:

projected-received image, ideal-actual image, naive-reevaluated image, primary-secondary image, and organic-induced-complex image. The complex image is based on the premise that visitation induces an image that is more realistic than that held previous to the visit [START_REF] Bruwer | A Multilayered Macro Approach to Conceptualizing the Winescape Construct for Wine Tourism[END_REF].

Finally, the perspective of [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF] supported that destination brand image is limited to the social image and self-image of brand personality because brand image is an element of brand personality and is regarded to visitors' self-concepts. This is consistent with the branding concept which is the process of creating a brand image that connects the heart and mind of visitors (p.221).

In their study, [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF] also developed the scale of destination brand image from studies by [START_REF] Grace | Service branding: Consumer verdicts on service brands[END_REF]; [START_REF] Lassar | Measuring customer-based brand equity[END_REF] and [START_REF] Sirgy | Assessing the predictive validity of two methods of measuring selfimage congruence[END_REF]. In wine destination context, Nowak et al. (2006) have the same perspective with [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF] at winery level when they supposed wine destination brand image is based on (Lemon et al., 2001, p. 24) "when the customer's use of the product is highly visible to others". Bruwer et al. (2018a) with the line research (e.g. [START_REF] Alant | Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors[END_REF]; Charters & Ali-Knight ( 2002)) found that visitor's primary of motivation to cellar doors, wineries are not only tasting and buying wine, but also have another motivation as socialize. [START_REF] Fountain | Making a connection: Tasting rooms and brand loyalty[END_REF] also stated that "drinking wine is usually a social act, a bottle of wine purchased from the winery can act as a point of conversation with friends as it is consumed" so visits wine destination also offers the potential of opportunity for visitors sharing herself/himself to social groups. Indeed, in wine product involvement, the motivation in mind of visitors with wine or wine-related activity reflects the extent of personal relevance of the wine related decision to the individual in terms of one's basic values, goals, and self-concept (Bruwer & Huang, 2012, p. 463). As well as their purchases of products/brands act as tools for their selfexpression [START_REF] Roy | Antecedents and consequences of self-congruity[END_REF]. Brand image has been significantly related to consumers' self-concepts [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Cardona | Assessing the Effect of Personal Cultural Orientation on Brand Equity and Revisit Intention: Exploring Destination Branding in Latin America[END_REF][START_REF] De Chernatony | Defining A "Brand": Beyond The Literature With Experts' Interpretations[END_REF].

Within a tourism context, visitors have a desire visit to a tourism destination where its brand image fits tourist's self-image or the match between how tourists see themselves in relation to the image of tourists that visit that destination [START_REF] Pratt | Predicting Wine Tourism Intention: Destination Image and Selfcongruity[END_REF]Sirgy et al., 2000). Thus, it is logical for this study to expand examining WDBI dimension follow the approach of [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF] and Nowak et al. (2006) in wine tourism destination context while most previous research examined brand image according to the approaches of [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF]; K. L. [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF].

c. Wine destination perceived quality (WDPQ)

Perceived quality can be defined as "the customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives" [START_REF] Zeithaml | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence[END_REF]. Brand quality and perceived quality by customers can be used interchangeably [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Zeithaml | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence[END_REF].

In the tourism destination context, it is wide acceptance that a tourism destination is as a brand (M. [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF]Vo Thanh & Kirova, 2018), so most research has focused on quality from the perception of customers in term destination brand quality or destination perceived brand quality or destination perceived quality. As well as perceived quality has been assessed in terms of brands of product, service and destination.

Combining quality into a destination is so complex because visitors' perceived quality of a destination is the combination of products, services, and experiences (M. A. [START_REF] Hunt | Investigating attraction compatibility in an East Texas city[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF]. It is proved over time that there are inconsistent in the evaluating quality for wine tourism destinations from customers' viewpoint. Several attempts have been made

to identify various aspects of products and services quality in wine tourism destinations including as quality of wine (Bruwer et al., 2013), bottle design [START_REF] Dressler | The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity[END_REF][START_REF] Hoekstra | Generation Y's attitude towards organic wine[END_REF], gastronomy [START_REF] Amaral | Gastronomy and Wines in the Alentejo Portuguese Region: Motivation and Satisfaction of Tourists from Évora[END_REF][START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF][START_REF] Rachão | Food-and-wine experiences towards co-creation in tourism[END_REF] appearance and friendliness of staff (K. Lee et al., 2016;[START_REF] O'neill | Service quality at the cellar door: Implications for Western Australia's developing wine tourism industry[END_REF], atmosphere (i.e. ambiance, layout) [START_REF] Alant | Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors[END_REF]Bruwer et al., 2013;K. Lee et al., 2016[START_REF] Lee | Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China[END_REF][START_REF] Pan | Dual attractiveness of winery: Atmospheric cues on purchasing[END_REF], infrastructure (Bruwer et al., 2013) and organization (K. Lee et al., 2016[START_REF] Lee | Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China[END_REF].

Generally, a high perceived quality permits a wine destination to propose high prices and margins, so wine destination perceived quality is the factor most close regarding profits and return on investment and perhaps the cornerstone of brand equity. Thus, it is important to use cues to quality that make target customers understand [START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF].

d. Wine destination perceived value (WDPV)

Although perceived value is one of the most studied variables in the marketing literature, there is still no consensus about its definition. The most commonly referred to definition of perceived value is that of [START_REF] Zeithaml | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence[END_REF], who defined perceived value as "consumer's global evaluation of the brand utility based on the perceptions received (quality and satisfaction) and given (price and non-monetary costs) in relation to other brands". Bolton & Drew (1991, p. 377) suggest that value is the crucial link between the cognitive components of perceived quality or performance, perceived monetary sacrifice, and behavioral intentions, in that they claim that perceived value is a "richer measure of customers' overall evaluation of a service than perceived service quality"

(cited in [START_REF] Prebensen | Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience[END_REF].

From the conceptualization of a "destination is as a brand" and "destination is the rallying point for products, services, and experiences for tourists, destinations as competing entities" have widely accepted by researchers (e.g. [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Hunt | Investigating attraction compatibility in an East Texas city[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF][START_REF] Pike | Destination Brand Equity for Australia: Testing a Model of CBBE in Short-Haul and Long-Haul Markets[END_REF][START_REF] Prebensen | Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience[END_REF]Vo Thanh & Kirova, 2018) and expanding the definition of destination perceived value from [START_REF] Prebensen | Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience[END_REF] at wine destination experience level. In this study, wine destination perceived value is defined as "The process by which a visitor receives, selects, organizes, and interprets information based on the various experiences at a wine destination, to create a meaningful picture of the value of wine destination experience" [START_REF] Prebensen | Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience[END_REF].

Perceived value has previously been operationalized with a single-item scale such as "value for money"; however, some research as [START_REF] Carlsen | Enhancing Consumer Value in Wine Tourism[END_REF]; [START_REF] Prebensen | Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience[END_REF]; [START_REF] Sweeney | Consumer perceived value: The development of a multiple item scale[END_REF] argue that a single item scale does not address the whole concept of perceived value. Indeed, [START_REF] Carlsen | Enhancing Consumer Value in Wine Tourism[END_REF] recognized that the concept of perceived value extends beyond mere value-for-money in wine tourism. This is supported by their finding in a meta-analysis study which included a total of 13 qualitative and quantitative wine tourism experience studies that only 1 of the 13 studies showed value-for-money was an important attribute.

As [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF]; [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF]; [START_REF] Oh | Diners' Perceptions of Quality, Value, and Satisfaction[END_REF] acknowledge, destination perceived quality is the antecedent and influence on the perceived value of that destination. In wine tourism literature, in order to emphasize the vital role of wine destination perceived value for branding destination, [START_REF] Charters | Wine tourism in champagne[END_REF] found that creating perceived value in a quality wine region such as Champagne does not only enhance brand equity and revenue for small wineries but also boost tourism across the destination. Understanding deeply the increasing consumer value in wine tourism, as [START_REF] Carlsen | Enhancing Consumer Value in Wine Tourism[END_REF] acknowledge, the perceived value attributes were classified primarily based on Sheth, Newman, and Gross (1991), which include functional value, social value, conditional value, emotional value and epistemic value. [START_REF] Carlsen | Enhancing Consumer Value in Wine Tourism[END_REF] especially highlighted that the most important attributes of wine tourism experiences related to consumer value that within the control of management are emotional value and epistemic value as well as confirmed the importance in future studies to consider the perceived value that is identified in consumption value theory. In another study, (J. [START_REF] Lee | The relationship among wine involvement, perceived value, and winery loyalty[END_REF]) also emphasized the importance of emotion value factor in building consumer value in Wisconsin winery.

It is proved over time that destination perceived value is measured as one of the main dimensions of CBBE for a tourism destination in several studies (e.g. [START_REF] Bianchi | Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE)[END_REF][START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Frias | The effect of self-congruity and motivation on consumer-based destination brand equity[END_REF][START_REF] Ghaffari | Developing a brand equity model for tourism destination[END_REF][START_REF] Liu | Constructing Customer-based Museums Brand Equity Model: The Mediating Role of Brand Value[END_REF][START_REF] Pike | Destination Brand Equity for Australia: Testing a Model of CBBE in Short-Haul and Long-Haul Markets[END_REF][START_REF] Tasci | Testing the cross-brand and cross-market validity of a consumer-based brand equity ( CBBE ) model for destination brands[END_REF], however, there is limited empirical research measuring brand value dimension as a component of CBBE in wine tourism destination (e.g. [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF]Gómez & Molina, 2012) -see more at Session C -Table 2.2 which we summarize CBBE dimensions. This conclusion is completely consistent with the suggestion in the research by (A. D. A. Tasci, 2016, p. 183). Thus, this is also another contribution of this research to marketing literature when analysis wine destination perceived value as one of the important dimensions of wine tourism brand equity.

e. Wine destination brand loyalty (WDBL)

The concept of brand loyalty is almost one hundred years old [START_REF] Copeland | Relation of Consumers' Buying Habits to Marketing Methods[END_REF] and almost five decades, it has been recognized as a field of research in the marketing literature (J. A. [START_REF] Howard | The Theory of Buyer Behavior[END_REF]. Many authors point out that brand loyalty is the core of a brand's equity [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF]. Although brand loyalty has been an attractive research topic for both marketing practitioners and researchers, there is no common definition of brand loyalty which leads to the use of variety of measurement tools and inconsistent results [START_REF] Odin | Conceptual and operational aspects of brand loyalty: An empirical investigation[END_REF]. Commonly, the approaches used to measure brand loyalty in terms of attitudinal or behavioral or a combination of attitudinal and behavioral [START_REF] Rundle-Thiele | A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets[END_REF]. Behavioral loyalty is defined as the frequency of repeat purchase while attitudinal loyalty is defined as the psychological commitment toward a brand without necessarily taking actual repeat purchase behavior into account [START_REF] Jacoby | Brand loyalty: A conceptual definition[END_REF][START_REF] Jarvis | Repeat Purchasing Behavior and Attitudinal Brand Loyalty: Additional Evidence[END_REF].

In tourism context, [START_REF] Yoon | An examination of the effects of motivation and satisfaction on destination loyalty: A structural model[END_REF] stated that most research has focused on loyalty in term of destination loyalty or destination brand loyalty because visitor considers destination is as a product or a brand and visitor can revisit a destination in the future (cited in [START_REF] Li | Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context[END_REF].

In wine tourism, Nowak & Newton (2006, p. 164) noted "the first visit to the winery is just the beginning of the relationship". Through visitor's experience at a wine tourism destination, brand loyalty may be achieved through brand stories which "root" the winery to its history, or environment, or production approach, which attracts visitors' attention and wins their sympathy and interest [START_REF] Fountain | Making a connection: Tasting rooms and brand loyalty[END_REF]. Brand loyalty is reflected in repeat visitation of visitors to wine destinations (i.e., tasting room, winery) by good past experience [START_REF] O'mahony | Understanding the Impact of Wine Tourism on Post-tour Purchasing Behaviour[END_REF]. Visitors tend to evaluate a higher rate of satisfaction with the experience, they plays a vital role to recommend to others, not only sharing positive experiences but also return to wine destination with their friends (T. H. [START_REF] Dodd | Attracting Repeat Customers to Wineries[END_REF]. So, in this study, wine destination brand loyalty is defined as the determination to buy/visit again or to recommend to other visitors [START_REF] Oliver | Satisfaction: A behavioral perspective on the consumer[END_REF] and we limited the attitudinal and behavioral components within this context. Perceived quality, perceived value for the cost, uniqueness, willingness to pay a premium [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Blackston | The qualitative dimension of brand equity[END_REF][START_REF] Farquhar | Managing Brand Equity[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Strategic Brand Management: Building, Measuring, and Managing Brand Equity[END_REF] 9 [START_REF] Pappu | Does customer satisfaction lead to improved brand equity An empirical examination of two categories of retail brands[END_REF] Retail brands Australia N=601

Multinational travelers

Brand awareness, brand image, quality, brand value, brand loyalty. [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF] [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Bigné | Tourism image, evaluation variables and after purchase behaviour: Inter-relationship[END_REF][START_REF] Echtner | The Measurement of Destination Image: An Empirical Assessment[END_REF][START_REF] Gallarza | Destination image: Towards a conceptual framework[END_REF][START_REF] Gartner | Tourism Image: Attribute Measurement of State Tourism Products Using Multidimensional Scaling Techniques[END_REF][START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Milman | The Role of Awareness and Familiarity with a Destination: The Central Florida Case[END_REF][START_REF] Oliver | Satisfaction: A behavioral perspective on the consumer[END_REF]

Germany tourists

Brand awareness, brand image, perceived quality, and brand loyalty [START_REF] Baloglu | Tourism Destination Image of Turkey, Egypt, Greece, and Italy as perceived by US-based Tour Operator and Travel Agents[END_REF]Baloglu & Mccleary, 1999;Baloglu & McCleary, 1999;[START_REF] Bigné | Tourism image, evaluation variables and after purchase behaviour: Inter-relationship[END_REF][START_REF] Echtner | The meaning and measurement of destination image[END_REF], 1993;[START_REF] Fakeye | Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley[END_REF][START_REF] Gallarza | Destination image: Towards a conceptual framework[END_REF][START_REF] Gartner | Temporal influences on image change[END_REF][START_REF] Gartner | Tourism Image: Attribute Measurement of State Tourism Products Using Multidimensional Scaling Techniques[END_REF][START_REF] Hunt | Image as a Factor in Tourism Development[END_REF][START_REF] Milman | The Role of Awareness and Familiarity with a Destination: The Central Florida Case[END_REF][START_REF] Oliver | Satisfaction: A behavioral perspective on the consumer[END_REF][START_REF] Oppermann | Tourism Destination Loyalty[END_REF] examining customer satisfaction has used the theory of expectation disconfirmation (e.g. [START_REF] Chon | Understanding recreational traveler's motivation, attitude and satisfaction[END_REF][START_REF] Francken | Satisfaction with Leisure Time Activities[END_REF][START_REF] Oliver | A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions[END_REF][START_REF] Pizam | Predicting satisfaction among first time visitors to a destination by using the expectancy disconfirmation theory[END_REF]. In the early 80s, following the expectancy-disconfirmation Paradigm, presented by [START_REF] Oliver | A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions[END_REF], satisfaction can be defined as a subjective evaluation of a specific product or service. This individual evaluation refers to the perceived discrepancy between expectation and perceived performance. Satisfaction is defined as "a judgement that a product, or service feature, provides a pleasurable level of consumption-related fulfilment, including levels of the under or over fulfilment of a product" (Oliver, 1997, p. 13).

Despite many efforts to explain customer satisfaction, a homogeneous definition does not exist, and may be impacted by the specific characteristics of each context. In tourism context, the definition of customer satisfaction is complex [START_REF] Smith | The tourism product[END_REF]. Extending the expectation disconfirmation theory in tourism context, satisfaction has been defined to be based on how well a tourist's perceived evaluation of overall destination experience fits with previous expectations of the destination [START_REF] Chon | Understanding recreational traveler's motivation, attitude and satisfaction[END_REF].

There is no general consensus on the definition for customer satisfaction but to be consistent with the expectation disconfirmation theory [START_REF] Oliver | Effect of expectation and disconfirmation on postexposure product evaluations: An alternative interpretation[END_REF][START_REF] Oliver | A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions[END_REF], in wine tourism, we conceive customer satisfaction is primarily from the comparison between pre-travel expectations and posttravel experiences. This result of this comparison is in feelings of gratification/displeasure, the tourist is satisfied/dissatisfied (C.-F. Chen & Chen, 2010a). It is recognized that customer satisfaction is the main evaluation that consumers make with regard to a tourism service [START_REF] Rathnayake | How does 'crowding' affect visitor satisfaction at the Horton Plains National Park in Sri Lanka?[END_REF], playing an important role in the success of wine destination.

Approaches toward customer satisfaction

Based on the rich literature on customer satisfaction and the collection of considerable amounts of data, [START_REF] Zhou | Refreshing hotel satisfaction studies by reconfiguring customer review data[END_REF] indicate three key approaches in the literature that used to measure customer satisfaction are: meeting expectations, benchmarking and direct assessment. The expectations approach refers to the level of customer satisfaction with their expectations. When the perceived performance is higher/lower than or equal to their expectations, the levels of satisfaction vary accordingly: high/low/medium [START_REF] Zhou | Refreshing hotel satisfaction studies by reconfiguring customer review data[END_REF]. However, this approach shows one of the complexities is to specify the root of visitor' expectations following to a certain kind of ideal, standard, or minimum level. If the expectations are not regarded to a certain prefixed level, the heterogeneity of the database may compromise the construction of the model [START_REF] Sánchez-Rebull | The Antecedents and Consequences of Customer Satisfaction in Tourism: A Systematic Literature Review[END_REF].

The benchmarking approach is widely recognized as a valuable method and has been developed in some European communities [START_REF] Fuchs | Benchmarking indicator-systems and their potential for tracking guest satisfaction[END_REF]. It refers to the comparisons between the rated or assessed performance of the target destination and its competitors [START_REF] Zhou | Refreshing hotel satisfaction studies by reconfiguring customer review data[END_REF]. However, this approach has also key limitations relating to time consumption, costs, and the need for guests to know. To avoid biased data performance (see [START_REF] Johann | Benchmarking holiday experience: The case of senior tourists[END_REF][START_REF] Wöber | Benchmarking in tourism and hospitality industries: The selection of benchmarking partners[END_REF], it is necessary to have a set of data that measures both destinations being evaluated and similar competitors [START_REF] Sánchez-Rebull | The Antecedents and Consequences of Customer Satisfaction in Tourism: A Systematic Literature Review[END_REF].

Finally, the direct assessment approach is presented by Kozak as one of direct post-consumption appraisals [START_REF] Kozak | Comparative assessment of tourist satisfaction with destinations across two nationalities[END_REF]. This approach ignores expectations and focuses on how customers evaluate aspects of the specific destination [START_REF] Zhou | Refreshing hotel satisfaction studies by reconfiguring customer review data[END_REF]. Sometimes, it also measures the importance of the elements of the visitors' experience [START_REF] Noe | Tourist Service Satisfaction: Hotel, Transportation, and Recreation[END_REF]. This approach is suitable for management actions of a specific property, however, the important limitation of this approach is the lack of commonality of complaints or areas of satisfaction does not permit comparison across similar destinations (see [START_REF] Zhou | Refreshing hotel satisfaction studies by reconfiguring customer review data[END_REF].

In this study, measuring customer satisfaction for the wine tourism context is used following the expectations approach that has widely applied in tourism research.

Studies on customer satisfaction in tourism and wine tourism context

The evaluation of customer satisfaction is a fundamental challenge for managers because of the complexity of customers' experiences [START_REF] Kitsios | Digital Marketing Platforms and Customer Satisfaction: Identifying eWOM Using Big Data and Text Mining[END_REF]. In the tourism context, researchers have emphasized that the difficulty faced is the existence of a gap between managers' perceptions relating to the attributes of customer satisfaction and what exactly customers want to experience [START_REF] Lockyer | The perceived importance of price as one hotel selection dimension[END_REF]. The research of customer satisfaction in tourism began in the 1960s (X. [START_REF] Wang | Examining antecedents and consequences of tourist satisfaction: A structural modeling approach[END_REF] facilities, food quality, general hotel facilities, staff, price, services, and location that support customer satisfaction [START_REF] Zhou | Refreshing hotel satisfaction studies by reconfiguring customer review data[END_REF]. These characteristics are consistent with those identified in the previous research by [START_REF] Shanka | An Investigation into the Perceived Importance of Service and Facility Attributes to Hotel Satisfaction[END_REF]; [START_REF] Tanford | Determinants of customer loyalty and purchasing behavior for full-service and limited-service hotels[END_REF]. Moreover, the elements as location, room, services are the most important to satisfy customers and important than facilities, food, and price [START_REF] Dong | Classification of Customer Satisfaction Attributes: An Application of Online Hotel Review Analysis[END_REF] In wine tourism, satisfying visitors is critical to a wine destination's success (M. L. [START_REF] Gómez | The Tasting Room Experience and Winery Customer Satisfaction[END_REF][START_REF] Prayag | The role of tourists' emotional experiences and satisfaction in understanding behavioral intentions[END_REF]. It has been widely accepted that satisfied visitors provide numerous economic benefits for a wine destination as increases revenues, promotes product loyalty and reduces the cost of attracting new visitors (O'Neill [START_REF] O'neill | Wine production and tourism: Adding service to a perfect partnership[END_REF][START_REF] Shapiro | Customer satisfaction and sales performance in wine tasting rooms[END_REF]. A wine destination that cannot satisfy their visitors is like to lose market share to rivals who offer better products and services at competitive prices.

Several researchers have focused on CS with different views. For example, [START_REF] Thomas | A Research Proposal to Explore the Factors influencing Wine Tourist Satisfaction[END_REF] propose a framework of winescape attributes that contain aesthetics, layout and signage, features, Park & Jang, 2014) from dining to tourism context. Also, the results show that the number of activities/experiences available at the winery (or destination) and the frequency of changes to these activities/experiences will influence satisfaction. Besides, satisfaction has a positive influence on revisit intention, it also has a moderating impact on revisit intentions.

Recently, [START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF] explore the impact of the experience of a winery visit on the visitor's emotions and the effect of these emotions on visitors' intention to revisit and recommend a winery as a consequence of visitor satisfaction. The visitor's satisfaction 4-items is borrowed from [START_REF] Han | An investigation of green hotel customers' decision formation: Developing an extended model of the theory of planned behavior[END_REF]. The results indicate that emotions are arisenin the context of wine tourismas a result of visitors' evaluation of winery environment (especially Atmospherics, Signage and Facilities. Also, it is revealed that visitors' emotions positively influence their satisfaction, which in turn seems to be a significant predictor of visitors' intention to revisit the winery and give positive word-of-mouth.

Overall, the previous empirical studies found that customer/visitor satisfaction in the context of wine destinations (i.e., winery, cellar door, wine festival) is a result of the antecedents (i.e., winescape attributes/environment, perceived authenticity [START_REF] Napolitano | The influence of servicescape and perceived authenticity on winery visitors' satisfaction and their behavioural intentions[END_REF]; visitors' emotion [START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF]; festival quality (J. (Jessica) [START_REF] Yuan | The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival[END_REF]; winery tour/wine tasting, overall ambiance (J.-Y. [START_REF] Park | When do they become satiated? An examination of the relationships among winery tourists' satisfaction, repeat visits and revisit intentions[END_REF]). Also, it significantly impacts the consequences (i.e., visitors' intention to revisit (R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF][START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF] J.-Y. [START_REF] Park | When do they become satiated? An examination of the relationships among winery tourists' satisfaction, repeat visits and revisit intentions[END_REF], visitors' intention to recommend [START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF]; visitors' loyalty [START_REF] Brandano | How motivations and satisfaction influence wine tourists' loyalty? An analysis of the Italian case[END_REF]; purchase intentions, the amount of dollars spent and quantity purchased [START_REF] Shapiro | Customer satisfaction and sales performance in wine tasting rooms[END_REF]; awareness and behavioral intentions to buy local wines and to visit local wineries (J. (Jessica) [START_REF] Yuan | The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival[END_REF].

Revisit intention

Definitions of tourists' revisit intention

Revisit intention has been focused on as a key research topic in tourism literature (F. [START_REF] Li | The influence of crisis on tourists' perceived destination image and revisit intention: An exploratory study of Chinese tourists to North Korea[END_REF]. Earlier research tended to evaluate tourists' revisit intention through the factors of personal intuition and the willingness to make a recommendation [START_REF] Ajzen | Application of the Theory of Planned Behavior to Leisure Choice[END_REF]. The concept of Tourists' revisit intention has also been referred to their perceived likelihood of coming back to the same destination and can be considered as a specific element of favorable post-consumption behavior [START_REF] Cole | Examining the Mediating Role of Experience Quality in a Model of Tourist Experiences[END_REF]Loi et al., 2017). The intention to revisit forward a tourism destination has been defined as the tourists' willingness to revisit a destination again, and this behavior expresses tourists' loyalty, similar to the willingness to purchase a certain product again [START_REF] Baker | Quality, satisfaction and behavioral intentions[END_REF][START_REF] Gronholdt | The relationship between customer satisfaction and loyalty: Cross-industry differences[END_REF]. Also, it relates to the judgment of visitors about the likeliness or plans to revisit the same destination [START_REF] Khasawneh | Determining behaviour intentions from the overall destination image and risk perception[END_REF][START_REF] Stylos | Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists[END_REF] or the willingness to recommend the destination to others (C.-F. [START_REF] Chen | How destination image and evaluative factors affect behavioral intentions[END_REF][START_REF] Khasawneh | Determining behaviour intentions from the overall destination image and risk perception[END_REF]. Besides, Kozak, (2001a) supposes that tourists' revisit intention is an actual action in response to certain behaviors which relates to the tourists' willingness to visit a certain destination or other destinations in the same country. On the other hand, revisit intention refers to "the degree to which a person has formulated conscious plans to perform or not to perform some specified future behaviour" (Westerbeek & Shilbury, 2003, p. 214). It is not sure that revisit intention always leads to the actual behavior of revisit but is normally considered as an effective method for forecasting a visitor's actual behavior in the future [START_REF] Ajzen | Application of the Theory of Planned Behavior to Leisure Choice[END_REF].

In general, visitor's revisit intention can be considered based on behavior revisit (actual behavior revisit to a place/a tourism destination) or attitude revisit (likeliness or plans to revisit the same destination, positive recommend to others), or both. In this study, we approach visitors' revisit intention according to both behavioral and attitude revisit. Revisit intention refers to an individual's intention or commitment to revisit the same tourism destination and the willingness to positive recommend the destination to others.

Studies on revisit intention in tourism and wine tourism context

In the context of tourism, revisiting intention has been widely accepted as a significant phenomenon in an economy and the country's attractiveness to the tourists [START_REF] Darnell | Repeat visits to attractions: A preliminary economic analysis[END_REF]. The benchmark of the revisiting theories is constructed upon the framework of repurchasing behaviors and some studies in 1980's (i.e., [START_REF] Gitelson | Insights into the repeat vacation phenomenon[END_REF][START_REF] Gyte | Patterns of Destination Repeat Business: British Tourists in Mallorca, Spain[END_REF] (Luo & Hsieh, 2013).

More past four decades, in the context of tourism, to deepen understanding of the reason why visitors like to revisit certain destinations again, many researchers have paid attention the antecedents that impact the tourists' revisit intention and lead to more different views of measuring.

To measuring of tourists' revisit intention, [START_REF] Ajzen | Application of the Theory of Planned Behavior to Leisure Choice[END_REF] proposed the two-dimensional scale that refers to personal intuition and the willingness to make recommendations. Y. [START_REF] Lee | The Complex and Dynamic Nature of Leisure Experience[END_REF] suppose that the characteristics of a destination are hands-on activities and famous scenic spots that more easily trigger visitors' revisit intention. [START_REF] Backman | Differentiating Between High, Spurious, Latent, and Low Loyalty Participants in Two Leisure Activities[END_REF] propose that those who participated in special events, used well-designed facilities and received thoughtful services tend to enjoy with the higher frequencies. And the main factors are the "sense of thrill", "less time-consuming participation" and "convenient boarding choices" induce tourists' revisit. On the other hand, the cleaning of environment or special personal preferences and meeting needs will have a positive effect on the tourists' revisit intention [START_REF] Backman | The Composition of Source and Activity Loyalty Within a Public Agency's Golf Operation[END_REF]. Jones & W. E.

Sasser, (1995) declare tourists who have certain bond and preference to the company's personnel, products and services have tend to revisit.

In the festival context, [START_REF] Choo | An integrated model of festival revisit intentions: Theory of planned behavior and festival quality/satisfaction[END_REF] attempt to develop an integrated model to explain and forecast festival tourists' revisit intention by adopting festival quality/satisfaction and theory of planned behavior and determining the importance of social influences on current visitors' revisit intentions to the festival. The results indicate that satisfaction was the strongest predictor of visitors' revisit intentions, followed by social identity, subjective norms, and group norms.

To highlight to the importance of transportation on tourists' revisit intention, Loi et al., (2017) analyze the quality of tourists shuttles with intention to revisit a destination. The results reveal the quality of tourist shuttles predicts intention to revisit through two mediators -destination satisfaction and image. Also, it is found that destination image predicts intention to revisit through destination satisfaction. The findings [START_REF] Nguyen | Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact[END_REF] reveal that revisit intention is directly affected by satisfaction, attractiveness, accommodation service, cultural contact, and perceived risk. On the other view, [START_REF] Abbasi | Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB)[END_REF] extend the theory of planned behavior by adding variables to explore the factors that influence tourists' revisit intention. The results show that perceived behavioral control, perceived value, destination image and satisfaction significantly impact visitors' revisit intention. The influence of perceived value, perceived service quality and destination image on satisfaction is also confirmed. Besides, satisfaction is found to be a significant mediator between perceived service quality, destination image and perceived value.

In the tourism context, adapting brand experience scale toward a destination, Barnes et al.

(2014) indicated only sensory and affective experience positive affect intention to revisit. It also found that enhancing visitors' emotional and behavioral experiences increase the willingness to revisit and recommend [START_REF] Chen | Experiencing the destination brand: Behavioral intentions of arts festival tourists[END_REF]. Recently, Jiménez [START_REF] Barreto | The online destination brand experience: Development of a sensorial-cognitive-conative model[END_REF][START_REF] Barreto | Linking the online destination brand experience and brand credibility with tourists' behavioral intentions toward a destination[END_REF] confirmed that positive direct and indirect relationships among online destination brand experience (sensory and cognitive experience) and users' intentions to visit/recommend.

Like in the context of tourism, behavioral intention topic in wine tourism context has also been focused attention by many researchers. Among them, [START_REF] Yeh | The visiting motivation, perceived value and future behavioural intentions of winery tourists[END_REF] found that good-value products and good services will increase customer satisfaction, therefore, leading to raising the tourists' revisit intention and recommend the winery to others. Also, they highlight that the perceived value increases when the tourist participates in activities and spends money to enjoy activities and perceives the achievements obtained from such activity.

On the other hand, [START_REF] Bonn | A multilevel analysis of the effects of wine destination attributes on travel constraints and revisit intention[END_REF] found that authentic characteristics of a region (i.e., local quality wine and wine tasting) play a key role in visitors' behavior intention. As well the favorable perception of local wine, artisanal products and recreational facilities area positively influences wine tourists' revisit intention.

To emphasize the important role of destination image for predicting tourist's revisit intentions, the results of [START_REF] Stylos | Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists[END_REF] reveal that all image components (cognitive, affective, and conative)

have a positive indirect effect on intention to revisit tourism destination through holistic image, while conative has also a direct one. Also, the findings show the differences between British and Russians.

In wine events context, [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF] revealed the experiential components within wine events influence customers' brand engagement and brand purchase intention in both Australia and France with differing effects.

In the same vein, winery guided tours and the ambiance or atmosphere are found as key factors of wine tourism for revisiting wine destination again, thus, J.-Y. [START_REF] Park | When do they become satiated? An examination of the relationships among winery tourists' satisfaction, repeat visits and revisit intentions[END_REF] suggest wineries should offer services within an attractive and/or unique servicescape to create a desirable ambiance.

In this sense, [START_REF] Brandano | How motivations and satisfaction influence wine tourists' loyalty? An analysis of the Italian case[END_REF] highlight that to evoke wine tourists' revisit intention, the wine cellars need to promote attractive destination both the wine routes and its surrounding places (i.e., restaurants, cultural and recreational activities and other wine destinations). Also, their findings reveal that satisfaction has a positive effect on revisit intention that coincides with (C.-F.

Chen & Chen, 2010a; [START_REF] Khasawneh | Determining behaviour intentions from the overall destination image and risk perception[END_REF][START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF][START_REF] Prayag | Do Satisfied Cellar Door Visitors Want to Revisit? Linking Past Knowledge and Consumption Behaviors To Satisfaction and Intention to Return[END_REF].

In another view, Ramos Higuera et al., (2019) predict tourists' revisit intention to micro, small, and medium wineries on the Valle de Guadalupe wine route, Mexico. They provide empirical support for the spatialtemporal model (R. [START_REF] Mitchell | The Post-visit Consumer Behaviour of New Zealand Winery Visitors[END_REF], and the results indicate two out of three dimensions: pre-visit experience and in situ experience have a positive impact on visitors' revisit. Specifically, the pre-visit experience is the most important dimension for revisit intention, this results also coincide with [START_REF] Alebaki | Developing a multidimensional framework for wine tourist behavior: Evidence from Greece[END_REF]R. M. Back et al., 2018;[START_REF] Mitchell | The Post-visit Consumer Behaviour of New Zealand Winery Visitors[END_REF], followed by in situ experience that is similar to the previous studies [START_REF] Afonso | The role of motivations and involvement in wine tourists' intention to return: SEM and fsQCA findings[END_REF]H. Kim & Bonn, 2016;[START_REF] Yeh | The visiting motivation, perceived value and future behavioural intentions of winery tourists[END_REF].

Recently, [START_REF] Prayag | Do Satisfied Cellar Door Visitors Want to Revisit? Linking Past Knowledge and Consumption Behaviors To Satisfaction and Intention to Return[END_REF] evaluates the main determinants of wine tourists' intention to revisit the winery cellar door with data collection from wine visitors in Barossa Valley, Australia. The results indicate that intention to revisit is predicted only by satisfaction, awareness of the winery before the visit, motivations for buying and tasting wine, and some sociodemographic characteristics.

Summary

This chapter introduced the antecedents of wine destination brand experience (i.e., event marketing, brand clues, marketing communication) in session 2.2. The discussion of these concepts offered background for the understanding of antecedents as key factors impact on wine (tourism) destination brand experience. In session 2.3, the consequences of wine destination brand experience (i.e., wine tourism customer-based brand experience, visitor satisfaction and revisit intention) were discussed. Wine destination customer-based brand experience includes five dimensions: wine destination brand awareness, wine destination brand image, wine destination perceived quality, wine destination perceived value and wine destination brand loyalty. This session also summarized definitions of CBBE from the previous studies in Table 2.1 and CBBE dimensions for product and service, tourism destination and wine destination brands context in Table 2.2 from 63 prior presentative studies. Besides, the literature relevant the concept of visitor satisfaction and revisit intention also were explained in this session. The definitions and overview of visitor satisfaction, and revisit intention in tourism and wine tourism context also detailed in this session.

Introduction

This chapter proposes the structure of the conceptual model in Session 3.2 and the hypotheses in A summary of this chapter is presented in Session 3.4.

The structure of conceptual model

Relationships between wine destination brand experience and its antecedents

From the literature, this study proposed three key elements as the antecedents of wine destination brand experience are event marketing, brand clues and marketing communication as above discussions in Session 2.2.

Relationship between event marketing and wine destination brand experience

Event marketing is viewed as "a communication tool whose purpose is to disseminate a company's marketing messages by involving the target groups in experiential activity" [START_REF] Drengner | Does flow influence the brand image in event marketing[END_REF].

Besides, [START_REF] Pine | The experience economy: Work is theatre & every business a stage[END_REF] supposed that event marketing is as a "theatre" where brands appear on the "stage" to provide memorable experiences. The scholars of marketing and communications have empirical evidence that event marketing can help companies create affective responses in event participants or build an emotional attachment with them (A. D. [START_REF] Alonso | Wine tourism in the Canary Islands: An exploratory study[END_REF][START_REF] Bal | Event-related emotions: A key metric to assess sponsorship effectiveness[END_REF][START_REF] Martensen | Application of a Model for the Effectiveness of Event Marketing[END_REF]. Event marketing can use to stimulate consumers' senses and engage them in an active manner. Participating in an event usually means being fully immersed in a physical space that stimulates all consumers' senses. The strength of brand experience can differ: stronger or weaker, with the consequence that event marketing can lead to different types of brand experience: not only strong and memorable (Pine II & Gilmore, 2019) but also more ordinary and commonplace ones [START_REF] Carù | Revisiting consumption experience: A more humble but complete view of the concept[END_REF]. Event marketing has been considered as an important antecedent of brand experience because it provides direct and more lively interaction with the brand [START_REF] Whelan | Communicating brands through engagement with 'lived' experiences[END_REF].

In tourism context, event marketing is necessary and a key tool to combine regional features and develop destination tourism industry. It is required to enhance tourists' feeling intensity through actual experience as experience can leave a deep impression on tourists [START_REF] Mcluhan | Go live with a big brand experience[END_REF]. Some empirical research also shows evidence that event marketing has a positive influence on brand experience in a service context: restaurant [START_REF] Khan | Antecedents and outcomes of brand experience: An empirical study[END_REF]. Besides, (S.-I. [START_REF] Wu | Competing Model of Event Marketing Activities[END_REF] provides proofs that there are have a significantly positive effect between event marketing and tourists' experiential value which is the same with the concepts proposed by Johnny, A., O'Toole, W., [START_REF] Johnny | Festival and special event management[END_REF].

