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A visual sweetness scale with an arrow pointing to a specific sweetness level is now required on all labels of AOC Alsace. The sweetness scale makes it easier for consumers to understand what is in the bottle. What is less clear, however, is whether such labeling is always effective. To fill this gap, the current research paper aims to examine the positive and negative effects (double-edged effects) of a visual sweetness scale and identify the boundary condition.

Two studies were conducted using a 2 (cue type: scale vs text) by 2 (consumer type: novices vs experienced wine consumers) between-subjects, quasi-experimental design.

The double-edged effects are only significant among wine novices. Specifically, though wine novices are more likely to purchase wine with a sweetness scale (vs text) due to perceived diagnosticity (Study 1), they are unwilling to pay more due to low perceived quality (Study 2).

The study findings provide practical implications for wine producers, marketers and restaurants regarding when and how to use the sweetness scale on wine labels and wine service.

To the best of the authors’ knowledge, this research is the first to reveal the impact of visualizing wine style on wine labels. More importantly, while most previous research demonstrates the positive effects of using visual cues, this research sheds light on its drawbacks and examines the underlying mechanisms.

Motorcycle tourism, as an emerging segment of travelers, has steadily increased in the USA and UK. While previous literature reveals that the attributes of both the journey and the destination are motivations for motorcycle tourists, the extent to which supply-side stakeholders are aware of those motivators is not clear. This study aims to explore the perceived value of motorcycle tourism between differing tourism suppliers in the US state of Pennsylvania and investigates whether they exhibit sufficient agreement to satisfy the cooperation and collaboration identified as necessary in stakeholder theory.

For this exploratory study, an electronic survey captured data from different tourism suppliers (N = 123) in the US state of Pennsylvania. A series of analysis of variance and equality of means tests assessed differences and agreements between types of suppliers perceptions of the value of motorcycle tourism and issues associated with successful development of the niche segment.

Results reveal alignment among tourism suppliers, as well as between identified motorcyclists’ motivations. While negative perceptions about riders within popular culture appear to continue among some tourism operators, the economic value of the segment is growing in its appeal among the respondents.

The unique characteristics of Pennsylvania’s substantial rural areas and the sample being drawn from tourism organizations suggest generalizing the results with caution.

Practitioners can capture more of these tourists by highlighting amenities that attract motorcyclists, collaborating together on events and welcoming messages for motorcyclists, as well as educating their communities and policymakers about their interest in the segment’s economic value.

Overall the study’s findings suggest that while a cultural stereotype of the “outlaw” motorcyclist remains, this negative image may be waning among tourism operators. Additionally, these results indicate a possible consistency among the state’s tourism supply-side stakeholders desire to host this segment because of potential positive benefits of these tourists.

There is scant academic research on this visible and growing tourism niche. There is none that these authors found that examined the tourism suppliers’ sentiments regarding the segment’s contribution to tourism, nor explored stakeholder theory relative to tourism suppliers and this niche segment.

The purpose of this study is to examine the impact of the donation appeals requiring physical effort on consumers’ willingness to donate in the context of corporate social responsibility (CSR) initiatives. Moreover, this paper investigates the moderating role of donation proximity on consumers’ attitudinal and behavioral responses to CSR initiatives.

Two studies were conducted using a 2 (donation appeal type: fitness vs general) by 2 (donation proximity: nearby vs faraway) between-subjects experimental design. The authors recruited 234 participants from Qualtrics’ online panel (Study 1) and 122 participants from Amazon’s Mechanical Turk (Study 2).

The study findings indicate that the consumers tend to perceive the company to be more socially responsible (i.e. perceived CSR engagement) when the donation appeal involves local beneficiaries and rewards fitness (i.e. fitness appeal). The positive impact of the fitness appeal was not observed when the donation involved faraway targets. Additionally, the mediation analyses indicate that the perceived CSR engagement has a spillover effect on behavioral outcomes (e.g. willingness to donate) when the initiative supports local beneficiaries.

This study provides several theoretical contributions to the services marketing literature by examining the role of fitness appeals in enhancing perceived CSR engagement and investigating the moderating role of donation proximity on customers’ willingness to donate to charities.

This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners, restaurateurs retailers, lodging providers, attraction operators) with tourists’ perceived experiences.

Adapting the 4E (educational, escapist, esthetic and entertainment) measurement scales of Oh et al. (2007), a cross-sectional survey design was used to gather data from 169 suppliers and 970 wine tourists. Factor analyses, t-tests and ANOVA tests were used to explore differences.

Supply-side cohesion among the four supplier groups appeared across all experiential design priorities and across three of the 4Es regarding their perceptions of the destination; esthetics was the exception. Significant differences between suppliers’ design priorities and visitors’ experiential perceptions were found on three experiential dimensions, and alignment on esthetics was revealed.

Unique attributes of the destination may have affected the results with further development of the supplier measurement scale recommended. Results of the tests that used surrogate variables should be approached with caution.

The study underscores the esthetic experience’s importance to wine tourists and suppliers alike. Results suggest where suppliers should focus their efforts to improve wine tourists’ experiences and what suppliers may expect to emphasize rather than those emphasized by destination managers, i.e. entertainment and education.

This is the first study to compare experience economy priorities of multiple supply-side stakeholders and wine tourists’ perceived experiences.