MEASURING WINERY TOURISM EXPERIENCE: A HOLISTIC SCALE DEVELOPMENT STUDY

In the post-COVID-19 era, Chinese holiday seekers have shown significant interest in outdoor leisure opportunities or rural tourism, with a notable increase in enotourism. Wine tasting and related experiences have extended beyond consumption to become more experiential and sophisticated. To better capture this deepening yet under-addressed experience, this study developed a multi-item scale to measure wine tourism experiences. The scale covers six dimensions, namely escapism, entertainment, esthetics, education, novelty and hedonism, which are based on Pine and Gilmore’s (1998) experience economy model. The scale measures a wide breadth of experiences that are associated with wine tourism in the new era. Hence, it provides revised and pertinent market intelligence for winery to better market their products.


INTRODUCTION
The outbreak of the COVID-19 pandemic in 2020 had far-reaching impacts on the global tourism and hospitality industry (Nicola et al., 2020). In China, it made indoor activities less attractive (Rech and Migliorati, 2021) but opens up opportunities for expanding rural tourism and other outdoor recreation and leisure activities (Vaishar and Šťastná, 2020). In particular, Chinese tourists show an exponentially growing desire to pursue wellbeing, a healthier life style and stronger attachment to nature (Zhu and Deng, 2020). While cities have dense populations, pollution and high infection rates, rural areas offer a moment of safety, serenity and beauty (Willberg et al., 2021).
Wine tourism is one of the most crucial pillars of rural tourism (Arora, 2020). As expected, wineries have gained popularity because their locations are in suburbs or the countryside. Compared with other outdoor activities, wineries are also enriched with natural, gastronomic, historical and cultural resources (Vaishar and Šťastná, 2020). They are useful in reducing the negative effects of COVID-19 pidemics on tourists, such as anxiety, fear and mobility issues, which stimulate tourists' desire for an escapism experience (Rech and Migliorati, 2021).
Wineries are deemed as spots where grapevines are grown and wine is traditionally fermented. Wine tourism is defined as a sort of consumer behaviour 96 based on people's attraction to wine, wine-producing regions and wine-related experiences (Getz, 1999). Although wine tourism has been extensively investigated from a variety of different perspectives, such as service experience quality (Chang and Horng, 2010), experience economy Gilmore, 1998, 1999), experiential marketing (Schmitt, 1999), wine involvement , and winescape (Thomas et al., 2016), there is still a lack of an appropriate and universally accepted instrument to truly measure the wine tourism experience. The experience economy model may well apply to the wine tourism domain; however, it is too generic to reflect the unique and dynamic nature of the wine tourism experience. Santos et al. (2020) developed a wine tourism experience scale, which included the dimensions of wine story-telling, wine-tasting excitement, wine involvement and winescape. Unfortunately, this scale does not cover aesthetic and educational/learning aspects of the experience, which are two critical experience constructs (Pine and Gilmore, 1998). Furthermore, the winescape dimension emphasizes winery setting, while the wine tourism experience focuses more on activities, sociality, food, entertainment and educational gains, as well as other wine-related experiences. Hence, the winescape dimension cannot interpret well the wine tourism experience. Therefore, there is an urgent need to develop a scale for measuring wine tourism experiences in a holistic way that truly represents the experiences that occur at wineries.