In wine tourism context, [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF] declare that customer experience has been created through wine events. The event itself provides high-quality wine, food, services, and engaging and/or novel atmosphere to encourage sampling and spending and to ensure a satisfying experience for customers [START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF]. This also leads to brand recognition and adoption, so stimulating sale and recommendations to other visitors in the future. Wine event is one activity encompassed in the complete construct of wine tourism which increases wine destination brand experience.

In summary, based on these findings that event marketing has a positive influence on brand experience in service and tourism context, we expect that in wine tourism context, event marketing contributes to wine destination brand experience. We therefore hypothesize:

H1: Event marketing has a positive effect on wine destination brand experience [START_REF] Berry | Managing the Total Customer Experience[END_REF] discussed that three categories of brand clues present in service experience: functional clues, mechanic clues and humanic clues. Brand experience is evoked by functional, mechanic and humanic clues provided by the firm [START_REF] Berry | Build loyalty through experience management[END_REF].

Relationship between brand clues and wine destination brand experience

a. Functional clues

In a wine tourism destination, its complexity lead to the functional clues involving wine and they refer to the technical quality of wine. (C. M. [START_REF] Hall | Wine, Food, and Tourism Marketing[END_REF] discussed that in any tourism segment, there are different degrees of interest for wine and culinary resources. Wine is used as an extremely critical element to attract wine tourists whose main motivation is to discover the source of the product itself, to have some knowledge of the places and means of production. Wine is considered as the soul of wine tourism as a touristic product [START_REF] Asero | Wine tourism experience and consumer behavior: The case of sicily[END_REF]. [START_REF] Getz | Critical success factors for wine tourism regions: A demand analysis[END_REF] supposed that the quality of its wine influence wine tourists in their choice decision of wine tourism destination. Wine as a special tourist product can able to attract visitors in choosing a destination with different levels of involvement: wine can be seen as a product of high involvement for some consumers and low involvement for others [START_REF] Ali-Knight | An exploration of the use of 'extraordinary 'experiences in wine tourism[END_REF]. Wine tasting and purchase has a very high involvement with a lot of time and attention for the specialist or connoisseur who will be interested in variety, crop and origin of wine while "generalist" visitors just want to spend a different day in a wine scape context or only take the trip to accompany the connoisseurs [START_REF] Charters | Who is the wine tourist?[END_REF] The wine tourism experience can be found throughout cuisine and tourism literature. One illustration of this can be found in an article by Vic Williams (Bieder, Campbell and Williams 1997, p.131, 132) (a wine writer for Cuisine magazine) (C. M. Hall et al., 2002) "Where there is good wine, you will find joyful people and honest food" Moreover, when referring to a full set of the main elements in the development strategy of wine tourism destination, [START_REF] Getz | Explore wine tourism: Management, development & destinations[END_REF] indicates the important and essential role of wine:

"Wine (…) is more than a beverage, it has become a lifestyle product with a high degree of complementarity with food, hospitality, entertainment, the arts and tourism" (Australian Wine Foundation, 1996) There are some studies in the previous found the influence of wine or gastronomy on wine tourism destination brand experience, several investigations that support this. Wine is considered with strong cultural connotations and frequently influences visitors' experience and remains to stay as lasting experiences (Ferrarini et al., 2010a). The involvement with wine will create visitors' experience with hedonic high charge, and it can be expected that evaluation of the experience is involved with an emotional component, ideally through the expression of positive emotions (Sparks, 2007a). Furthermore, wine transfers the hedonic experience by stimulating the senses of wine tourists in the wine tasting and the interaction with the landscape (Ali-Knight & Carlsen, 2003, p. 7;[START_REF] Charters | Experiencing "real" service at the winery tasting room[END_REF] summarized that wine is characterized as participation in experiential marketing and that a wine tourism destination should promote "extraordinary" experiences and provide "unusual events and characterized by high levels of emotional intensity and experience to wine tourists".

123

Based on the considerations, we expect that the functional clues in wine tourism destinations such as wine's taste, quality, presentation, healthiness, unique, regional nature, variety, crop, origin and any wine quality-related clues are necessary to impact positively on wine tourism destination brand experience.

b. Mechanic clues

Because of the holistic experience of wine tourism, the needs and motivations of wine tourists are not only the wine consumption alone but also the connection of overall activities and leisure which occur in the context of what is known as a "winescape" [START_REF] Brochado | Wine tourism: A multisensory experience[END_REF]Bruwer et al., 2013[START_REF] Bruwer | Why wine tourists visit cellar doors: Segmenting motivation and destination image[END_REF]; C. M. Hall & Mitchell, 2000;L. I. Nowak et al., 2006;[START_REF] Sottini | Winescape perception and big data analysis: An assessment through social media photographs in the Chianti Classico region[END_REF] More specifically, in the context of wine tourism, the tangible components of a wine tourism destination can be included landscape, vineyards, wineries, cellars doors, tasting room, wine bars, wine restaurants, winery buildings, the infrastructure related wine, for example, "La cité du Vin" is a wine complex museum in Bordeaux creates unique and different experiences compared to other places. All its designs have overall impact on sights, smells, sounds, tastes, and textures of wine visitors. Nowadays, "winescape" has been expanded with the development of information and communication technologies which has added value formation in a technology enable environment for wine tourism. The infrastructure relating to technology creates a major competitive advantage among wine tourism destinations to attract visitors with unique and novel experiences. Indeed, it is widely accepted that to be able to serve target visitors, improve the destination efficiency, maximize profitability, enhance services, and maintain long-term prosperity for destination [START_REF] Buhalis | Marketing the competitive destination of the future[END_REF]. Nearly, some research have focused attention on the key role of interactive technologies for branding a wine tourism destination, such as in Port wine region [START_REF] Martins | A multisensory virtual experience model for thematic tourism: A Port wine tourism application proposal[END_REF], for value co-creation and value co-destruction in 'La cité du Vin' wine museum in Bordeaux, France [START_REF] Kirova | Value co-creation and value co-destruction through interactive technology in tourism: The case of 'La Cité du Vin' wine museum[END_REF], and for the presence (or absence) of social interactions across a spectrum of visitor experiences in a leading technology-centric wine museum 'La cité du Vin' [START_REF] Ponsignon | The impact of interactive technologies on the social experience: An empirical study in a cultural tourism context[END_REF].

Review in the past literature, during service experience process, customers are influenced by numerous mechanic clues, especially emphasize by studies in environmental psychology and marketing research (Wall & Berry, 2007). Wall & Berry (2007) recognized that mechanic clues are especially important on service marketing, customers rely on tangible factors to evaluate service quality because of the imperceptibility of the offering. The study's results by Mehrabian & Russell, 1974;Spangenberg, Crowley, & Henderson, 1996 found that the physical environment's effect on people's intellection, emotion and behaviors (cited in [START_REF] Garg | Mechanic Clues vs. Humanic Clues: Students' Perception towards Service Quality of Fast Food Restaurants in Taylor's University Campus[END_REF].

In the wine tourism context, T. H. [START_REF] Dodd | Product, Environmental, and Service Attributes That Influence Consumer Attitudes and Purchases at Wineries[END_REF] referred that five qualities of the physical environment in winery (cleanliness, pleasant environment, displays, attractiveness, and smells) and provided the study's result that "winery environment" is one of four groups of attributes (service, wine characteristics, winery environment and price) that affect a tourist's experience and influence purchase behavior. In another research, the survey results and field observations by [START_REF] Carmichael | Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada[END_REF] published that physical components (rural landscape, variety of wineries, ease of access, good signage, wine route and attractiveness of winery buildings) are extremely important factors of the wine visitor experience.

In conclusion, the aforementioned formed the basis for the expectation that the mechanic clues in wine tourism destination are as landscape in vineyards, wineries, cellars doors, tasting room, wine bars, wine restaurants, winery buildings, the infrastructure related wine that have a positive influence on wine destination brand experience.

c. Humanic clues

Humanic clues consist of the behaviour of the employees, including body language, tone of voice, friendliness and level of enthusiasm [START_REF] Carbone | Engineering customer experiences[END_REF][START_REF] Garg | Mechanic Clues vs. Humanic Clues: Students' Perception towards Service Quality of Fast Food Restaurants in Taylor's University Campus[END_REF]. Staff members (i.e., winemakers, servants, etc.) at the wine tourism destination can play an important role in the quality of the wine tourism destination's experience. The attributes of staff members such as friendliness, courteousness, overall service, and knowledge of the winery personnel are also vital in the purchasing decision at cellar door [START_REF] O'neill | Wine production as a service experiencethe effects of service quality on wine sales[END_REF], and in influence the success of the wine tourism destination (T. H. [START_REF] Dodd | Opportunities and Pitfalls of Tourism in a Developing Wine Industry[END_REF]. Moreover, the survey results of Griffin & Loersch (2006, p. 85) found that wine visitors held the highest expectations in relation to the staff members' attributes of a wine tourism destination (friendly and welcoming; professional and knowledgeable;

understand visitors need and provide individual attention). Additionally, [START_REF] Carlsen | Strategic issues in Australian wine tourism. Wine Tourism -Perfect Partners[END_REF] referred that the quality of the wine tourism experience can be maintained and increased rely on the training needs and requirements of the staff members relate to wine tourism destination. [START_REF] Penn | Managing the tasting room[END_REF] supposed that the interactions between wine visitors and the winemaker and winery staff have an important function in creating a total experience in wine tourism destination (Marlowe et al., 2016, p. 93). Therefore, arguably, humanic clues play a key role in wine visitors' assessments of their experiences in a wine tourism destination.

Finally, based on these discussions, we expect that brand clues is included functional clues, mechanic clues and humanic clues will impact on wine destination brand experience. Given this reasoning, the following hypothesis is proposed:

H2: Brand clues (functional clues, mechanic clues, humanic clues) have a positive influence on wine destination brand experience

Relationship between marketing communication and wine destination brand experience

Marketing communication provides the means by which the information of brands and organizations is presented to their audiences. The goal is to stimulate a dialogue that will, ideally, lead to a succession of purchases. This interaction represents an exchange between each organization and each customer, and, according to the quality and satisfaction of the exchange process, will or will not be repeated (Fill, 2005, p. 9).

Recently, the social media phenomenon has been attention and play an important role in increasing a destination's competitiveness, increasing sale and brand equity [START_REF] Bruwer | Wine tourists' use of sources of information when visiting a USA wine region[END_REF] Kaplan and Haenlein (2010) outlined six types of social media, namely collaborative projects (e.g.

Wikipedia), blogs and microblogs (e.g. Twitter), content communities (e.g. YouTube), social networking sites (e.g. Facebook) [START_REF] Canovi | Social media marketing in wine tourism: Winery owners' perceptions[END_REF]. H. [START_REF] Chen | Exploring the commercial value of social networks: Enhancing consumers' brand experience through Facebook pages[END_REF] supposed that social networking sites (e.g Facebook pages) have been also encompassed in the marketing communication mix that provides a positive influence on brand experience and customer loyalty.

B. [START_REF] Schmitt | Experiential Marketing[END_REF] also supposed that marketing communication delivers an experience to customers. Besides, with the advent of the social web, social media provided additional features such as sharing, virtual presence, conversations, relationships and group formation that empower wine tourists to co-create and co-promote their tourism experiences [START_REF] Sigala | Social Media and the Co-creation of Tourism Experiences[END_REF].

Some empirical studies provided findings that marketing communication as social media marketing affects brand experience. Among them, [START_REF] Beig | Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook[END_REF] found that content sharing and interaction influence the four dimensions of brand experience (sensory, affective, behavioral and intellectual) with different intensities. In another research, the result was proven by [START_REF] Zollo | Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience[END_REF] shown that social media marketing activities perceived by consumers were positively related to brand experience. Therefore, this study proposes the hypothesis following:

H3: Marketing communication has a positive effect on wine destination brand experience

Relationships between wine destination brand experience and each dimension of wine destination consumer-based brand equity

Wine destination brand experience and wine destination brand awareness

Beyond tasting wine and enjoy in the experience of wine, wine tourism brand experience is an overall complex experience that its success depends on a "bundle of attributes" includes wine and food, wine-scape (terroir characteristics, architectures landscape, vineyards, facilities), service staff, variety of events, etc. that are crucial parts of experience [START_REF] Ali-Knight | An exploration of the use of 'extraordinary 'experiences in wine tourism[END_REF][START_REF] Asero | From Wine Production to Wine Tourism Experience: The Case of Italy[END_REF][START_REF] Brochado | The world of great wines: The Douro Valley Experience[END_REF][START_REF] Carlsen | Global wine tourism: Research, management and marketing[END_REF][START_REF] Correia | Wine Tourism Experiences and Marketing: The Case of the Douro Valley in Portugal[END_REF][START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF][START_REF] Terziyska | Winescape through the lens of organized travela netnography study[END_REF]. This "bundle of attributes" affects the success of a wine destination and the visitor's experience at wine destination.

All activities in the process of wine destination brand experience (i.e, tasting wine, wine and food pairing, listening to "brand story", wine blending, picking grapes, etc.) are associated with the multisensory experiences [START_REF] Brochado | Wine tourism: A multisensory experience[END_REF][START_REF] Carvalho | Co-creative tourism experiencesa conceptual framework and its application to food & wine tourism[END_REF][START_REF] Spence | Multisensory experiential wine marketing[END_REF] where taste, smell, touch, sight, and hearing are stimulated [START_REF] Schmitt | Experiential Marketing[END_REF]. [START_REF] Garibaldi | Technologies for enhancing wine tourism experience[END_REF][START_REF] Schmitt | Experiential Marketing[END_REF]) also highlighted the key role of multisensory as a specified factor of enhancing memorability. Stimulation five senses of wine tourists experience, either single or together, allow wine visitors to enhance their awareness of specified wine destination brand, also can increase their retention in memories because "the more senses an experience engages, the more effective and memorable it can be" [START_REF] Pine | Welcome to the experience economy[END_REF]. From J. J. Brakus et al.'s (2009) viewpoint, wine destination brand experience in this study includes sensory, affective, intellectual, behavioral and social experience. These experiences combine with wine destination's offers provide unique experiences that led to broaden visitors' awareness about a wine destination. Visitors' form perceptions and attitudes about wine destination brand, often are results of an actual experience at a wine destination (i.e, winery tasting room, cellar door) (Bruwer & Lesschaeve, 2012a). The Winemaker Federation of Australia ( 2010) also identified that winery visits experience is one of the most significant ways to build brand awareness of wine visitors and their future behavior (cited in Bruwer et al. (2013).

To add highly valued visits experience, wine destination management organizations develop adequate strategies relate to visitors as co-creative activities. Co-creation experiences as being an important factor in value creation, including physical, social and virtual context [START_REF] Minkiewicz | How do consumers co-create their experiences? An exploration in the heritage sector[END_REF]. As [START_REF] Campos | Co-creation of tourist experiences: A literature review[END_REF] knowledge, from the perspective of visitors, interactions are the center of the visitor experience. Interaction and socialization between visitor and winemaker and instruction by experts present hand-one experience leading to mastery of techniques (i.e., wine blending) are potential contributes to visitor's perception for a wine destination [START_REF] Carvalho | Co-creative tourism experiencesa conceptual framework and its application to food & wine tourism[END_REF][START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF] via wine destination brand experience includes sensory, affective, intellectual, behavioral and social experience. Besides, listening "brand story", educational stories about local grape varieties and wine styles are experiential activities to fill the gaps and effectively increase visitors' brand awareness [START_REF] Charters | Experiencing "real" service at the winery tasting room[END_REF][START_REF] Dodd | Perceptual Dififerences Among Visitor Groups to Wineries[END_REF].

In marketing literature, a number of studies have provided empirical evidence of the relationship between brand experience and brand awareness (e.g. [START_REF] Chang | Building consumer-brand relationship: A cross-cultural experiential view[END_REF][START_REF] Cleff | Can You Feel It? -The Effect of Brand Experience on Brand Equity[END_REF][START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF]. However, none of these studies analyze the relationship of brand experience and brand awareness specific to wine tourism destination, which makes this study useful to extend knowledge in this field. Thus, in wine tourism destination context, we hypothesize that:

H4a: Wine destination brand experience has a positive effect on wine destination brand awareness.

Wine destination brand experience and wine destination brand image

In this study, wine destination brand image is limited to the social image and self-image of brand personality because brand image is a component of brand personality and is regarded to visitors' self-concepts [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF]. When the visitor's use of a product/service or visit to a wine destination is highly visible to others. The brand becomes an extension and a statement for an individual that can make to the world about himself/herself [START_REF] Lemon | What drives customer equity?[END_REF]. Self-concept (or self-esteem) is the way in which people perceive themselves and hence consumers often purchase products corresponding to their self-concepts as a means of self-expression [START_REF] Nam | Nostalgia's fulfillment of agentic and communal needs: How different types of self-concepts shape consumer attitudes toward nostalgia: Consumer self-concept and nostalgia[END_REF].

Within a tourism context, it is recognized that visitor have a desire visit to a tourism destination that have brand image similar to visitor's own self-image [START_REF] Pratt | Predicting Wine Tourism Intention: Destination Image and Selfcongruity[END_REF]Sirgy et al., 2000).

Moreover, in wine tourism context, [START_REF] Olsen | Consumer Self-Confidence in Wine Purchases[END_REF]; [START_REF] Roe | Self-concept, product involvement and consumption occasions: Exploring fine wine consumer behaviour[END_REF] highlighted that "self-concept plays a key role in wine buying behavior because they are extremely intimidated and often doubt their ability to choose the appropriate wine for a particular occasion for fear of social rejection if the wrong type of wine is selected".

For a wine tourism destination, wine destination suppliers' effort to present opportunities for wine visitors who share knowledge as wine connoisseurs and skills (e.g., wine blending) through social experience in actual interaction or as a member in wine groups. Co-creative activities, that have been offered by wine DMOs are the way for visitors to make an impression with others (i.e., service staff, other tourists, community) as well as their "personality" traits in this process experience also contribute to creating impressive and creative experiences [START_REF] Richards | Evolving research perspectives on food and gastronomic experiences in tourism[END_REF][START_REF] Roe | Self-concept, product involvement and consumption occasions: Exploring fine wine consumer behaviour[END_REF].

Besides, through digital devices, technology at wine tourism destinations (i.e., "La cite du Vin" museum, Bordeaux) is suggested as a beneficial tool that enhances technology co-creation experience [START_REF] Carvalho | Co-creative tourism experiencesa conceptual framework and its application to food & wine tourism[END_REF][START_REF] Kirova | Value co-creation and value co-destruction through interactive technology in tourism: The case of 'La Cité du Vin' wine museum[END_REF], by that visitors can express their self-concept.

Some empirical investigations found that brand experience helps to create and reinforce brand image [START_REF] Aaker | Brand leadership[END_REF]; R. B. [START_REF] Kim | Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers[END_REF]; S. R. [START_REF] Kumar | The nature and antecedents of brand equity and its dimensions[END_REF].

Most of present research measures brand image dimension according to the perspective of [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF] and [START_REF] Keller | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF] while in wine tourism context, we approach and examine the concept of wine destination brand image relied on the approach of [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF]L. I. Nowak et al., 2006) so in marketing literature, there are limited theoretical in the relationship of brand experience and brand image which measure according to [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF]L. I. Nowak et al., 2006). To bridge this gap, we propose hypotheses:

H4b: Wine destination brand experience has a positive effect on wine destination brand image

Wine destination brand experience and wine destination perceived quality

Due to the competitive nature of wine industry, wineries have to provide "added value" elements to attract visitors. Wine and wine tourism involvement plays a vital role in the quality of the wine tourism destination experience. The degree of wine destination perceived quality is recognized as "the end result of a complex psychological mechanism that is a combination of what the subject feels, that is, his/her satisfaction with the service/object/item in question, and an intrinsic uncertainty" [START_REF] Mauracher | Wine tourism quality perception and customer satisfaction reliability: The Italian Prosecco District[END_REF], thus, it is complex to understanding perceived quality in visitor' perception.

Psychological participation refers to tourists' cognitive involvement, implying the stimulation of knowledge transfer and a learning process [START_REF] Campos | Co-creation of tourist experiences: A literature review[END_REF][START_REF] Minkiewicz | How do consumers co-create their experiences? An exploration in the heritage sector[END_REF] through interactive experience between staff service and visitors that are crucial contributions to effect on perceived quality in visitor' awareness. Beyond the quality of wine in tasting experience, staff service with professional knowledge as well as their friendly and competence offer excellent experiences for visitors that is a key part of enhancing satisfaction [START_REF] Mauracher | Wine tourism quality perception and customer satisfaction reliability: The Italian Prosecco District[END_REF] that lead to good perceived quality in their perception.

In marketing literature, there is seldom research examining the relationship between brand experience and perceived quality. Among them, only [START_REF] Kerin | Store shopping experience and consumer pricequality-value perceptions[END_REF] have raised the direct effect of brand experience on perceived quality (Klabi, 2020, p. 5) Visitors' perceived value depends not only on the variety of attributes of the destination offered but also on change according to customer expectations and wine knowledge so not all visitors can experience a winery in the same way [START_REF] Charters | Experiencing "real" service at the winery tasting room[END_REF]. As Chen et al. ( 2015) emphasized beyond the mere acquisition of wine, visitors could perceive value from the total experience provided by cellar doors. Visitors consider not only the value-for-money perception of wine products but also the utilitarian value and hedonic value from the quality of wine and the added value of visit itself.

In the product context, there is limited research examining the influence of brand experience on perceived value [START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF][START_REF] Huang | The relation between brand experience and customer satisfaction in the tourism-destination hotel[END_REF] and there is scarce empirical research analysis this relationship in wine tourism. Given the extent of literature in wine tourism context, we hypothesized:

H4d: Wine destination brand experience has a positive effect on wine destination perceived value.

Wine destination brand experience and wine destination brand loyalty

Wine tourism and wine involvements are considered as consuming experiences with hedonic high charge, and it can be expected that evaluation of the experience is related to an emotional component, ideally through the expression of positive emotions [START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF].

For a wine tourism destination, humanic clues as winery owners, hosts, service staff, or tour guides with their friendly and good service also can transfer positive feelings and emotions to customers (D. J. [START_REF] Howard | Emotional Contagion Effects on Product Attitudes[END_REF]) and these feelings are likely to create an affective commitment in visitors [START_REF] Mende | Why attachment security matters: How customers' attachment styles influence their relationships with service firms and service employees[END_REF]. If visitors are sufficiently empathic during these interactions that lead to tourists tend to be loyal to the brand that triggers hedonic emotions [START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF][START_REF] Holbrook | The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun[END_REF]. Positive and memorable experience will create a lasting emotional attachment between visitors and wine tourism destination brands that lead to brand loyalty (Bruwer et al., 2013;X. Chen et al., 2015;[START_REF] Fountain | Making a connection: Tasting rooms and brand loyalty[END_REF]; L. I. [START_REF] Nowak | Using the tasting room experience to create loyal customers[END_REF][START_REF] O'mahony | Understanding the Impact of Wine Tourism on Post-tour Purchasing Behaviour[END_REF].

Besides, the co-creation experience also contributes benefits in tightening the relationship between target visitors and specific wine destination brands that form emotional bond. As well as cocreation experience with "active participation" contributes to more unique, outstanding personalized experience [START_REF] Joy | Performance Theory and Consumer Engagement: Wine-Tourism Experiences in South Africa and India[END_REF][START_REF] Rachão | Food-and-wine experiences towards co-creation in tourism[END_REF][START_REF] Richards | Evolving research perspectives on food and gastronomic experiences in tourism[END_REF] [START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF].

As an attractive determinant attribute, wine festivals and events are important contributions to the success of wine destination brand experience. The variety of wine festivals and events offer an excellent opportunity to create awareness of regional brands and to build visitors' brand loyalty [START_REF] Axelsen | Designing Festival Experiences to Influence Visitor Perceptions: The Case of a Wine and Food Festival[END_REF][START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF]Sigala & Robinson, 2019a).

Many researchers have empirically found a significant link between brand experience and brand loyalty in the product and service context and the tourism destination context [START_REF] Iglesias | The role of brand experience and affective commitment in determining brand loyalty[END_REF][START_REF] Khan | Connecting the dots between CSR and brand loyalty: The mediating role of brand experience and brand trust[END_REF]V. Kumar & Kaushik, 2017b;[START_REF] Ong | Impact of brand experience on loyalty[END_REF]. In the wine tourism literature, brand loyal from visitor' perspective is an attractive topic that has focused on investigated by many researchers, a number of studies show empirical evidence about the relationship of wine tourism experience and visitor' loyalty at one wine tourism destination (i.e., tasting rooms, wineries) (i.e., Bruwer et al., 2013;X. Chen, Goodman, et al., 2016; T. H. Lee & Chang, 2012; L. I. [START_REF] Nowak | Using the tasting room experience to create loyal customers[END_REF][START_REF] Quadri-Felitti | Destination loyalty: Effects of wine tourists' experiences, memories, and satisfaction on intentions[END_REF]. Wine destination brand experience seems to have a strong with brand loyalty, there is still a lack of evidence in overall wine tourism destination as this study's approach. To expand knowledge in this field, we suggest:

H4e: Wine destination brand experience has a positive directly effect on wine destination brand loyalty

Relationship between wine destination brand experience and overall wine destination consumer-based brand equity

The relationship between brand experience and brand equity has been basically studied. Many studies showed that existing proofs of the relationship between brand experience and brand equity from various aspects of product and service brands: in a business-to-business services setting [START_REF] Biedenbach | The impact of customer experience on brand equity in a business-to-business services setting[END_REF], in the hotel industry [START_REF] Xu | A conceptual framework of hotel experience and customer-based brand equity[END_REF][START_REF] Prasad | Managing Hotel Brand Equity[END_REF], in the online retailer, (L. S. [START_REF] Chen | What Drives Cyber Shop Brand Equity? An Empirical Evaluation of Online Shopping System Benefit with Brand Experience[END_REF], in event marketing [START_REF] Zarantonello | The impact of event marketing on brand equity[END_REF], in the hospital services (S. R. [START_REF] Kumar | The nature and antecedents of brand equity and its dimensions[END_REF], in mobile phone industry [START_REF] Sheng | Product attributes and brand equity in the mobile domain: The mediating role of customer experience[END_REF], in fastfood brands [START_REF] Cleff | Can You Feel It? -The Effect of Brand Experience on Brand Equity[END_REF][START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF], in airline industry (Y. H. [START_REF] Lin | Innovative brand experience's influence on brand equity and brand satisfaction[END_REF], in a catering services (Moreira et al., 2017b), in luxury fashion brands on social media websites [START_REF] Zollo | Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience[END_REF]. In opposite, there are limited insight in carring out research in wine destination context.

In wine tourism context, (L. Nowak et al., 2006) have argued that for the "millennials" consumer segment, a positive tasting room experience can build brand equity for the winery and influence post-purchase attitudes. (Scherrer et al., 2009a) referred that unique and authentic wine tourism experiences can influence the formation of brand equity. It is recognized by many commentators that increased wine tourism experiences can have ongoing benefits for wineries and wine regions as enhanced brand equity, and repeat sales [START_REF] Carlsen | Enhancing Consumer Value in Wine Tourism[END_REF][START_REF] Carlsen | Global wine tourism: Research, management and marketing[END_REF][START_REF] Duarte Alonso | Visitor Centers, Collaboration, and the Role of Local Food and Beverage as Regional Tourism Development Tools: The Case of the Blackwood River Valley in Western Australia[END_REF][START_REF] Kivela | Tourism and Gastronomy: Gastronomy's Influence on How Tourists Experience a Destination[END_REF]. Although some research attempted to study the effects of wine tourism experience on brand equity, none of research evaluate this relationship in terms of brand experience at overall wine tourism destination level. Furthermore, in our previous discussion, wine destination brand experience has a relationship with each component of wine destination consumer-based brand equity. So, in congruence with our previous discussion and the results from the previous studies in various sectors, in wine tourism destination, we hypothesize that:

H5: Wine destination brand experience has a positive effect on overall wine destination consumerbased brand equity.

Relationships between each dimension of wine destination consumer-based brand equity and overall wine destination consumer-based brand equity

In marketing literature, there are a large number of studies that have applied Aaker and Keller's 2.4).

As [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF] highlighted the strengthening of brand equity dimensions can effectively brand equity. Wine destination brand awareness is determinant to encourage visitors to visit wine destination and so enhance their familiarity with and fondness for the brand [START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF]. The heightened level of brand knowledge can lead or contribute to a heightened level of personal product involvement (M. A. [START_REF] Mitchell | Consumer Experience Tourism: A Powerful Tool for Food and Beverage Producers[END_REF]. Through consumer experience at wine destination, the level of cognitive involvement with a brand increase, it is more likely that loyalty toward wine brand also increases [START_REF] Nella | Investigating the Effects of Consumer Experience Tourism on Brand Equity and Market Outcomes: An Application in the Wine Industry[END_REF]. The previous research demonstrates empirical evidence that brand awareness has a positive effect on overall brand equity through the direct effect in tourism destination (e.g. T. V. [START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF] and indirect effect in the airline industry (e.g. C. F. Chen & Tseng, 2010).

In addition, wine brand image can be critical when the customer's use of the product is highly visible to others [START_REF] Lemon | What drives customer equity?[END_REF]L. I. Nowak et al., 2006). Brand image has been considered as the reasoned or emotional perceptions consumers attach to specific brands [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Keller | Understanding brands, branding and brand equity[END_REF]. It is emphasized that a positive destination brand image offers benefits to destination brands in the view of marketers and brand image building is a key element in the formation of a destination branding model [START_REF] Cai | Cooperative branding for rural destinations[END_REF]. Besides, as [START_REF] Tsai | Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value[END_REF] supplied evidence that brand image, emotional experience, perceived quality, and price acceptability are interrelated as well as brand image is found as one of the antecedents of the three dimensionalities of the purchase value, that leads to future purchase intentions. Prior research reports that brand image has a positive effect on overall brand equity in product context [START_REF] Tong | Measuring customer-based brand equity: Empirical evidence from the sportswear market in China[END_REF] and in tourism context [START_REF] Kashif | Brand equity of Lahore fort as a tourism destination brand[END_REF].

Likewise, wine destination perceived quality is considered as the cornerstone of brand equity [START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF]. The perceived quality in visitors' perception at a wine destination (i.e., cellar door) is one means of helping to create brand loyalty which is an important factor especially in such a competitive market [START_REF] O'neill | Wine production as a service experiencethe effects of service quality on wine sales[END_REF]. Besides, in wine tourism, as with all aspects of wine tourism, the quality of service is critical by many commentators now clarifying and direct influence on emotion and visitor satisfaction [START_REF] Bruwer | Service Quality Perception and Satisfaction: Buying Behaviour Prediction in an Australian Festivalscape: Festivalscape[END_REF][START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF], 2020b; J. (Jessica) [START_REF] Yuan | The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival[END_REF]) that significantly influences the amount of dollars spent, quantity purchased [START_REF] Bruwer | Service Quality Perception and Satisfaction: Buying Behaviour Prediction in an Australian Festivalscape: Festivalscape[END_REF][START_REF] Shapiro | Customer satisfaction and sales performance in wine tasting rooms[END_REF], revisit intention and WOM recommendations [START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF]. As our knowledge, until now only research by [START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF] found proof that there has a positive impact of perceived quality on overall brand equity in tourism destinations. [START_REF] Lassar | Measuring customer-based brand equity[END_REF] highlighted that customer choice of a brand depends on a perceived balance between the price of a product and its utility. [START_REF] Charters | Wine tourism in champagne[END_REF] found that creating consumer perceived value in a quality wine region such as Champagne can not only enhance brand equity and revenue for small wineries but also foster tourism across the destination. Perceived value is believed to have an important role in the consumer decision-making process, customer satisfaction, loyalty and word of mouth (e.g. [START_REF] Jamrozy | The multiple dimensions of consumption values in ecotourism[END_REF][START_REF] Prebensen | Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience[END_REF][START_REF] Yang | Customer perceived value, satisfaction, and loyalty: The role of switching costs[END_REF][START_REF] Zhang | Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?[END_REF]. Generally, as this study conducted a meta-analysis with 63 studies in all aspects of brands in product and service, tourism and wine tourism at Table 2.2 in marketing literature, perceived value is considered as an important component of brand equity by seldom researchers [START_REF] Frias | The effect of self-congruity and motivation on consumer-based destination brand equity[END_REF][START_REF] Ghaffari | Developing a brand equity model for tourism destination[END_REF][START_REF] Tasci | Testing the cross-brand and cross-market validity of a consumer-based brand equity ( CBBE ) model for destination brands[END_REF]; A. D.

A. [START_REF] Tasci | Hospitality Cobranding: An Experimental Investigation of Enhancement and Erosion in Consumer-Based Brand Equity[END_REF][START_REF] Tasci | It affects, it affects not: A quasi-experiment on the transfer effect of co-branding on consumer-based brand equity of hospitality products[END_REF]. Moreover, we also found that none of research in the prior studies has examined the direct link of perceived value on brand equity.

Finally, brand loyalty is the heart of brand equity and it is the main dimension that plenty of research has focused on. Brand loyalty is considered that add value into a brand and/or its destination because it provides a set of habitual visitors for a long period of time [START_REF] Aaker | Managing brand equity[END_REF].

The behavioral aspect of brand loyalty relates to emotional attachment to the brand, go together with its promotion by WOM or the intention to visit. According to [START_REF] Ha | The theory of reasoned action applied to brand loyalty[END_REF], the theory of reasoned applied to brand loyalty show that if consumers have a high effort to buy their brand preference, they have high strength of loyalty toward that brand. It is recognized that wine destination brand loyalty is significant importance to the development of competitive advantage and it allows for more direct and cost-effective marketing (Bruwer et al., 2013). The empirical evidence from the prior research examining the direct effect of brand loyalty and overall brand equity can be found in product and service context by (i.e., C. F. Chen & Tseng, (2010); [START_REF] Tong | Measuring customer-based brand equity: Empirical evidence from the sportswear market in China[END_REF], and in tourism context [START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF] In light of the preceding reviewing the literature and results from previous studies, in the present study, we suggested that the dimensions of wine destination brand equity increase overall destination brand equity, because each of them is positively related to overall destination brand equity. In wine tourism destination context, this is the first empirical research examining this relationship which is also another useful contribution to expand to the literature of this study. This discussion leads to the following hypotheses: In another study, [START_REF] Joy | Performance Theory and Consumer Engagement: Wine-Tourism Experiences in South Africa and India[END_REF] found wine tourism experiences are operated by wine tour guides to encourage an experiential-based visitor engagement (i.e., to think, to sense, to act, to feel, to immerse, and to be transported) building on landscapes, architecture, vineyards, production facilities, and wine tastings to make individuals satisfied and return intentions.

In this sense, Fernandes & Cruz (2016) explored the key role of the experience-based quality includes six elements: environment, services providers, learning, entertainment, functional benefits, trust in increasing visitor' satisfaction. As well concluded that wineries should create pleasant experiences in order to generate higher satisfaction levels and to positively influence visitors' behavioral intentions.

Generally, in previous discussion, prior research has most focused attention on the various aspects of wine tourism experience on visitor satisfaction, there is still a lack of evidence that evaluate the direct effect of wine destination brand experience on visitor satisfaction in overall wine tourism destination. To deepen the scientific understanding in this field, we suggest the following hypothesis:

H7a: Wine destination brand experience has a positive effect on visitor satisfaction

Previous seldom research has been conducted and showed results that the relationship between brand experience and revisit intention is normally considered direct in marketing literature (e.g. [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF] or indirect and mediated by satisfaction [START_REF] Can | The relation among experiential marketing, customer satisfaction, and behavioral intention: A study on food and beverage businesses[END_REF][START_REF] Tsaur | The Visitors Behavioral Consequences of Experiential Marketing[END_REF] and this is no exception in wine tourism industry.

In wine tourism context, [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF] provided empirical findings that the positive effect between branded marketing event experience (cognitive, emotional, sensory, pragmatic and relational experience) and purchase intention, through the relationship chain: branded marketing event dimensions → customer brand engagement → purchase intention, between Australia and France visitors.

In another research, the findings by Santos, Caldeira, et al. (2019) found winery visit experience through sense, feel, think, act, relate experience has a positive impact on sensory impression (sense, hearing, taste, smell, touch) and subsequence influence on loyalty behavior and recommendations.

In the vein, Brandano et al. (2019) found that satisfaction is related to the overall wine experience (wineries combined with architecture, visiting wine-related attractions, discovering local wines, cultural activities and wine tours)

Moreover, [START_REF] Brochado | Wine tourism: A multisensory experience[END_REF] also highlighted that wine destination managers enhance sensory experience associated with all the facilities used by wine tourists, these sensory aspects could increase visitors' satisfaction, intentions to return and recommendations.

In summary, in wine tourism sector, there is limited research analysis the direct effect of wine destination brand experience on revisit intention. Thus, we suggest the following hypothesis:

H7b: Wine destination brand experience has a positive effect on revisit intention

Relationships between overall wine destination consumer-based brand equity and visitor satisfaction or revisit intention

As [START_REF] Nella | Investigating the Effects of Consumer Experience Tourism on Brand Equity and Market Outcomes: An Application in the Wine Industry[END_REF] knowledge, the high level of cognitive involvement with a brand increase through consumer experience at wine destination, it is more likely that increasing revisit intention or recommendations to others toward wine brand increases as well. Moreover, [START_REF] Tsai | Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value[END_REF] highlighted that brand image is one of the antecedents of the three dimensionalities of purchase value, that leads to future purchase intentions. Besides, the perceived quality in visitors' perception during winery visits has widely recognized that the strong influence on emotion and visitor satisfaction, thereby impacting future behavior intention (i.e., visitors spending, WOM, intention to revisit, loyal behavior) (R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF][START_REF] Bruwer | Service Quality Perception and Satisfaction: Buying Behaviour Prediction in an Australian Festivalscape: Festivalscape[END_REF][START_REF] Bruwer | Service Quality Perception and Satisfaction: Buying Behaviour Prediction in an Australian Festivalscape: Festivalscape[END_REF][START_REF] _Jmr ; K Fernandes | Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars[END_REF]K. Lee et al., 2016K. Lee et al., , 2018;;[START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF][START_REF] Martins | A multisensory virtual experience model for thematic tourism: A Port wine tourism application proposal[END_REF][START_REF] Mauracher | Wine tourism quality perception and customer satisfaction reliability: The Italian Prosecco District[END_REF][START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF][START_REF] San Martín | An integrative model of destination brand equity and tourist satisfaction[END_REF][START_REF] Shapiro | Customer satisfaction and sales performance in wine tasting rooms[END_REF]; J. (Jessica) [START_REF] Yuan | The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival[END_REF]. As well perceived value is believed to have an important role in the consumer decision-making process, customer satisfaction, loyalty and word of mouth (e.g. [START_REF] Jamrozy | The multiple dimensions of consumption values in ecotourism[END_REF][START_REF] Prebensen | Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience[END_REF][START_REF] Yang | Customer perceived value, satisfaction, and loyalty: The role of switching costs[END_REF][START_REF] Zhang | Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?[END_REF]. Finally, the behavioral aspect of brand loyalty relates to emotional attachment to the brand, go together with its promotion by WOM or the intention to visit. Brand loyalty has been identified as essential for generating repeat purchases (San Martín et al., 2018, p. 6).

