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The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of winery tasting rooms when they had a unique opportunity to restructure their hospitality experience due to government restrictions in response to COVID.

A qualitative approach was adopted, and a convenience sample was used to conduct semi-structured laddering interviews. Forty interview transcripts were coded as means-end ladders, which were analyzed using a custom computer program to develop the implication matrix and the hierarchical value map.

This paper demonstrates that means-end is a useful approach to investigate the values and behaviors of the producer, specifically hospitality hosts. It finds that the principal goal of tasting rooms is to generate sales, and offering a compelling guest experience is the characteristic that contributes the most to achieving that goal. The staff and the atmosphere created for the guests are the two factors with the greatest influence on the guest experience.

This is the first paper to use means-end theory to study the hospitality host, or the producer of goods and services in general, and the first to study winery hospitality primarily through the lens of means-end theory. The study also helps fill a gap in research on tasting room sales focused on the winery’s goals.

Drive east from Frankfurt, upstream along the valley of the River Main, and in 25 kilometres or so you will reach Hanau, where once the brothers Grimm lived and collected the folklore which we now know as the famous Tales. Here too, in 1856, Wilhelm Carl Heraeus, a chemist and pharmacist, proprietor of the pharmacy which had carried the family name for many generations, succeeded in producing temperatures approaching 2000°C from an oxy‐hydrogen flame, temperatures sufficiently high to achieve the melting point of platinum and to allow him to melt substantial quantities of this metal for the first time. Hanau was then a centre for the jewellery manufacturing industry (and remains so today) so the smelting of platinum and other precious metals had an immediate commercial relevance.