MATERIALS AND METHODS
Wine tourism experience Pine and Gilmore (1998) announced the era of the experience economy when the world economy was transforming from service to experience. Lewis and Chambers (1989) described experience as the overall outcome consumers received from the environment, goods and services. From the perspective of consumers, experience refers to an enjoyable, engaging and memorable event for those who take part in these activities. Tourism, indeed, is an industry that sells experience (Kim, 2010). The tourism experience is defined as the subjective psychological state experienced by tourists in the process of services (Otto and Ritchie, 1996). Currently, tourism experience is not only a dispensable value, but also an inevitable benefit of any tourism product (Larsen, 2007).
Wine tourism has traditionally focused on the enjoyment of senses, emotions and pastoral environments (Quadri-Felitti and Fiore, 2012), which can be presented in many different ways, with food, wine selling, events, cultural heritage, hospitality, winery walks, wine tasting and cellar visits, and education being the most common (Charters and Ali-Knight, 2002). However, wine experience is at the core of wine tourism activities the (Santos et al., 2019). The main experience that drives choosing a wine destination is tasting and buying wine (Hall et al., 2000;Charters and Ali-Knight, 2002;Bruwer, 2003;Alant and Bruwer, 2004). The second driver is made up of experiences such as socializing, learning about wine and wine-producing, entertainment, travelling in rural areas, enjoying the scenery, or just going out for a day (Dodd, 1995;Hall et al., 2000;Carmichael, 2005;Getz and Brown, 2006). According to Charters (2006), wine tourists want to experience a complex interaction between the natural environment, wine, food, culture and history. To sum up, wine tourism activities mainly include tasting delicious food, meeting winemakers, acquiring skills and knowledge, learning about the history of wine and wineries, taking photos, purchasing wine, enjoying the pleasure of the senses, and feeling the romantic atmosphere.
For a long time entertainment has been viewed as a critical factor in contributing to the development of personal experience. With arguably the longest history in the dimensions of experience, entertainment serves as a factor that aids in the development of personal experience (Hosany and Witham, 2010). According to Pine and Gilmore (1999), tourists are more likely to be instinctively intrigued by performances when paying a visit. Food festivals and performances, particularly hybrids of wine, music and activities, are the main attractions for entertaining participants (Carlsen, 2004;Hede, 2008;Axelsen and Swan, 2010). Moreover, many tourists expect to see winemakers making wine. Paying visits to agricultural and viticultural activities or experiences are also entertainment experiences (Frochot, 2000;Williams and Kelly, 2001). During the harvest, tourists enjoy picking the grapes themselves. In addition, watching specialized workers and tourists picking grapes is also a fun activity in wine tourism.
Educational experience refers to the desire to learn something new (Pine and Gilmore, 1998). A combination of wine tourism and education experience is inspiring to consumers, since the activities and performances in the journey improve their knowledge, skills and abilities (Hwang and Hyun, 2015). It is widely believed that education is one of the primary motivations for wine tourism (Charters and Ali-Knight, 2000;Ali-Knight and Charters, 2001;Getz and Carlsen, 2008). At South African wineries, for example, learning is still one of the top five motivating factors, although it is less significant for regular consumers than for first-time consumers (Bruwer and Alant, 2009). According to recent reports, education is a critical component of the winery experience (Thach and Olsen, 2006;Carlsen, 2011;Kastenholz et al., 2018). Getting wine-related knowledge is also a major appeal for tourists who seek emotional fulfilment from their travels (Galloway et al., 2008). Wine tasting is the most common activity of learning in wine-related tourism. For example, wineries provide visitors with the opportunity to have direct communication with chefs and farmers. Some wineries set up courses and seminars regarding cooking and winemaking, in order to create educational experiences (Quadri-Felitti and Fiore, 2012). In addition, visitors benefit from professional training regarding working in the wine-making workshop, grape pressing and other activities (Quadri-Felitti and Fiore, 2013;Vo Thanh and Kirova, 2018).
The aesthetic concept in the experience economy is the interpretation of the physical environment by consumers (Hosany and Witham, 2010). Urry (1995) proposed the principle of "tourist gaze," which refers to the natural and cultural landscapes that separate visitors, with their uniqueness, from the everyday urban city and modern life. Wine tourism is highlighted not only for the wine products that are provided, but also for all aspects of "winescape", such as the atmosphere of the winery, the aesthetics of vineyard, and the authenticity of the wine tourism environment (Hall et al., 2000). In addition, wine experience is not limited to the pleasure of visiting wineries and tasting wine, but also for sightseeing other spots around the winery (Cohen and Ben-Nun, 2009). Enjoying wine in accommodation, restaurants, cafés, and other exotic locations with wine-related features is an aesthetic experience in wine destinations (Quadri-Felitti and Fiore, 2012). Other popular aesthetic activities include hiking and driving through countryside dotted with orchards and vineyards (Alant and Bruwer, 2004;Alonso et al., 2007;Barber et al., 2008). Williams (2001) noted that the aesthetic component of rural landscape has become the focus of wine regional advertising. In addition, some researchers argue that wine itself is an aesthetic preference, just like music and art. Consequently, appreciating wine is considered an aesthetic activity (Charters and Pettigrew, 2005).