In

Relationship between visitor satisfaction and revisit intention

The existence of a relationship between customer satisfaction and behavioral intention is generally acknowledged in marketing literature. A heightened level of satisfaction results in an enhancement in the revisit intention, which relates to the reiteration of purchasing and growth in the reputation of a product or service [START_REF] Baker | Quality, satisfaction and behavioral intentions[END_REF]. In wine tourism context, recently several studies found results that visitor satisfaction is a positive sign to revisit intention in the specific case of a wine festival (J. (Jessica) [START_REF] Yuan | The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival[END_REF], in cellar doors (South Australia) (X. Chen, Bruwer, et al., 2016), in wineries (Italia) [START_REF] Brandano | How motivations and satisfaction influence wine tourists' loyalty? An analysis of the Italian case[END_REF], in Greece winery [START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF], in Marqués de Riscal winery, Spain (R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF][START_REF] Park | When do they become satiated? An examination of the relationships among winery tourists' satisfaction, repeat visits and revisit intentions[END_REF] and recently, in winery cellar door, located in the Barossa Valley, Australia [START_REF] Prayag | Do Satisfied Cellar Door Visitors Want to Revisit? Linking Past Knowledge and Consumption Behaviors To Satisfaction and Intention to Return[END_REF]. Lastly, to deepen the scientific understanding, the relationship between satisfaction and revisit intentions needs to be tested in overall wine tourism destination. Thus, this study proposes the following hypothesis:

H9: Visitor satisfaction has a positive effect on revisit intention In this chapter, we will discuss the research approach in session 4.2. Bordeaux, as an overall wine destination is chosen as a context of this study, will present in session 4.3. In the next session, we will present an overview definition of latent constructs, measurement of used variables, the research designing, survey questionnaire development, scale development process involving reliability and validity issues, data collection for pre-test and final questionnaires are shown. The process of data collection is also discussed in session 4.5. Finally, session 4.6 will show the procedure of data analysis.

The research approach

One of the mains objectives of this research was to study the visitors' brand experience toward wine destinations from visitors' perspective, and the relationships between wine tourism destination brand experience and its antecedents and consequences. In a general perspective, this thesis is based on positivism (L. A. [START_REF] Hudson | Alternative Ways of Seeking Knowledge in Consumer Research[END_REF] and hypothetico-deductive approach (Karl Popper) that are popularly applied in marketing and consumer behavior [START_REF] Galan | Pour une approche interprétative de la modélisation du comportement du consommateur[END_REF].

Positivists believe in a step by step research protocol [START_REF] Campbell | Experimental and quasi-experimental designs for research[END_REF] and controlled experiments lead to discover causal relationships [START_REF] Kerlinger | Foundations of Behavioral Research[END_REF][START_REF] Hudson | Alternative Ways of Seeking Knowledge in Consumer Research[END_REF]. When data gathering techniques are taken into account, quantitative technique is associated with positivism [START_REF] Becker | Epistemological perspectives on IS research: A framework for analysing and systematizing epistemological assumptions[END_REF]. The research hypotheses were examined through a quantitative approach in which data was collected based on a survey due to its suitability with the purpose and nature of the study in question. Quantitative approach is the statistical technique that allows the discovery of multivariate relationships among variables that explain a certain phenomenon [START_REF] Palmer | Tourism and Statistics: Bibliometric Study 1998-2002[END_REF]. In fact, it is suitable for exploring and measuring the relationships of wine destination brand experience and its antecedents and consequences which are

proposed in the research model of this study. Quantitative approach using questionnaires have been popularly used to measure visitors' experience in tourism, in wine tourism context [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Buonincontri | Managing the experience co-creation process in tourism destinations: Empirical findings from Naples[END_REF][START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF]. Moreover, Nunkoo, (2018) also emphasizes in tourism and hospitality, studies based on quantitative approaches have historically been dominant.

The results were subsequently analyzed through a multivariate technique Structural equation modeling (SEM), namely Covariance-based SEM (CB-SEM) that allows the estimation of the strength of the links among variables and the use of these estimations to provide information about the related causal relationships [START_REF] Kline | Principles and practice of structural equation modeling[END_REF]. This technique is able to test hypothesized relationships and reveal the effects of antecedents on brand experience in the wine tourism context and the effects of brand experience on its consequences by estimating as many regression equations as are needed to relate all of the proposed theoretical relationships among the variables in the explanation simultaneously [START_REF] Byrne | Multivariate applications book series.Structural equation modeling with AMOS: Basic concepts, applications, and programming[END_REF].

Structural equation modeling (SEM) has seen a dramatic increase in attention and utilization across a variety of scientific disciplines. From a statistical perspective, SEM represents an advanced version of general linear modeling procedures as multiple regression analysis and is used to assess "whether a hypothesized model is consistent with the data collected to reflect the theory" [START_REF] Lei | Introduction to Structural Equation Modeling: Issues and Practical Considerations[END_REF]. There are two major approaches to structural equation modeling, namely: covariancebased SEM (CB-SEM) and variance-based SEM (VB-SEM). In this study, we approach CB-SEM to validate and analyze the proposed complex model in a new context and examine the relationships of causal effects between latent constructs. This is logical with the definition of SEM is as a causal inference method [START_REF] Pearl | The Causal Foundations of Structural Equation Modeling: Defense Technical Information Center[END_REF]. For the main objects of this study, we realize that CB-SEM is more appropriate than VB-SEM to validate and confirm issues because this model has more criteria for model evaluation and validating [START_REF] Hair | Multivariate Data Analysis[END_REF]. Besides, CB-SEM has been widely used in the hospitality and tourism sector as revealed that 93% of all SEM-based papers published in 15 hospitality and tourism journals between 2011 and 2014 used CB-SEM [START_REF] Ali | A comparative study of covariance and partial least squares based structural equation modelling in hospitality and tourism research[END_REF]. In addition, some researchers criticized the use of PLS-SEM for various reasons, such as the absence of a measure of model goodness, not paying attention to measurement errors, bias, consistency and it is not based on the probability model [START_REF] Aguirre-Urreta | Measurement of composite reliability in research using partial least squares: Some issues and an alternative approach[END_REF][START_REF] Antonakis | On making causal claims: A review and recommendations[END_REF][START_REF] Rönkkö | On the adoption of partial least squares in psychological research: Caveat emptor[END_REF][START_REF] Rönkkö | Partial least squares path modeling: Time for some serious second thoughts[END_REF][START_REF] Rönkkö | A Critical Examination of Common Beliefs About Partial Least Squares Path Modeling[END_REF].

In addition, CB-SEM has several appealing features relative to some other frequently used analytical methods. Firstly, CB-SEM is an integration of several multivariate techniques such as regression analysis, path analysis, and confirmatory factor analysis (M. [START_REF] Cheung | Meta-Analysis: A Structural Equation Modeling Approach[END_REF]. It allows for the analysis of the relations of observed variables and latent structures and their impact on the corresponding outcomes [START_REF] Cudeck | Structural Equation Modeling: Present and Future : a Festschrift in Honor of Karl Jöreskog[END_REF]. Secondly, it can test measurement error in both the predictive and outcome variables [START_REF] Grewal | Multicollinearity and Measurement Error in Structural Equation Models: Implications for Theory Testing[END_REF], offering a more accurate estimate of the model parameters and effects and providing better control for both the measured and the latent factors (G. W. [START_REF] Cheung | Testing Mediation and Suppression Effects of Latent Variables: Bootstrapping With Structural Equation Models[END_REF]. Thirdly, CB-SEM is a technique to test, interpret and compare quantitatively contrasting models. It can help researchers identify the best approximating models that are theoretically precise and parsimonious [START_REF] Burnham | Model Selection and Multimodel Inference: A Practical Information-Theoretic Approach[END_REF] (cited in (M. F. [START_REF] Zhang | Evaluating the Use of Covariance-Based Structural Equation Modelling with Reflective Measurement in Organizational and Management Research: A Review and Recommendations for Best Practice[END_REF].

Empirical studies that utilize CB-SEM is widespread in hospitality and tourism [START_REF] Usakli | Using partial least squares structural equation modeling in hospitality and tourism: Do researchers follow practical guidelines[END_REF]. CB-SEM is the statistical application that will provide an understanding of the multidimensional nature of destination brand experience. In tourism, CB-SEM is essential for evaluation or adapting theory in new contexts because theoretical constructs have been typically difficult to operationalize in term of unavoidable measurement error. Modeling with latent variables allows for the testing of the relationships among factors free of measurement error in terms of scales reliabilities [START_REF] Burkholder | An Illustration of a Longitudinal Cross-Lagged Design for Larger Structural Equation Models[END_REF]. Because of the complexity of a wine tourism destination brand and the lack of measurement for the relationships between brand experience and its antecedents and consequences in wine tourism context, CB-SEM will provide the paths in a specified causal structure among variables.

The research context: Bordeaux, as an overall wine tourism destination 3

The concept of a destination as a brand is widely accepted in the tourism literature [START_REF] Cai | Cooperative branding for rural destinations[END_REF][START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF][START_REF] Pike | Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market[END_REF]Vo Thanh & Kirova, 2018).

Bordeaux is a celebrated city as the wine capital of the world. It is the oldest and largest area in the world that produces fine wines. Every second, 20 bottles of wine from Bordeaux are sold every second; 6.100 wine-producing properties in 2017 and the average production is 680 million bottles.

The Gironde is the leading fine-wine growing area in France, with 65 appellations and covers 112,000 hectares, and Bordeaux wines are prized by connoisseurs worldwide. In recent years, Bordeaux continuously achieved impressive achievements as the followings:

As in 17 other

• 2015: Bordeaux named European Best Destination;

• 2016: Bordeaux as the second major destination of the world according to the New York Times;

• 2017: Bordeaux was chosen as Lonely Planet's most attractive city, and is the only French city in the top ten. And the Los Angeles Times has made Bordeaux its number one place to visit;

• 2022: Bordeaux has just one of seven shortlisted cities for the European Capital of Smart Tourism 2022 destinations by the European Commission.

With those potentials, Bordeaux remains one of the most well-attended destinations in France for both foreign and domestic wine tourists as the result of its renowned wines [START_REF] Bouzdine-Chameeva | Wine tourism in bordeaux[END_REF][START_REF] Frochot | Wine tourism in France: A paradox?[END_REF]. Traveling to Bordeaux is an opportunity to experience a powerful heritage and strong characters, and to taste the resulting wines.

Furthermore, this study recognizes that countries, regions, places, and other geographical entities behave rather like brands which is widely accepted (M. [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Papadopoulos | Country equity and country branding: Problems and prospects[END_REF] to have better understood the value of branding destination.

For the purposes of study, we choose wine destinations in Bordeaux, as overall wine tourism Instead of focusing on one wine destination as tasting rooms, wineries, cellar door, events, festivals, etc. related to wine as the prior studies (e.g. [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Fountain | Making a connection: Tasting rooms and brand loyalty[END_REF][START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF], we consider Bordeaux, as a wine tourism destination from a global viewpoint, which includes vineyards, wine events, "La cite du vin" museum, wine restaurants, wine bars, etc. We suppose that this approach gives a more comprehensive and diverse view of a wine tourism destination. Specifically, this is also a new contribution to extend the body of literature on wine tourism and marketing.

Designing the research instrument

As Neuman (2014, p. 205) knowledge, quantitative studies should use two major processes in measurement. The first process is the conceptualization of latent constructs. It refers to taking an abstract construct and refining it by giving it a conceptual or theoretical definition. It requires one clear, explicit and specific meaning. In the line, [START_REF] Churchill | A Paradigm for Developing Better Measures of Marketing Constructs[END_REF] suggests that before developing the measurement items for the constructs, it is necessary to specify the domains of the latent constructs. The specifying process relates to reviewing the previous literature to delineate what should be included or excluded in the marketing constructs. Futhermore, [START_REF] Hair | Multivariate Data Analysis[END_REF] noted that a good measurement theory is necessary condition to obtain useful results from SEM. The second process is the operationalization of latent constructs. It links a conceptual definition to a set of measurement techniques or procedures, the construct's operational definition. [START_REF] Churchill | A Paradigm for Developing Better Measures of Marketing Constructs[END_REF] proposed that the operationalization process involves several phares, encompassing the generation of multiple measurement items from the literature, the purification of data and the measurement of the reliability and validity of measurement items.

In the present study, the process in creating the research instrument will follow the steps recommended by [START_REF] Churchill | A Paradigm for Developing Better Measures of Marketing Constructs[END_REF]; Hair et al (2014b) and [START_REF] Neuman | Social research methods: Qualitative and quantitative approaches (7th Edition)[END_REF]. First, each latent construct is conceptually defined in Session 4.3.1. Second, the assessment used items for each latent construct are justified in Session 4.3.2. The other necessary steps (data purification, measuring the reliability and validity of measurement items) will be discussed in Chapter 5.

Conceptual definition of latent constructs

In the study, the conceptual model proposed includes 16 key constructs as the followings:

Antecedents As discussed in Chapter 2, marketing literature shows that some constructs lack unified conceptual definitions, so it is necessary for this study to provide a conceptual definition of each latent construct to be suitable to the research purposes in the present context as in Table 4.1.

Table 4.1: The conceptual definition of latent constructs in this research

Construct Abbreviation Conceptual definition

Event Marketing EM It is defined as the practice of promoting the interests of a wine destination and its brands by associating the wine destination with a specific activity (Shimp, 1993, p. 8). It provides a brand-initiated experience that creates as an opportunity for visitors to interact with the brand and other actors [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF].

Brand clues BC It serves visitors through incorporates functional clues (technical quality of the offerings), mechanic clues (the tangibles associated with the service) and human clues (the behavior and appearance of service providers) which linked a specific wine destination brand [START_REF] Berry | Managing the Total Customer Experience[END_REF][START_REF] Berry | Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing[END_REF].

Marketing communication

MC

Marketing communication may include one-way communication (e.g., publicity, advertising), two-way communication (e.g., customer service, personal selling) or direct marketing (e.g., sales promotion) that includes both one way and two-way communication [START_REF] Duncan | Marketing for model managing relationships[END_REF].

Wine destination sensory experience SE It appeals to the senses and provides experiences through five senses: sight, sound, touch, taste, and smell [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Gentile | How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer[END_REF].

Wine destination affective experience

A It evokes an effective response and targets feelings, sentiments, and emotions [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Gentile | How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer[END_REF].

Wine destination intellectual experience

IN It requires the participant to active think or aims to stimulate thought, or conscious mental process in a particular area of interest and knowledge [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Gentile | How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer[END_REF].

Wine destination behavioral experience BE It refers to physical actions, bodily experiences, and behaviors through interaction with brand [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Gentile | How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer[END_REF].

Wine destination relational experience

RE

It reflects the brand's influence on visitors' feelings of belonging to a community, being part of a family and not being left alone [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF].

Wine destination brand awareness BA The visitor's ability to recognize and recall a wine destination brand [START_REF] Aaker | Managing brand equity[END_REF] and represents the strength of a destination brand's presence in the mind of target visitor. It can affect perceptions and attitudes [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF].

Wine destination brand image

BI

It can be critical when the visitor's visit to a wine destination or use the wine product brand is highly visible to others (adapted to (Lemon et al., 2001, p. 24). The brand becomes an extension of the individual, a statement the individual can make to the world about himself or herself (L. I. Nowak et al., 2006) Wine destination perceived quality PQ The visitor's perception of the overall evaluation of the quality or superiority of products (e.g., wine products, local gastronomy, etc.), services (e.g., service interaction with staffs, servicescape) or other experiences of wine destination attribute after wine destination visit(s) with respect to its intended purpose, relative to alternatives (X. [START_REF] Chen | The impact of cellar door experience on visitors' loyalty intentions[END_REF][START_REF] Zeithaml | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence[END_REF].

Wine destination perceived value PV The visitor's overall evaluation of the brand utility based on the perceptions received (quality and satisfaction) and given (price and non-monetary costs) in relation to other brands" [START_REF] Zeithaml | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence[END_REF].

Wine destination brand loyalty BL Link to a visitors has toward a brand [START_REF] Aaker | Managing brand equity[END_REF]. It is both behavioral and attitudinal loyalty. Behavioral loyalty is defined as the frequency of repeat purchase/visitors or recommend to other visitors and attitudinal loyalty is defined as the psychological commitment toward a brand without necessarily taking actual repeat purchase/visitor behavior into account [START_REF] Jacoby | Brand loyalty: A conceptual definition[END_REF][START_REF] Jarvis | Repeat Purchasing Behavior and Attitudinal Brand Loyalty: Additional Evidence[END_REF][START_REF] Oliver | Satisfaction: A Behavioral Perspective on the Consumer[END_REF].

Visitor Satisfaction

VS

Overall satisfaction is a visitor's feeling of fulfilment after visiting a wine destination. It is both affective and cognitive judgment of how well a visitor's perceived evaluation of overall wine destination experience fits with previous expectations [START_REF] Chon | Understanding recreational traveler's motivation, attitude and satisfaction[END_REF][START_REF] Oliver | Satisfaction: A Behavioral Perspective on the Consumer[END_REF].

Revisit Intention RI Revisit intention forward a tourism destination has been defined as the tourists' willingness to revisit a destination again, [START_REF] Baker | Quality, satisfaction and behavioral intentions[END_REF][START_REF] Gronholdt | The relationship between customer satisfaction and loyalty: Cross-industry differences[END_REF] and it also relates to the judgment of visitors about the likeliness or plans to revisit the same destination [START_REF] Khasawneh | Determining behaviour intentions from the overall destination image and risk perception[END_REF][START_REF] Stylos | Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists[END_REF] or the willingness to recommend the destination to others (C.-F. [START_REF] Chen | How destination image and evaluative factors affect behavioral intentions[END_REF][START_REF] Khasawneh | Determining behaviour intentions from the overall destination image and risk perception[END_REF]. It is both visitors' attitude and actual behavior of revisit un the future.

Measurement items of latent constructs

In this study, multi-item measures were used for each latent construct rather than single-item ones in the proposed model because multi-item measures have tended to enhanced reliability and reduced measurement error [START_REF] Churchill | A Paradigm for Developing Better Measures of Marketing Constructs[END_REF]; capture more information because "a greater number of observed measures is more likely to tap all facets of the constructs (Baumgartner & Homburg, 1996, p. 143); and provide more discriminating response scale than single-item measure [START_REF] Baumgartner | Applications of structural equation modeling in marketing and consumer research: A review[END_REF][START_REF] Churchill | A Paradigm for Developing Better Measures of Marketing Constructs[END_REF] (cited in X. [START_REF] Chen | The impact of cellar door experience on visitors' loyalty intentions[END_REF].

To operationalize the latent constructs of this study, the items were developed by reviewing existing marketing literature. The following considerations were undertaken to develop the most appropriate measurement items. The items chosen for this study have good validity and reliability, accomplished this with consistently high correlations and were tested in various contexts from the previous research in marketing literature.

Event marketing, brand clues, and marketing communication are based on the framework of [START_REF] Khan | Development of a scale to measure hotel brand experiences[END_REF].

Wine destination brand experience is operationalized as a second-order factor that is expressed through these five dimensions which include four dimensions: sensory WDBE, affective WDBE, intellectual WDBE, behavioral WDBE are based on scale of [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF]; [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF], and the fifth dimension: relational/social WDBE is from the work of [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF].

In some prior research, the assumption is brand experience was conceptualized and operationalized as a second-order reflective construct as the specified dimensions -sensory, affective, behavioral, and intellectual -does exist (i.e., [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF][START_REF] Dwivedi | Brand experience and consumers' willingnessto-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness[END_REF], Visitor satisfaction is measured based on (C. F. Chen & Chang, 2008, p. 200;[START_REF] De Rojas | Visitors' experience, mood and satisfaction in a heritage context: Evidence from an interpretation center[END_REF][START_REF] Oliver | Satisfaction: A Behavioral Perspective on the Consumer[END_REF]. Tourists' revisit intention is measured based on Oliver, (2014); Vo Thanh et al., (2018). BA1 -"Bordeaux" has a good name of wine tourism destination [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Lassar | Measuring customer-based brand equity[END_REF][START_REF] Oh | Diners' Perceptions of Quality, Value, and Satisfaction[END_REF][START_REF] Pappu | Does customer satisfaction lead to improved brand equity An empirical examination of two categories of retail brands[END_REF][START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF] BA2 -"Bordeaux" wine tourism destination brand is very famous BA3 -The characteristics of "Bordeaux" as a wine tourism destination come to my mind quickly BA4 -When I am thinking about wines, "Bordeaux" as a wine tourism destination, is the first that comes to mind Wine destination brand image BI 4

yet
BI1 -"Bordeaux" as a wine tourism destination, fits my personality [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Lassar | Measuring customer-based brand equity[END_REF]) BI2-My friends would think highly of me if I visited "Bordeaux" as a wine tourism destination BI3 -The image of this destination is consistent with my own self-image [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Grace | Service branding: Consumer verdicts on service brands[END_REF][START_REF] Sirgy | Assessing the predictive validity of two methods of measuring selfimage congruence[END_REF] BI4 -Visiting this destination reflects who I am Wine destination perceived quality PQ 4

PQ1 -This destination provides tourism offerings of consistent quality [START_REF] Aaker | Managing brand equity[END_REF][START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Sweeney | Consumer perceived value: The development of a multiple item scale[END_REF]) PQ2 -This destination provides quality experiences PQ3 -From this destination's offerings, I can expect superior performance [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Lassar | Measuring customer-based brand equity[END_REF]) PQ4 -This destination performs better than other similar destinations Wine destination perceived value PV 5

PV1 -The prices at "Bordeaux" as a wine tourism destination are reasonable [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Dodds | Effects of Price, Brand, and Store Information on Buyers' Product Evaluations[END_REF][START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Lassar | Measuring customer-based brand equity[END_REF][START_REF] Oh | Diners' Perceptions of Quality, Value, and Satisfaction[END_REF] RI1 -I desire to visit "Bordeaux" as wine tourism destination again in the future [START_REF] Oliver | Satisfaction: A Behavioral Perspective on the Consumer[END_REF]Vo Thanh et al., 2018) RI2 -I expect to visit there again in the future RI3 -I plan to visit there again in the future RI4 -I want to visit there again in the future

Pre-test and finalizing the organization of the research instrument

To guarantee all the questions in the questionnaire could be clear understanding and to determine whether there was any serious problem with the survey instrument. The draft questionnaire was handed out to a sample of 50 respondents including 30 international students in French language classes, Department Langue, letters et communication (DLLC) -The University of Bordeaux and 20 international visitors. All of them have visited one or more wine destinations in Bordeaux. They were invited to emphasize any weakness of the questionnaire and expressed their idea to have a questionnaire clearer understanding. After this, the draft questionnaire was examined by the researcher's supervisor who was specialized expertise in wine marketing and methodology areas.

A series of discussion meetings were held between the researcher and the researcher's supervisor.

The series of discussions paid attention to the overview to the details of the questionnaire as attractive layout (e.g., the title, size, length) and avoiding other errors in the designing questionnaire, such as leading and loaded questions, double-barreled items and burden questions.

Sample of interviewees answered for the draft questionnaire is international students (who have studied master and Ph.D.) and international visitors, who had visited to wine destinations in Bordeaux and are have experiences in wine destinations in Bordeaux, thus, it is believed that this pre-testing procedure is sufficient and it is unnecessary to conduct a pilot testing this questionnaire.

The results of the pre-test showed that enhancing the space of each group of questionnaires. Most ideas indicated that this questionnaire was a bit long and they needed about 15-20 minutes to read carefully and finish them, more time than 7-10 minutes we suggested. The findings also showed a need for modification of some words in the questionnaire to easier understanding and increase the effectiveness and appropriateness of the survey instrument.

According to [START_REF] Weijters | The effect of rating scale format on response styles: The number of response categories and response category labels[END_REF], the rating scale format might impact the quality of questionnaire data. [START_REF] Greenleaf | Improving Rating Scale Measures by Detecting and Correcting Bias Components in Some Response Styles[END_REF] suggested that response category labels and the number of response categories may influence the level of response bias. The selection of an optimal scale in this study is based on consideration of the study objective and the study population [START_REF] Weijters | The effect of rating scale format on response styles: The number of response categories and response category labels[END_REF]. [START_REF] Weijters | The effect of rating scale format on response styles: The number of response categories and response category labels[END_REF] suggested that 5-point scale is suitable for the research relating variables and estimate linear relations using correlations, regression models, structural equation models (SEM), etc. which are the same objects of this study. Besides, the research population of this study are the general population (visitor) who have less experience to answer survey, [START_REF] Weijters | The effect of rating scale format on response styles: The number of response categories and response category labels[END_REF] suggested that stick five-point scale may be safer for studies among the general population. Furthermore, the questionnaire is a bit long (about 15-20 minutes per survey) and visitor's time for participating survey is limited, so to increase the quality of data and the questionnaire is clarify for general population, we used a five-point scale full labeled instead of seven-point scale. Besides, we have set up "no-opinion (3)" option in the end format to avoid response bias and response center when interviewees are bored. In light of the above discussions, the present study adopts the five-point Likert-type rating scale ( Figure 4.3).

The final questionnaire

The questionnaire was divided into four sessions (see Appendix 2).

The first session consists of three parts: the first part was a letter inviting visitors to participate in the survey. The invitation letter briefly introduced the purpose of the survey and the ethical approval status of the survey. The second part presents the information to filter the target interviewees who are suitable for the purpose of this study. The third part presented the information of gift, information contact of project.

The second session included questions covering wine destinations in which visitors have visited in Bordeaux, where is most interesting and their main motivations for visiting to Bordeaux as wine tourism destinations, types of activities they enjoy, time for visiting, their stay organized.

The third session tested the research model approach using items in Table 4.2 related to the respondents' opinion on events marketing, brand clues, marketing communications practices in Bordeaux wine tourism destinations, visitor' experiences at Bordeaux as wine destination brands, visitor's awareness, image, perceived quality, perceived value, loyalty and overall brand toward Bordeaux as wine destination brands, their satisfactions after visit experiences, and revisit intention in the future.

Last session was designed to investigate demographic aspects of visitors, including their nationality, gender, age, level of education, and net income per month.

This questionnaire in this study was translated from English to French with support of thesis'

supervisor, to Chinese with the support of a master friend majoring in language, and to Vietnamese.

A double-blind back-translation process was applied to the questionnaire to translate from English to French, Chinese, and Vietnamese.

Data collection process

We used a survey questionnaire for data collection. The survey lasted from April 2019 to September 2019. Many visitors have visited Bordeaux as wine tourism destinations in this period.

The sample of this study is international and domestic visitors, aged 18 and above who had visited Bars. These destinations are consistent with the destinations listed in the definition "Wine Tourism" stated by Atout France (2017a) that we presented in Session 1.3, p.26. Bordeaux, France was a suitable choice for this study because France is the world's leading tourist destination in terms of visitor numbers. Among them, Bordeaux is a famous wine destination brand in the world and is the first most visited in France (Atout France, 2018). Besides, Bordeaux is an excellent wine destination with the quality of wine and diverse wine destinations as unique modern architect museum "La cité du Vin" to attracting wine visitors.

Because of the limited time of this study, we conducted both interviews face-to-face and online survey by English, French, Chinese, Vietnamese questionnaires papers and links. We used nonprobability sampling with both the sampling methods, namely purposive sampling and referral /snowball sampling.

For the online survey, this survey was conducted via google links to our friend's groups from Taiwan, China, Hongkong, Philippines, and friends from French language class whose family, friends had visited Bordeaux. Because online survey links were sent and shared by our friends on social networks (i.e., Facebook, Email, and WeChat) and we could not count how many visitors received these links. From April 2019 to June 2019, only 60 valid responses had been received in the online survey process. Because we could not reach the number of target respondents through online data collection, thus, from June 2019 to September 2019, we transferred to face-to-face data collection.

For the face-to-face survey with English, French, Chinese, and Vietnamese questionnaire during four months, we met and convinced more than 1000 visitors and received 560 responses, representing an overall response rate of 56 percent. After removing 241 of these being unusable, 319 valid questionnaires were obtained for the final data analysis, representing 56.9 percent of total face-to-face responses. The total number of valid responses both online and face-to-face survey was 379 valid responses.

For survey face-to-face, we conducted survey in Mirroir d'eau, La Cité du Vin Museum in Bordeaux center vile, and La Dominique Chateau in Saint-Émilion. We chose three destinations for the face-to-face survey because of the main reasons as the following: First of all, the Mirroir d'Eau is considered as the symbol of Bordeaux city. Located between the Garonne and beautiful 18th century façades, the Mirroir d'Eau is the most-photographed site in Bordeaux and is listed as a contemporary World Heritage Site by UNESCO. This place often organizes interesting activities (e.g., dancing and music), and has a beautiful view of the Garonne River. The rhythmic changes in 2 cm of water on a gigantic slab of granite make this location truly magical. It is a meeting place for residents and visitors who enjoy putting their feet into the cool water in summer. Many visitors stop for a break here in the afternoon after their wine destination visits and walking around the Bordeaux central city, thus, there is have plenty of time to answer the survey with a long questionnaire. Secondly, La Dominique Chateau in Saint-Émilion often organize exhibitions and events to introduce the wine production process and the quality of wine in their winery to attracting wine visitors. "La Cite du Vin" Museum is a famous and unique wine destination in Bordeaux where many visitors want to visit. Finally, La Cité du Vin is the only cultural center in the world offering this approach to wine to a wide audience. It is a place accessible to as many people as possible and open to all: people with disabilities, families, international tourists (trilingual signage and hand-held guide available in eight languages), so this place has attracted a lot of French and international visitors. All three destinations have attracted many tourists; therefore, it is convenient for us to conduct the face-to-face survey. In order to attract visitors' enthusiasm in participating in the survey, we convinced and presented about 600 small gifts (i.e. magnets) which are the symbol of Vietnamese traditional costume and were sent from Vietnam to France. They are worth about €2 x 600 = €1200.

It is widely recognized that SEM is a large sample size technique. SEM scholars (see [START_REF] Kline | Principles and Practice of Structural Equation Modeling[END_REF][START_REF] Kline | Principles and practice of structural equation modeling[END_REF] argued that the minimum sample size is 200. On the other hand, [START_REF] Hair | Multivariate Data Analysis[END_REF] suggested that the minimum sample size should be at least five times as the number of indicators/items of the questionnaire that means with 62 items in the research model, sample size requirements is from (62 x 5) = 310. Our data collection process produced a valid sample size of 379 which is well above the minimum sample size. Therefore, the sample size in this study was considered adequate for the implementation of SEM.

Data analysis procedure

After the filer data by removed unfinished questionnaires, 379 valid respondents' data will be analyzed and detailed results will be presented in Chapter 5. As well, a descriptive statistical analysis was conducted to profiling the demographic characteristics of respondents and the basic statistical characteristics of all indicator variables. SPSS 20 Statistic software was used to conduct the data analysis during this stage.

The next stage, Mplus 7 and Amos 26 was used for the Structural equation modeling analysis to measure (1) wine destination brand experience construct as a second-order factor and (2) the structural model. Related literature recommends a two-step approach to identify and evaluate the SEM (Anderson & Gerbing, 1988). First, the proposed model was examined using both confirmatory factor analysis (CFA) to assess the effectiveness of the measurement model and SEM to examine the structural model. To closely examine the measurement model and ensure the quality of the assessment measurement model, the model fits, composite reliability, convergent validity, and discriminant validity were tested. Second, SEM analysis was used to estimate all SEM parameters using the maximum likelihood method. Finally, the direction, standardized path coefficient, and significance of the relationships were determined by testing the direct, indirect effects simultaneously. For moderating effects of gender and visitors' country, the Chi-square test was examined whether the effects of moderator variables on all relationships. Also, the standardized path coefficient and significance were determined to compare the differences between two groups.

Summary

This chapter first justified the need for conducting the quantitative research approach (Session 4. Chateau in Saint-Émilion. Finally, Session 4.6 introduced a detailed explanation of the data analysis procedure.

Introduction

This chapter presents the process of data screening in Session 5.2. Next, the results of demographic profile of respondents will be introduced in detail in Session 5.3. Session 5.4 demonstrates data analysis includes 2 steps. In step 1, we test wine destination brand experience is a second order factor (session 5.4.1) and in step 2, we measure Structural Model Measuring (session 5.4.2). The results of KMO and Bartlett's test, communalities, total variance explained, validity, reliability, and goodness-of-fit statistics will be shown in this session. Moreover, the results of the direct effects, indirect effects and the role of moderating effects by visitor's country and gender in the relations of wine destination brand experience and its antecedents and consequences are also detailed presented. This chapter is partially reproduced from paper N o . 1 and paper N o . 2

Data screening

This study conducted surveys through online and face-to-face survey from April 2019 to June 2019 with English, French, Chinese, and Vietnamese questionnaires. After the online survey, we received the feedback of 60 participants through google links. The google links questionnaire has been designed by default as the participant only completes the process if all answers are completed.

So, these 60 responses from online survey have no missing data.

For survey face-to-face with questionnaire, as previously discussed in Session 4.4, from June 2019

to September 2019, we met and convinced more than 1000 visitors, an initial screen was performed to ensure that all the respondents who accepted to attend this survey received had visited one or more than one of wine destinations in Bordeaux: Bordeaux vineyards (In Saint-Emilion, Medoc;

Blaye -Bourg; Entre -Deux-Mers; Graves and Sauternes); La Cité du Vin museum; Bordeaux Vin Expo; Bordeaux Wine Festival; Wine Museums, Wine Restaurants, Wine Bars in the past 12 months. As the results, 560 were collected from the respondents met the eligibility requirements to participate in this survey, representing an overall rate of about 56%.

These 560 responses were further screened and examined by removing the questionnaires containing missing data. After examined and removed 241 of these being unusable, 319 valid questionnaires were obtained from face-to-face survey, representing 56.9%.

Finally, the total number of valid responses both online and face-to-face data was 379 valid responses for the final data analysis.

Demographic profile of respondents

As illustrated in Table 5.1, the number of international wine visitors (197) travelling to Bordeaux were lighly higher than domestic visitors (182), respresenting a proportion of 52% and 48% respectively. Table 5.2 showed that these overseas visitors were mainly from American, United Kingdom, China, Taiwan, Canada, Australia, German, Italy, Japan, Korea, India, Morocco, Vietnam, in which 40 countries represented in the sample. Among them, the largest number of international visitors were from China (12.1%), followed by those who were from United Kingdom (3.7%), Taiwan

(2.9%) and German (2.6%). This information is again in accord with previous research indicating Bordeaux has not only actually an attractive wine destination for both international and domestic visitors but also more and more attracts more international visitors (i.e. [START_REF] Bouzdine-Chameeva | Wine tourism in bordeaux[END_REF]Atout France., 2017b). According to the report of Atout France (2017b), see It should also note that the large percentage of international visitors might simply be quick of those who were enthusiastic and sympathetic to completing the questionnaires in face-to-face survey as well as online survey were shared via social network by our friends. Because of this possibility, the results have been treated seriously with respect to any generalization that might be drawn from them. When investigating the gender profiles, as illustrated in Table 5.3, the total number of female respondents ( 231) is slightly higher than male (128), representing a proportion of 60.9% and 29.1% respectively. A large percentage of both domestic and foreign females than males, 67.6% and 54.8% against 32.4 % and 45.2% respectively, visited wine destinations in Bordeaux. This gender distribution differs from studies conducted by Bouzdine-Chameeva (2011); Bouzdine-Chameeva et al. ( 2016) about wine tourism in Bordeaux, in which the percentage of male (52.2%) respondents were slightly larger than females (47.8%). Visitors' responses relating to their ages are illustrated in Table 5.4. The mean age of wine visitors was 27 years, while Table 5.4 shows the majority age range of visitors was under 34 aged represented (81.5%) with two main age groups. One group was aged between 18-24 years old, and the second group was between 24-34 years old. Each of these groups accounted for 48.3 % and 33.2 % respectively, followed by those who were 35-33 aged group (12.4%), 45-54 aged group (2.4%), 55-65 aged group (2.6%) and over 65 ages (1.1%) (Table 5.4). Notably, a higher percentage of female and domestic visitors were 18-24 years old. Further, the percentage of male and international visitors between 25-34 aged was also higher than that of females. Recently, the European Commission just announced that the only city in France is Bordeaux that has been selected in the European seven shortlisted smart cities for the European Capital of Smart Tourism 2022 competition, which requires four categories: sustainability, accessibility, digitalization as well as cultural heritage and creativity. The connection of the elements between a smart city and an excellent wine destination has made Bordeaux as a charming destination in the eyes of dynamic and actives young people and attracts more and more young visitors on tourism seasons. These characteristics are also largely consistent with finding by [START_REF] Bouzdine-Chameeva | Wine tourism in bordeaux[END_REF].