Escapism refers to providing experiences distinctive from tourists' daily life. Tourists spend time in wine destinations to escape from the reality of their everyday life, through participatory and immersive activities (Vo Thanh and Kirova, 2018). Tourists visit wine regions to participate in immersive experiences and escape from the realities of their daily lives (Vo Thanh and Kirova, 2018).
They are drawn to wine-producing regions by locational differences, and feel immersed in different places (Bruwer, 2003). Hence, tourists who are immersed in winery activities frequently lose track of time and forget where they are (Wang et al., 2015;Quadri-Felitti and Fiore, 2016). Although wine tourists who visit wineries often have sufficient time, they tend to experience the minutes without being aware of space and time (Massa and Bédé, 2018). In the post-modern era, tourists seek out specific activities and experiences in order to escape from daily life, and immerse themselves in particular and fleeting moments (Holt, 1997). Tourists experience all of the major winery activities, and have fun with sensory stimulation. Therefore, the wine tourism experience can be regarded as a 'bubble' outside space-time, and a way out of daily life (Massa and Bédé, 2018). There are plenty of activities in wine tourism that tourists can indulge themselves in, with the recreation and leisure provided. The greater the number of activities offer at the wine destination, the greater the chance that consumers will be able to completely unwind during their escapism journey (Quadri-Felitti and Fiore, 2012).
In China, young people with good education and skills are busy for studying or working, but are keen to travel (Jin and Sparks, 2017). They show a strong passion for novel experiences, especially in special interest tourism (Wu and Pearce, 2014). Wine tourism can satisfy people's pursuit of novelty. Since wine tourism is labelled special interest service, it provides customized recreation and leisure experiences based on the unique interests of individuals and groups (Derrett, 2001;Wen and Wu, 2020). A recent study of Santos et al.
(2019) involved a theoretical and conceptual review of the wine tourism experience, emphasizing the need to prioritize unique tourism experiences that specifically focus on differentiated and personalized experiences. Similarly, novelty experiences are also emphasized in post-modern consumer culture. According to Soleimani et al. (2019), consumers in postmodern consumer culture demand increasingly customized tourism experiences, which requires tourism destinations to offer more than one type of innovative experience. Some authors suggested that wine tourism is a novelty experience that has its unique characte and each wine region has its unique grapevine varieties, landscape, architecture, heritage and culture (Holland et al., 2014). The experience of wine tourism is also connected to the local culture and creates novel opportunities (Santos et al., 2019). One of the five reasons wine tourists visit wineries is to find a wine with unique flavor (Bruwer and Rueger-Muck, 2019). Some Chinese wineries offer visitors a greater variety of wines to taste. Only here, not at the market, can one purchase some rare local or imported wine.
Additionally, out of a sense of novelty, visitors may also assemble memorabilia and souvenirs at various winery locations (Williams et al., 2019). When wine tourists learn about the winery's aforementioned features, they will be deeply attracted (Molina, Gómez, González-Díaz and Esteban, 2015).
Hedonism comes from the Greek term 'hedone,' which means happiness, enjoyment or pleasure (Sandoff and Widell, 2008). O'Shaughnessy and Jackson O'Shaughnessy (2002) argue that everyone is somewhat hedonistic, considering that everyone, in some way, likes to experience a pleasant life. Consumers give great importance to the hedonic dimension, which is believed to be the core of all consumer experiences (Holbrook and Hirschman, 1982;Anteblian et al., 2013;Rageh et al., 2013). Research shows that hedonic consumption plays an important role in wine tourism (Quadri-Felitti and Fiore, 2013). Compared with utilitarian consumption, hedonic consumption focuses on the inherent value of "feeling, fun and fantasy" that is cultivated in experiences (Holbrook and Hirschman, 1982;Williams, 2006).
Tourists seek hedonic benefits, which refer to enjoyment, pleasure and excitement via through several activities (Leri and Theodoridis, 2019;Goossens, 2000). Bruwer and Lesschaeve (2012) found that although wine tourists aim to taste or purchase wine during travel, the search for demand and the interest in holiday experiences are also factors that promote tourism in wine regions. In the context of wine tourism, if the concept of consumer hedonism is considered as an indicator for improving services in tourist experiences, the determinants of success in wine regions will emerge (Bruwer and Rueger-Muck, 2019).
The majority of wine tourists are either potential or present wine drinkers. They are seeking for a wine-related sense of hedonism (Chen et al., 2016). In this sense, wine tourism is a journey where tourists look for the hedonistic sensations that wine offers (Chen et al., 2016). Crespi-Vallbona and Mascarilla-Miró (2020) examined the intrinsic elements of wine tourism experience in order to better serve customers. For instance, tourists enjoy walking through a vineyard because it blends a variety of sensory, emotional and pleasurable experiences. The authors emphasized that all tourism offers a wealth of delightful components, including walking exercises, appreciation of natural landscapes and architectural heritage, wine tasting opportunities, and learning about wine culture. In other words, guests have a favourable opinion of the hedonistic wine experience.

Methodology
Scale development is suitable to measure generic tourist activities and behaviours, and particularly the tourism experience. Along with questionnaires, the measurement can provide a general picture of tourism experience patterns (Veal, 2006). Although tourism experiences as phenomena are invisible and untouchable, we can measure them by developing scales to identify their underlying dimensions.. In scale development, as suggested by Dawis (1987), "a hybrid approach, tailored to the situation, might be better than any of the standard approaches". Thus, the steps taken in this scale development will follow the scale construction procedures suggested by DeVellis (2003) for the most part. Annotations made on scale development procedure by other scholars (Laurent and Kapferer, 1985;Zaichkowsky, 1985;Dawis, 1987;Gerbing and Anderson, 1988) also contribute to this study. The steps taken for this scale development were: Step One: Identifying the measured constructs.
Step Two: Creating an initial item pool.
Step Three: Reviewing the initial item pool by experts.
Step Four: Choosing a measurement format.
Step Five: Distributing questionnaire in order to generate a sample.
Step Six: Evaluating the items.
Step Seven: Optimizing the length of the scale.
Step Eight: Carrying out exploratory factor analysis.
Step Nine: Verifying the scale by confirmatory factor analysis.

Identifying the dimensions of measured variables
First and foremost, it is pivotal to identify the measured variables and provide with a clear definition of the variable (Churchill, 1979;Zaichkowsky, 1985;Dawis, 1987;DeVellis, 2003). Clearly, the variables to be measured in this study are the experiences of tourists visiting winery. In the context of tourism, Lewis and Chambers (1989) described experience as the overall outcome consumers receive from the environment, goods and services. From the perspective of consumers, experience refers to an enjoyable, engaging and memorable event for those who take part in these activities. Furthermore, experience has the potential to become a financial product that is memorable, through the services and scenarios provided in the environment of consumption (Oh et al., 2007). In wine tourism, experience refers to the personal, emotional and memorable reflection of thoughts in response to various tourism activities in wineries.

Creating an initial item pool
A good scale development is usually based on the construct's theoretical meaning, the domain of the construct, and its dimensionality, which normally can be drawn from a thorough literature review and specialist opinion (Bearden et al., 1993). Comprehensive literature review was conducted to develop an item pool that encompassed the experience constructs in wine tourism. The themes, keywords and key phrases in the literature review were identified as the bases for constructing items. As our expected final scale items were around twenty, the initial item numbers were set as sixty, which aligned with DeVellis (2003) suggestion, "the initial items should normally be three or four times as large as the final scale". 8 I learned about the making process and history of wine. 9 I tasted the grapes or tasted the wine.
10 I visited the wine production workshop.