Relating to visitors' education status, the analysis of education status revealed that most respondents (88.9%) had tertiary education, of which 47.5% had a university degree and 41.4% had a postgraduate (master 1, master 2, or doctoral) qualification (Table 5.5). This result is once again confirmed the findings of the previous research that indicates higher than average educational levels as one of the main characteristics of wine visitors (A. D. [START_REF] Alonso | Wine tourism experiences in New Zealand: An exploratory study[END_REF][START_REF] Charters | Who is the wine tourist?[END_REF][START_REF] Wu | Examining the effect of potential tourists' wine product involvement on wine tourism destination image and travel intention[END_REF]. More specially, domestic and foreign respondents who had either university degree or post graduate degree, accounted for over 87% of all respondents. In comparison, the percentage of international visitors 159 (87.3%) who graduated university or postgraduate was slightly slower the percentage of domestic visitors 178 (90.4%). Comparisons between genders shows that males appeared to attaint postgraduate degree at a fairly higher level than females. While the proportion of females had university degree was higher than the percentage of males.

Visitors' responses regarding their net monthly income are illustrated in Table 5.6. In terms of their net incomes per month, respondents who had income less €1000 monthly represented the slightly lower group (48.5%) than those who earning over € 1000 (51.5%) monthly, of which 33 % had monthly income from € 1000 to € 2000 per month, 12.1 % had monthly income from € 2001 to € 3000 and 6.3 % earning over € 3000 monthly. This result was also consistent with the age's characteristic that young group makes up the majority of the total despondent.

Comparisons between genders indicate the percentage of females 196 (84.9%) who had monthly income less than € 2000 was higher than males. In comparison, a notably higher percentage of male (23.7%) had income per month over € 2000. The difference between domestic and foreign visitors in range of each monthly income group was less obvious. Visitor's responses regarding their number of visits to wine destinations in Bordeaux within the last 12 month are illustrated in Table 5.7. More than a half of the respondents were visited to wine destinations in Bordeaux several times a year with 220 respondents (58%), of which two times 97 (25.6%) and three times 105 (27.7%) and over three times 18 (4.7%) while visitors traveled to Bordeaux at the first time accounted for 42% (159). Bordeaux is indeed a cherish wine destination to attract wine tourists come back. Regarding the type of tourism organization, see Table 5.8, visitor's responses who had a plan to visit to Bordeaux by self-organized tour accounted for the majority of the total visitors 351 (92.6%), only 28 (7.4%) visitors visited Bordeaux through a tour operator. Nowadays, the support of technology information makes it easier for visitors who want to search for diverse information to self-organized tour. As well young visitors find more freedom and convenience by organizing a trip by him/herself. Travel times in Bordeaux were investigated, Table 5.9 shows about 40.4% have stayed in Bordeaux on 2-3days in their trip, followed by those who have stayed only 1 day (25.6%), 4-6 days (15.3%)

and one week and more (18.7 %). Respondents were asked to identify their most interesting wine travel destination in Bordeaux from seven alternatives shown in Table 5.10. Respondents chose La Cité du Vin Museum as their most favorite wine destination in Bordeaux represented the largest group 129 (34%), followed by those who chose Bordeaux vineyards (i.e., In Saint-Emilion, Medoc; Blaye -Bourg; Entre -Deux-Mers;

Graves and Sauternes) 127 (33.5%). This information is again in accord with the achievements of "La Cité du Vin" museum. La Cité du Vin is a special place for wine in Bordeaux, welcomed 416,000 visitors in 2019, from 178 nationalities, very close to the aiming for a minimum of 450,000 visitors/year5 . An attendance record very close to that of 2018, marked by a stronger attractiveness to foreign visitors, and by the strengthening of its local roots (new partnerships, renewed cultural offer). It stands out as a major cultural and tourist site and as a place to live and go out for the people of Bordeaux.

Data analysis

The data analysis includes 2 steps. In step 1, we examine WDBE construct as a second-order factor.

In Step 2, we measure the structural model with the direct, indirect effects and the moderating effects of visitors' country and gender.

5.4.1.

Step 1 -Wine destination brand experience is as a second-order factor 5.4.1.1. Scale purification WDBE scale was measured using five dimensions (15 items): sensory, affective, behavior, intellectual WDBE (12 items) were developed by [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF][START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] and relational WDBE (3 items) from [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF]. The exploratory factor analysis (EFA) in SPSS with Principal Axis Factoring, Promax rotation helped address correlations among dimensions. After an iterative process [START_REF] Hair | Multivariate Data Analysis[END_REF], we used a stricter loading criterion (>.7), communalities criterion (>.5), or cross-factor loadings criterion (<.3). The EFA results showed all 15 items in a five-dimensions solution, accounting for 68.357% of the total variance. As Nunnally (1978) criterion of .7, the Cronbach's alphas were satisfactory (α ranged from .843 to .884). All items contributed strongly to their pertinent factor (factor loadings ranged from .700 to .883) and showed good communalities (> .54) [START_REF] Hair | Multivariate Data Analysis[END_REF] (see Table 5.11: Exploratory factor analysis. .946, GFI: .969, TLI :.995, RMSEA :.019, SRMR:.027) [START_REF] Hair | Multivariate Data Analysis[END_REF].

This second-order model in Figure 5.2 also reached satisfactory fit levels (𝜒 2 [85]: 104.876, CFI :.993, GFI :.964, TLI :.992, RMSEA:.025, SRMR :.0358).

Figure 5.2: Second-order CFA model of wine destination brand experience

Finally, we tested average variance extracted (AVE), and construct reliability, to check for reliability and convergent and discriminant validity. Table 5.12 showed all measurement tools satisfied reliability (all Joreskog's > .845) (Jöreskog, 1993), convergent validity (all ρvc> .647) and discriminant validity (squared correlations ϒ² between two constructs are not greater than any of the two constructs' ρvc; [START_REF] Fornell | Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[END_REF]. The second-order factor model in Figure 5.2 revealed a five-dimensional structure of WDBE and significant factor loadings for each experience dimension with p < .001. The paths from the secondorder factor of WDBE to the first-order factors: sensory WDBE (β = .656), affective WDBE (β = .730), intellectual WDBE (β = .639), relational WDBE (β = .630) were strong and > .630, except behavioral WDBE (β = .593). The paths from WDBE (second-order factor) to the first order-factors were strong and > .630 (except behavioral WDBE). Among them, affective WDBE (first-order factor) (β = .730) has the strongest influence on WDBE (second-order factor); in opposite, behavioral WDBE (β = .593) has the lowest contribution to WDBE. Finally, there are not much different in the relationships between three first-order factors: sensory WDBE (β = .656), intellectual WDBE (β = .639), relational WDBE (β = .630) and WDBE (second-order factor).

5.4.2.

Step 2 -Structural model measuring

Exploratory factor analysis

Exploratory factor analysis (EFA) as the first multivariate technique because it can play a unique role in the application of other multivariate techniques which can identify the structure of a set of variables as well as provide a process for data reduction. It provides the tools for analyzing the structure of the interrelationships (correlations) among a large number of variables by defining sets of variables that are highly interrelated, known as factors. These groups of variables (factors), which are by definition highly intercorrelated, are assumed to represent dimensions within the data. [START_REF] Hair | Multivariate Data Analysis[END_REF]. The factors extracted after performing EFA analysis will be able to be further performed confirmatory factor analysis (CFA) to evaluate the reliability of the model and perform the Structural Equation Modeling (SEM) to test the complex relationship between concepts.

Using data obtained of 379 questionnaires from the survey, 62 observed variables adapted according to the previous research as discussions in Session 4.3.2 were analyzed by SPSS V.20 Software.

a. KMO and Bartlett's test

Although selected variables in proposed model were great care from the previous research which examine in various context, however, it is important to verify that the measured variables are sufficiently intercorrelated to justify factor analysis.

Firstly, The Kaiser-Meyer-Olkin (KMO; [START_REF] Kaiser | An index of factorial simplicity[END_REF] and The Bartlett' test of sphericity [START_REF] Bartlett | A Note on the Multiplying Factors for Various χ2 Approximations[END_REF] were examined, these two statistical values to provide minimal standards that should be met before conducting a factor analysis. The Kaiser-Meyer-Olkin examination of sampling adequacy is the ratio of correlations and partial correlations that reflects the extent to which correlations are a function of the variance shared across all variables rather than the variance shared by particular pairs of variables [START_REF] Watkins | Exploratory Factor Analysis: A Guide to Best Practice[END_REF]. KMO values range from 0.00 to 1.00 and can be computed for the total correlation matrix as well as for each measured variable. Overall KMO values ≥ 0.70 are desired [START_REF] Hoelzle | Exploratory factor analysis: Basics and beyond[END_REF][START_REF] Lloret | El análisis factorial exploratorio de los ítems: Análisis guiado según los datos empíricos y el software[END_REF]. The Bartlett test of sphericity [START_REF] Bartlett | A Note on the Multiplying Factors for Various χ2 Approximations[END_REF], a statistical test for the presence of correlations among the variables, is one such measure. It provides the statistical significance that the correlation matrix has significant correlations among at least some of the variables [START_REF] Hair | Multivariate Data Analysis[END_REF]. The significance value of Bartlett's Test of Sphericity must be less than 0.001 for the factor analysis to be acceptable [START_REF] Bartlett | A Note on the Multiplying Factors for Various χ2 Approximations[END_REF].

As illustrated in Table 5.13, KMO statistic was 0.920, marvelous, above the minimum standard for conducting factor analysis according to described by (Kaiser, 1974, p. 35). Moreover, Bartlett's tests test of sphericity also showed statistically significant findings 𝜒 2 [1891] ∶ 15735.801, 𝑝 < 0.001, indicating that the correlation matrix was not random, the sufficient correlations exist among the variables to proceed. Therefore, it was determined that the correlation matrix was appropriate for factor analysis.

b. Item communalities

After confirming that the correlation matrix was factorable, EFA was then performed with 62 items using Principal Axis Factoring (PAF) extraction and Varimax rotation. Common factor analysis was selected over PAF because the intent was to identify a latent factor structure [START_REF] Fabrigar | Evaluating the use of exploratory factor analysis in psychological research[END_REF] (cited in [START_REF] Watkins | Exploratory Factor Analysis: A Guide to Best Practice[END_REF]. All constructs were examined Item Communalities value and Eigenvalue. Appendix 4 illustrated only Item PQ4 has a communality that is low (0.214) less than 0.30. [START_REF] Tabachnick | Using Multivariate Statistics[END_REF] suggested that values greater than ±.30 are generally considered necessary for practical significance. Thus, this Item PQ4 "This destination performs better than other similar destinations" was cut off from four items of Perceived Quality (PQ) Construct.

Besides, Appendix 4 showed all eigenvalue of each construct explained more than 60 percent.

After removed Item PQ4, the results of Item communalities, Eigenvalue were showed 61 items of 16 constructs in Appendix 5.

c. Total variance explained

Total variance explained was also an extraction process of items to reduce them into a manageable number before further analysis. In this process, components with eigenvalues exceeding 1.0 were extracted into different components. As can be seen in Appendix 6, the output revealed that the EFA has extracted 16 constructs with the total variance explained is 75.569 % > 50% (total acceptable).

The scree test is used to identify the optimum number of factors that can be extracted before the amount of unique variance begins to dominate the common variance structure [START_REF] Hair | Multivariate Data Analysis[END_REF].

The screen test in Appendix 7 showed the structure the structure matrix generated for the illustrative for rotated component matrix for all constructs. Given the sample size of 379, factor loadings of 0.3 and higher would be considered significant, which based the suggestion of Hair et al. (2014, p. 115) that factor loadings of ± 0.3 are considered significant based on the power level of 80% at a significance level of p < .05 with a minimum sample size of 350.

As you can see Appendix 7, Item BC5 was cross-loading both on factor 2: "Marketing

Communication" and factor 4: "Brand Clues". The result illustrated the difference between the maximum (0.504) and the second loading factor value (0.368) of Item BC5 were less than 0. Evaluament reliability coefficient, which assesses the consistency of the entire scale with the generally agreed by using Cronbach's alpha (α) (Hair et al., 2014, p. 123). In line with [START_REF] Nunnally | Psychometric theory[END_REF] criterion of 0.7, the Cronbach's alphas were satisfactory. The Cronbach's alphas for all the 16 constructs (60 items) were ranging from 0.842 to 0.928 (Table 5.14). The scale reliability value more than 0.7 is considered as acceptable. Finally, 16 constructs including 60 items were further analyzed in the next process (see Appendix 9).

Measurement model assessment

The reliability and validity of measurement model can be examined for the model fit in term of indicator reliability, internal consistency reliability, convergent validity and discriminant validity as suggested by [START_REF] Hair | Multivariate Data Analysis[END_REF]. Confirmatory factor analysis (CFA) was performed to further assess the factor structure and validate the scales (Hair et al., 2010;[START_REF] Hinkin | A Brief Tutorial on the Development of Measures for Use in Survey Questionnaires[END_REF] using AMOS V24 software.

According to (Hair et al., 2014, p. 619), standardized loading estimates should be 0.5 or higher, and ideally 0.7 or higher, AVE should be 0.5 or greater to suggest adequate convergent validity, AVE estimates for two factors also should be greater than the square of the correlation between the two factors to provide evidence of discriminant validity, and construct reliability should be 0.7 or higher to indicate adequate convergence or internal consistence.

a. Indicator reliability

Indicator reliability refers the degree of correspondence between an indicator variable and the latent construct. In the case of high convergent validity, high loadings on a factor would indicate that they converge on a common point, the latent construct [START_REF] Hair | Multivariate Data Analysis[END_REF]. According to (Hair et al.,Table 5.15 illustrated construct reliability of constructs was from 0.825 for Brand Image Construct to 0.923 for Revisit Intention Construct, which were higher than the criterion of 0.7: good reliability, indicated that the measurement model had good internal consistency reliability, meaning the measures all consistently represent the same latent construct.

c. Convergent validity

With CFA, the average variance extracted (AVE) is calculated as the mean variance extracted for the items loading on a construct and is a summary indicator of convergence. AVE can be calculated using standardized loadings:

𝜌 𝑣𝑐 = (∑ 𝜆 𝑖 2 ) 𝑛 𝑖=1
𝑛 [START_REF] Fornell | Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[END_REF] suggested that an AVE of 0.5 or higher is a good rule of thumb suggesting adequate convergence validity.

Table 5.15 showed AVE of each construct was from 0.56 for Marketing Communication Construct to 0.749 for Revisit Intention. All were higher the criteria of 0.5. Thus, the measurement model indicated adequate convergent validity.

d. Discriminant validity

Discriminant validity is the extent to which a construct is truly distinct from other constructs [START_REF] Hair | Multivariate Data Analysis[END_REF]. The criterion for the evaluation of discriminant validity is popular used from the criterion of [START_REF] Fornell | Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[END_REF], which requires squared correlations ϒ² between two constructs are not greater than any of the two constructs'𝜌 𝑣𝑐 . As shown in Table 5.15, these criteria were guaranteed, therefore, the measurement model indicated adequate discriminant validity. 5.17 presented the results of the hypotheses testing from the CB-SEM analysis. The analysis revealed that 14 of 19 hypothesized relationships were statistically significant. Among the significant hypothesis, one was significant at the level of p <0.05, three were at the level of p < 0.01, and the remaining ten paths were at level of p <0.001. resulted in a positive standardized regression, but were not significant, so Hypotheses H8a and H8b

were not supported at p >0.05. Finally, support was found for the effect of visitor satisfaction on revisit intention (H9: β = 0.144, p <0.05) at the level of p < 0.05.

The moderating effects -by visitors' country and gender

To further explore the influences between wine destination brand experience and its antecedents and consequences, a study of moderating effect of visitors' country on the relationship between wine destination brand experience and its antecedents and consequences was conducted by multigroup analysis on the structural model, using AMOS 26. In order to evaluate the moderating effect by visitor's country and gender, comparison of two groups (domestic visitors and foreign visitors, who were from 40 countries), and two groups (female and male) were carried out respectively by controlling the modifications of the 𝜒 2 overall fit index [START_REF] Kline | Principles and practice of structural equation modeling[END_REF]. The 𝜒 2 test technique has been widely used in previous research [START_REF] Galan | Music and Responses to Advertising: The Effects of Musical Characteristics, Likeability and Congruency[END_REF][START_REF] Lemoine | L'impact des usages du smartphone sur l'expérience touristique: Le cas de la découverte d'une destination[END_REF].

For the first test -the moderating effect by visitors' country, the fit of the unconstrained model Our findings show the influence of wine destination brand image on overall WDCBBE was stronger for male than for female visitors (βmale = 0.343, p < 0.01; βfemale = 0.1, p >0.1; ∆𝜒 2 (1) = 4.301, p =0.038 <0.05), with significant for male visitors and non-significant for female visitors (H6b -Table 5.21).

(
Interestingly, our finding shows the influence of wine destination brand loyalty on overall WDCBBE was stronger for male than for female visitors (βmale = 0.731, p < 0.001; βfemale = 0.099, p >0.1; ∆𝜒 2 (1) = 10.611, p =0.001 <0.01), with significant for male and non-significant for female visitors) (H6e -Table 5.21).

The finding support that the influence of wine destination brand experience on visitor satisfaction, and revisit intention respectively was stronger for female visitors than for male visitors (βfemale = 0.668, p < 0.001; βmale = 0.600, p <0.001; ∆𝜒 2 (1) = 5.375, p =0.02 <0.05), (βfemale = 0.584, p < 0.001; βmale = 0.368, p <0.001; ∆𝜒 2 (1) = 7.650, p =0.006 <0.01) (H7a, H7b -Table 5.21).

Finally, our finding suggests that the effect of visitor satisfaction on revisit intention was stronger for male than for female visitors (βmale = 0.429, p < 0.001; βfemale = 0.06, p > 0.1; ∆𝜒 2 (1) = 9.918, p =0.002 <0.01), with significant for male and non-significant for female visitors (H9 -Table 5.21).

Summary

This chapter first presented the data screening process in Session 5.2. After examined 560 responses and removed 241 of these being unusable, 319 valid questionnaires were obtained from face-to-face survey, (representing 56.9%) and 60 responses from online survey have no missing data. The total number of valid responses both online and face-to-face data was 379 valid responses for the final data analysis. The demographic characteristics profile of respondents was discussed in Session 5.3. French visitors (48%) and foreign visitors (52%) from 40 foreign countries, female (60.9%) and male (29.1%), the mean age of wine visitors was 27 years old, most respondents (88.9%) had tertiary education, visitors who self-organized tour accounted for the majority of the total visitors (92.6%), and visit to Bordeaux at the first time accounted for 42%.

The data analysis includes 2 steps. In step 1, we examine WDBE as a second-order factor and the results showed good-fit-index and the paths from the second-order factor of WDBE to the first-order factors were strong and > .630 (except behavioral WDBE). In step 2, we measure the structural model. Based on the data analysis through EFA, 60 of 62 items were chosen to continue CFA process. With reliability, convergent validity, discriminant validity, and goodness-of-fit statistics indices, 57 of 60 items final of CFA and structural model analysis. Besides, the results of goodness-of-fit indices for the structural model with WDBE as the second-order factor showed satisfactory; therefore, the proposed research model with WDBE (second-order factor) provided a good reasonably good fit and was adequately represented the input data.

Finally, the results of the direct, indirect effects and moderating effects also were illustrated.

For the direct relationships, findings revealed that 14 of 19 hypotheses were statistically significant.

For the indirect effects, we found the indirect effects of event marketing, brand clues, marketing communication on overall WDCBBE, visitors' satisfaction, and revisit intention respectively. For the moderating effects, our findings found the difference of male and female visitors, French and international visitors in effecting the relationships.

Introduction

The final chapter will start to discuss key findings in session 6.2. The results of the higher-structural model of wine destination brand experience, the direct and indirect effects, and the moderating effects of visitors' country and gender will be detailed discussed. In the next session, theoretical, methodological and managerial implications will be presented respectively in session 6.3. In session 6.5, we will discuss research limitations and research directions in the future. Finally, in session 6.5, a general conclusion will summarize all of this thesis.

Discussions

Based on the answers to our research questions, analysis of the findings and supporting theories from the literature suggest several areas for discussion.

Brand experience for wine destinations appears in variety of setting when visitors search for information, plan a trip, booking, shopping, consume and co-create destination brands through interactive process of brand providers, other visitors and all stakeholders. Accordingly, we conceptualized wine destination brand experience as subjective visitor responses that are not only arisen from stimulation by specific brand relating to experience but also from interaction process with destination providers, destination social network, other visitors, and all stakeholders.

Therefore, the role of customers, has extended in the wine destination context, is not only passive customers as receiver experience from brands -which has popularly accepted in the prior research based on [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] perspective -but also active customer as creator (co-creator) wine destination experience. It leads to the expansion in the role of destination brands, which are both passive-active positions in creating the value of experience through the interaction process with visitors. We demonstrated that wine destination brand experience can be broken down into five dimensions (sensory, affective, intellectual, behavioral, and relational experience), which are different levels to contribute in visitors' experience at wine destination.

The higher-structural model of wine destination brand experience construct

Firstly, one of the major findings of this study is the empirical examination to demonstrate Wine destination brand experience construct is a second-order factor, including five dimensions as firstorder factors: Sensory WDBE, Affective WDBE, Intellectual WDBE, Behavioral WDBE, and

Relational WDBE.

The higher-structural model of wine destination brand experience, which is demonstrated in this study that the combined effects of five lower-factors (first-order factors) (sensory, affective, intellectual, behavioral, and relational WDBE) in parallel on a WDBE construct as a higher-order factor (second-order factor) has guaranteed internal consistency and consistent across samples, reliability, convergent and discriminant validity. This was studied following a higher-order modeling approach would be the most technique that can represent five constructs [START_REF] Koufteros | A paradigm for examining second-order factor models employing structural equation modeling[END_REF]. With this finding allows us to consider five dimensions of WDBE (first-order factors) on one WDBE construct (second-order factor) in analyzing the structural model. Our result also indicates the effects between WDBE (second-order factor) and the first order-factors were strong and significant. These findings demonstrate WDBE construct is meaningfully conceptualized at a higher-orders of abstraction. The explanation for this is that visitor's experience is a holistic and complex one that happens when stimulated by wine destination brand that is the complex combination of various products and services, facilities, activities [START_REF] Carmichael | Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada[END_REF][START_REF] Quadri-Felitti | Experience economy constructs as a framework for understanding wine tourism[END_REF] with the interaction of wine destination providers, visitors, other visitors, all stakeholder. Remarkable, in fact, visitors' holistic experience allows all experience dimensions: sensory, affective, intellectual, behavioral, and relational happen together and rarely happen by single experience.

The wine destination brand experience construct is a second-order factor, while identified in product and service with four dimensions: sensory, affective, intellectual, and behavioral experience [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF][START_REF] Dwivedi | Brand experience and consumers' willingnessto-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness[END_REF], tourism destination with four dimensions (Jiménez [START_REF] Barreto | Linking the online destination brand experience and brand credibility with tourists' behavioral intentions toward a destination[END_REF], this study is the first empirical research that provides findings to confirm brand experience is a second-order factor with five dimensions in new context: wine tourism destination. Besides, the findings demonstrate sufficient evidence to support the adaptation of brand experience scale with four dimensions of [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] and the fifth dimension: relational experience of [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF] from product and service contexts to the new context: wine tourism destination has significant.

The relational experiencethe fifth dimension of WDBE construct, which is found as one of the key dimensions of the wine destination brand experience construct, confirms the reasonable of our conceptual framework in the expansion brand experience construct within the Service-Dominant logic perspective in which "customer is always a co-creator of value", "intangibility, exchange processes, and relationships are central" [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF] in wine tourism destination.

Furthermore, this finding also proves that the role of wine visitors is not only to receive experience from triggers by wine destination brands but also to become co-creators experience through interaction with wine destination brand providers and stakeholders. In another case, this confirms the conclusions of [START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF], based on the development of social network platforms, wine visitors contribute to "co-creation, co-purchase, co-product, co-dating, etc to create value" for wine destination brand. As well as wine visitors are not only direct interactions at wine destination but also through the groups of social media, which enable tourists to network and form/participate in peer groups by identifying other peer consumers, interacting and building networks and relations [START_REF] Sigala | Social Media and the Co-creation of Tourism Experiences[END_REF].

The structural model measurement

Secondly, the structural research model measurement, which shows the relationships between WDBE, its antecedents and its consequences, has guaranteed indicator reliability, internal consistence, convergent and discriminant validity, and goodness-of-fit index. The proposed research model with WDBE (second-order) discriminant validity from its antecedents (event marketing, brand clues, marketing communication), and its consequences (both five dimensions and overall wine destination consumer-based brand equity, visitors' satisfaction, and revisit intention).

The direct effects

Regarding to the antecedents of wine destination brand experience, from wine visitors' perspective, the results indicated that three factors: event marketing, brand clues, and marketing communications are key antecedents of wine destination brand experience that have positive direct impacts on visitors' brand experience (H1, H2, H3; Table 5.17). Our findings show that marketing communication, has the largest direct influence on the wine destination brand experience, followed by event marketing and brand clues. However, the different intensities of effects among them on WDBD are not much, thus, it is considered that the three factors: event marketing, brand clues, and marketing communications play important roles in creating the brand experience for wine visitors.

a. Event marketing has a positive direct effect on wine destination brand experience (H1)

Finding support that event marketing has a positive direct effect on wine destination brand experience (H1 -Table 5.17), indicates that event marketing, plays a role antecedent in positive effecting the visitor's wine destination brand experience. This finding is consistent with the findings of [START_REF] Khan | Antecedents and outcomes of brand experience: An empirical study[END_REF]. Also, this confirms the conclusions in the previous research such as in the wine tourism context, [START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF]) also highlights the importance of wine events in bringing tourists' wine destination experience. In the line, classification adapted from the research matrix of [START_REF] Haller | Aesthetics and conviviality as key factors in a successful wine tourism experience[END_REF][START_REF] Quadri-Felitti | Experience economy constructs as a framework for understanding wine tourism[END_REF] conclude that wine festivals, events, exhibitions, concerts, etc. are contributed to creating offer entertainment experiences at wine destinations that wine visitors would like to seek.

b. Brand clues have a positive direct influence on wine destination brand experience (H2)

Table 5.17 shows brand clues have a positive direct influence on wine destination brand experience (H2 -Table 5.17), which is consistent with the empirical result of [START_REF] Khan | Antecedents and outcomes of brand experience: An empirical study[END_REF] in restaurant context. This coincides with the conclusions of different studies in wine tourism destination context that suggested that wine and the quality of wine, service staff, technologies, environments, winescapes, etc. at wine tourism destinations can stimulate and create brand experience for wine visitors pre-visits, onsite and post-visits (Ali-Knight & Carlsen, 2003, p.;[START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF][START_REF] Charters | Experiencing "real" service at the winery tasting room[END_REF][START_REF] Ferrarini | The emotional response to wine consumption[END_REF][START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF][START_REF] Kirova | Value co-creation and value co-destruction through interactive technology in tourism: The case of 'La Cité du Vin' wine museum[END_REF][START_REF] Marlowe | Winery Tasting-Room Employee Training: Putting Wine First in Oregon[END_REF][START_REF] Ponsignon | The impact of interactive technologies on the social experience: An empirical study in a cultural tourism context[END_REF][START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF]Thach et al., 2016;[START_REF] Zollo | Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience[END_REF]

c. Marketing communication has the positive direct influence on visitors' brand experience at wine destinations (H3)

Marketing communication, which is supported that has a positive direct influence on visitors' brand experience at wine destinations (H3-Table 5.17). This finding is consistent with studies that argue marketing communication can increase visitors' experience [START_REF] Schmitt | Experiential Marketing[END_REF]. Indeed, it is also consistent with these conclusions: the marketing communication with useful and interesting information gives rise to positive brand experience (e.g., (H. [START_REF] Chen | Exploring the commercial value of social networks: Enhancing consumers' brand experience through Facebook pages[END_REF][START_REF] Khan | Antecedents and outcomes of brand experience: An empirical study[END_REF][START_REF] Zollo | Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience[END_REF], a near type of marketing communication has focused as the social networking sites (i.e., Facebook pages)(H. [START_REF] Chen | Exploring the commercial value of social networks: Enhancing consumers' brand experience through Facebook pages[END_REF], social media marketing activities perceived by consumers are positively related to brand experience [START_REF] Zollo | Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience[END_REF]. Also, this finding also confirms again the finding of [START_REF] Beig | Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook[END_REF] that the more content sharing and interaction of social media marketing, the more it gives enhance to positive brand experience. In wine tourism destination, the development of marketing communication (i.e., social web, social media provided) empowers wine tourists to co-create and co-promote their wine tourism experience [START_REF] Sigala | Social Media and the Co-creation of Tourism Experiences[END_REF][START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF].

Concerning the consequences of WDBE: five dimensions and overall wine destination consumerbased brand equity, the results show wine destination brand experience has positive strong direct effects on five dimensions of WDCBBE (brand awareness, brand image, perceived quality, perceived value, and brand loyalty) (H4a, H4b, H4c, H4d, H4e); however, only three dimensions, namely: wine destination brand image, perceived value, brand loyalty has a significant direct impacted on overall WDCBBE (H6b, H6d, H6e). On the contrary, there was not found that nonsignificant in the impacts of wine destination brand awareness, and wine destination perceived quality on overall WDCBBE (H6a, H6c). Furthermore, wine destination brand experience has strong direct effects on visitors' satisfaction, revisit intention respectively (H7a, H7b), and visitors satisfaction has positive direct effect on revisit intention (H9). However, our finding was not supported for the direct effects of overall WDCBBE on visitors' satisfaction, and revisit intention respectively (H8a, H8b) (see Table 5.17).

d. Wine destination brand experience has a strong direct effect on wine destination brand awareness (H4a)

Finding supports that the strong direct effect of wine destination brand experience and wine destination brand awareness was significant (H4a -Table 5.17), which is consistent with the results of some prior research in product and service brands context [START_REF] Chang | Building consumer-brand relationship: A cross-cultural experiential view[END_REF][START_REF] Cleff | Can You Feel It? -The Effect of Brand Experience on Brand Equity[END_REF][START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF]. This is in line with some conclusions as visitors' brand awareness for wine destination brands, which is result of an actual experience at wine destinations (i.e, winery tasting room, cellar door) (Bruwer & Lesschaeve, 2012a). Stimulation five senses of wine tourists experience, either single or together, allows wine visitors to enhance their awareness of specified wine destination brand [START_REF] Pine | Welcome to the experience economy[END_REF]. Besides, the interaction and socialization between wine visitors and winemakers, and instruction by experts, and other visitors are potential contributes to visitor's perception for a wine destination [START_REF] Carvalho | Co-creative tourism experiencesa conceptual framework and its application to food & wine tourism[END_REF][START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF]. This result indicates the Bordeaux wine destination providers offered interesting and various experiences that enhance wine visitors' awareness of wine destination brands.

e. Wine destination brand experience has a strong direct effect on wine destination brand image (H4b)

Our finding demonstrates that wine destination brand experience has a strong direct effect on wine destination brand image (H4b, Table 5.17). This finding is in line with the conclusion of [START_REF] Nella | Investigating the Effects of Consumer Experience Tourism on Brand Equity and Market Outcomes: An Application in the Wine Industry[END_REF][START_REF] Tsai | A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference[END_REF], who suggested that brand experience play a role in increasing visitor' self-concept that matches the brand image. As we discussed in session 3.3.1.6 , in this study, wine destination brand image relies on the approach of [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF]L. I. Nowak et al., 2006), which is related to limited to the social image and self-image of brand personality.

Brand image has been significantly related to consumers' self-concepts [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Cardona | Assessing the Effect of Personal Cultural Orientation on Brand Equity and Revisit Intention: Exploring Destination Branding in Latin America[END_REF][START_REF] De Chernatony | Defining A "Brand": Beyond The Literature With Experts' Interpretations[END_REF]. This finding can be explained as [START_REF] Lemon | What drives customer equity?[END_REF]; Nowak et al., (2006) suggest that "the customer's use of the product is highly visible to others", thus visits wine destinations also offers the potential of opportunity for visitors to share herself/himself to social groups. Within a tourism context, visitors have a motivation to visit a tourism destination where its brand image fits tourists' self-image or the match between how tourists see themselves in relation to the image of tourists that visit that destination [START_REF] Pratt | Predicting Wine Tourism Intention: Destination Image and Selfcongruity[END_REF]Sirgy et al., 2000). [START_REF] Fountain | Making a connection: Tasting rooms and brand loyalty[END_REF] also stated that "drinking wine is usually a social act, a bottle of wine purchased from the winery can act as a point of conversation with friends as it is consumed" so visitors' experience at wine destinations also offers the potential of opportunity for visitors to share herself/himself to social groups. During the visit experience, and while using these symbolic destination brands, visitors can define, maintain, and enhance their self-concept [START_REF] Grubb | Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach[END_REF]; therefore, for wine destinations, we can conclude that visitors' brand experience support to increase brand image.

f. Wine destination brand experience has a strong direct effect on wine destination perceived quality (H4c)

Our result supports that wine destination brand experience has a strong positive direct influence on wine destination perceived quality (H4c -Table 5.17). This finding coincides with the conclusions of [START_REF] Kerin | Store shopping experience and consumer pricequality-value perceptions[END_REF] about the direct effect of brand experience on perceived quality (Klabi, 2020, p. 5). In another view, [START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF] also revealed this is an indirect relationship through the mediating effect of brand awareness. Our finding indicates that visitors' perceived quality for wine destination brands is as a result of the valuable brand experience process.

To explain this result, there are two possible reasons. Firstly, Bordeaux is a celebrated city as the wine capital of the world and remains one of the most well-attended destinations in France for both foreign and domestic wine tourists as the result of its renowned wines [START_REF] Bouzdine-Chameeva | Wine tourism in bordeaux[END_REF][START_REF] Frochot | Wine tourism in France: A paradox?[END_REF]. It is the oldest and largest area in the world that produces fine wines 6 , thus, Bordeaux as a wine destination brand has efficient resources to offer various wine famous brands with excellent quality for wine tourists from different countries. The excellent quality of wine, the well-known wine brands are attributes of wine destinations (e.g., cellar doors, wineries, wine stores) that bring visitors' satisfaction in their evaluation of the quality. Secondly, Bordeaux is the most extensive urban environment in the world to be honored as a UNESCO World Heritage site in 2007. This heritage has been enriched with new constructions that coexist harmoniously with the historic city as "La Cité du Vin" -A symbol of Bordeaux, which is unique wine museum in the world to offer unique and valuable experience for wine tourists by celebrating wine art and culture associated with modern technology. Bordeaux as a famous destination brand as well as "La Cité du Vin" has contributed to a high perceived quality for international and domestic visitors throughout the novel experience compared to the other wine destinations. Thirdly, the attributes of wine involvements (H1, H2, H3) as staff services (friendly, courteousness, good appearances, knowledge), annual wine events (well organized), marketing communication (online and offline), gentle atmospheres, infrastructure, rich culinary, etc. have coordinated in a synchronized manner in enhancing valuable sensory, affective, intellectual, behavioral experience and the good interaction and co-creation between wine destination providers, visitors, other visitors, and stakeholders in the relational experience, that all enhancing unique, interesting brand experience that leads to higher visitors' perceived quality. In wine tourism destination, we can conclude that wine destination brand experience effect in increasing visitors' perceived quality for wine destination brands.

g. Wine destination brand experience has a strong direct effect on wine destination perceived value (H4d)

Finding supports that wine destination brand experience has a strong direct effect on wine destination perceived value (H4d -Table 5.17). This result is in line with previous studies that establish a relationship between brand experience and perceived value [START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF]Huang & Huang, 2012). There are some possible explanations for this. Firstly, the combination of marketing communication, events, and brand clues (H1, H2, H3 -Table 5.17) regarding wine and wine involvement at wine destination brands in Bordeaux have effectively organized to provide interesting and various experiences that guarantee or overcome visitors' expectations. Secondly, most wine visitors, who traveled to Bordeaux in this study, organized tours by him/her self (92.6%) (Table 5.8) and graduated from university, and post-graduate degrees accounted for 88.9% (Table 5.5); thus, it is easier for them to search for information about wine destination brands through the information technology before they travel to Bordeaux. The development of technology communication has supported visitors to planning, comparing, searching about attractive locations, prices, accommodations, interesting activities, etc. from the official websites, recommendations from other visitors in social networks, etc. that helps visitors have exact information before traveling to Bordeaux, that help them threshold of expectation that is close to reality about experience and price at wine destination brands in Bordeaux. Our findings indicate that brand experience plays a role in impacting visitors' perceived value for wine destination brands. To our knowledge, there is no research that examined the relations between brand experience and perceived value for wine destination brands, therefore, it is also another contribution of this present study to enrich marketing literature. Furthermore, our result shows non-significant for the role of moderating variables in this relation.

h. Wine destination brand experience has a strong direct effect on wine destination brand loyalty (H4e)

Table 5.17 illustrates that Wine destination brand experience has the strongest directly effect on wine destination brand loyalty (H4e), which is consistent with previous studies that found a significant link between brand experience and brand loyalty in product and service [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Khan | Connecting the dots between CSR and brand loyalty: The mediating role of brand experience and brand trust[END_REF][START_REF] Ong | Impact of brand experience on loyalty[END_REF], tourism destination (V. Kumar & Kaushik, 2017a).

It coincides with that concludes that tourism experiences affect destination loyalty both directly and indirectly [START_REF] Ali | Influence of Experiences on Memories, Satisfaction and Behavioral Intentions: A Study of Creative Tourism[END_REF][START_REF] Bigné | The theme park experience: An analysis of pleasure, arousal and satisfaction[END_REF]Loureiro, 2014;[START_REF] Prayag | The role of tourists' emotional experiences and satisfaction in understanding behavioral intentions[END_REF] and confirms the conclusion of (Bruwer et al., 2013;L. I. Nowak et al., 2006), who emphasizes that through positive winery tasting room experience, visitors are more likely to be brand loyal. This can be possibly explained by some reason; firstly, as we discuss above (H4b, Table 5.17), through visit's experience at wine destinations, visitor's find a strong match between their self-concept and wine destination brand image that influences their attitude [START_REF] Yu | The influence of negative publicity on brand equity: Attribution, image, attitude and purchase intention[END_REF] leads to influence their loyalty toward Bordeaux wine destination brand [START_REF] Assaker | Examining the effect of novelty seeking, satisfaction, and destination image on tourists' return pattern: A two factor, non-linear latent growth model[END_REF][START_REF] Bianchi | Antecedents of Destination Brand Loyalty for a Long-Haul Market: Australia's Destination Loyalty Among Chilean Travelers[END_REF]; C.

G.-Q. [START_REF] Chi | Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach[END_REF][START_REF] Prayag | Antecedents of Tourists' Loyalty to Mauritius: The Role and Influence of Destination Image, Place Attachment, Personal Involvement, and Satisfaction[END_REF][START_REF] Sirgy | Self-congruity theory in consumer behavior: A little history[END_REF][START_REF] Sirgy | Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model[END_REF]. Secondly, Bordeaux as an overall wine destination brand has abundant sources of brand reputation, events, human, infrastructure, organization, environment, etc. (H1, H2, H3: significant, Table 5.17) relating to wine and involvements of wine that enhance visitors' perceived quality and value and subsequently affects visitor's loyalty. Thirdly, travel day stayed by visitors in Bordeaux was from 1-3 days account 66% (Table 5.9) while Bordeaux as overall wine destination has a wide range of interesting wine destinations for visitors to visit; thus, the visitor experience process cultivates and enhances their loyalty toward a wine destination. After their experience, it is possible that visitors' attitude brand loyalty toward a wine destination is stronger than their behavior brand loyalty. Our finding emphasizes that wine destination brand experience is an important variable in cultivating brand loyalty. So, this result demonstrates the higher the wine destination brand experience for visitors, the higher their loyalty for wine destination brands.

i. Wine destination brand awareness has not a direct influence on overall WDCBBE (H6a)

Wine destination brand awareness, is one of the key dimensions of wine destination brand equity [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF][START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF][START_REF] San Martín | An integrative model of destination brand equity and tourist satisfaction[END_REF]. Surprisingly, our finding shows non-significant relationship between visitors' brand awareness and overall brand equity for wine destination brand (H6a-Table 5.17). This finding may stimulate discussion among destination marketers due brand awareness is considered as the main element of effectiveness that can lead to visitors' behavior [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF]. This finding is largely consistent with some previous research conducted in hotel, chain restaurant (H. B. [START_REF] Kim | The relationship between brand equity and firms' performance in luxury hotels and chain restaurants[END_REF][START_REF] Šerić | Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment[END_REF][START_REF] So | When experience matters": Building and measuring hotel brand equity: The customers' perspective[END_REF]; however, it is contrary to the findings of the previous research in product and service brands [START_REF] Buil | The influence of brand equity on consumer responses[END_REF][START_REF] Sürücü | Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context[END_REF][START_REF] Yoo | An Examination of Selected Marketing Mix Elements and Brand Equity[END_REF] and tourism destination brands [START_REF] Im | Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective[END_REF][START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF]. This result indicates that after visitors' experience process at wine destinations, it seems to be lacked of the connection and engagement between wine visitors' perception and wine destination brands, so it is the cause of reducing visitor's awareness for wine destination brand.

The first possible explanation could be that the lacking of brand promotion on post-visit in visitor's experience process and the low social interaction (relational experience) between wine destination brand providers and visitors in post-experience that are the causes of the drop in brand engagement between visitors and wine destination brands and the breaking of associations, recalling wine destination brands that is already in the customer's perception during on-site experience. The brand communication throughout various promotion campaigns, advertisements and massages contributes to maintaining brand presence, so the lack of brand communication has been found lower level of brand awareness (S. Hudson & Ritchie, 2009). The second reason for that can arise from the strong influence of visitor's brand experience on their brand awareness as our result about the significant of H4a (Table 5.17) in this study also demonstrate that. In fact, it overrides brand awareness. In other words, the experience-based awareness in visitors' mind, rather than brandbased awareness, which leads to affect position of wine destination brand in visitor's perception as well as impact on visitor behavior [START_REF] So | When experience matters": Building and measuring hotel brand equity: The customers' perspective[END_REF]. If visitors have experienced wine destinations and become familiar with wine destinations through their own personal experience, such their experience significantly informs their perceptions and impression of wine destination brands [START_REF] O'neill | An exploratory study of the effects of experience on consumer perceptions of the service quality construct[END_REF]. Wine destination brand awareness failed in impacting overall brand equity in this study, but this does not mean we completely negate the role of brand awareness.

Visitors' brand awareness still has played a role in wine destination equity branding; however, the simple and low awareness of wine destination brand is insufficient to affect brand equity, their satisfaction, and overall visitors' behavior. This conclusion is also so logical with the results of non-significant in the effects of overall WDCBBE on visitor satisfaction and their revisit intention (H8a, H8b) that we found in present study.

j. Wine destination brand image has a positive direct influence on overall WDCBBE (H6b)

Our finding also indicates that visitors' wine destination brand image has a positive direct influence on overall WDCBBE (H6b, Table 5.17). It confirms the conclusions in the previous research [START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Kim | The relationship between brand equity and firms' performance in luxury hotels and chain restaurants[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF] that suggest that tourism and hospitality brand image has been considered the main dimension of brand equity and play a role in increasing destination brand image. The possible explanation for this finding is the "self-image of the winery being famous in the region definitely plays an important role in the owners' minds as a wine tourist attraction" (Bouzdine-Chameeva et al., 2016) and wine tourists, who experience at Bordeaux wine destinations, had found a match between their self-image and wine destination brand image, that will be a visitor' motivation toward wine destinations [START_REF] Sirgy | Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model[END_REF]. In the field of consumer behavior, a specific self-concept could be used to explain and predict consumer behavior [START_REF] Quester | Self-congruity and product evaluation: A cross-cultural study[END_REF], the greater match between the brand image and visitor's selfconcept positively affects strongly the visitors' behavior and behavioral outcomes such as visitor evaluation, brand loyalty, positive WOM, visitor satisfaction and intent to visit/revisit [START_REF] Roe | Self-concept, product involvement and consumption occasions: Exploring fine wine consumer behaviour[END_REF][START_REF] Sirgy | Revisiting self-congruity theory in travel and tourism[END_REF][START_REF] Sirgy | Self-congruity theory in consumer behavior: A little history[END_REF][START_REF] Sirgy | Promoting quality-of-life and well-being research in hospitality and tourism[END_REF]; therefore, we can conclude that in wine tourism destination, brand image plays a role in increasing overall WDCBBE.

k. Wine destination perceived quality has not a direct influence on overall WDCBBE (H6c)

Wine destination perceived quality, similar to visitors' brand awareness, also plays an important role in effecting overall brand equity and in orientation visitor behavior, which has been largely recognized in the previous research [START_REF] Aaker | Measuring Brand Equity Across Products and Markets[END_REF][START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF]. Unexpectedly, the direct influence of wine destination perceived quality on overall WDCBBE was not supported (H6c, Table 5.17). In this study, the empirical data statistic tests did not provide enough for the positive and direct relationship between wine destination perceived quality and overall WDCBBE. Our result is consistent with the conclusion in the prior research that in wine tourism, as with all aspects of tourism, visitor's perceived quality of a destinations' offering has a positive effect on visitors' satisfaction, brand loyalty, WOM and behavioral intention for a destination brands [START_REF] Charters | Service Quality at the Cellar Door: A Comparison Between Regions[END_REF][START_REF] Jridi | Experiential Perceived Quality of a Tourist Destination: Effects on Satisfaction and Loyalty of the Tourist: Case: Saharan Tourism in Tunisia[END_REF][START_REF] Wang | Destination perceived quality, tourist satisfaction and word-of-mouth[END_REF][START_REF] Žabkar | Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level[END_REF] that contribute in increasing destination brand equity; however, our result conflicts with the empirical results in products brands [START_REF] Buil | The influence of brand equity on consumer responses[END_REF] and tourism destination brands [START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF]. This possible explanation can be for that is related to the fact that there are many well-known wine destination brands in Bordeaux (i.e., vineyards, wine museums, wine events, etc.) that are inconsistent in their offers, so an overall wine destination brand will be less consistent in providing quality to visitors; therefore, suffer poor perceptions of their quality [START_REF] Bailey | An exploration of the meanings of hotel brand equity[END_REF].

l. Wine destination perceived value has a positive direct influence on overall WDCBBE (H6d)

Our finding demonstrates that the wine destination perceived value has affected on overall WDCBBE (H6d -Table 5.17). Besides, the role of moderating variables in this relation was not supported. This also confirms the conclusion that destination perceived value is measured as one of the main dimensions of CBBE for a tourism destination in several studies (e.g. [START_REF] Bianchi | Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE)[END_REF][START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Frias | The effect of self-congruity and motivation on consumer-based destination brand equity[END_REF][START_REF] Ghaffari | Developing a brand equity model for tourism destination[END_REF][START_REF] Liu | Constructing Customer-based Museums Brand Equity Model: The Mediating Role of Brand Value[END_REF][START_REF] Pike | Destination Brand Equity for Australia: Testing a Model of CBBE in Short-Haul and Long-Haul Markets[END_REF][START_REF] Tasci | Testing the cross-brand and cross-market validity of a consumer-based brand equity ( CBBE ) model for destination brands[END_REF]. Creating perceived value in a quality wine region does not only enhance brand equity and revenue for wineries but also boosts tourism across the destination [START_REF] Charters | Wine tourism in champagne[END_REF]). Wine regional and destination brand recognition and loyalty leading to repeat sales and visits will be the result of value multiplication through valuable wine tourism experiences [START_REF] Carlsen | Enhancing Consumer Value in Wine Tourism[END_REF]. Some studies provide the empirical findings that perceived value may be a better predictor of repurchase intentions than either satisfaction or loyalty (C.-F. Chen & Chen, 2010b; C.-F. [START_REF] Chen | How destination image and evaluative factors affect behavioral intentions[END_REF][START_REF] De Oliveira Santini | Tourists' perceived value and destination revisit intentions: The moderating effect of domain-specific innovativeness[END_REF][START_REF] Ghorbanzadeh | Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioural intentions: A case of war tourism[END_REF][START_REF] Oh | Diners' Perceptions of Quality, Value, and Satisfaction[END_REF][START_REF] Yeh | The visiting motivation, perceived value and future behavioural intentions of winery tourists[END_REF]. Our findings suggest that Bordeaux wine destination managers have well organized in utilizing its sources to create unique, interesting, valuable wine tourism experience that increases visitors' perceived value, which we prove above (H4d -Table 5.17), as the consequences, visitors will contribute to increasing Bordeaux wine destination brand equity by different ways, such as their loyal, recognition in mind for wine destination brands, positive recommend to friends, purchasing wine or revisit to specific wine destinations in Bordeaux.

m. Wine destination brand loyalty has a positive direct influence on overall WDCBBE (H6e)

Table 5.17 also shows that the influence of wine destination brand loyalty on overall WDCBBE was significant (H6e), which coincides with the empirical findings in product and service [START_REF] Buil | The influence of brand equity on consumer responses[END_REF][START_REF] Washburn | Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale[END_REF][START_REF] Yoo | An Examination of Selected Marketing Mix Elements and Brand Equity[END_REF] and tourism destination [START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF].

It also confirms the conclusions that brand loyalty creates benefits to tourist destinations because visitors can revisit or positively suggest to other potential visitors (H.-K. [START_REF] Chi | Elements of destination brand equity and destination familiarity regarding travel intention[END_REF][START_REF] Ferns | Enduring travel involvement, destination brand equity, and travelers' visit intentions: A structural model analysis[END_REF][START_REF] Yoon | An examination of the effects of motivation and satisfaction on destination loyalty: A structural model[END_REF]. Visitors might be loyal to a destination or a specific brand and might show their intentions to revisit a destination in various ways, so it contributes to increase overall brand equity for wine destination brands.

n. Wine destination brand experience has a positive direct influence on visitors' satisfaction, revisit intention respectively (H7a, H7b)

Our findings support the strong direct effect of wine destination brand experience on visitors' satisfaction, and revisit intention (H7a, H7b -Table 5.17). This widely coincides with the results in tourism destination [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF][START_REF] Huang | The relation between brand experience and customer satisfaction in the tourism-destination hotel[END_REF][START_REF] Li | Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context[END_REF][START_REF] Tsaur | The Visitors Behavioral Consequences of Experiential Marketing[END_REF]WanFei et al., 2012), and wine destination [START_REF] Brandano | How motivations and satisfaction influence wine tourists' loyalty? An analysis of the Italian case[END_REF][START_REF] Brochado | Wine tourism: A multisensory experience[END_REF][START_REF] _Jmr ; K Fernandes | Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars[END_REF][START_REF] Joy | Performance Theory and Consumer Engagement: Wine-Tourism Experiences in South Africa and India[END_REF][START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF][START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF]V. Santos, Caldeira, et al., 2019) that concluded that wine destination brands should create pleasant experiences in order to generate higher satisfaction levels and to positively influence visitors' behavioral intentions. The combination of Bordeaux wine destination attributes (staff, wine and gastronomy, atmosphere, layout, signage, landscapes, architecture, production facilities, etc.) in wineries, wine stores, cellar doors, vineyards, wine museums, wine bars, etc. has offered interesting and pleasant experiences in the brand experience process, through sensory, affective, intellectual, behavioral, and intellectual experience, offers individuals satisfied and they have return intentions to Bordeaux in the future.

o. Overall WDCBBE has not influences on visitors' satisfaction, revisit intention respectively (H8a, H8b)

Our findings found that the influence of overall WDCBBE on visitors' satisfaction, revisit intention respectively was not supported (H8a and H8b, Table 5.17). This conflict of the conclusions in the previous that suggest that the role of destination brand equity dimensions: brand awareness [START_REF] Nella | Investigating the Effects of Consumer Experience Tourism on Brand Equity and Market Outcomes: An Application in the Wine Industry[END_REF], brand image (Y.-C. [START_REF] Tsai | A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference[END_REF], perceived quality (R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF][START_REF] Bruwer | Service Quality Perception and Satisfaction: Buying Behaviour Prediction in an Australian Festivalscape: Festivalscape[END_REF][START_REF] _Jmr ; K Fernandes | Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars[END_REF]K. Lee et al., 2018;[START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF][START_REF] Martins | A multisensory virtual experience model for thematic tourism: A Port wine tourism application proposal[END_REF][START_REF] Mauracher | Wine tourism quality perception and customer satisfaction reliability: The Italian Prosecco District[END_REF][START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF][START_REF] San Martín | An integrative model of destination brand equity and tourist satisfaction[END_REF][START_REF] Shapiro | Customer satisfaction and sales performance in wine tasting rooms[END_REF], perceived value [START_REF] Jamrozy | The multiple dimensions of consumption values in ecotourism[END_REF][START_REF] Prebensen | Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience[END_REF][START_REF] Yang | Customer perceived value, satisfaction, and loyalty: The role of switching costs[END_REF][START_REF] Zhang | Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?[END_REF], and brand loyalty [START_REF] San Martín | An integrative model of destination brand equity and tourist satisfaction[END_REF] in increasing visitors' satisfaction, or their revisit intention. This can be explained for this result from the low effects of wine destination brand awareness and perceived quality on overall WDCBBE in the phase of post-visit experience, which leads to customer dissatisfaction and the lack of engagement between destination brand and visitors.

p. Visitors' satisfaction has a positive direct influence on revisit intention (H9)

Finding demonstrates that visitors' satisfaction has a positive direct influence on revisit intention (H9 -Table 5.17). This is consistent with the results in wine tourism context as wine festival (J.

(Jessica) [START_REF] Yuan | The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival[END_REF], in cellar doors (South Australia) (X. Chen, Bruwer, et al., 2016), in wineries (Italia) [START_REF] Brandano | How motivations and satisfaction influence wine tourists' loyalty? An analysis of the Italian case[END_REF], in Greece winery [START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF], in Marqués de Riscal winery, Spain (R. M. [START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF][START_REF] Park | When do they become satiated? An examination of the relationships among winery tourists' satisfaction, repeat visits and revisit intentions[END_REF] and recently, in winery cellar door, located in the Barossa Valley, Australia [START_REF] Prayag | Do Satisfied Cellar Door Visitors Want to Revisit? Linking Past Knowledge and Consumption Behaviors To Satisfaction and Intention to Return[END_REF]. Our results also enrich literature by this empirical result in overall wine tourism destination.

The indirect effects a. Event marketing has indirect effects on overall WDCBBE, visitors' satisfaction, and revisit intention respectively

In the mediating analysis, our findings support event marketing has indirect effects on overall WDCBBE, visitors' satisfaction, and revisit intention respectively (Table 5.18). This is consistent with the conclusions in the previous research. Events related wine attract visitors and create chances for wineries and wine regions to promote wine destination brand and create brand awareness [START_REF] Bruwer | South African wine routes: Some perspectives on the wine tourism industry's structural dimensions and wine tourism product[END_REF][START_REF] Getz | Explore wine tourism: Management, development & destinations[END_REF]; J. (Jessica) [START_REF] Yuan | The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival[END_REF], enhance visitors' perceived quality [START_REF] Axelsen | Designing Festival Experiences to Influence Visitor Perceptions: The Case of a Wine and Food Festival[END_REF][START_REF] Bruwer | Service Quality Perception and Satisfaction: Buying Behaviour Prediction in an Australian Festivalscape: Festivalscape[END_REF], attract tourists and make them spend more "new money" for the destination and have expanded the tourist's perceptive on brand image [START_REF] Getz | Wine and Food Events: Experiences and Impacts[END_REF], brand engagement [START_REF] Altschwager | Branded marketing events: Engaging Australian and French wine consumers[END_REF], create winery loyalty among those consumers with a high tendency to buy wine [START_REF] Houghton | Classifying wine festival customers: Comparing an inductive typology with Hall's wine tourist classification[END_REF]. Visitors leave after spend good time at a wine festival, with a positive image of the wine and the wine tourism region, or both. This may then lead to future purchase of the product and revisitation (J. Yuan et al., 2008). Therefore, this study concludes that event marketing has indirect effects on increasing brand equity, make visitor satisfy and future revisit intention.

b. Brand clues has indirect effects on overall WDCBBE, visitors' satisfaction, and revisit intention respectively

Table 5.18 illustrates that the indirect effects of brand clues on overall WDCBBE, visitors' satisfaction, and revisit intention were supported respectively. These coincide with conclusions in the previous, such as wine and wine involvement as the internal characteristics of the tasting room [START_REF] Griffin | The determinants of quality experiences in an emerging wine region[END_REF], service staff (friendly, knowledgeable, undertaking of visitor needs, and capable of providing individual attention), service a customer perceives [START_REF] Charters | Experiencing "real" service at the winery tasting room[END_REF][START_REF] Marlowe | Winery Tasting-Room Employee Training: Putting Wine First in Oregon[END_REF], infrastructure, environment, etc. effect to wine purchase and wine sales [START_REF] Bruwer | Wine product involvement and consumers' BYOB behaviour in the South Australian on-premise market[END_REF][START_REF] Hirche | Buying a product for an anticipated consumption situation: Observation of high-and low-involved wine buyers in a retail store[END_REF][START_REF] O'neill | Wine production as a service experiencethe effects of service quality on wine sales[END_REF], increase brand loyalty (Duarte [START_REF] Duarte Alonso | Educating winery visitors and consumers: An international perspective[END_REF]L. I. Nowak et al., 2006), satisfy visitors and revisit intention [START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF]. Therefore, this finding leads to conclude that brand clues have indirect effects on increasing brand equity, make visitor satisfy and future revisit intention.

c. Marketing communication has indirect effects on overall WDCBBE, visitors' satisfaction, and revisit intention respectively

Our findings found significant in the indirect effects of marketing communication on overall brand equity, visitor satisfaction, and revisit intention respectively. This corroborates these conclusions that marketing communication has changed and influenced on visitors' loyalty, wine consumer/tourists' behavior (H. [START_REF] Chen | Exploring the commercial value of social networks: Enhancing consumers' brand experience through Facebook pages[END_REF][START_REF] Sigala | The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources[END_REF]. This result lead us to conclude that marketing communication has indirect effects on increasing brand equity, make visitor satisfy and future revisit intention.

Overview wine destination brand experience in the direct and indirect effects

• The direct and indirect effects of wine destination brand experience on overall WDCBBE were not supported. And there were non-significant in the indirect effect of WDBE on visitors'

satisfaction, and revisit intention respectively

After detailed discussions above, we will continue discuss to wine destination brand experience, which is a main construct of this dissertation, in the relationship of its antecedents and consequences together.

Wine destination brand experience construct, which is considered as a higher-structural model with five experience dimensions in a parallel action in the structural model. From the structural model analysis, our findings demonstrate that event marketing, brand clues, and marketing communication -which are the antecedents of WDBE -have positive direct influences on wine destination brand experience (H1, H2, H3 -Table 5.17). Bordeaux as an overall wine destination has well-coordinated its resources to cultivating and enhancing unique, novel, interesting, valuable experiences of wine destination offerings for both domestic and foreign visitors. In fact, as an inevitable result, the valuable wine destination brand experience has strong direct effects on five dimensions of wine destination consumer-based brand equity. Surprisingly, our finding shows that WDBE strongly impacts five dimensions of overall WDCBBE, however, only three dimensions of WDCBBE: brand image, perceived value, brand loyalty has direct effects on overall WDCBBE (exception brand awareness, and perceived quality). Surprisingly, our finding demonstrates that the direct and indirect effects of WDBE on overall WDCBBE were not supported (H5 -Table 5.17, Appendix 12), which conflict with the popular results in many previous studies in various contexts as in hotel industry [START_REF] Prasad | Managing Hotel Brand Equity[END_REF]Xu & Chan, 2010), airline industry [START_REF] Lin | Innovative brand experience's influence on brand equity and brand satisfaction[END_REF], event marketing [START_REF] Zarantonello | The impact of event marketing on brand equity[END_REF], in luxury brands [START_REF] Zollo | Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience[END_REF] and this does not coincide with the conclusions that a positive wine tourism destination experience can build brand equity as in cellar door, wineries and wine region [START_REF] Carlsen | Enhancing Consumer Value in Wine Tourism[END_REF][START_REF] Duarte Alonso | Visitor Centers, Collaboration, and the Role of Local Food and Beverage as Regional Tourism Development Tools: The Case of the Blackwood River Valley in Western Australia[END_REF]L. I. Nowak et al., 2006;[START_REF] Scherrer | Expanding the destination image: Wine tourism in the Canary Islands[END_REF].

There are three possible explanations for this result. The first possible reason arises from the absence or interruption of brand communication and the lack of social interaction (relational experience) in the post-visit experience. It seems to be that Bordeaux wine destination brand managers have managed its resources effectively including taking advantage of marketing communication in three phases of wine experience process: pre-visit (planning and anticipation), travel to, on-site; as well as there were effective interactions between wine destination brand providers and visitors in the phase of on-site experience, this has positive direct effect in enhancing the valuable wine destination brand experience. As a consequence, wine destination brand experience plays an important role in strong increasing visitors' awareness, brand image, perceived quality, perceived value, and brand loyalty for wine destination brands. However, in the phase of post-visit experience (after visit-experience), there might happen the lacking of brand communication, brand promotion and the lack of social interaction (relational experience) between wine destination brand providers and visitors that help create the engagement between destination brands and visitors, brand recall in visitors' mind. As we discussed above, the absence of wine destination brand awareness dimension in effecting overall WDCBBE (H6a-Table 5.17) demonstrates this.

The second possible reason is inconsistent quality offerings from wine destination brands. There are many well-known wine destination brands in Bordeaux (i.e., vineyards, wine museums, wine events, etc.) that are inconsistent in their offers, so Bordeaux as an overall wine destination brand will be less consistent in providing quality to visitors; therefore, suffer poor perceptions of their quality [START_REF] Bailey | An exploration of the meanings of hotel brand equity[END_REF].

Thirdly, the absence together of wine destination brand awareness and perceived quality together in affecting overall WDCBBE, also contribute to the failure in the effect of wine destination brand experience on overall WDCBBE both direct and indirect. In the previous research, [START_REF] Pike | Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market[END_REF] emphasized the role of destination brand awareness in raising destination perceived quality, which means that the less brand experience in visitors' mind can lead to the less perceived quality in their perception. Thus, this can lead to the absence together of brand awareness and perceived quality together in affecting overall WDCBBE as our results have been proven (H6a, H6c -Table 5.17). The empirical data and statistical tests in this study do not offer enough support for the positive and direct impacts of wine destination brand awareness and perceived quality on overall WDCBBE, indicating that the lack of visitors' awareness or/and perceived quality is not a guarantee of a successful brand for wine tourism destination. Our results suggest that visitors' brand awareness and perceived quality for a wine destination brand are not a guarantee that visitors will satisfy or hold a positive disposition towards the brand or revisit the destination brand in the future. The non-significant relationships between overall brand equity and visitor visitors' satisfaction and their revisit intention for Bordeaux as wine destination in the future also demonstrate our suggestion (H8a and H8b, Table 5.17). The rejection of H8a and H8b also might be a possible cause for the indirect effects of WDBE on visitors' satisfaction, and revisit intention were not supported (Appendix 12).

The moderating effects a. The moderating effects by visitors' country

• The effect of event marketing on wine destination brand experience is stronger for foreign visitors than for French visitors (H1)

For the moderating effects of visitor's country, Table 5.20 shows the influence of event marketing on visitors' experience for wine destination brands is stronger for foreign visitors than for French visitors (H1). There is a significant difference between this effect across the two groups. This can be explained from the cultural distance. Bordeaux has famous wine brands over the world and wine events can bring novel and unique experiences for international visitors through experience activities such as tasting excellent wine brands, introducing wine production, pairing wine and food, etc. Conversely, French wine culture has a long history in wine consumption and is deeply embedded within general French culture [START_REF] Demossier | Wine drinking culture in France: A national myth or a modern passion? University of Wales Press[END_REF]. French visitors, who are more likely to have prior knowledge or experience with wine, do not have the same place level of experience in learning more about wine [START_REF] Charters | Wine Tourism-A Thirst for Knowledge[END_REF] in wine events.

• The effect of wine destination brand experience on wine destination brand awareness is stronger for foreign visitors than for French visitors (H4a)

Findings support that the role of moderating variables: visitor's country was significant in the effects of wine destination brand experience and wine destination brand awareness (H4a -Table 5.20). There is significant in the effect of two groups. More detail, for the moderating effect of visitors' country, foreign visitors' brand experience has stronger influence on their brand awareness than domestic visitors'. This can be attributed to this finding that from cultural distance based on an assessment of differences in values, norms and beliefs [START_REF] Hofstede | Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations[END_REF] between different countries, continents or regions within the same territory [START_REF] Ahn | The Effect of Cultural Distance on Tourism: A Study of International Visitors to Hong Kong[END_REF]. Cultural diversity results in differing attitudes and behaviors expressed in ways of thinking, feeling and responding [START_REF] Kluckhohn | Variations in Value Orientations[END_REF]; this leads to the difference in brand awareness between foreign visitors and domestic visitors when they have the same brand experience at wine destination.

• The effect of marketing communication on wine destination brand experience is stronger for French visitors than for international visitors (H3)

Furthermore, the moderating effect of visitors' country is supported in the relationships between marketing communication and wine destination brand experience (H3 -Table 5.20), with significant for both groups. This result indicates the influence of marketing communication on wine destination brand experience is stronger for French visitors than for international visitors. This can be attributed to this finding that from cultural distance based on an assessment of differences in values, norms and beliefs [START_REF] Hofstede | Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations[END_REF] between different countries [START_REF] Ahn | The Effect of Cultural Distance on Tourism: A Study of International Visitors to Hong Kong[END_REF].

The difference in language is the reason for this finding. Although some wine destination brand managers have efforted to translate the content of tourism websites, social networks, flyers, messages, etc. from French to popular languages: English, Spanish, Chinese, German, etc. however, this is not enough for international visitors who from 40 countries on over the world. The language barrier influences on international visitors' awareness of the content of marketing communication; as a consequence, this impacts on foreign visitors' experience. Thus, the influence of marketing communication on wine destination brand experience is stronger for French visitors than for international visitors.

b. The moderating effects by gender

• The effect of event marketing on wine destination brand experience is stronger for female visitors than for male ones (H1)

For the moderating effects of gender, our findings support that the influence of event marketing on visitors' experience for wine destination brands is stronger for female visitors than for male ones, with significant for female visitors and non-significant for male visitors (H1 -Table 5.21). The reason may arise from the differences in the information analysis and judgment of females and males [START_REF] Meyers-Levy | The influence of sex roles on judgment[END_REF][START_REF] Meyers-Levy | Exploring Differences in Males' and Females' Processing Strategies[END_REF].

• The effect of brand clues on wine destination brand experience is stronger for male visitors than for female visitors (H2)

On contrary, the influence of brand clues on visitors' experience for wine destination brands is stronger for male visitors than for female visitors, with significant for male visitors and nonsignificant for female visitors (H2 -Table 5.21). The possible explanation for that is wine and wine involvements -one of the attributes of brand clues -play an important factor in stimulating interesting experience more for men than for women, with the empirical result suggests that men spent more new occasions and more money on wine than women [START_REF] Thach | Time for wine? Identifying differences in wine-drinking occasions for male and female wine consumers[END_REF].

• The effect of wine destination brand experience on wine destination brand awareness is stronger for male visitors than for female visitors (H4a)

For the moderating effect of gender, the influence of wine destination brand experience on brand awareness is stronger for male visitors than for female ones (H4a -Table 5.21). The first reason may arise from the difference in searching and handling information behavior, males made decisions more quickly than females [START_REF] Meyers-Levy | The influence of sex roles on judgment[END_REF]. The second possible explanation is Bordeaux as overall wine destinations offer experiences that relate to using modern technology, such as virtual experiences in "La cite du vin" museum. Some previous studies suggest that "women lag behind men in the degree to which they are experienced with and motivated by technology" [START_REF] Light | Gender and social comparison effects in computer-based problem solving[END_REF][START_REF] Schumacher | Gender, Internet and computer attitudes and experiences[END_REF]. However, the strength different level in this effect between male and female visitors is not much, its reason can be from visitors in the survey had university and post-graduated accounts 88.9 %.

• The effect of wine destination brand experience on wine destination brand image is stronger for male visitors than for female visitors (H4b)

Furthermore, our findings also found there are differences in the effect of wine destination brand experience on wine destination brand image between male and female visitors (H4b, Table 5.21), which is significant for both groups. It shows that the influence of WDBE on WDBI was stronger for male visitors than female visitors. The reason may arise from the different gender in the motivation of purchasing/consuming product, service or visiting tourism destination. As [START_REF] Barber | Gender differences in information search: Implications for retailing[END_REF] argument, self-image and social acceptance factors are also gender-specific. Males, who have a stronger motivating trait to impress others than do females (Hall et al., 2000). It means that brand experience at wine destinations has a stronger impact on brand image for male visitors than female ones.

• The effect of wine destination brand image on overall WDCBBE is stronger for male visitors than female ones (H6b)

We also found the effects of wine destination brand image on overall WDCBBE is stronger for men visitors than women ones (H6b -Table 5.21), with significant for male visitors and non-significant for female visitors. As we discussed above, the motivating trait to impress others is stronger for male visitors than female ones (Hall et al., 2000), so this motivation plays an orientated role in visitor behavior for a wine destination brand is stronger for men visitors than women ones. When wine destination brand image fits tourist's self-image, the capacity to remember wine destination brands is deeper and their visitor's behavior is stronger for male than women visitors. Our findings contribute to enriching the marketing literature which has the lack of empirical evidence on these relations.

• The effect of wine destination brand loyalty on overall WDCBBE is stronger for male visitors than female ones (H6e)

The moderating effect by gender has been found that play a role in impacting this relation between wine destination brand loyalty and overall WDCBBE (H6e, Table 21). For male visitors, the influence of gender in this relation was significant while for female visitors, it was non-significant.

The effect of wine destination brand loyalty on overall WDCBBE is much stronger for male tourists than for female ones. This finding coincides with the result of Nella & Christou, (2021) found that men had higher pre-visit brand loyalty to the winery's products than women. The reason may arise from the match between male visitors' self-concept and brand image for Bordeaux wine destination is higher than female visitors as we discussed above (H6b, Table 5.21). After visit experience, male visitors' satisfaction is higher female (H8a, Table 5.21), as consequence, men visitors are more likely to revisit to wine destinations in Bordeaux than women ones (H9, Table 5.21)

• The effects of wine destination brand experience on visitors' satisfaction, and revisit intention is stronger for female visitors than for male visitors (H7a, H7b)

Finally, the moderating effect of gender is supported in the influence of wine destination brand experience on visitors' satisfaction and revisit intention (H7a, H7b -Table 5.21). Our findings support the influence of wine destination brand experience on visitors' satisfaction, and revisit intention is stronger for female visitors than for male visitors. There is a significant effect in this relationship for both groups. This can be explained from the characteristic of female in hedonic experience with the support of empirical results in the prior research [START_REF] Kruger | Evolved foraging psychology underlies sex differences in shoping experiences and behaviors[END_REF][START_REF] Tifferet | Gender differences in brand commitment, impulse buying, and hedonic consumption[END_REF] propose that women are more interested than men in participating in hedonic experiences that might influence visitors' satisfaction and their visitor behavior [START_REF] Zhong | A mechanism model of the effect of hedonic product consumption on well-being[END_REF]. So, compared to men, women might be easier to satisfy in hedonic experience of wine destination offerings than men. This results are consistent with the findings of [START_REF] Nella | Market segmentation for wine tourism: Identifying sub-groups of winery visitors[END_REF] suggested that women had more positive pre-visit feelings for the specific winery. This is the same to the influence of wine destination brand experience on revisit intention.

• The effect of visitor satisfaction on revisit intention is stronger for men than for women (H9)

However, our finding shows the effect of visitor satisfaction on revisit is stronger for men visitors than for women ones, with significance for male and non-significant for female (H9 -Table 5.21).

Interesting, when visitors are satisfied, male visitors' revisit intention is stronger than female ones.

The reason may arise from male visitors being ready to spend more new occasions and spending more money on wine than women (Thach, 2012) as we mentioned above. Secondly, the role of visitors has been extended in this study. We propose that wine visitors play both active and passive roles in the new definition of wine destination brand experience instead of the passive role -"…subjective, internal consumers responses evoke brand-related stimuli…"as in the definition of brand experience by [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]. As we proposed in the literature, the combination of the above main perspectives [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]; [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF] and [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF]; [START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]) leads to the term "brand experience" [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] within the Service -Dominant logic (S-D logic) approach [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF]) and the consumption experience process [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF][START_REF] Tynan | Experience marketing: A review and reassessment[END_REF] in wine tourism helped us to suggest that. Our findings demonstrated that the fifth dimension of WDBE:

relational/social experience -that requires interaction activities, co-creation behaviors between wine visitors, wine destination providers, and/or friends, other visitors, stakeholderswere guaranteed validity and reliability in WDBE construct and had a strong contribution to WDBE (second-order factor). Therefore, in the 21 st century, we highlight that wine visitors have played a central role in the managerial experience process not only as the passive role of receiving stimulations from tourism destination providers but also as the active role of participation in the value creation network and in the co-creation of value during visit's brand experience process.

Thirdly, this research also contributes to the wine marketing and tourism literature on ways to develop brand equity for wine destinations. This is the first empirical investigation in analyzing the effects of WDBE and both each dimension of WDCBBE construct (brand awareness, brand image, perceived quality, perceived value, and brand loyalty) and Overall WDCBBE. Previous research noticed building or developing brand equity for wine destinations (i.e., wine region, winery, cellar door, wine industry, wine sector, wine tourism destination) [START_REF] Canziani | Exploring the Influence of Regional Brand Equity in an Emerging Wine Sector[END_REF][START_REF] Dressler | The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity[END_REF][START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF][START_REF] Lockshin | Using Involvement and Brand Equity to Develop a Wine Tourism Strategy[END_REF][START_REF] Nella | Linking Service Quality at the Cellar Door with Brand Equity Building[END_REF]L. I. Nowak et al., 2006;[START_REF] Orth | Dimensions of wine region equity and their impact on consumer preferences[END_REF], however, none of the research has explained what kinds of wine destination brand equity dimensions that managers should focus from the perceptions of visitor's brand experience.

Fourthly, another theoretical contribution of this study is the definement of the influences between WDBE and its antecedents: event marketing, brand clues, and marketing communications. To date, no study has explored whether brand experience in the new context: wine destination is affected by its antecedents: event marketing, brand clues, and marketing communications. These interactions in this study offer to enrich understandings of the dynamics surrounding wine tourists' experience towards a wine destination brand.

Fifthly, our findings confirm that the five dimensions of wine destination brand equity are: brand awareness, brand image, perceived quality, perceived value, and brand loyalty that have contributed to affecting overall wine destination consumer-based brand equity. However, with the discussion above, we emphasize that the lack of visitors' awareness or/and perceived quality is not a guarantee of a successful brand for wine tourism destinations; subsequently, this impacts visitors' satisfaction and their revisit intention in the future.

Sixthly, this study expands the knowledge to literature by emphasizing the moderating effect role of gender and visitors' country in the different relations of the structural model. The difference between male and female visitors, French and foreign visitors in the brand experience process extend insights in understanding visitor behaviors and enrich wine visitors' present profiles with useful information.

Seventhly, facing the limitation of theoretical literature, another contribution of this study is enriching the background literature of the experiential marketing, brand experience, and brand equity by providing meta-analysis the presentative research in brand experience (65 articles) and brand equity (63 articles) with different contents in various contexts: product and service brands, tourism destination brands, and wine destination brands. To date, only a few researchers have focused on this issue which leads to the limitation of theoretical background literature.

Finally, this research also contributes by extending literature in terms of considering a wine tourism destination as overall and comprehensive destination instead of a winery, a wine route, or an event related to wine which most current studies focus on.