11
I enjoyed the beautiful scenery of the vineyard.

12
I enjoyed the western-style garden and architecture.

13
I visited the underground wine cellar.
14 The unique restaurant in the winery attracted me.

15
The interior design of the winery attracted me.

16
I played a role of winemaker (harvesting, crushing, or filling the bottles, etc.).

17
The experience let me imagine being another one.

18
I was completely immersed in the wine tourism.
19 I seem to be in another time and space. 20 I completely escaped from reality through the wine tourism.

Reviewing the initial item pool by experts
This step aimed to improve the scale's content validity. The item pool was assessed by three academic experts on food and wine tourism, and three independent reviewers from the leading authors' institutions. First, two experts and three postgraduates were given the definition of "experience," and reviewed the relevance of each item to the experience construct, which helped to frame the items. They ranked the items to ensure the content validity of the scale. Furthermore, they also checked the items' clarity and conciseness. Finally, the items were double-checked by the third expert in order to ensure that the items were truly representative of the domain that the study intended to measure.
A pool of 30 items were eventually generated and placed into the questionnaire (Table I). Likert scale was used for this study. As a classic method for developing subject-centered scales (Dawis, 1987) and measuring opinions and attitudes (DeVellis, 2003), Likert scales have frequently been used in tourism research (Smith, 2010). It normally "presents as a declarative sentence, followed by response options that indicate varying degrees of agreement with or endorsement of the statement" (DeVellis, 2003, p.78). In this study, the questionnaire employed a five-point Likert scale ranging from "5 = strongly agree," to "1 = strongly disagree." Distributing questionnaire to generate a sample The survey was conducted at Chateau Changyu Rena Shaanxi. Changyu is the most popular domestic red wine brand in China (Blazyte, 2020). It is the first winery in China, founded in 1892, and became the largest winemaker in this country (Blazyte, 2020). With an investment of RMB 600 million, and an area of approximately 73 hectares it has the largest underground cellar in Asia, covering an area of 15,800 m 2 , and produces 3000 tons of upscale wine per year, with 15,000 imported oak barrels at the cost of RMB 100 million (Zhang and Fang, 2019). Embodying the architectural style of castles in the Tuscany region of Italy, it is a tourist attraction equipped with high-quality wine production, a grape-planting demonstration park, underground cellar, tourist reception, business conference and catering, and grape picking areas.
Survey questions were divided into two sections.
In the first section, visitors were asked about their experiences of visiting Chateau Changyu Rena Shaanxi. The second section of questionnaire aimed to collect information regarding visitors' gender, age, residence, education level, marital state, travel mode, on-site wine purchase amount, frequency for visiting vineyard and monthly income before tax. The questionnaire was distributed by one of the authors at the exit gate of Chateau Changyu Rena Shaanxi on weekends, from October 1 to October 29, 2020, from 12:00 to 16:00, using the convenience sampling method. As this study used a convenient sample, the criteria normally required for determining the size of probability sample, such as the level of precision and statistical confidence, are not applicable to this sample. The respondents were tourists who had visited the winery. The survey was applied to the same sample of tourists used in the previous study (Zhang and Lee, 2022). All of the questionnaires were distributed onsite in the form of paper and digitally in order to ensure their validity. More than 90% of the respondents used the paper questionnaires, while the rest, with limited time, complete the electronic questionnaires. A total of 654 questionnaires were distributed, and 536 valid questionnaires, representing 82%.

Descriptive analyses of the visitor
As reported in Table II, 44.8% of the respondents were male, and 55.2% were female. The majority of the respondents were from Shaanxi province (84.3%). Most of them were from 26 to 35 years old (42.2%), followed by respondents aged between 18 and 25 years old, accounting for 21.6%. In total, 47.2% of the respondents possessed a bachelor's degree, and 30.8% were found to graduate with an associate degree or were from a technical school. More than half of the respondents were married (66.6%), and most of the tourists visited with their families (46.8%). Approximately 32.5% stated that their personal monthly income was between RMB 5001-10, 000.
It is worth noting that 98.9% of respondents bought wine, and most of them spent RMB 501 -1, 000 in wine purchasing during this visit. In addition, it was the first time that most respondents participated in wine tourism.