Methodological contributions

Firstly, the major methodological contribution is analyzing WDBE as a second-order factor and its antecedents (event marketing, brand clues, marketing communication) and its consequences (wine destination consumer-based brand equity, visitors' satisfaction, and revisit intention) together in a structural model measurement. Our result demonstrated that this structural model successfully passed in guaranteed internal consistence and consistence, reality, validity, and goodness-of-fit index, as well as five experience dimensions (first-order factors) worked well in parallel together on WDBE as a second-order factor.

Secondly, another methodological contribution is examination a higher-order structural model of wine destination brand experience construct and providing empirical findings. We efforted to clarify a paradigm wine destination brand experience construct for assessing a higher-order structure (second-order factor), including five experience dimensions (first-order factors): sensory, affective, intellectual, behavioral, and relational experience in new context: wine tourism destination. Our approach is a higher-structural modeling would be the most technique that can represent five constructs [START_REF] Koufteros | A paradigm for examining second-order factor models employing structural equation modeling[END_REF]. The need for higher-order model of WDBE solved that provides a deeper understanding of brand experience construct. The assumption is that brand experience is that a higher-order structure (i.e., second-order factor) with four experience dimensions (sensory, affective, intellectual, and behavioral) does exist in several previous research (see [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF][START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF][START_REF] Dwivedi | Brand experience and consumers' willingnessto-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness[END_REF]. Yet, none of the attempts were made to explain or provide detailed empirical evidence about a second order factor of brand experience construct in wine tourism, including five first-order factors: sensory WDBE, affective WDBE, intellectual WDBE, behavioral WDBE, and relational/social WDBE nor to understand the paths between five first-order components and a second-order factor. In this study, we found that Wine destination brand experience is a second-order factor, including five first-order factors:

sensory WDBE, affective WDBE, intellectual WDBE, behavioral WDBE, and relational/social WDBE. Moreover, the contribution of five first-order factors to WDBE (second-order factor) also showed the different levels.

Finally, the examination of the structural model of WDBE and its antecedents and its consequences allow analyzing the complex indirect effects as well as testing the moderating effects on all the relations in this model. As the result, event marketing, brand clues, marketing communication have indirect effects on overall WDCBBE, visitors' satisfaction and revisit intention while this is the opposite of wine destination brand experience. Gender and visitors' country also play roles of moderating effects on relations in the structural model.

Managerial contributions

From the key findings of this study, several managerial implications can be drawn for marketers and managers of wine destinations. Thirdly, to make a difference and enhance competitive position among competitors, wine destination managers should organize unique and attractive wine activities, events, festivals, etc.

to make unforgettable impressions on wine visitors that lead to the result of satisfaction or revisit intention. These findings also provide useful information for wine destination managers to create wine destination brand experience in supplying wine and foods quality, aesthetic environment decoration in vineyards, tasting rooms, wine chateau, etc. that are brand clues to increase visitors' brand experience toward wine destination. Managers, who should train staff services in specific wine destinations to the improvement of human clues, need to enhance interaction and co-creation experience with wine visitors to create relationships, emotions, and to rise visitors' affective experience that is the strongest contribution to WDBE. Good English skills, a friendly attitude, and professional knowledge are the most appreciated and frequently mentioned qualities of employees [START_REF] Brochado | Wine tourism: A multisensory experience[END_REF], which are elements in creating visitors' wine destination brand experience.

Fourthly, the findings relating to the relationship between WDBE and WDCBBE indicated that wine destination managers should increase visitors' brand experience toward a wine destination that also a way to build brand equity for a wine destination. Wine destination providers should focus on visitors' wine destination brand experience that increases wine destination brand image, wine destination perceived value, and wine destination brand loyalty that contributes to enhancing overall brand equity of a wine destination. Nowadays, destination image is accepted as an important aspect in destination marketing and successful tourism management [START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF]. In the other words, wine tourism managers and marketers should provide memorable, unique and diverse experiences for travelers as a good way to create a positive and impressive (brand) image for a wine tourism destination as well as the cause of enhancing overall brand equity for a wine destination. Besides, memorable, and unique experiences at a wine destination can lead to increasing visitors' perceived value toward a destination that contributes to enhancing of overall WDCBBE, however, it also can make in decreasing visitors' perceived value if pricing strategies at a wine destination is not suitable; therefore, wine destination managers should set up a price policy suitable for target customers. Specifically, building tourists' wine destination brand loyalty through brand experience activities at wine destinations should be most focused on increasing Overall WDCBBE. Finally, wine destination brands providers should pay attention to target visitors and have specific strategies for wine visitor segments between male, female, domestic, and international visitors.

Mangers should have training courses for their service staff in the different perceptions between wine visitor profiles in the way they interact in the process of experience with the influence of event marketing, brand clues, and marketing communication. Furthermore, the differences between female and male, domestic and foreign visitors their behavior through brand awareness, perceived quality, perceived value, brand image, loyalty, satisfaction, revisit intentions for wine destination brands also should be taken care.

Research limitations and future directions

Notwithstanding its theoretical contributions and managerial implications, this research also has some limitations.

Firstly, one possible limitation of our study is the limited sample. Because of budget limitations, data collection of this study was conducted an online survey via google links that we could not track the situation feedback of respondents (e.g., respondents who accessed links but not answers, we can send links to remind again). Although great efforts in the data collection process, however, due to the visitors' trip time limit, more visitors could not agree to participate in the face-to-face survey. We might expect in future research, to collect larger quota samples to further test for the influences of different visitors' demographic characteristics on WDBE and compare the results of different wine destinations. This will enrich to marketing literature with useful information on wine visitors' profiles; subsequently, managers can use this information to propose policies that match their targeted visitors.

Secondly, another limitation related to research approach is based on visitors' perceptions. It is possible different perceptions of visitors' brand experience based on visitors' perception and wine destination providers' perception. We hope that future research can be conducted based on both perceptions. This will provide advanced results based on two perceptions and managerial policies suggestion will be more consistent when creating connections between wine destination brands managers and wine visitors.

Thirdly, the finding of this research found the failure of wine destination brand experience in direct and indirect effects on overall wine destination consumer-based brand equity. This is also a limitation for us to pose a question of whether the higher-order structure for WDCBBE construct.

Future research needs to be conducted on WDCBBE as a second-order factor, including five dimensions: brand awareness, brand image, perceived quality, perceived value, and brand loyalty to compare the WDCBBE construct in this study. This will support the evidence to better understand CBBE for wine destinations and the limitation of literature at the present.

Fourthly, the possible limitation of this study is methodology in the sense that we only use quantitative methods by adopting the scales from the previous research. We might expect that future research can develop qualitative research to measure brand experience for wine destination brands. Data collection can be from the social networks by using netnography method. We might expect that future research will enrich the literature of brand experience by different methods that provide diversity results for academicians and managers.

Fifthly, this research is also limited in that it has focused on one destination (Bordeaux) in France.

Only visitors who visited Bordeaux as a wine tourism destination were investigated; therefore, the findings have limited generalizability. We might expect that in future research, data collection can occur in different wine regions in different countries to test the scale in a wider range of wine destination brands in a wider variety of countries as well expand this knowledge base. It is recommended that the future study be extended to other wine tourists' areas in different cultural and social like some wine destinations in France, in Europe, Asia, Africa, the U.S. It could be replicated in areas that offer "poorer" wine destination experiences for tourists. Future studies could be investigated on the influence of different cultures on the relationships in this study. This will provide useful information on the characteristic of wine visitors among the different cultures for businesses that want to penetrate different markets and to better target promotional campaigns.

Sixthly, data collection used questionnaires with specific languages (English, French, Chinese, and Vietnamese). Therefore, limitation responses from international visitors may exist. The data survey was ignored by many wine visitors because of the language differences. Future studies that should translate more languages can be conducted to increase the generalizability of the results.

Seventhly, this research has paid attention in explore the role of WDBE (second-order factor) in the relationships of its antecedents and consequences. In the time limitation, we ignore the analysis of the role of each five WDBE dimensions (five first-order factors) in understandings tourists' visitor behaviors. Future research should explore to clarify the relationships of both higher-factor (second-order factor) and lower-factors (five first-order factors) of WDBE on tourists' visitor behaviors. This will supply detailed and general information for managers in deep understandings of visitors' behavior through overall WDBE and individual dimensions of WDBE. Bedsides, this will enrich methodology by providing empirical results in comparing between the higher-structural model and the lower-structural model.

Finally, the survey respondents were wine visitors who traveled to wine destinations in Bordeaux and this is another limitation in the sense that this study did not divide visitors' motivation with two types of visitors: non-wine drinkers and winedrinkers. More research needs to be conducted on non-wine drinkers and wine-drinkers that visit wine destinations to see whether and how their motivations for visitation differ and that lead how to their different experiences. Besides, future research should suggest the distinction between specialist and generalist wine tourists. This could propose interesting information for both academics and managers to better understand the wine tourist segmentation.

Overall conclusion

Wine tourism has been rapidly evolved since the mid-1990s [START_REF] Carlsen | A Review of Global Wine Tourism Research[END_REF]. Alongside the growth of the experience economy [START_REF] Pine | Welcome to the experience economy[END_REF], experience is an important key for wine tourism development and possibly gaining a competitive advantage over its competitors through destination branding [START_REF] Bruwer | Wine tourism and hedonic experience: A motivation-based experiential view[END_REF]Sigala & Robinson, 2019).

This study began with the question of how wine destination brand experience can be measured and what components of the wine destination brand experience to fill the gaps in marketing literature.

To answer this question, the "brand experience" concept [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] has five dimensions: sensory, affective, intellectual, behavioral, [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF][START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] and relational experience [START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF] within Service-Dominant logic [START_REF] Vargo | Evolving to a New Dominant Logic for Marketing[END_REF] through the consumption experience process [START_REF] Arnould | Consumers. McGraw-Hill/Irwin[END_REF][START_REF] Tynan | Experience marketing: A review and reassessment[END_REF]) is adopted Interestingly, the data collecting of this study was conducted in Bordeaux as an overall wine destination where has a leader wine destination in France in attracting both domestic and international wine visitors. Besides, the research approach Bordeaux is as an overall wine destination also provides a more comprehensive view for a wine destination study.

Our results show the higher-structural model of wine destination brand experience, which is demonstrated in this study that the combined effects of five first-order factors (sensory, affective, intellectual, behavioral, and relational WDBE) in parallel on a WDBE construct as a second-order factor. The structural research model measurement, which shows the relationships between WDBE as a second-order factor, and its antecedents and consequences, has guaranteed indicator reliability, internal consistence, convergent and discriminant validity, and goodness-of-fit index.

For the direct relationships, findings revealed that 14 of 19 hypothesized were statistically significant. For the indirect effects, we found the indirect effects of event marketing, brand clues, marketing communication on overall WDCBBE, visitors'' satisfaction, and revisit intention respectively. For the moderating effects, our findings found the difference of male and female visitors, French and international visitors in effecting the relationships.

By applying the proposed research model in the new context: wine destination brand, this dissertation not only extends the body literature of experience marketing, brand experience, behavioral intention, and wine tourism but also provides theoretical and practical contributions.

Although this study is completed based on absolute efforts, this research also has some limitations that need to be solved in future studies. (2) (4) (5) (3) I find events of Bordeaux wine tourism destination brand appealing I find it interesting to participate/attend the events organized by Bordeaux wine tourism destination Bordeaux wine tourism destination brand excites me through its events This destination brand offers quality drinks and/or foods This destination offers to visitors the various and specific products and/or services (ex: "La cité du vin"a symbol of Bordeaux)

  : List of journals of articles ............................................................................................. Table 1.3: Wine destination brand experience dimensions ............................................................ Table 2.1: Definitions of consumer-based brand equity ................................................................Table 2.2: Research on CBBE dimensions for product and service, tourism destination and wine destination brands context .............................................................................................................. Table 3.1: Summary of hypotheses .............................................................................................. Table 4.1: The conceptual definition of latent constructs in this research ................................... Table 4.2: Measurement of the used variables ............................................................................. Table 5.1: Wine visitor's country ................................................................................................. Table 5.2: Wine visitors' foreign country ..................................................................................... Table 5.3: Gender ......................................................................................................................... Table 5.4: Ages ............................................................................................................................ Table 5.5: Education status .......................................................................................................... Table 5.6: Frequency of monthly income .................................................................................... Table 5.7: Number of visits to wine destinations in Bordeaux .................................................... Table 5.8: Types of tourism organization .................................................................................... Table 5.9: Number of days stayed ................................................................................................ Table 5.10: The most interesting wine destinations in Bordeaux ................................................ Table 5.11: Exploratory factor analysis ....................................................................................... Table 5.12: Reliability and validity .............................................................................................. Table 5.13: KMO and Bartlett's Test ........................................................................................... Table 5.14: Cronbach's Alpha ...................................................................................................... Table 5.15: Reliability, convergent validity and discriminant validity ........................................ Table 5.16: The CFA goodness-of-fit index ................................................................................ Table 5.17: Hypotheses testing .................................................................................................... Table

  Figure 0.1: The percentage of wine visitor at wine regions in France 2016 ....................................

Figure 0 . 2 :

 02 Figure 0.2: The structure of the thesis ............................................................................................

Figure 1 . 1 :

 11 Figure 1.1: The process of customer's holistic experience ............................................................

Figure 1 . 2 :

 12 Figure 1.2: The customer's experience -activities, value sources and outcomes ..........................

Figure 1 . 3 :

 13 Figure 1.3: The theoretical model for conceptualizing wine destination brand experience and its antecedents and consequences .......................................................................................................

Figure 1 . 4 :

 14 Figure 1.4: The progression of economic value .............................................................................

Figure 1 . 5 :

 15 Figure 1.5: The four realms of an experience ................................................................................

Figure 1 . 6 :

 16 Figure 1.6: Strategic experiential modules .....................................................................................

Figure 1 .

 1 Figure 1.7: Strategic experiential modules in Experiential marketing ...........................................

Figure 1 . 8 :

 18 Figure 1.8: Wine tasting .................................................................................................................

Figure 1 . 9 :

 19 Figure 1.9: The gallery of civilizations (1) ....................................................................................

Figure 1 .

 1 Figure 1.10: The gallery of civilizations (2) ..................................................................................

Figure 1 .

 1 Figure 1.11: Grapestomping in the traditional winemaking ......................................................

Figure 1 .

 1 Figure 1.12: Grape massage & spa .................................................................................................

Figure 1 .

 1 Figure 1.13: Marathon festival in vineyards ..................................................................................

Figure 3 . 1 :

 31 Figure 3.1: The conceptual model ................................................................................................

Figure 3 . 2 :

 32 Figure 3.2: The research hypotheses ............................................................................................

Figure 4 . 1 :

 41 Figure 4.1: The Bordeaux wine region areas ...............................................................................

Figure 4 . 2 :

 42 Figure 4.2: La Cité du Vin museum -Bordeaux and some activities ..........................................

Figure 4 . 3 :

 43 Figure 4.3: Five-point fully labeled Likert rating scale used in the questionnaire .......................

Figure 4 . 4 :

 44 Figure 4.4: Gifts for the respondents ............................................................................................

Figure 4 . 5 :

 45 Figure 4.5: Face-to-face survey ....................................................................................................

Figure 5 . 1 :

 51 Figure 5.1: Wine tourism in French 2016 ....................................................................................

Figure 5 . 2 :

 52 Figure 5.2: Second-order CFA model of wine destination brand experience ..............................

Figure 5 . 3 :

 53 Figure 5.3: Scree plot ...................................................................................................................

Figure 5 . 4 :

 54 Figure 5.4: The CB-SEM results of structural model ..................................................................

Figure 0 . 1 :

 01 Figure 0.1: The percentage of wine visitor at wine regions in France 2016

. 2 .

 2 The research is divided six chapters, includes: Chapter 1: Conceptual framework -Wine destination brand experience, which includes four sessions:

Chapter 3 :

 3 The conceptual model and hypothesesprovides the structure of research model and hypothesis. The research hypothesis including seven parts as followings: -Relationship between wine destination brand experience and its antecedents -Relationships between wine destination brand experience and wine destination consumerbased brand equity dimensions -Relationships between each dimension of wine destination consumer-based brand equity and overall wine destination consumer-based brand equity -Relationship between wine destination brand experience and overall wine destination consumer-based brand equity -Relationships between wine destination brand experience and visitor satisfaction, revisit intention -Relationships between wine destination consumer-based brand equity and visitor satisfaction, revisit intention -Relationship between visitor satisfaction and revisit intention

Figure 0 . 2 : 2 .

 022 Figure 0.2: The structure of the thesis

Figure 1 . 1 :Figure 1 . 2 :

 1112 Figure 1.1: The process of customer's holistic experience

Figure 1 . 3 :

 13 Figure 1.3: The theoretical model for conceptualizing wine destination brand experience and its antecedents and consequences

  referred to experiences as "personal, existing only in the mind of an individual who has been engaged on an emotional, physical, intellectual or even spiritual level" and they were sorted into four broad categories according to where they fall along with the spectra of the two dimensions called "The four realms of an experience" (the 4Es): entertainment (being entertained), educational (gaining new knowledge or skills), esthetic (escaping from daily life and indulging in different environments) and escapist (escaping from daily life and indulging in different environments)[START_REF] Pine | Welcome to the experience economy[END_REF]) (Figure1.5).

Figure 1 . 4 :Figure 1 . 5 :

 1415 Figure 1.4: The progression of economic value

Figure 1 Figure 1 . 7 :

 117 Figure 1.6: Strategic experiential modules

Figure 1 . 5 and

 15 Figure 1.5 and Figure 1.7).

  evaluated the Lake Erie wine region experience by showing the 4Es'effect on visitor response and loyalty for an entire destination. Additionally, Vo Thanh & Kirova (2018) used the 4Es model to thoroughly examine the wine tourism experience original reviews posted on TripAdvisor by tourists who visited Cognac (France) with netnography research method. Moreover, Duan et al. (2018) also used netnography method in their exploratory study to examine by combining product levels theory and the 4Es model in wine tourism China which is an emerging market. Their findings revealed the core product needed more customers' involvement, and enrichment of the augmented product, to best position the wine destinations. While, enhancing educational, entertainment, and escapist experiences would benefit the whole experiences and increase future loyalty. Recently, based on the model of Pine & Gilmore (1998) and Quadri-Felitti & Fiore, (2012) with a mixed methodology, Haller et al. (2020) enrich academic research for wine tourism experience in France by focusing on the differences between what wine tourism providers consider relevant in their market offer and what customers expect from their wine tourism experience in Alsace wine region. Besides, in Macedonia wine tourism, Brzovska et al. (2020) conducted an empirical examination to examine the impact of 4Es on wine tourists' arousal, memory and loyalty.

  explored the wine tourism experience in the visits to Tejo Region. Experience marketing offers engaging, interactive, and entertaining brand experience. With the development of experience marketing, Altschwager et al. (2017) conducted the research in term Branded Marketing Events in wine tourism context. They applied five experiential components of Gentile et al. (2007): cognitive, emotional, sensory, pragmatic and relational to understand the impact of each experiential component on customer brand engagement at wine events in Bordeaux and Australia.

Figure 1 Figure 1 .

 11 Figure 1.8: Wine tasting

Figure 1

 1 Figure 1.11: Grapestomping in the traditional winemaking

  Because of lack of research regarding destination brand measurement indicates how tourists evaluate a destination brand,[START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF] examined empirical information to develop a destination brand model by employing CBBE models through a scale purification process, ensuring its reliability and validity. A CBBE model was tested in a destination context that included five dimensions: brand awareness, brand image, brand quality, brand value, brand loyalty with surveys in Las Vegas and Atlantic City where are well-known and competitive casino gaming destinations among tourists. The result of the examination alternative model gave another new dimension: destination brand experience which is the combination of conceptualizing destination brand image and destination brand quality because of an inadequate model fit and high correlation between them. Findings showed that destination brand experience can be considered an emerging concept of the destination brand equity measurement model. This is unique and different from the construct that is suggested in retail brand equity measurement approaches.In another study,[START_REF] Gartner | Tourism destination brand equity dimensions: Renewal versus repeat market[END_REF] examined two tourist markets: German and Croatia to Slovenia in their CBBE evaluations and they found markets, destination image and quality play a central role for destination brand evaluations. In their research,[START_REF] Herrero | Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions[END_REF] focused on the destination consumer-based brand equity (DCBBE) for a tourism destination in Spain and examined the chain of effects existing between the dimensions of CBBE (awareness, image, perceived quality and loyalty), considering loyalty as the main outcome variable. Besides, they evaluated the relationship between the two types of images (country's destination image and region's destination image). Their results indicated that loyalty towards the destination is positively

  In the vein,[START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF] evaluated destination image both brand image and designation of origin (comprised of functional and affective image) and its impact on wine tourism destination brand equity with its dimensions of brand awareness, loyalty and perceived value which used from[START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF] framework.Most recently, with the growing significance of wine tourism, instead of focusing on brand equity from the perspectives of European and USA visitors like the prior research as mentioned above,[START_REF] Lee | Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China[END_REF] expanded the substantial body of academic literature that exists on wine tourism by investigating on Asian wine tourist behavior and Asian wine tourism, specifically China. They efforted to understand the importance of specific aspects of service quality for the Chinese wine tourist and their impact on winery satisfaction and, indirectly, on the brand equity of the wine destination.

  and has been extensively studied in various sectors of tourism, such as heritage tourism (C.-F.Chen & Chen, 2010a;[START_REF] De Rojas | Visitors' experience, mood and satisfaction in a heritage context: Evidence from an interpretation center[END_REF], argo tourism[START_REF] Chatzigeorgiou | Examining the Relationship between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism[END_REF][START_REF] Lachnidaki | Agro-Tourism Customer Satisfaction Analysis Based on the Theory of Attractive Quality[END_REF][START_REF] Malkanthi | Visitor satisfaction in agritourism and its implications for agritourism farmers in Sri Lanka[END_REF]), rural tourism (Loureiro, 2010), cruise tourism[START_REF] Vaio | The measurement of sustainable behaviour and satisfaction with services in cruise tourism experiences. An empirical analysis[END_REF][START_REF] Ozturk | Destination attributes, satisfaction, and the cruise visitor's intent to revisit and recommend[END_REF][START_REF] Zhang | The structure of customer satisfaction with cruiseline services: An empirical investigation based on online word of mouth[END_REF], sports tourism[START_REF] Martin | Scale Development and Testing: A New Measure of Cognitive Satisfaction in Sports Tourism[END_REF], war tourism[START_REF] Ghorbanzadeh | Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioural intentions: A case of war tourism[END_REF], hospitality services[START_REF] Kitsios | Digital Marketing Platforms and Customer Satisfaction: Identifying eWOM Using Big Data and Text Mining[END_REF][START_REF] Li | Comprehending customer satisfaction with hotels: Data analysis of consumer-generated reviews[END_REF][START_REF] Tutuncu | Investigating the accessibility factors affecting hotel satisfaction of people with physical disabilities[END_REF][START_REF] Zhou | Refreshing hotel satisfaction studies by reconfiguring customer review data[END_REF], ecotourism (T.[START_REF] Li | Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context[END_REF], wine tourism (R. M.[START_REF] Back | Why do They Come Back? The Effects of Winery Tourists' Motivations and Satisfaction on the Number of Visits and Revisit Intentions[END_REF][START_REF] Luu | Wine tourism destination: Effects of brand experience on visitor behavior and mediating roles of brand image, brand loyalty, and visitor satisfaction[END_REF][START_REF] Mauracher | Wine tourism quality perception and customer satisfaction reliability: The Italian Prosecco District[END_REF] J.-Y. Park et al., 2018;[START_REF] Prayag | Do Satisfied Cellar Door Visitors Want to Revisit? Linking Past Knowledge and Consumption Behaviors To Satisfaction and Intention to Return[END_REF][START_REF] Quadri-Felitti | Destination loyalty: Effects of wine tourists' experiences, memories, and satisfaction on intentions[END_REF].[START_REF] Sánchez-Rebull | The Antecedents and Consequences of Customer Satisfaction in Tourism: A Systematic Literature Review[END_REF] recently presented a systematic study of the literature on the topic of customer satisfaction in tourism. Their work was undertaken through a review of 495 papers that have been published in 41 journals since 1988 and up to 2016. In literature, the definitions of customer satisfaction and service quality constructs are usually confused and overlapped. However, George, (1990) clarify service quality is an antecedent of customer satisfaction.[START_REF] Sánchez-Rebull | The Antecedents and Consequences of Customer Satisfaction in Tourism: A Systematic Literature Review[END_REF] also highlight that the analysis of customer satisfaction in tourism reveals that the customer satisfaction construct is usually affected by other constructs (antecedents) (e.g., emotions and service quality) and affects loyalty construct (consequences) based on dimensions that proxy recommendation, revisiting, positive word of mouth or comments, or even extra premium priceswillingness to pay to revisit a specific destination or organization. Most research analyses the concept of customer satisfaction in tourism in the relationships among other antecedents and/or consequences factors. Several research in tourism context shows the main features are room

  activities and service staff. It is expected that all these attributes will have a positive effect on wine tourist satisfaction with a wine region. (J. (Jessica)[START_REF] Yuan | The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival[END_REF] -in the context of wine festival -develop two statements to examine the attendees' satisfaction level at the festival with the first statement is overall satisfaction with the visit and the second one is the perception of the festival in terms of the value of money which is based on the equity theory of customer satisfaction because these authors support the views of[START_REF] Oliver | Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction[END_REF] that individuals tend to have high levels of satisfaction when feeling their trips were worth the money they spent (p.282). The results show that festival quality was an important antecedent of customer satisfaction with the wine festival. Besides, wine festival satisfaction positively influenced both the awareness of local wine and wineries and the behavioral intentions to buy local wines and to visit local wineries. Thus, festival satisfaction had both a direct and simultaneously indirect effect, through awareness, on intentions. Furthermore, satisfaction had two mediating roles: one that links festival quality to awareness and the other that connects festival quality to behavioral intentions.In another research with data from visitors to winery tasting rooms in the Finger Lakes, Shapiro & I.[START_REF] Shapiro | Customer satisfaction and sales performance in wine tasting rooms[END_REF] explore the model consists of three parts: a principal components factor analysis to identify factors driving CS; a multiple regression analysis to examine the impact of these factors on overall CS; and multiple regression and discrete choice models to examine the influence of increased levels of overall CS on purchase and re-purchase decisions. The results found five principal drivers of CS: ambiance, tasting protocol, service, retail execution, and tasting experience. Of these, ambience and service exerted the most influence on overall CS. As well, CS significantly affects purchase intentions, the amount of dollars spent and quantity purchased.In another view,[START_REF] Brandano | How motivations and satisfaction influence wine tourists' loyalty? An analysis of the Italian case[END_REF] conduct the empirical analysis which is based on data collected in wineries located in two important wine destinations: Trentino and South Tyrol (Italy).Satisfaction was investigated through 7 items comprising entry prices, activities offered, information given, prices of the products, friendliness of the staff, accessibility, landscape. A correlation analysis revealed a high correlation between entry prices and prices of the products and the latter was kept. These six items are gathered into one factor, which is satisfaction. Overall, the study found the experience at the winery, expressed in terms of discovering local wines and testing, is an important factor that impacts satisfaction. Satisfaction is positively linked with visitors' loyalty, that is the revisit intention of other cellars; the intention to repeat wine holidays; the intention to recommend wine routes. Nobly, J.-Y.[START_REF] Park | When do they become satiated? An examination of the relationships among winery tourists' satisfaction, repeat visits and revisit intentions[END_REF] found two different winery attributes (i.e. winery tour/wine tasting, overall ambiance) impacted visitors' satisfaction. Especially, their study extends the tourism destination literature by showing that there is a point at which satiation is reached, after which revisit intentions begin to decline. So, it is revealed that a U-shaped relationship in the context of winery between the number of visits and the level of satiation exists by extending the work (J.-Y.

Session 3 . 3 .

 33 Session 3.3 presents detailed the direct effects, the indirect effects, and moderating effects of visitors' country and gender. Specifically, we will discuss the direct relationships between wine destination brand experience and its antecedents (event marketing, brand clues, and marketing communication); the influence of wine destination brand experience (sensory, affective, intellectual, behavioral, and relational/social experience) on wine destination consumer-based brand equity dimensions (brand awareness, brand image, perceived quality, perceived value and brand loyalty); the effect of wine destination brand equity dimensions on overall wine destination brand equity; the impact of wine destination brand experience on wine destination consumer-based brand equity; the relationships between wine destination brand experience and visitor satisfaction or revisit intention; the effect of wine destination consumer-based brand equity on visitor satisfaction and revisit intention and finally, the impact of visitor satisfaction on revisit intention.

Figure 3 .

 3 Figure 3.1 presents the conceptual model of wine tourism destination brand experience. The model includes three types of variablesantecedents of wine destination brand experience (WDBE), WDBE itself and consequences of WDBE. From the extension literature in the context of wine destination, the study identifies three antecedents of WDBE (event marketing, brand clues, marketing communication) that have an important role in forming the WDBE and outcome variables of WDBE: wine destination consumer-based brand equity (WDCBBE) (wine destination brand awareness, wine destination brand image, wine destination perceived quality, wine destination perceived value, wine destination brand loyalty, overall WDCBBE), visitor

Figure 3

 3 Figure 3.1: The conceptual model

3 . 3 . 2 . 4 .

 3324 and only the research of[START_REF] Ding | On the relationships among brand experience, hedonic emotions, and brand equity[END_REF] through the indirect link, investigated the influence of brand awareness on perceived quality with the mediate role of brand awareness/associations in product and service context. Generally, none of the prior research has tested the direct impact in tourism and wine tourism context, which is another useful contribution of this study when extending knowledge in this field. Therefore, we propose a hypothesis:H4c: Wine destination brand experience has a positive effect on wine destination perceived quality Wine destination brand experience and wine destination perceived valueThe variety of attributes in wine tourism experience leads to the complexity of visitors' perceived value. Wine destination perceived value happens not only during wine destination experience but also before and/or even post-visit experience because wine destination is a multi-phase paradigm of interactions[START_REF] Godovykh | Customer experience in tourism: A review of definitions, components, and measurements[END_REF][START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF][START_REF] Mitchell | Seasonality in New Zealand Winery Visitation[END_REF].

  model of brand equity to conduct empirical examinations. However, there are rare research evaluates the impacts of the components of consumer-based brand equity and overall consumerbased brand equity in product and service context with indirect effects (e.g. C. F.[START_REF] Chen | Exploring Customer-based Airline Brand Equity: Evidence from Taiwan[END_REF][START_REF] Tong | Measuring customer-based brand equity: Empirical evidence from the sportswear market in China[END_REF] and in tourism context[START_REF] Tran | Brand equity in a tourism destination: A case study of domestic tourists in Hoi An city, Vietnam[END_REF] and none of research has tested this relationship of each dimension of WDCBBE on overall WDCBBE in wine tourism context (see more Table

H6a:

  Wine tourism brand awareness has a positive effect on overall wine tourism consumer-based brand equity H6b: Wine tourism brand image has a positive effect on overall wine tourism consumer-based brand equity H6c: Wine tourism perceived quality has a positive effect on overall wine tourism consumer-based brand equity appropriate behavior of other visitors or to have fan during the winery experience as well as intellectual experience in his/her desire to learn something new stimulate visitor's emotion that have a significant influence on his/her satisfaction.

  light of the previous discussions, each dimension of wine destination consumer-based brand equity has a positive relationship on visitor satisfaction or future revisit intention, thus, in the wine tourism context, we propose the positive effect of wine destination consumer-based brand equity on visitor satisfaction, revisit intention as the followings: H8a: Overall wine destination consumer-based brand equity has a positive effect on visitor satisfaction H8b: Overall wine destination consumer-based brand equity has a positive effect on revisit intention

Figure 3

 3 Figure 3.2: The research hypotheses

  French wine-producing areas, Atout France gives its Vignobles et Découvertes® wine tourism seal of approval to a hand-picked selection of establishments and services. Places to stay, restaurants, wine bars, wine properties, and approved sites make up the Bordeaux "Routes du Vin".Bordeaux has not one but five wine trails: of wine-producing properties, or châteaux, that open their doors to visitors and are happy to reveal the secrets of how they make their wines.Bordeaux is the most extensive urban environment in the world to be honored as a UNESCO World Heritage site in 2007. Until now, this heritage has been enriched with new constructions that coexist harmoniously with the historic cityscape. It is easy to explore the various districts in the heart of the city along the Garonne River, with areas reserved for trams and bicycles. A redeveloped waterfront, with new landing stages, and exceptional tourism facilities: Bordeaux has established itself as a popular destination for river and ocean cruises.Often heralded as the flagship of Bordeaux wine tourism, "La Cité du Vin" -A symbol of Bordeaux is a unique venue, both in terms of its spectacular architecture and its cultural program, which presents the enormous wealth and diversity of the world of wine. The site received its one-millionth visitor in the summer of 2018. "La Cité du Vin" opened on 31 May 2016. It is designed as a new style of cultural facility that is the only one of its kind in the world. The "museum" offers an immersive experience with a sequence of 19 themed modules laid out in a beautiful 3,000 m 2 exhibition area. Visitors are invited on a journey through time and space, presenting wine through the ages and across the world, with experiences that involve all the senses. The visit ends with a ride in a lift up to the eighth floor for a wine tasting in the aptly named Belvedere, which offers a 360° panoramic view of the city of Bordeaux and its river. Three tasting areas are available to further develop your knowledge of wine, including a multi-sensory immersive space and educational workshops for younger visitors.

Figure 4 . 1 : 4 Figure 4 . 2 :

 41442 Figure 4.1: The Bordeaux wine region areas 4

  of Wine destination brand experience consist of three constructs, namely: Event Marketing (EM), Brand Clues (BC), and Marketing communication (BM). Wine destination brand experience (WDBE) as a second-order factor consists of five constructs, namely: Sensory WDBE (SE), Affective WDBE (AF), Intellectual WDBE (IN), Behavioral WDBE (BE), and relational/social WDBE (RE). Consequences of WDBE consists of three constructs, namely: Wine tourism consumer-based brand equity includes: Wine destination brand awareness (BA), Wine destination brand image (BI), Wine destination perceived quality (PQ), Wine destination perceived value (PV), Wine destination brand loyalty (BL), Overall Wine tourism consumer-based brand equity (OE); Visitor Satisfaction (VS), and Revisit Intention (RI)

  none attempt is made to explain or provide detailed empirical evidence about a second-order factor of wine destination brand experience scale with five dimensions -sensory, affective, behavioral, intellectual, and relational experience-and propose finding the weight between the five first-order factors and the second-order factor in wine tourism context. To deepen understanding the concept of Wine destination brand experience, this study will analysis WDBE as the secondorder factor to propose the empirical evidence of brand experience construct in new context: wine tourism that will be illustrated in Chapter 5.Wine destination consumer-based brand equity is measured through: Wine destination brand awareness, Wine destination brand image, Wine destination perceived quality, Wine destination perceived value, Wine destination brand loyalty, and overall WDCBBE, based on the previous scale by[START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF]; M.[START_REF] Gómez | A model of tourism destination brand equity: The case of wine tourism destinations in Spain[END_REF]; M.Gómez & Molina, (2012);[START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF].

Figure 4 . 3 :

 43 Figure 4.3: Five-point fully labeled Likert rating scale used in the questionnaire

  one or more than one of the wine destinations in Bordeaux in the past 12 months. Wine destination in Bordeaux were chosen in this research, namely: Bordeaux vineyards (In Saint-Emilion, Medoc; Blaye -Bourg; Entre -Deux-Mers; Graves and Sauternes), La Cité du Vina symbol of Bordeaux; Bordeaux Vinexpo, Bordeaux Wine Festival; Wine Museums, Wine Restaurants, Wine

Figure 4 . 4 :Figure 4 . 5 :

 4445 Figure 4.4: Gifts for the respondents

  2). Bordeaux, as an overall wine destination with wine destinations: Bordeaux vineyards (In Saint-Emilion, Medoc; Blaye -Bourg; Entre -Deux-Mers; Graves and Sauternes); La Cité du Vina symbol of Bordeaux; Bordeaux Vinexpo; Bordeaux Wine Festival; Wine Museums, Wine Restaurants, Wine Bars were chosen for data collection that suitable of the definition of wine tourism by Atout France, 2017. As well this approach gives a more comprehensive and diverse view of a wine tourism destination. Also, that is new contribution to extend the body of literature of wine tourism and marketing (Session 4.3). Both online and face-to-face survey with English, French, Chinese, and Vietnamese questionnaires (papers and links) were used as the instrument to address the research objects of this study. Furthermore, Session 4.4 explained the next stages involved in designed the research instruments, including defining the latent constructs, developing measurement items, pre-testing and finalizing the organization of the questionnaire. A description of data collection was presented in session 4.5. Data collection was conducted in three destinations in Bordeaux, namely: Mirroir d'eau, La Cité du Vin Museum in Bordeaux city, and La Dominique

Figure 5 . 1 ,

 51 Figure 5.1, between 2009 to 2016, the number of wine visitors traveling to France increased by 33%, while the number of international visitors increased by 40% and domestic tourists increased by 29%. Bordeaux has the leader of the list of the regions most visited by wine tourists in France, representing the largest proportion (18%). In another report, Bouzdine-Chameeva et al.(2016) showed in Chapter "Wine tourism in Bordeaux" that in 2009 about 80% of tourists in Aquitaine were French and only 20% of tourist were overseas tourists. However, during the last three years, Bordeaux has welcomed more and more international visitors and in 2013, more than 35% of visitors came from other countries. Furthermore, Bordeaux has become one of the most attractive destinations for Chinese tourists both tourism and investment. Since 2010, France has increased 15% annual the number of Chinese visitors and more than 60 prestigious wine Châteaux have also been purchased by Chinese investors in several years.

Figure 5 . 1 :

 51 Figure 5.1: Wine tourism in French 2016

Figure 5 .

 5 3 involves examining the graph of the eigenvalues (available via every software package) and looking for the natural bend or break point in the data where the curve flattens out. The results have shown that only 16 constructs out of the 61 items existed from the EFA analysis were recommended.