Evaluating the items and optimizing the length of scale
Examining the item-scale correlation would allow us to have a clear picture of the inter-correlations among each item. The higher the correlations among items, the higher the individual item reliabilities and the more reliable of the scale they comprised (DeVellis, 2003). There are two types of item-scale correlation: corrected item-scale correlation and uncorrected item-scale correlation. According to DeVellis (2003), in practice, corrected item-scale correlation is more accurate than uncorrected item-scale correlation due to the possibility of inflated correlation co-efficiency caused by the inclusion of the item itself in the measurement. Therefore, to achieve a better measurement result, this study examined corrected item-scale correlation by using the reliability program in SPSS. Calculating and looking into the value of coefficient alpha is often used to judge a scale's reliability because "alpha is an indication of the proportion of variance in the scale scores that is attributable to the true score" (DeVellis, 2003). The value of coefficient alpha can be obtained through the scaling procedures under Internal Consistency Estimates of Reliability in SPSS.

Reviewing the initial item pool by experts
This step aimed to improve the scale's content validity. The item pool was assessed by three academic experts on food and wine tourism, and three independent reviewers from the leading authors' institutions. First, two experts and three postgraduates were given the definition of  "experience", and reviewed the relevance of each item to the experience construct, which helped to frame the items. They ranked the items to ensure the content validity of the scale. Furthermore, they also checked the items' clarity and conciseness. Finally, the items were double-checked by the third expert in order to ensure that the items were truly representative of the domain that the study intended to measure.

Exploring factor analysis (EFA)
As a valuable analytic tool, factor analysis helps to identify the numbers of latent variables/factors that underlie a set of items; that is, factor analysis could assist the researcher to know whether one broad or several specific variables can be generated to typify the items set (DeVellis, 2003). Also, it can provide clear understanding of the meanings of the latent variables that explain the variation among a set of items (DeVellis, 2003). Prior to factor analysis, the Kaiser-Meyer-Olkin (KMO) measure and Bartlett's Test of Sphericity were conducted on the samples, in order to determine whether all of the items were suitable for factor analysis. The KMO index was 0.86, which is considered to be a good value (Pallant, 2013). The reported chi-square statistics of Bartlett's Test of Sphericity was 3564.40 (df = 210, p< 0.001), also indicate the qualification of sample items for factor analysis. Anderson and Gerbing (1988) claimed, "Ideally, a researcher would want to split a sample, using one half to develop a model and the other half to validate the solution obtained from the first half". For the purpose of cross-validation, the sample was randomly divided into two sub-samples by using SPSS program.
Factor analysis was conducted on the remaining 21 items, aiming to identify the latent structure of the wine tourism experience. Oblique rotation with the Promax method was adopted based on the assumption that latent factors are correlated to each other (DeVellis, 2003). Two-hundred and sixty cases (referred to as sub-sample 1) were randomly selected for factor analysis. As Table V shows, the first six components had an eigenvalue close to 1, and the extraction section of the  Table VI. The first factor was named "escapism"; the second factor tended to measure "aesthetic"; the third factor related to "entertainment"; the fourth factor denoted "novelty"; the fifth factor was linked to "hedonism"; and the sixth factor corresponded to "education".

Confirmatory factor analysis (CFA)
Given the underlying latent variable structure identified from the EFA, a confirmatory factor analysis (CFA) was performed with sub-sample 2 (N=276), in order to identify the relationship between the latent variables (LVs) and observed variables (MVs). The analysis aimed to explore the extent to which the MVs were generated by the LVs and the strength of the regression paths between MVs and LVs (Byrne, 2010). A hypothetical model with six factors was proposed for the CFA (Figure 1).

Analysis of Moment Structures (Amos) Graphics
24.0 was run to assess the hypothetical model's overall goodness-of-fit to the sample data (N=276).  (Byrne, 2010).
Composite reliability, convergent validity and discriminatory validity were examined to ensure the construct validity of the scale. The composite reliability scores, ranging from 0.79 to 0.94 (higher than the cut-off value 0.60) (Nunnally and Bernstein, 1994;Bagozzi and Yi, 1988), demonstrated a reliable internal consistency of latent variables in the proposed model (Table VII). As Table VII also shows, the factor loadings, ranging from 0.59 to 0.96, were greater than 0.5, and the scores of average variance extracted (AVE) for each dimension were greater than 0.5 as well, which demonstrated the convergent validity of the scale. According to Fornell and Larcker (1981), when the AVE within the dimension is greater than the square of the correlation coefficient between the corresponding two dimensions, there is a discriminant validity between each dimension. As shown in Table VIII, all of the variables met this requirement, and discriminant validity was established. Nomological validity was tested to verify existing correlations between exogenous variables and corresponding scale dimensions. The two exogenous variables selected were tourist revisit intention and tourist purchase intention, which are theoretically relevant to wine tourism experience. Tourists' revisit intention is regarded as people's expectation of their future travel behaviour (Chang et al., 2014). Specifically, revisit intention refers to the possibility of travellers returning to a destination, or repeating an activity (Baker and Crompton, 2000). Tourist revisit intention has been theoretically proven to correlate with wine tourism experience (Leri and Theodoridis, 2019;Santos et al., 2019). Consumer purchase intention is an essential concept in marketing (Morwitz et al., 2007;Sun and Morwitz, 2010). Wine purchase intention in this study is defined as an individual who is consciously planning to buy wines from wineries or purchase this brand of wine in the future. The study also investigated the relationship between wine tourists' purchase intention and their corresponding experience in the measurement model, in order to see whether the model still fit the data well, and to find the existence of relationships between the latent variables and two exogenous variables (Barber et al., 2010;Pelegrin-Borondo et al., 2020).
The results of the model-fitting indices in Table IX (x2 / df = 1.98, GFI=0.92, CFI=0.97 and RMSEA = 0.04) suggest that the model still fit the data very well after adding two exogenous variables. Table IX also indicates that the correlation values between the dimensions of scale and exogenous variables correlate well with all values above 0.5. The good correlation between the endogenous variables (wine tourism experience) and exogenous variables (tourist revisit intention and purchase intention) reflects the legitimacy of the scale. Therefore, Nomological validity was secured. Overall, the established measurement model displayed in Figure 2 demonstrates a good reliability and validity variables. The model postulated, a priori, a six-factor structural model composed of entertainment, education, aesthetic, escapist, novelty and hedonism is well established.

Discussion and implications
The results of the description analysis of the visitors' s age, gender, residency, and income level were consistent with the demographic information of wine drinkers (Brochado et al., 2019). The survey results showed that wine tourists in China usually have high income and are well educated, and often they are young tourists (under 35 years old). More than half of the tourists represented in the sample confirmed that this visit was their first trip to a winery. Furthermore, it is worth mentioning that almost all tourists bought wine during their visit. More than 77% of the tourists spent more than RMB 500 on wine purchases.
Previous studies have applied the Experience Economy Model (Pine and Gilmore, 1998) to wine tourism Fiore, 2012, 2013;Vo Thanh and Kirova, 2018). The Experience Economy Model was used as a foundation to build a wine tourism experiential scale. The scale allowed verify that wine tourism experience dimensions include not only entertainment, education, aesthetics, escapism, but also novelty and hedonism. Tourists can enjoy entertainment experiences at Chinese wineries. Visitors have opportunities to take part in winery events and festivals, and watch wine making. Alternatively, they may experience DIY production lines such as crafting souvenirs and labelling wine (Figure 3). Moreover, wine tourism experiences are also a way of learning, which are reflected in visiting wine museums, wine science and technology halls, and underground wine cellars (Figure 4). In addition, aesthetic experiences have also been found in Chinese wineries. Visitors can enjoy their appreciation of winery scenery, including beautiful vineyards ( Figure 5), western-style gardens and architecture, interior designs of wineries, and documentaries or photos of wineries. Tourists are attracted by escapism experience as well. They may completely become immersed in wine tourism, and feel as though they are in a different time or place.    In the total variance explained table (Table V), the scores of components were different, and the most important component (escapism) accounted for 35.86%, which indicates that escapism is the most important dimension in the wine tourism experience. The wineries are far away from the city. Tourists can go to rural areas to feel the romantic lifestyle and forget their daily work and responsibilities. Moreover, the landscape and culture in Chinese wineries are different from the local landscape and culture norms of tourists' daily lives (Yang and Tang, 2016). Furthermore, Chinese wineries adopt European architecture, gardens, restaurants and table manners, in which tourists have the opportunity to have exotic experiences. In addition to moving from one place to another, the travellers' experience has also changed during a journey (Minh-ha, 1994). Although a winery may be located in China, the culture in the wineries is different from the mainstream local culture, which brings tourists an escapism experience. Furthermore, in the post-epidemic era, people are eager to go to safe scenic spots to relax. Most of the wineries are located in rural areas, or nearby the sea, with few people and fresh air, which provide an escapism experience for them.
Novelty is viewed as the quality of being new, striking, original and unusual (Cheng and Lu, 2013). Wineries can provide visitors with novel experiences by offering opportunities for them to familiarize themselves with different cultures presented at the wineries, such as wine history, rural culture, western food culture and traditional culture (Figure 7). Furthermore, since wineries usually have a variety of wine, visitors can purchase winery-exclusive wines, such as the winery-made wine, imported wine and wine co-designed by visitors. Hedonism, an emotional experience, refers to the fun, happiness and enjoyment benefits resulting from an experience (Veenhoven, 2003). Wineries can have their visitors enjoy the moon in their gardens while eating traditional Chinese snacks/desserts and tasting wine (Figure 8) . Figure 7. Novelty experience -gigantic barrel and bottle.