Figure 5

 5 Figure 5.3: Scree plot

Figure 5

 5 Figure 5.4: The CB-SEM results of structural model

Firstly, the first

  group of hypotheses in Chapter 3 deal with the influence of event marketing, brand clues, and marketing communication on wine destination brand experience. Supports were found for Hypothesis 1 (β =0.325, p<0.001), Hypothesis 2 (β =0.240, p<0.001), and Hypothesis 3 (β =0.375, p<0.001), confirming the significant influence of Event Marketing, Brand Clues, and Marketing Communication on Wine destination brand experience at statically significant at the level of p < 0.001. Secondly, the second group of hypotheses in Chapter 3 concerned the impact of Wine destination brand experience on each construct of Wine destination consumer-based brand equity includes Wine destination brand awareness, Wine destination brand image, Wine destination perceived quality, Wine destination perceived value, Wine destination brand loyalty, and Overall Wine destination consumer-based brand equity. Wine destination brand experience has a significant positive affect on Wine destination brand awareness (H4a: β =0.653, p < 0.001), Wine destination brand image (H4b: β =0.599, p < 0.001), Wine destination perceived quality (H4c: β =0.731, p < 0.001), Wine destination perceived value (H4d: β =0.587, p < 0.001), and Wine destination brand loyalty (H4e: β =0.778, p < 0.001) respectively while reject was found for the influence of wine destination brand experience on overall wine destination consumer-based brand equity (H5: β =0.062, p = 0.742 > 0.05). So, Hypotheses H4a, H4b, H4c, H4d, H4e were accepted and hypothesis H5 was rejected.Thirdly, the third group of hypotheses in Chapter 3 related to the influences of wine destination brand awareness, wine destination brand image, wine destination perceived quality, wine destination perceived value, and wine destination brand loyalty on overall wine destination consumer-based brand equity. Supports were found for the positive effects of wine destination brand image (H6b: β =0.197, p < 0.01), wine destination perceived value (H6d: β =0.208, p < 0.01), and wine destination brand loyalty (H6e: β =0.332, p< 0.01), on overall wine destination consumerbased brand equity at the level of p < 0.01. Thus, Hypotheses H6b, H6d, and H6e were accepted.In opposite, rejects were found for Hypotheses H6a and H6c, relating to the negative influences of wine destination brand awareness (H6a: β = -0.127, p=0.098) and wine destination perceived quality (H6c: β = -0.102, p=0.262) on overall wine destination consumer-based brand equity respectively at the non-significant p >0.05 Fourthly, the fourth group hypotheses in Chapter 3 concerned the influences of wine destination brand experience and overall wine destination brand equity on visitor satisfaction and revisit intention. The significantly positive relationship between wine destination brand experience on visitor satisfaction (H7a: β = 0.649, p < 0.001) and revisit intention (H7b: β = 0.501, p<0.001) were found at the statically significant at the level of p < 0.001, thus, Hypotheses H7a and H7b were supported. Interesting, the relationships of overall wine destination consumer-based brand equity on visitor satisfaction (H8a: β = 0.023, p = 0.661) and revisit intention (H8b: β = 0.060, p = 0.260)

  Given the limited theoretical developments in understanding brand experience in the context of overall wine tourism and its antecedents and consequences, this study attempted to clarify research questions to devote several important contributions in the depth understandings of wine destination brand experience and wine tourists' behavior in overall wine tourism context.Firstly, this study is one of few efforts to understand the concept of brand experience in the new context: wine destination. It enriches and extends the body of literature in wine tourism and experience marketing by adopting the concept of brand experience in wine destination which previous research has limited to focusing on, specifically in Bordeaux, as an overall wine tourism destination where is a famous wine destination in the world in attracting international tourists.

Firstly,

  Bordeaux wine destination brands managers should focus on brand communication to wine visitors on all experience processes: pre-visit, on-site, and post-visit experience that evokes demands and increases interesting experiences for visitors during three stages of the experience process. Remarkably, in the phase of post-visit experience, wine destination brands providers should boost brand engagement between visitors and wine destination brands and create an association, recalling for wine destination brands that are already in the customer's perception during the on-site experience. The brand communication throughout various promotion campaigns, advertisements, and messages contribute to maintaining brand presence should be focused on.Especially, now wine destination providers should take advance of social network development to provide unique and novel experience in online wine shopping, booking wine travel tours as well as supply learning and entertainment experience with online wine courses, specific during the Covid-19 pandemic that has stopped wine tourism activities. Furthermore, with the development of technology, wine destination organizations should pay attention to activities for wine members in online and offline groups to strengthen the emotional bond and develop relational experience. That is important implications in increasing visitors' loyalty, tightening brand engagement, and stimulating the demand to revisit intention after the end of the pandemic.Secondly, Bordeaux wine destination managers should control and organize training courses for wine destination brands to increase the consistency in quality among wine destination brands in Bordeaux.

Fifthly, this study

  suggests that wine destination brand experience has positive effects on visitor outcomes, specifically visitor satisfaction and tourists' revisit intention. These findings emphasize the important role of WDBE in creating orientation for visitors' positive behavior. It means that focusing more on WDBE puts managers a step further in order to control visitor behaviors. If managers take more care to enhance WDBE with all facilities used by wine tourists, these experiences would enhance visitor satisfaction and intentions to revisit. It shows the need to improve wine tourism destination management by diversifying tourists' experience. All sensory, affective, behavioral, intellectual, and relational experience appear to contribute to the more positive experience of wine tourism destination. Wine tourism destination is a complex destination and wine destination brand experience is a complex experience with five dimensions (sensory, affective, behavioral, intellectual and relational experience), thus, managers can get better results by designing experience activities and communication strategies around the main themes linked with each experience. Obviously, to enhance competitive capability with other wine destinations, we encourage wine destination managers and marketers need to create and build experience not only sensory, affective, behavioral, intellectual experience based on foods, wine, staff, services restaurants and hotel, aesthetics experience, sightseeing beauty in vineyards, tasting room, chateau, etc. but also create relational experience via co-create experience, interactive social experiences for visitors to enhance the destination experiences via local residents experience or wine groups during and after the visits.

  to understand brand experience concept in a new context: tourism destination, specifically wine tourism destination. Moreover, wine destination brand experience measurement was built in the proposed model among the relationships with both the antecedents, namely: event marketing, brand clues, marketing communication, and the consequences, namely: wine destination consumer-based brand equity (wine destination brand awareness, wine destination brand image, wine destination perceived quality, wine destination perceived value, wine destination brand loyalty, and overall wine destination consumer-based brand equity), visitor satisfaction, and revisit intention. It was hypothesized that developing the model through scale purification process, and estimating the measurement model.

1 .

 1 Which wine tourism destinations in Bordeaux have you visited? (You could choose several boxes) Bordeaux vineyards (In Saint-Emilion, Medoc; Blaye -Bourg; Entre -Deux-Mers; Graves and Sauternes)  "La Cité du Vin"a symbol of Bordeaux  "Vinexpo Bordeaux"  "Bordeaux Wine Festival" ("Bordeaux Fête le vin")  Other wine museums.  Wine Restaurants  Wine Bars  Others (please specify): ...................................................................................... 2. For you, which place is the most interesting? (This unique option is used to answer the next questions). It is called "Bordeaux wine tourism destination  Bordeaux vineyards (In Saint-Emilion, Medoc; Blaye -Bourg; Entre -Deux-Mers; Graves and Sauternes)  "La Cité du Vin"a symbol of Bordeaux  "Vinexpo Bordeaux"  "Bordeaux Wine Festival" ("Bordeaux Fête le vin")  Other wine museums.  Wine Restaurants  Wine Bars  Others (please specify): ...................................................................................... 3. What type of activities did you participate in (or would you like to enjoy)? (You could choose several boxes)  Participation in Wine Tastings  Visit to Cellar  Visit to Wine Festival  Visit to Wine Expo  Visit to Wineries and Vineyards  Participation in Wine Courses/Workshops  Take a rest, spa in wine hotel, château of vineyards  Others (please specify): ............................................................................................... 4. How many times have you visited at wine tourism destinations in Bordeaux (included this trip) within the last 12 month?  The first time  2 times  3 times  Over 3 times 5. How is your stay organized?  By a tour-operator  By yourself 6. How many days have you stayed in Bordeaux to go to the wine tourism destinations?  1 day  2-3 days  4-6 days  1 week and more B -OPINIONS ON EVENTS AND COMMUNICATIONS 7. Please give your opinion on the declarations below (choose one answer on each line) about events and communication as a tourist at Bordeaux wine tourism

I

  am satisfied with my decision to visit Bordeaux wine tourism destination My choice to visit here was a wise one This experience was exactly what I need This trip was better than expected I desire to visit Bordeaux wine tourism destination again in the future I expect to visit Bordeaux wine tourism destination again in the future I plan to visit Bordeaux wine tourism destination again in the future I want to visit Bordeaux wine tourism destination again Other (please specify) ................................................................ : .............................................................................................. 14. Education  Primary school  High/secondary school  University degree  Postgraduate degree (M1, M2 ou doctorant) Autre (veuillez préciser): .............................................................................................. 2. Pour vous quelle etait le plus intéressant ?  Les vignoble Bordelais (Saint-Emilion, Medoc, Blaye-Bourg, L'Entre-Deux-Mers, Graves et and Sauternes)  'La Cité du vin'un totem pour Bordeaux  'Vinexpo Bordeaux'  'Bordeaux Fête le vin'  Musée du vin  Restaurant à vin  Bar à vin  Autre (veuillez préciser): .............................................................................................. 3. À quel type d'activités avez-vous participé (ou aimeriez-vous participer) ? (Vous pouvez cocher plusieurs cases)  Participation à des dégustations de vin  Visite de caves  Visite de Fête du vin  Visite de Vinexpo  Visite de vineries et vignobles  Participation à des cours/ateliers sur le vin  Se reposer, spa dans un hôtel viticole, château de vignoble 4. Combien de fois avez-vous visité « Bordeaux » en tant que destination oenotouristique ? (Inclus ce voyage) ?  La première fois  2 fois  3 fois  Plus de 3 fois 5. Comment est organisé votre séjour ?  Par un tour opérateur  Par vous-même 6. Depuis combien de temps avez-vous visité « Bordeaux » en tant que destination oenotouristique ?

  ................................................................................................................................Bordeaux" has a good name of wine tourism destinationBA2 -"Bordeaux" wine tourism destination brand is very famous BA3 -The characteristics of "Bordeaux" as a wine tourism destination come to my mind quickly BA4 -When I am thinking about wines, "Bordeaux" as a wine tourism destination, is the first that comes to Bordeaux" as a wine tourism destination, fits my personality BI2-My friends would think highly of me if I visited "Bordeaux" as a wine tourism destination BI3 -The image of this destination is consistent with my own self-image BI4 -Visiting this destination reflects who I destination provides tourism offerings of consistent quality PQ2 -This destination provides quality experiences PQ3 -From this destination's offerings, I can expect superior prices at "Bordeaux" as a wine tourism destination are reasonable PV2 -Considering what I would pay for a trip, I will get much more than my money's worth by visiting there. PV3 -Visiting "Bordeaux", as a wine tourism destination, is economical PV4 -The benefits obtained from this destination are higher than the costs PV5 -Visiting "Bordeaux", as a wine tourism destination, is a Bordeaux" as a wine tourism destination is a place that I can enjoy. BL2 -"Bordeaux" is my preferred choice for visiting a wine tourism destination BL3 -Tourists are loyal to "Bordeaux" as a wine tourism destination BL4 -This destination is a place to recommend to if another wine tourism destination has the same facilities as "Bordeaux", I would prefer to choose this destination OE2 -If another wine tourism destination is not different from "Bordeaux" in any way, it seems smarter to choose this destination OE3 -If there is wine tourism destination as good as "Bordeaux", I prefer to choose "Bordeaux" OE4 -It makes sense to choose this destination instead of any other destinations, even if they are the same Visitor Satisfaction VS 5VS1 -I have really enjoyed wine tourism trip at Bordeaux VS2 -I am satisfied with my decision to visit "Bordeaux" as a wine tourism destination VS3 -My choice to visit there was a wise one

(

  Note: * indicated deleted items, all remaining items were significant at the p<0.001 level) Bordeaux" has a good name of wine tourism destination BA2 -"Bordeaux" wine tourism destination brand is very famous BA3 -The characteristics of "Bordeaux" as a wine tourism destination come to Bordeaux" as a wine tourism destination, fits my personality BI3 -The image of this destination is consistent with my own self-image BI4 -Visiting this destination reflects who I prices at "Bordeaux" as a wine tourism destination are reasonable PV2 -Considering what I would pay for a trip, I will get much more than my money's worth by visiting there. PV3 -Visiting "Bordeaux", as a wine tourism destination, is economical PV4 -The benefits obtained from this destination are higher than the costs PV5 -Visiting "Bordeaux", as a wine tourism destination, is a Bordeaux" as a wine tourism destination is a place that I can enjoy. BL2 -"Bordeaux" is my preferred choice for visiting a wine tourism destination BL3 -Tourists are loyal to "Bordeaux" as a wine tourism destination BL4 -This destination is a place to recommend to others Overall WDCBBE (Inglesia 2018) OE 4OE1 -Even if another wine tourism destination has the same facilities as "Bordeaux", I would prefer to choose this destination OE2 -If another wine tourism destination is not different from "Bordeaux" in any way, it seems smarter to choose this destination OE3 -If there is wine tourism destination as good as "Bordeaux", I prefer to choose "Bordeaux" OE4 -It makes sense to choose this destination instead of any other destinations, even if they are the have really enjoyed wine tourism trip at Bordeaux VS2 -I am satisfied with my decision to visit "Bordeaux" as a wine tourism destination VS3 -My choice to visit there was a wise one VS4 -This experience was exactly what I need Revisit Intention RI 4 RI1 -I desire to visit "Bordeaux" as wine tourism destination again in the future RI2 -I expect to visit there again in the future

  ).

	Based on the previous work done with Alex Simonson in Marketing Aesthetics: The Strategic
	Management of Brands, Identity and Image (Schmitt & Alex, 1997) focused on sensory

experiences only,

[START_REF] Schmitt | Experiential Marketing[END_REF]

proposed framework more comprehensive and incorporates all types of customer experiences that is marked by two key strategic concepts: strategic experiential modules (SEMs) and experience providers (ExPros) (see

Figure 1.6)

. SEMs are strategic experiential modules that managers can use to create different types of customer experiences for their customers. The experiential modules to be managed in Experiential Marketing include sensory experiences (Sense), affective experiences (Feel), creative cognitive experiences (Think), physical experiences, behaviors and lifestyles (Act), and social-identity experiences that result from relating to a reference group or culture (Relate). The Sense module -or Sense marketingappeals to the senses with the objective of creating sensory experiences, through sight sound, touch, taste and smell. Feel marketing appeals to customers' inner feelings and emotions, with the objective of creating affective experiences. Think marketing appeals to the intellect with the objective of creating cognitive, problem-solving experiences that engage customers creatively. Act marketing enriches customers' lives by targeting their physical, experiences, showing them alternative ways of doing things (e.g., in business-to business and industrial markets), alternative lifestyles and interactions. Relate marketing contains aspects of Sense, Feel, Think and Act marketing, however, relate marketing expands beyond the individual's personal, private feelings, thus relating the individual to something outside his/her private state. Schmitt also indicated that Sense, Feel, Think, Act and Relate modules occurs by the stimulation of "experience providers"

Table 1 .

 1

1 shows 4.61% (3/65) are conceptual research; quantitative research is dominant with 42/65 articles (64.62%), qualitative research account for 12.31% (8/65) and mix methods 18.46% (12/65). Most of research on brand experience is empirical research (64.62%), rare qualitative contributions (3/65) (4.62%) conducted to review brand experience research (i.e.,

[START_REF] Amoroso | Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda[END_REF] Khan & Rahman, 2015a;[START_REF] Santini | The brand experience extended model: A meta-analysis[END_REF]

. Thus, to enrich the marketing literature and have comprehensive on the experiential marketing and brand experience concept, we conducted statistic 65 presentative studies according to years, journal, experience construct, context, sample, method, dimensions, source of dimensions, in relationships (show the antecedent/consequence variables of brand experience or experiential marketing) that regarding to the experiential marketing and brand experience concept in various contexts: product and service brands, tourism destination brands and wine tourism destination brands from 1982 to 2021 in Table

1

.1.

Table 1 .

 1 2 categorizes the articles per journals from 41 different journals and 3 conferences. Results

	show that the major contributions come from Journal of Brand Management (13.85%), Journal of
	Business Research (7.69%), and Journal of Destination Marketing & Management (6.15%).

Table 1 .1: The presentative studies of experience marketing and brand experience construct in product and service, tourism destination, and wine tourism destination brands contexts

 1

		Pine & Gilmore. (1999)	Harvard Business Review	Experienti al marketing	Conceptual paper	n/a	n/a	n/a	n/a	Entertainment, escape education, estheticism and	n/a	n/a
	199 9	Schmitt. (1999)	Journal of Marketing Management	Experienti al marketing	Conceptual paper	n/a	n/a	n/a	n/a	Sense, feel, relate think, act and	n/a	n/a
	200 5	Ha & Perks, (2005)	Journal of Consumer Behaviour	Online brand experience	Websites South Korea	N=203 e-consumers	Quantitativ e method	Online survey	Uni-dimension	Unidimensional five items	Ha 2003 Shankar 2000	Brand familiarity, satisfaction, and brand trust
										Individual
	200 6	Chang & Chieng. (2006)	Psychology & Marketing	Experienti al marketing	Coffee shop chain stores in Shanghai, Taipei	N1=611 N2=622 Customers	Quantitativ e method	Survey	Two 1 st order factors	experiences: (sense, feel, think) and shared experiences:	Schmitt (1999)	Brand associations, brand attitude, brand image, brand personality, brand relationship
										(act, relate)
	200 6	Fornerino, M., Helme-Guizon, A. and de C. (2006) Gaudemaris,	Actes du -Nantes XXII Congrès AFM -2006	Experienti al marketing	A horror movie	N=466	Mix methods	Interview	n/a	Components: (Sensorial, cognitive) facets: (social, affective, physical-behavioral) and	n/a	Immersion and satisfaction
	200 7	Gentile et al. (2007)	European Management Journal	Experienti al marketing	Product brands N=100	Mix methods	Survey Questionnai re	n/a	Sensorial, emotional, cognitive, relational lifestyle and pragmatic,	(Brakus, 2001; Fornerino 1999; B. Schmitt, 2006; B. et al.	n/a

-Wine (tourism) destination brands context

										Multisensory	Pine &
	5 2 5 3 5 4 6 1 6 0 5 6 5 7 6 3 5 8 6 4 5 9 6 5 Note: n/a*: not applied Pikkemaat et al. (2009) Lee & Chang (2012) D. L. Quadri-Felitti & Fiore (2013) Brzovska et al., (2020) Brochado et al., (2019) Martins et al., (2017) Vo Thanh & Kirova, (2018) 202 0 Haller et al. (2020) Duan et al. (2018) 202 0 Ponsignon & Derbaix (2020) V. Santos, Caldeira, et al. (2019) 202 1 Luu & Galan, (2021)	Journal of Hospitality Marketing & Management Leisure Studies Journal of Vacation Marketing Preliminary communicati on Current Issues in Tourism Journal of Destination Marketing & Management Journal of Business Research International Journal of Wine Business Research Asia Pacific Journal of Tourism Research Tourism Management Perspectives International Journal of Marketing, Communicati on and New Media EMAC 2021 Annual Conference	Experienti al marketing Experienti al marketing Experienti al marketing Experienti al marketing Multisenso ry experience s Multisenso ry experience s Experienti al marketing Experienti al marketing Experienti al marketing Experienti al marketing Experienti al marketing Brand experience	South Tyrolean Wine Route (Italy) Taiwan Winery Lake Erie Wine region Macedonian Wineries Wineries (Portugal) Douro Conceptual paper Cognac wine region (France) Alsace wine-growing region, France China wine tourism La cité du Vin in Bordeaux Tejo wine region (Portugal) Bordeaux, France	N=38, Wine tourists N=871, visitors N=970, visitors N1=17, experts N2=33 wine visitors N=470 reviews n/a N1=17, stakeholders N2=233, wine tourists N=825 online reviews Trip Advisor's N1=8 N=102 bloggers (independen ce travellers) experts, 33 visitors N2=27 visitor groups N = 306, wine tourists N=379 domestic and internationa l travelers	Quantitativ e method e method Quantitativ e method Mix methods Quantitativ Mix methods n/a Mix methods Netnograp hy Netnograp hy Qualitative method Quantitativ e method Quantitativ e	Interviews questionnair es Survey experts and survey email visitors Interview Survey r) reviews (Tripadviso Web n/a Interview Survey n/a n/a Interview Survey Survey	n/a Unspecified n/a n/a n/a n/a n/a n/a n/a n/a 2 nd order factor, explained 2 nd order factors	Entertainment, education, escape thinking, acting, and relating Entertainment, education, estheticism and escape Wine escape estheticism and education, Entertainment, Sensing, feeling, touch) taste, smell, (sight, hearing, Multisensory estheticism and (visual, audition, olfactory, tactile and gustatory) Entertainment, education, estheticism and escape Entertainment, education, estheticism and escape Entertainment, education, Entertainment, education, estheticism and escape estheticism and escape Winery visit experience (sense, feel, think, act and relate) Sensory touch) taste, smell, (sight, hearing, impression Sensory, affective, intellectual, behavioral and relational experience	(1998) (1999) Pine & (1998) Gilmore, (1998) Gilmore, Pine & Schmitt, n/a Pine & Gilmore, n/a Gilmore (1998); D. L. Quadri-Felitti & Fiore (2013) Pine & Gilmore, (1998) Pine & Gilmore, (1998) Pine & Gilmore, (1998) 2017) et al., (Agapito (T. H. Lee & Chang, 2012; (Barnes et al., 2014; Brakus et al., 2009; Nysveen et al., 2013) Tsaur et al., 2007) Source: own elaboration tourists, tourists' loyalty intentions Satisfaction intention, Memories, Destination loyalty n/a satisfaction of Activity involvement, n/a n/a n/a n/a n/a n/a n/a Wine destination brand image, wine destination brand loyalty, visitor satisfaction, intention to revisit Recommendation, loyalty
	5 5 6 2	Altschwager et al. (2017) V. Santos et al. (2020)	Journal of Service Theory and Practice Sustainability	Related-brand experientia l marketing Wine experience	Wine events in Bordeaux (France) and Australia Wine cellar doors Porto and Madeira	N1=220, students N2=451, event attendees N=647, internationa l wine tourists	Quantitativ e method Quantitativ e method	Survey (email) Survey	Five 1 st order factors 2 nd order factors	Cognitive, emotional, sensorial, pragmatic and relational and winescape storytelling, involvement, wine tasting wine excitement,	Gentile et al. (2007) n/a	Customer brand engagement, brand purchase intention n/a

Table 1 .2: List of journals of articles # Journals Number of studies (N=65) %

 1

	1	23rd International Scientific Conference on Economic and Social Development	1.54
	2	Actes du XXII Congrès AFM -2006 -Nantes	1.54
	3	Annals of Tourism Research	3.08
	4	Asia Pacific Journal of Tourism Research	1.54
	5	Current Issues in Tourism	1.54
	6	EMAC 2021 Annual Conference	1.54
	7	European Journal of Marketing	1.54
	8	European Management Journal	1.54
	9	Harvard Business Review	1.54
	10 International Journal of Advertising	1.54
	11 International Journal of Contemporary Hospitality Management	1.54
	12 International Journal of Market Research	1.54
	13 International Journal of Marketing Studies	1.54
	14 International Journal of Marketing, Communication and New Media	1.54
	15 International Journal of Tourism Research	1.54
	16 International Journal of Wine Business Research	1.54

1.4.2.2. Brand experience in product and service context

	Brakus et al., (2009, p. 53) define brand experience is
	"…subjective, internal consumer responses (sensations, feelings, cognitions) and
	behavioral responses evoked by brand-related stimuli (e.g., colors, shapes, typefaces,
	designs, slogans, mascots, brand characters) that are part of a brand's design and identity,
	packaging, communications, and environments"
	Brakus et al., (2009) conducted research to develop the brand experience scale from participants
	responses for a variety of goods and services brands. They selected initial items along the five
	proposed dimensions: sensory experiences, affective experiences, intellectual experiences,
	behavioral experiences, and social experiences, but the final result after examining prove that the
	12-item brand experience scale captures in a reliable and stable way four dimensions of brand
	experience: sensory, affective, behavioral, and intellectual. Sensory experience appeals to the five
	senses (sight, hearing, smell, taste and touch), the emotional experience includes feelings, emotions
	and moods, the intellectual experience appeals to the intellect and creativity and the behavioral
	experience stimulates physical actions, behaviors and lifestyles. Furthermore, Brakus et al. (2009)
	use brand experience to predict consumer behavior by focusing on two key behavioral outcomes:
	customer satisfaction and loyalty. The finding shows that brand experience affects satisfaction and
	Historically, brand experience concept was first introduced by Ortmeyer & Huber (1991) in the loyalty both directly and indirectly through brand personality.
	paper "Role of brand experience in moderating the negative impact of promotions", however, until
	2009, it was defined and measured by Brakus et al. (2009) in Journal of Marketing following the Based on the foundation of Brakus et al.'s 2009 research, a considerable number of quantitative
	line of the development of experience marketing. During the period 1991-2009, the studies on studies have been interested in the relationships between brand experience and customer behavior
	brand and consumer experience were rare and has not yet received attention by researchers, in product and service brands (see Table 1.1). Among them, Zarantonello & Schmitt (2010) use
	although by 2005-2006, some researchers had started exploring the brand experience concept in the brand experience scale four dimensions of Brakus et al's (2009) to profile consumers and predict
	depth with various views (Chang & Chieng, 2006; Chattopadhyay & Laborie, 2005; H.-Y. Ha & consumer behavior with data from customers use three brands (automotive sector, electronics
	Perks, 2005; Pettit, 2005). sector, and food and beverages sector). The authors highlight the question addresses the question
	whether different consumers prefer different experiential appeals and whether experiential types
	moderate the relationships between brand attitude and purchase intention. The findings show five
	types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers.

Table 2 .1: Definitions of consumer-based brand equity Source Definitions of CBBE

 2

  brand equity scales -Overall Brand Equity (OBE) and Multidimensional Brand Equity (MBE). The OBE was reduced using factor analysis to a final set of four items from an initial pool of 18 OBE indicators, and MBE comprises 10 items representing the three

	dimensions: brand loyalty, perceived quality, and brand awareness/associations. A strong and
	significant correlation was found between the two measures. Amongst the approaches to CBBE
	measurement, Yoo & Donthu's (2001) study arguably has the most strengths and fewest
	weaknesses. However, the main limitation of Yoo & Donthu (2001) is that brand awareness and
	brand associations, two theoretically distinct underlying constructs of brand equity, collapsed into
	one dimension. The question of whether or not brand awareness and brand associations should be
	collapsed is critical by later researchers.
	perspectives, Yoo & Donthu (2001) develop
	and validate a cross-cultural and multidimensional CBBE because they realized that key questions
	about Aaker's and Keller's measurements remain unanswered, specifically, the structural validity
	of the measurement. With 12 brands from three product categories (athletic shoes, film for cameras,

and color television sets) and 1530 participants from South Korea and the US, they ultimately developed two distinct In literature, Aaker's and Keller's perceptions of brand equity were widely accepted by most researchers, however, a recent perspective different from previous work on CBBE. S. S. Baalbaki (2012) developed a consumer perception-based conceptualization of CBBE in contrast with

[START_REF] Aaker | Managing brand equity[END_REF]

and

  Most recently,[START_REF] Frias | The effect of self-congruity and motivation on consumer-based destination brand equity[END_REF] continue to enrich the literature of destination CBBE by proposing a model, in which complementary variables: motivation to visit a destination and self-congruity as antecedents of brand equity encompassed dimensions: awareness, perceived quality, image, loyalty (revisit and recommendation), and perceived value. Their work found both determinants exert an effect on brand equity, albeit in distinct ways: motivation is essential in attracting clients to the destination, while self-congruity is vital for retaining them.

	Generally, when referring to destination CBBE, four dimensions are taken into consideration:
	awareness, image, quality, and loyalty, however, recent studies have developed and extended other
	dimensions of CBBE for a tourism destination as salience (Bianchi et al., 2014; Bianchi & Pike,
	2011; Pike & Bianchi, 2013); familiarity
	and affective dimensions), quality, loyalty. Empirical evidence from national and international
	tourists visiting a destination in Spain showed a robust link between "quality-satisfaction-loyalty"
	in both samples of tourists; a chain of effects among awareness, image, and perceived quality; and

brand equity pyramid, where the road to brand resonance is recognized to go through cognitive and affective evaluations separately. From two samples: Turkish visitors (286) and visitors from 45 countries (193), the findings together supported that tourist resonance perceptions on Sarajevo brand are stronger on the affective route than cognitive route. Along these lines, San Martín et al., (2018) develop an integrative model by adding a new dimension: visitor satisfaction on the model DCBBE which is widely accepted includes four dimensions: awareness, image (separately considering the cognitive a positive influence of cognitive image on affective image in both cases.

Table 2 .2: Research on CBBE dimensions for product and service, tourism destination and wine destination brands context

 2

	#	Year	Authors	Context	Place	Sample	CBBE Dimensions	Sources of CBBE dimensions
	A -Product and service brand context
	1	1991	(Aaker, 1991)	Brands in general Conceptual	n/a*	Brand awareness, brand	n/a
							associations, perceived
							quality, brand loyalty
	2	1991	(Keller, 1993,	Brands in general Conceptual	n/a	Brand awareness, Brand	n/a
		2003	2003)				image
	3	1996	(Aaker, 1996)	Brands in general Conceptual	n/a	Brand awareness, brand	n/a
							associations, perceived
							quality, brand loyalty
	4	1995	(Lassar et al., 1995) Product brands	USA	Consumers	Performance, social image,	Develop brand equity scale
				(Televisions,			value, trustworthiness,
				watches)			attachment
	5	2001	(Yoo & Donthu,	Product brands	USA,	N1=460	Brand awareness, brand	(Aaker, 1991; Keller, 1993)
			2001)	(Athletic shoes, film, colour, television sets)	Korea	students students N2 =1530	associations, perceived quality, brand loyalty
	6	2002	(Vázquez et al.,	Product brands	Spain	N=1054	Product functional utility,	Develop brand equity scale
			2002)	(Sports shoes)		personal	product symbolic utility,
						interviews	brand name functional utility,
							brand name symbolic utility

2. Visitors' satisfaction 2.3.2.1. Definitions of visitors' satisfaction

  Customer satisfaction (CS) concept has become one of the most researched areas within marketing and consumer behavior and has attracted scholarly attention across multiple sectors. Despite a number of theories have been used in various studies in the tourism literature, much research

	37 38 39 40 41 43 44 45 46 47 59 53 52 58 Note: n/a*: not applied (A. D. A. Tasci, 2011) (Horng et al., 2012) Tourism Destination brands in general destination (Liu et al., 2013) National museum as tourism destination (Pike & Bianchi, 2013) Destination (Bianchi et al., 2014) Tourism destination (Kashif et al., 2015) Tourism destination (Y. H. Lin, 2015) Museum as tourism destination (A. D. A. Tasci, 2016) Destination brands (Ghaffari et al., 2017) Tourism Destination (Herrero et al., 2017) Tourism Destination 2010) 2010 (Nella & Christou, Wine Industry (H.-K. Chi et al., 2020) Tourism destination 2006) (Tran et al., 2019) Tourism destination 2006 (L. I. Nowak et al., Wine industry 51 (San Martín et al., 2018) Tourism Destination 57 2005 (Orth et al., 2005) Wine region 56 2002 (L. I. Nowak & Washburn, 2002) Winery 2020) 63 2020 (K. Lee et al., Winery 50 (H. K. Kim & Lee, 2018) Tourism Destination 55 2001 (Lockshin & Spawton, 2001) Wine tourism 2017) 62 2017 (Canziani & Byrd, Wineries C -Wine tourism destination brand context 2.3.	Conceptual Taiwan Taiwan Australia as a long-haul destination Three South American destinations (Chile, Brazil, and Argentina) Lahore Fort, Pakistan Natural science museum in Taiwan Conceptual Isfahan, Iran Cantabria region, Spain Conceptual Vietnam USA Hoi An, Vietnam California, Cantabria, Spain US states California, USA Yantai, China winery, Changyu Seoul, South Korea Conceptual Carolina, USA North	n/a N1 = 407 Foreign visitors N=367 Visitors N = 341 Chilean travelers N=598 Australian Tourists N=237 N = 367 Visitors n/a N=200 Visitors N=253 visitors n/a International N=531 tourists through 28 Foreign aged 21 Millennials, N=319 Domestic N=80 visitors consumers Adult N=667 National and international N=313 above 18 aged tourists, N=104 Wine consumers tourists N=265, wine N=350 Chinese visitors n/a Visitors N=658 Tourists multinational consumers Winery visitors	Brand awareness, familiarity, brand associations, brand image, perceived quality, brand loyalty, consumer value, brand value Brand image, perceived quality, destination familiarity, brand awareness, brand loyalty Brand awareness, brand image, perceived quality, brand loyalty, and brand value Brand salience, perceived quality, brand value, brand image and brand loyalty quality, brand loyalty Brand salience, brand association, brand quality and brand value brand loyalty Brand awareness, brand image, perceived quality, Familiarity, brand image, perceived quality, brand loyalty, consumer value, Brand awareness, perceived uniqueness, perceived quality, perceived brand value, image, and brand loyalty associations, perceived brand loyalty Brand awareness/brand Brand awareness, brand image, perceived quality, perceived quality Brand awareness, brand image, brand loyalty and brand image, and attitudes awareness, perceived quality, reputation, brand satisfaction, Brand loyalty, brand equity Brand equity (awareness, image, perceived quality and loyalty) and Overall brand other proprietary brand assets associations, quality, and Source: own elaboration. n/a (Boo et al., 2009; Gursoy & Mccleary, 2004; Konecnik, 2006; Konecnik & Gartner, 2007) (Boo et al., 2009; C. F. Chen & Tseng, 2010) (Boo et al., 2009; C. G.-Q. Chi & Qu, 2008; Konecnik & Gartner, 2007) 2001; Yoo & Donthu, 2001) (Boo et al., 2009; C. G.-Q. Chi & Qu, 2008; Konecnik & Gartner, 2007) Rodríguez, 2008) 2006; Sweeney & Soutar, 2010; San Martín & 2007; Pappu & Quester, (Yoo & Donthu, 2001) (Boo et al., 2009; Konecnik & Gartner, 2007; Pike et al., 2005; Konecnik & Gartner, 2009; Grace & O'Cass, (Arnett et al., 2003; Bianchi & Pike, 2011; Boo et al., (Konecnik & Gartner, 2007) (Orth et al., 2005) (Boo et al., 2009; Kashif et al., 2015; Tong & Hawley, 2009) loyalty, brand image/brand brand value n/a Brand awareness, brand (Aaker, 1991) assets Brand awareness, brand image (cognitive and affective), perceived quality, brand loyalty and brand satisfaction & Gartner, 2007; Pike et al., 2010; San Martín & Rodríguez, 2008) Perceived quality, brand and brand loyalty and brand associations associations, brand quality Kehagias, 2014) loyalty, and brand Brand awareness, brand (Boo et al., 2009; Kladou & (Yoo & Donthu, 2001) (Boo et al., 2009; Konecnik brand loyalty, brand value (Boo et al., 2009; C. F. Chen & Tseng, 2010) Perceived quality, brand awareness and brand image (Aaker, 1991; Cobb-Walgren et al., 1995) Brand awareness, brand quality, brand loyalty, other proprietary brand assets proprietary brand assets quality, brand loyalty, other associations, perceived associations, perceived Brand awareness, brand (Aaker, 1992) (Aaker, 1991, 1996) Brand awareness, brand image, brand associations, (Im et al., 2012) loyalty, consumer value, brand value
	36 42 48 60 49 54 61	2014 2015	(Zanfardini et al., 2011) (Y. Yang et al., 2015) 2018) (Duman et al., 2018) (Nella & Christou, (A. D. A. Tasci, (Frias et al., 2020) 2014) (M. Gómez et al., 2015)	Tourism destinations Tourism destination Tourism destination Cellar door City brands Tourism destinations Wineries	Patagonia, Argentina United States, Europe, Hong Kong, Macau, and Taiwan Sarajevo Greece USA Spain Spain	N=400 General and consumers N=502 Mainland Chinese travelers who have travelled outbound, at least 18 years General US N2=598 old N1= 283 Turkish N=349 visitors N2=193 international visitors N=2318 N=503 British Winery visitors visitors N1=219 Key informants winery	Brand awareness, brand image, perceived quality, and brand loyalty perceived quality, brand Brand image, brand loyalty, Brand awareness, brand brand performance, consumer Brand awareness/associations, image, perceived quality, brand loyalty attachment, consumer emotions/feelings, consumer judgement Familiarity, brand image, Brand awareness, brand image, perceived quality, perceived value, brand loyalty perceived quality, brand loyalty Brand awareness, brand loyalty and perceived quality	; Yoo & Donthu, 2001) (see more p.476) (Konecnik & Gartner, 2007) See more (Duman et al., (see more p.5) 2018, p.6) (Yoo & Donthu, 2001) (A. D. A. Tasci, 2016) (Boo et al., 2009; Ferns & Walls, 2012; García et al., 2012; Im et al., 2012; Kladou & Kehagias, 2014; Konecnik & Gartner, 2007; Pike et al., 2010) (see more p.16)

  . Besides, several studies also indicate the issue of customer dissatisfaction (T. Y.[START_REF] Choi | Determinants of hotel guests' satisfaction and repeat patronage in the Hong Kong hotel industry[END_REF][START_REF] Su | Customer satisfaction measurement practice in Taiwan hotels[END_REF]. As well numerous literature contributions in tourism context have found a positive customer satisfaction relationship with respect to loyalty which is considered as the key consequence (Vogt, 2011). Many investigations indicate the impact of customer satisfaction to revisit/repurchase intention (L.[START_REF] Su | The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality[END_REF][START_REF] Tiru | LBS in marketing and tourism management: Measuring destination loyalty with mobile positioning data[END_REF]

et al., 2010;[START_REF] King Wan | Service quality of Macao's world heritage site[END_REF][START_REF] Yuksel | Managing customer satisfaction and retention: A case of tourist destinations, Turkey[END_REF]), recommendation, WOM (C. Lu et al., 2015;[START_REF] O'neill | Defining visitor satisfaction in the context of camping oriented nature-based tourism-The driving force of quality![END_REF]

, willingness-to-pay

[START_REF] Tanford | Determinants of customer loyalty and purchasing behavior for full-service and limited-service hotels[END_REF]

, loyalty

[START_REF] Agyeiwaah | Make a customer, not a sale: Tourist satisfaction in Hong Kong[END_REF][START_REF] Richard | Corporate image, loyalty, and commitment in the consumer travel industry[END_REF][START_REF] Tsai | Love and Satisfaction Drive Persistent Stickiness: Investigating International Tourist Hotel Brands: Love and Satisfaction Drive Persistent Stickiness[END_REF]

.

  Bordeaux Wine Festival; Wine Museums, Wine Restaurants, Wine Bars. All destinations are suitable of the definition of wine tourism by Atout France 2017.

destination, includes Bordeaux vineyards (In Saint-Emilion, Medoc; Blaye -Bourg; Entre -Deux-Mers; Graves and Sauternes); La Cité du Vina symbol of Bordeaux; Bordeaux Vinexpo;

Table 4 .2: Measurement of the used variables Constructs Number of items Items Literature review Antecedents of Wine (tourism) destination brand experience

 4

				EM1 -I find events of "Bordeaux" as a wine
				tourism destination brand appealing
	Event Marketing	EM	3	EM2 -I find it interesting to participate/attend the events organized there	(Khan & Rahman, 2017)
				EM3 -"Bordeaux" brand excites me through its
				wine tourism events
				BC1 -This destination brand offers quality
				drinks and/or foods
				BC2 -This destination offers to visitors the
				various and specific products and/or services
				(ex: "La cité du Vin"-a symbol of Bordeaux)
	Brand Clues	BC	5	BC3 -The ambience at this destination is soothing	(Khan & Rahman, 2017)
				BC4 -Stakeholders of this destination (tour
				guide, winemaker, cellar owner, wine sellers,
				etc) display proper behavior
				BC5 -Stakeholders of this destination (tour
				guide, winemaker, cellar owner, wine sellers,
				etc) has the dressed properly
				MC1 -Advertisements of this destination has
				useful information
				MC2 -It is interesting to watch advertisements
				of this destination
				MC3 -I feel good when receive messages
	Marketing communication	MC	5	about this destination MC4 -The websites of this destination which I	(Khan & Rahman, 2017)
				know (e.g., "La cité du vin" museum, Bordeaux
				Wine Festival, the official site of Bordeaux
				Tourism, etc.) provides accurate and correct
				information
				MC5 -This destination communicates in an
				engaging and emotional way
	Wine destination brand experience
				SE1 -"Bordeaux" as wine tourism destination
				makes a strong impression on my senses,
	Sensory WDBE	SE	3	visually and in other ways SE2 -Being a tourist at this destination gives	(Barnes et al., 2014; Brakus et al., 2009)
				me interesting sensory experiences

Consequences of wine destination brand experience Wine destination consumer-based brand equity

	Wine
	destination brand	BA	4
	awareness

Table 5 .1: Wine visitor's country

 5

	Value Label		f	%
	Visitors' country	Domestic Foreign	182 197	48 52
	Total		379	100.0

Table 5 .2: Wine visitors' foreign country

 5

	Country	f	%	Country	f	%	Country	f %	Country	f	%
	Albania	1	0.3 Colombia 2 0.5	Lithuania	1 0.3	Senegalese	1	0.3
	Algeria	2	0.5	Emirati	1 0.3	Malaysia	1 0.3	Slovakia	4	1.1
	American 8	2.1	Gabon	1 0.3	Mauritius	1 0.3	Soudan	1	0.3
	Australia	4	1.1	German 10 2.6	Morocco	8 2.1	Spain	6	1.6
	Austria	2	0.5	Hungary	2 0.5 Madagascar 1 0.3	Swiss	2	0.5
	Belgium	3	0.8	India	5 1.3 Netherlands 2 0.5	Taiwan	11 2.9
	Bosnia	1	0.3	Italy	8 2.1	Peru	1 0.3	Tunisia	3	0.8
	Canada	6	1.6	Japan	5 1.3 Philippines 4 1.1	Ukraine	1	0.3
	Chad	1	0.3	Korea	8 2.1	Russia	3 0.8 United Kingdom 14 3.7
	China	46 12.1 Lebanon	5 1.3 Saudi Arabia 1 0.3	Vietnam	10 2.6
	Total foreign visitors							197 52

Table 5 .3: Gender

 5

			Domestic	Foreign	Total
	Value Label
			f	%	f	%	f	%
		Female	123	67.6	108	54.8	231	60.9
	Gender	Male	59	32.4	89	45.2	148	39.1
		Total	182	100.0	197	100.0	379	100.0

Table 5 .4: Ages Value Label

 5

			Female		Male	Domestic	Foreign		Total
			f	%	f	%	f	%	f	%	f	%
		18-24	128	55.4	55	37.2	108	59.3	75	38.1	183	48.3
		25-34	66	28.6	60	40.5	38	20.9	88	44.7	126	33.2
	Age Group	35-44 45-54	28 4	12.1 1.7	19 5	12.8 3.4	23 5	12.6 2.7	24 4	12.2 2.0	47 9	12.4 2.4
		55-64	4	1.7	6	4.1	6	3.3	4	2.0	10	2.6
		+65	1	0.4	3	2.0	2	1.1	2	1.0	4	1.1
	Total		231	100.0	148	100.0	182	100.0	197	100.0	379	100.0
	Mean											27.47
	Std. Deviation										9.692

Table 5 .5: Education status

 5

			Female		Male	Domestic	Foreign		Total
		Value Label
			f	%	f	%	f	%	f	%	f	%
		Primary school	3	1.3	5	3.4	6	3.3	2	1.0	8	2.1
	Education Level	High/Secondary school 27 University degree 119 51.5 11.7	7 61	4.7 41.2 102 56.0 17 9.3	17 78	8.6 39.6 180 47.5 34 9.0
		Postgraduate degree (M1/M2/Doctoral)	82	35.5	75	50.7	57	31.3 100 50.8 157 41.4
	Total		231 100.0 148 100.0 182 100.0 197 100.0 379 100.0

Table 5 .6: Frequency of monthly income

 5

			Female		Male	Domestic	Foreign	Total
	Value Label
			f	%	f	%	f	%	f	%	f	%
		< €1000	130 56.3	54	36.5	89	48.9	95	48.2 184 48.5
	Net income per month	€1000 -€ 2000	66	28.6	59	39.9	63	34.6	62	31.5 125	33
		€2001 -€3000	24	10.4	22	14.9	19	10.4	27	13.7	46	12.1
		> €3000	11	4.8	13	8.8	11	6.0	13	6.6	24	6.3
	Total		231 100.0 148 100.0 182 100.0 197 100.0 379 100.0

Table 5 .7: Number of visits to wine destinations in Bordeaux

 5

	Value Label

Table 5 .8: Types of tourism organization

 5

	Value Label

Table 5 .9: Number of days stayed

 5

	Value Label

Table 5 .10: The most interesting wine destinations in Bordeaux

 5

	Value Label

Table 5 .11: Exploratory factor analysis

 5 Next, we analyze the five-factor structure identified with Mplus 7, using CFA and maximum likelihood estimation. All fit indices exceeded recommended threshold levels, suggesting that this model adequately represented the input data (𝜒 2 [80]: 90.896, CFI :

	Dimensions	Sensory WDBE	Affective WDBE	Behavioral WDBE	Intellectual WDBE	Relational WDBE
	SE1 "Bordeaux" as wine tourism destination	0.799
	makes a strong impression on my senses,
	visually and in other ways
	SE2 Being a tourist at this destination gives	0.871
	me interesting sensory experiences
	SE3 This destination appeals to my senses	0.849
	AF1 This destination induces feelings and		0.792
	sentiments
	AF2 I have strong emotions for this		0.826
	destination
	AF3 This destination is an emotional area		0.830
	BE1 I engage in physical activities and			0.876
	behaviors when I am at this destination
	BE2 This destination gives me bodily			0.822
	experiences
	BE3 This destination is activity oriented			0.700
	IN1 I engage in a lot of thinking when I am				0.828
	at this destination
	IN2 This destination makes me think				0.883

Table 5 .12: Reliability and validity

 5

		Jöresko's rhô's	AVE	Sensory WDBE	Intellectual WDBE	Behavioral WDBE	Affective WDBE	Relational WDBE
	Sensory WDBE	0.884	0.719 0.848*
	Intellectual WDBE	0.874	0.699 0.377*** 0.836
	Behavioral WDBE	0.845	0.647 0.363*** 0.411***	0.804
	Affective WDBE	0.862	0.675 0.554*** 0.423***	0.430***	0.822
	Relational WDBE	0.846	0.648 0.378*** 0.484***	0.371***	0.426***	0.805

Table 5 .13: KMO and Bartlett's Test

 5

	Kaiser-Meyer-Olkin Measure of Sampling Adequacy.	.920
		Approx. Chi-Square	15735.801
	Bartlett's Test of Sphericity	df	1891
		Sig.	.000

Table 5 .14: Cronbach's Alpha Variables Cronbach's Alpha Number of Items (N=60)

 5 3, indicated this variable violated the criterion of discriminant validity. So, Item BC5: "Stakeholders of this destination (tour guide, winemaker, cellar owner, wine sellers, etc) has the dressed properly" was deleted from five items of Brand Clues (BC) construct to guarantee discriminant validity scale.

	After removing two variables: PQ4 and BC5, the present model was included 60 items divided 16
	constructs as illustrated in Appendix 8. Factor loadings of all 60 items were from 0.673 to 0.844
	which were exceeded 0.5, indicated all were guaranteed convergence validity scale.
	e. Reliability
	Event Marketing	EM	0.848	3
	Brand Clues	BC	0.852	4
	Marketing Communication	MC	0.864	5
	Sensory Experience	SE	0.884	3
	Affective Experience	AF	0.861	3
	Behavior Experience	BE	0.843	3
	Intellectual Experience	IN	0.873	3
	Relational Experience	RE	0.845	3
	Brand Awareness	BA	0.884	4
	Brand Image	BI	0.842	4

Table 5 .15: Reliability, convergent validity and discriminant validity

 5 Diagonal are ρvc and ϒ² for other elements of the table Note. PV: Wine Destination Perceived Value, RI: Revisit Intention, MC: Marketing Communication, VS: Visitor Satisfaction, OE: Overall WDCBBE, BC: Brand Clues, BA: Wine destination Brand Awareness, IN: Wine destination intellectual experience, BL: Wine destination brand loyalty, AF: Wine destination affective experience, BE: Wine destination behavioral experience, EM: Event Marketing, RE: Wine destination relational experience, PQ: Wine destination perceived quality, SE: Wine destination sensory experience, BI: Wine destination brand image.

		CR	AVE MSV MaxR(H) PV	RI	MC VS	OE	BC	BA	IN	BL	AF	BE	EM RE	PQ	SE	BI
	PV	0.882 0.599	0.293	0.885	0.774*
	RI	0.923 0.749	0.329	0.925	0.371	0.865
	MC 0.864 0.560	0.287	0.865	0.370	0.314 0.748
	VS	0.919 0.740	0.391	0.935	0.381	0.491 0.360 0.860
	OE	0.864 0.614	0.192	0.869	0.414	0.296 0.287 0.278 0.784
	BC	0.853 0.592	0.299	0.855	0.296	0.322 0.504 0.438 0.199 0.770
	BA	0.889 0.729	0.304	0.900	0.291	0.398 0.412 0.478 0.163 0.437 0.854
	IN	0.874 0.700	0.234	0.887	0.377	0.314 0.329 0.226 0.231 0.316 0.266 0.836
	BL	0.873 0.633	0.391	0.877	0.475	0.573 0.467 0.625 0.438 0.473 0.525 0.359 0.796
	AF	0.862 0.676	0.304	0.867	0.325	0.351 0.420 0.306 0.279 0.341 0.358 0.423 0.388 0.822
	BE	0.845 0.646	0.185	0.859	0.311	0.227 0.414 0.210 0.182 0.288 0.323 0.410 0.288 0.430 0.804
	EM 0.855 0.665	0.299	0.878	0.309	0.377 0.421 0.385 0.243 0.547 0.418 0.357 0.506 0.372 0.303 0.815
	RE	0.846 0.648	0.234	0.852	0.461	0.384 0.403 0.300 0.308 0.352 0.304 0.484 0.382 0.426 0.371 0.257 0.805
	PQ	0.876 0.703	0.324	0.877	0.413	0.465 0.459 0.514 0.233 0.471 0.551 0.394 0.569 0.382 0.318 0.450 0.440 0.838
	SE	0.884 0.718	0.371	0.886	0.393	0.456 0.536 0.548 0.243 0.535 0.538 0.378 0.609 0.552 0.363 0.541 0.377 0.529 0.848
	BI	0.825 0.613	0.293	0.837	0.541	0.443 0.359 0.411 0.404 0.242 0.337 0.342 0.459 0.408 0.316 0.309 0.461 0.430 0.368 0.783

*

Table 5 .17: Hypotheses testing

 5

		Hypotheses	β	S.E.	t	p Supported?
	H1	EM	→ WDBE .325 .042	5.541 ***	Yes
	H2	BC	→ WDBE .240 .051	3.893 ***	Yes
	H3	MC	→ WDBE .375 .048	6.276 ***	Yes
	H4a WDBE → BA	.653 .086 10.666 ***	Yes
	H4b WDBE → BI	.599 .104	9.439 ***	Yes
	H4c WDBE → PQ	.731 .082 11.193 ***	Yes
	H4d WDBE → PV	.587 .086	9.016 ***	Yes
	H4e WDBE → BL	.778 .075 11.365 ***	Yes
	H5	WDBE → OE	.062 .223	.329 .742	No
	H6a BA	→ OE	-.127 .065 -1.656 .098	No
	H6b BI	→ OE	.197 .054	2.645 .008	Yes
	H6c PQ	→ OE	-.102 .086 -1.122 .262	No
	H6d PV	→ OE	.208 .064	2.933 .003	Yes
	H6e BL	→ OE	.332 .114	3.152 .002	Yes
	H7a WDBE → VS	.649 .086 10.080 ***	Yes
	H7b WDBE → RI	.501 .109	6.505 ***	Yes
	H8a OE	→ VS	.023 .060	.439 .661	No
	H8b OE	→ RI	.060 .064	1.126 .260	No
	H9	VS	→ RI	.144 .069	2.231 .026	Yes
	Note: *p < 0.05, **p < 0.010, ***p <0.001, β refers to standardized path coefficient
	MC (Marketing Communication), BC (Brand Clues), EM (Event Marketing), WDBE (Wine destination brand
	experience), SE (Wine destination sensory experience), AF (Wine destination affective experience), IN (Wine
	destination intellectual experience), BE (Wine destination behavioral experience), RE: (Wine destination relational
	experience), BA (Wine destination Brand Awareness), BI (Wine destination brand image), PV (Wine Destination
	Perceived Value), PQ (Wine destination perceived quality) and BL (Wine destination brand loyalty), OE (Overall
	WDCBBE), VS (Visitor Satisfaction), and RI (Revisit Intention).

Table 5 .19: Chi-square test between the unconstrained and full constrained model Model Visitors' Country Gender

 5 parameters left free across the two groups) is such that 𝜒 (3024)

	2	=4679.97 (p <0.001), the full

  The ambience at this destination is soothing Stakeholders of this destination (tour guide, winemaker, cellar owner, wine sellers, etc) display proper behavior Stakeholders of this destination (tour guide, winemaker, cellar owner, wine sellers, etc) has the dressed properly Advertisements of this destination has useful information Please give your opinion on the statements below (choose one answer on each line) about personal experiences as a tourist at Bordeaux wine tourism destinations. Please give your opinion on the statements below (choose one answer on each line) about brand evaluations as a tourist in Bordeaux wine tourism destination Please give your opinion on the statements below (choose one answer on each line) about satisfactions and intention to revisit as a tourist in Bordeaux wine tourism destination

	10 11 12 7 8 9 10. Strongly I engage in a lot of thinking when I am at this destination This destination makes me think This destination stimulates my curiosity and problem solving Bordeaux, I would prefer to choose E -SATISFACTION AND INTENTION TO REVISIT The image of this destination is consistent with my own self-image Visiting Bordeaux wine tourism destination reflects who I am Bordeaux wine tourism destination this destination If another wine tourism destination is not different from this destination in Disagree Agree Strongly any way, it seems smarter to choose Disagree Agree this destination It is interesting to watch advertisements of this destination about this destination 12 The website of this destination this destination It makes sense to choose this provides quality experiences 14 I can relate to other people through Bordeaux wine tourism destination choose this destination I feel good when receive messages 13 As a tourist at this destination, I feel like I am part of a community provides tourism offerings of good as this destination, I prefer to consistent quality If there is wine tourism destination as (1) (2) (4) (5)	No opinion
	15	provides information When I am at this destination, I do accurate and correct From this destination's offerings, I can destination instead of any other not feel left alone expect superior performance destinations, even if they are the same
	13 This destination communicates in an Bordeaux wine tourism destination
		engaging and emotional way performs better than other similar
		destinations	C -PERSONAL EXPERIENCES
		D -BRAND EVALUATIONS The prices at Bordeaux wine tourism destination are reasonable 8. Strongly Disagree Disagree Agree Strongly Agree Considering what I would pay for a trip, I will get much more than my 9. Strongly Disagree Agree Strongly money's worth by visiting this	No opinion No
		destination		(1) Disagree	(2)	(4)	(5) Agree	(3) opinion
		Being a tourist at this destination Visiting Bordeaux wine tourism gives me interesting sensory experiences Bordeaux has a good name of wine destination is economical	(1)	(2)	(4)	(5)	(3)
		tourism destination The benefits obtained from this This destination appeals to my senses Bordeaux wine tourism destination destination are higher than the costs
		This destination induces feelings and brand is very famous Visiting Bordeaux wine tourism
		sentiments The characteristics of this destination destination is a good deal
		I have strong emotions for this come to my mind quickly Bordeaux wine tourism destination is
		destination When I am thinking about wines, a place that I can enjoy.
		This destination is an emotional area Bordeaux wine tourism destination is Bordeaux is my preferred choice for
		I engage in physical activities and the first that comes to mind visiting a wine tourism destination
		behaviors when I am at this Bordeaux wine tourism destination fits Tourists are loyal to Bordeaux wine destination my personality tourism destination
		This destination gives me bodily My friends would think highly of me This destination is a place to experiences if I visited Bordeaux wine tourism recommend to others
		This destination is activity oriented destination Even if another wine tourism
		destination has the same facilities as

  B -ÉVÉNEMENTS ET COMMUNICATIONS 7. Veuillez donner votre opinion sur les déclarations ci-dessous (cochez une case sur chaque ligne). Veuillez donner votre opinion sur les déclarations ci-dessous (cochez une case sur chaque ligne). Veuillez donner votre opinion sur les déclarations ci-dessous (cochez une case sur chaque ligne). Other (please specify): ................................................................................................. 12. Sexe  Féminin  Masculin 13. Âge: ..

	9 Les publicités par « Bordeaux » en « Bordeaux » en tant que destination D -EVALUATIONS DE MARQUE Les prix chez destination 11 Je parle positivement de
	Pas du tout 9. Pas du tant que destination oenotouristique sont expressives 10 Il est intéressant de regarder les publicités de « Bordeaux » en tant que oenotouristique fait appel à mes sens « Bordeaux » en tant que destination oenotouristique induit des sensations et des sentiments oenotouristique Bordeaux sont raisonnables Compte tenu de ce que je paie pour un « Bordeaux » en tant que destination oenotouristique aux autres 12 Je recommanderais positivement voyage à « Bordeaux » en tant que « Bordeaux » en tant que destination	Plutôt pas Plutôt	Plutôt d'accord Plutôt	Tout à fait Tout à	Sans opinion Sans
	d'accord (1) tout d'accord (1) F -INFORMATION DE INTERVIEWEES d'accord (2) (4) destination oenotouristique 11 Je me sens bien quand je reçois des messages à propos de « Bordeaux » pas d'accord destination oenotouristique, j'obtiens oenotouristique aux autres J'ai des émotions fortes pour d'accord beaucoup plus que quand je visite « Bordeaux » en tant que destination oenotouristique (2) (4) d'autres destinations Je trouve les événements à « Bordeaux » en tant que destination oenotouristique attrayants Je trouve intéressant de participer / assister aux événements oenotouristiques organisés sur le vignoble Bordelais. La marque « Bordeaux » me passionne à travers ses événements oenotouristiques « Bordeaux » en tant que destination oenotouristique propose des boissons et / ou des aliments de qualité oenotouristique offre aux visiteurs des produits et / ou services divers et Je réfléchis beaucoup quand je suis à « Bordeaux » en tant que destination personnalité une destination oenotouristique Cette destination correspond à ma Bordeaux est mon choix préféré pour « Bordeaux » en tant que destination en tant que destination oenotouristique 12 Le sites Web des destinations oenotouristiques bordelaises que je connais ('La cité du vin', St Emilion, Bordeaux Vin Expo, Bordeaux Fête le vin, l'office de tourisme…) fournissent des informations précises et correctes 13 Les destinations oenotouristiques bordelaises que je connais communique de manière émotionnelle « Bordeaux » en tant que destination oenotouristique est un endroit riche en Visiter « Bordeaux » en tant que Bordeaux a un bon nom de destination oenotouristique destination oenotouristique est économique émotions Je pratique des activités et des comportements physiques quand je suis à « Bordeaux » en tant que destination oenotouristique « Bordeaux » en tant que destination oenotouristique me donne des « Bordeaux » en tant que destination oenotouristique est orienté vers l'activité Quand je pense aux vient à l'esprit peux apprécier oenotouristique est le premier qui me oenotouristique est un endroit que je « Bordeaux » en tant que destination « Bordeaux » en tant que destination vins, expériences corporelles La marque de destination oenotouristique Bordeaux est très célèbre Les caractéristiques de « Bordeaux » en tant que Les avantages obtenus 11. Nationalité de  French « Bordeaux » en tant que destination  Chineses oenotouristique sont supérieurs aux  Vietnamese coûts  Taiwanese destination oenotouristique me bonne affaire rapidement à l'esprit destination oenotouristique est une viennent Visiter « Bordeaux » en tant que 	d'accord (5) fait d'accord (5)	(3) opinion (3)
	spécifiques (e.g., "La cité du vin"-un totem pour Bordeaux) L'ambiance à « Bordeaux », destination oenotouristique est apaisante Les intervenants de « Bordeaux » en tant que destination oenotouristique (guide touristique, vigneron, propriétaire de cave, vendeurs de vin, C -EXPÉRIENCES PERSONNELLES 8. Pas du tout d'accord Plutôt pas d'accord Plutôt d'accord (1) (2) (4) oenotouristique « Bordeaux » en tant que destination Les touristes sont fidèles à Mes amis me considéreront davantage « Bordeaux » en tant que destination si je visitais cette destination oenotouristique oenotouristique me fait penser « Bordeaux » en tant que destination Cette destination correspond à mon « Bordeaux » en tant que destination image oenotouristique est un endroit à oenotouristique stimule ma curiosité Visiter cette destination reflète qui je recommander aux autres et la résolution de problèmes suis Pour une destination oenotouristique En tant que touriste à « Bordeaux » en Cette destination offre des prestations qui offre des prestations égales, je tant que destination oenotouristique, pour un tourisme de qualité choisis Bordeaux j'ai l'impression de faire partie d'une etc.) affichent un comportement 1 « Bordeaux » en tant que destination communauté Cette destination offre de bonnes Si une destination oenotouristique est approprié Les parties prenantes de « Bordeaux » en tant que destination oenotouristique fait forte impression sur mes sens, visuellement et autrement expériences très semblable à celle-ci, il est plus Je peux m'identifier à d'autres personnes par « Bordeaux » en tant que destination oenotouristique. avantageux/malin de choisir De cette destination, je peux attendre Bordeaux des prestations qualités oenotouristique (guide touristique, vigneron, propriétaire de cave, vendeurs de vin, etc.) ont une apparence impressionnante 2 Être un touriste à « Bordeaux » en tant que destination oenotouristique me donne des expériences sensorielles intéressantes Quand je suis à « Bordeaux » en tant que destination oenotouristique, je ne me sens pas seul Si une destination oenotouristique a Cette destination est meilleure que autant de qualité que celle-ci, je d'autres choisirai néanmoins cette destination	Tout à fait d'accord (5)	Sans opinion (3)

https://wttc.org/Research/Economic-Impact

Journal of Retailing

[START_REF] Nowak | Using the tasting room experience to create loyal customers[END_REF][START_REF] Pikkemaat | The staging of experiences in wine tourism[END_REF][START_REF] Quadri-Felitti | Experience economy constructs as a framework for understanding wine tourism[END_REF], 2016;[START_REF] Roberts | Enhancing the wine tourism experience: The customers' viewpoint[END_REF]

https://www.bordeaux-tourism.co.uk/environmental-practice-bordeaux-vineyard/bordeaux-sustainable-vineyard

[START_REF] Bianchi | Antecedents of Destination Brand Loyalty for a Long-Haul Market: Australia's Destination Loyalty Among Chilean Travelers[END_REF][START_REF] Boo | A model of customer-based brand equity and its application to multiple destinations[END_REF][START_REF] Konecnik | Customer-based brand equity for a destination[END_REF][START_REF] Konecnik | The Influence of Previous Visitation on Customer's Evaluation of a Tourism Destination[END_REF][START_REF] Lassar | Measuring customer-based brand equity[END_REF]

[START_REF] Yoo | Developing and validating a multidimensional consumer-based brand equity scale[END_REF]

http://presse.bordeaux-tourisme.com/en/

https://www.75cl.co/articles/les-routes-des-vins/les-routes-des-vins-de-bordeaux

https://www.bordeaux.fr/p140258/bilan-de-frequentation-a-la-cite-du-vin-en-2019

http://presse.bordeaux-tourisme.com/en/

Acknowledgments

by Bordeaux Metropole for thesis that contributes to the development of tourism in Bordeaux city.

List of acronyms

CBBE

List of appendices

Satisfaction is considered as the degree to which an experience evokes positive emotions [START_REF] Rust | Service Quality: Insights and Managerial Implications from the Frontier[END_REF]. Since experiences can offer value, stimulating multiple experiences can produce a higher satisfaction score among consumers [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF]. It has been argued that longlasting experiences should influence satisfaction [START_REF] Oliver | Satisfaction: A behavioral perspective on the consumer[END_REF]. As well as [START_REF] Tsaur | The Visitors Behavioral Consequences of Experiential Marketing[END_REF] also referred that the experience marketing (sense, feel, think, act, relate) has a positive effect on emotion that leads to visitor satisfaction in tourism sector.

There are numerous empirical studies that have found the positive effect of brand experience on customer satisfaction in various aspects: in product and service brands context [START_REF] Brakus | Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty[END_REF] Y. G. [START_REF] Choi | Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty: An empirical analysis of coffeehouse brands[END_REF][START_REF] Khan | Antecedents and outcomes of brand experience: An empirical study[END_REF], 2019;Khan & Rahman, 2015b; S. (Ally) [START_REF] Lee | Enhancing online brand experiences: An application of congruity theory[END_REF][START_REF] Morgan-Thomas | Beyond technology acceptance: Brand relationships and online brand experience[END_REF][START_REF] Nysveen | Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions[END_REF][START_REF] Tsai | A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference[END_REF];

and several studies in tourism context [START_REF] Barnes | Destination brand experience and visitor behavior: Testing a scale in the tourism context[END_REF][START_REF] Huang | The relation between brand experience and customer satisfaction in the tourism-destination hotel[END_REF][START_REF] Li | Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context[END_REF][START_REF] Tsaur | The Visitors Behavioral Consequences of Experiential Marketing[END_REF]WanFei et al., 2012).

While, in wine tourism context, in our knowledge, only one study was conducted by T. H. [START_REF] Lee | The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan[END_REF] which provides evidence the experiences of experiential marketing (sensing, feeling, thinking, acting and relating to wine tourism) have a positive direct effect on satisfaction at Taiwan wineries, however, few studies have focused on the wine tourism experience on visitor satisfaction in wine destinations context. In fact, recently, [START_REF] Leri | The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions[END_REF] empirically test the effects of experience constructs in visitor's emotions, and subsequently the effects of emotions to satisfaction and the impact of satisfaction to revisit intentions and WOM. Their findings show winery visitor's positive emotions arise as a result of visitor's evaluation of the winery environment (i.e., senses, signage, facilities, atmosphere and staff). Visitors' social experience regarding the -Chapter 4 -

Methodology

-CHAPTER 5 -

Data analysis and results

2014, p. 619), standardized loading estimates should be 0.5 or higher, and ideally 0.7 or higher. (Hair et al., 2014, p. 618). The good rule of thumb is that standardized loading estimates should be higher 0.707 (0.707 2 =0.5) to guarantee that at least 50 percent of the variance of the indicator variable is due the underlying latent construct. Besides, the factor is explaining half the variation in the item with the other half being error variance. As loadings fall below 0.7, they can still be considered significant, but more of the variance in the measure is error variance than explained variance. So, this study refers the criteria of standardized loading estimates should higher 0.707.

In the CFA analysis respectively, the result showed that standardized loading estimates of Item VS5 (0.693), Item BI2 (0.688), and BA4 (0.692), which were lower than the criterion of 0.707.

Therefore, Item VS5 -"This trip was better than expected" was removed from five items of Visitor Satisfaction (VS) Construct, Item BI2 -"My friends would think highly of me if I visited "Bordeaux" as a wine tourism destination" was cut-off from 4 items of Brand Image Construct, and Item BA4 -"When I am thinking about wines, "Bordeaux" as a wine tourism destination, is the first that comes to mind" was deleted from 4 items of Brand Awareness Factor. Finally, all remaining 57 items had standardized loading estimates from 0.707 to 0.929, higher than 0.707 (Appendix 10) indicating they converged on latent constructs.

b. Internal consistency reliability

In SEM, Construct Reliability (CR) 𝜌 𝑐 is used to estimate internal consistency exists, meaning that examining the degree of consistency of the measures represents the same latent construct. The rule of thumb for either reliability estimate is that 0.7 or higher suggests good reliability. Reliability between 0.6 and 0.7 may be acceptable, provided that other indicators of a model's construct validity are good [START_REF] Hair | Multivariate Data Analysis[END_REF]. CR is computed from the squared sum of factor loadings (𝜆 𝑖 )

for each construct and the sum of the error variance terms for a construct ((𝑒 𝑖 ) as below:

The 𝜆 𝑖 represents the standardized factor loading, i is the number of items and n is the sum of items.

e.

Goodness-of-fit statistics

In this article, we considered commonly used fit indices: Chi-square test [START_REF] Satorra | A scaled difference chi-square test statistic for moment structure analysis[END_REF], the comparative fit index (CFI) [START_REF] Bentler | Comparative fit indexes in structural models[END_REF], the Tucker-Lewis index (TLI) [START_REF] Tucker | A reliability coefficient for maximum likelihood factor analysis[END_REF], the root mean square error of approximation (RMSEA) [START_REF] Steiger | Structural Model Evaluation and Modification: An Interval Estimation Approach[END_REF] and the standardized root mean residual (SRMR).Table 5.16 includes selected fit statistics from CFA output as the 𝜒 2 [1419] = 2192.825. The p-value associated with this result = 0.000. This p-value is significant using a type I error rate of 0.05. Thus, the χ2 goodness of fit statistic does not indicate that the observed covariance matrix matches the estimated covariance matrix within sampling variance.

However, given the problems associated with using this test alone (see more [START_REF] Shi | Understanding the Model Size Effect on SEM Fit Indices[END_REF]West et al., 2012, p. 211), and the effective sample size of 379, we examine other fit statistics closely as well.

Next, several fit statistic indices as Chi-square /df : 1.545 ≤ 2, was considered as very good and guaranteed the criteria of good fit according to [START_REF] Hair | Multivariate Data Analysis[END_REF]; [START_REF] Hu | Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives[END_REF]. Chisquare/df suggests an acceptable fit for the CFA model. Furthermore, the comparative fit index

[CFI] : 0.943 ≥ 0.9, indicated good fit as suggestion of [START_REF] Hair | Multivariate Data Analysis[END_REF]; [START_REF] Hu | Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives[END_REF].

The Tucker-Lewis index [TLI] : 0.936 ≥ 0.9, was considered good as requested criteria of [START_REF] Hair | Multivariate Data Analysis[END_REF]. The root mean square error of approximation [RMSEA] : 0.038 ≤ 0.03, considered very good fit as [START_REF] Hair | Multivariate Data Analysis[END_REF]; [START_REF] Hu | Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives[END_REF] suggested. Finally, the value of standardized root mean residual [SRMR] : 0.0421 ≤ 0.08, were considered good fit (see [START_REF] Hu | Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives[END_REF].

Summary, the CFA outputs suggest that the measurement model provided a good reasonably good fit, and thus it is suitable to proceed to further examination of the structural model. After CFA analysis, we dropped 3 of 60 items, these remaining items (57 items) as illustrated in Appendix 11 would continue using in Structural Model Assessment in the next session.

Structural model assessment

The structural model to test the relationships between the second-order construct of WDBE and its antecedents and consequences also showed satisfactory fit indices 𝜒 2 [1512] : 2428.438, 𝜒 2 /df :

1.606 ≤ 2; the comparative fit index [CFI] : 0.933 ≥ .9, the Tucker-Lewis index [TLI] : 0.929 ≥ 0.9, the root mean square error of approximation [RMSEA] : 0.040 ≤ 0.08; and the standardized root mean residual [SRMR] : 0.0548 ≤0.05. Thus, the proposed research model with WDBE (second-order) provided a good reasonably good fit and was adequately represented the input data.

The indirect effects

After estimating the direct effects, we analyzed the indirect effects using the bootstrap procedure described and implemented in the AMOS V.26.

Appendix 12 shows the indirect effects, p-value, and the 95% bias-corrected confidence intervals obtained by applying bootstrap estimation with 5000 bootstrapped samples as suggested by [START_REF] Hayes | Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach (Second Edi)[END_REF].

The results show that the indirect effects between wine destination brand experience and overall Both Chi-square tests indicate the changes in fit from unconstrained models to the full constrained models are statistically significant (p<0.01), reported that there are differences between two groups (domestic visitors and foreign visitors) in the influence between wine destination brand experience and its antecedents and consequences. This indicates that at least some of the parameters we have constrained to equality are non -invariant (i.e., not equal). This conclusion is the same between two groups (female and male) (see Table 5.19).

To analyze further on these differences, the observed parameters and a chi-square test conducted on each of the relationships suggest examining the role of moderating effects of visitors' country and gender. The detailed results about the analysis of multigroup moderation using Chi-square test by the moderating variable: visitors' country is illustrated in Appendix 16, and by gender in Appendix 20. The results at Table 5.20 show that only 3/12 relationships are affected by the moderating effect of visitors' country. More specifically, the impact of event marketing on wine destination brand experience was stronger for foreign visitors than French visitors (βforeign = 0.457, p < 0.001; βdomestic = 0.242, p =0.002; For the moderating effect of gender, there are differences in 9/12 relationships between female and male visitors (Table 5.21). Particularly, event marketing influences female visitor's brand experience at wine destination was stronger than male visitors' (βfemale = 0.477, p < 0.001; βmale = 0.139, p =0.077<0.1; ∆𝜒 2 (1) = 6.044, p =0.014 <0.01) (H1). In opposite, brand clues that had stronger impact male visitors' brand experience than female for wine destinations (βmale = 0.419, p < 0.001; βfemale = 0.087, p =0.313; ∆𝜒 2 (1) = 8.817, p =0.003 <0.01), with non-significant for female and significant for male visitors (H2).

Furthermore, the results show that the effect of male visitors' experience at wine destination on their awareness was stronger than female visitors' (βmale = 0.667, p < 0.001; βfemale = 0.640, p <0.001; ∆𝜒 2 (1) = 3.011, p =0.083 <0.1) (H4a). This was also similar in the influence of wine destination brand experience on brand image (βmale = 0.599, p < 0.001; βfemale = 0.587, p <0.001;

∆𝜒 2 (1) = 3.827, p =0.050) (H4b). However, both different levels between female and male visitors

were not much (Table 5.21).

-Chapter 6 -

Discussions and conclusions

influence revisit intention through destination image and satisfaction? The case of Macao. EM1 -I find events of "Bordeaux" as a wine tourism destination brand appealing EM2 -I find it interesting to participate/attend the events organized there EM3 -"Bordeaux" brand excites me through its wine tourism events Abstract: Last decade, experience is an important key for wine tourism development and brand experience conceptualization has developed considerably as a topic area in various brand contexts. However, rare research has investigated brand experience in a new context: wine tourism destination as a higher-order factor and examining the relationships between wine destination brand experience (WDBE) and its antecedents (event marketing, brand clues, marketing communication) and its consequences (wine destination consumer-based brand equity (WDCBBE), visitors' satisfaction, and revisit intention). Our purposes examine WDBE as a second-order factor, which includes five dimensions and provides the empirical results about the direct and indirect effects between WDBE and its antecedents and consequences. Besides, the moderating effects of visitors' country and gender are tested. The results confirm that WDBE is a second-order factor, which includes five dimensions. Three antecedents have directly affected WDBE and indirectly affected overall WDCBBE, visitors' satisfaction, and revisit intention.

Journal

Besides, WDBE has a vital determinant of all outcomes and predicting visitors' behaviors. The difference between female and male, French and foreign visitors on relationships also found. Specifically, the direct and indirect influences of WDBE on overall WDCBBE were not supported. The results suggest theoretical, methodological, and managerial contributions.