Methodological implications
In recent years, destination marketing organizations have been working hard to understand and capture the essence of the experiential qualities of their tourism offerings in order to help themselves identify target markets and develop marketing strategies. Wine tourism experience has been studied extensively but measurement research needs further developed (Santos et al., 2019). Previously developed measurement scales center on service quality (Klaus and Maklan, 2012), marketing (Schmitt, 2003), involvement  and sensory (Agapito et al., 2017), but with little studies aiming to develop a wine tourism experience scale reflecting tourism experiential activities. To address this gap, the current study follows a systematic process of scale development in unveiling the underlying structure of the experiences of tourists visiting wineries. The study has critical implications for theorizing experience in this context.
Unlike the previously published article by Zhang and Lee (2022), which mainly focused on investigating relationships of the antecedents and consequences of co-creation experience in the context of wine tourism (where co-creation experience is main character and wine experience plays supporting role), the key methodological contribution of this study is the development of a scale to measure tourists' interest in experiences of visiting wineries. The scale developed is a six-dimensional 21-item measure. From a pragmatic perspective, this scale is relatively short and easy to administer. Additionally, the scale has been shown to have reliability, content validity, construct validity, convergent validity, discriminant validity and nomological validity. The dimensions of this scale are theoretically consistent with the relevant conceptualizations of wine experience discussed in literature review.
The results of this study have two implications. First, the study explores the dimensions of tourists' experience at wineries. In particular, it provides a platform for future research to further examine or apply the measurement scale in various contexts. For instance, research can be conducted to further explore the sub-dimensions of each experiential dimension identified in this study or to modify the scale items according to different research scenarios. Second, this study has built a foundation for the comprehensive research into the experience construct in the context of tourism with a particular focus on wineries. For example, the measurement model can be used to empirically test the viability of the experiential tourism concept and its relationships with other meaningful constructs, generate more conceptually experiential models, and eventually lead to knowledge enhancement and theoretical development of the concept.

Practical implications
With the growing popularity of wine tourism, Chinese wineries need to be well prepared to welcome wine tourism in the second stage of the product life cycle-the growth period. The tourist experience is the core of wine tourism. Most studies based on wine tourism have only focused on the mature wine tourism market, such as those appearing in Australia, New Zealand, the United States, Canada, France and Italy. Until now, little attention has been devoted to the growing Chinese wine tourism market and wine tourism experience. Meanwhile, the wine tourism industry is developing rapidly in China; at this stage, people are pursuing more customized experiences. As the existing scales of wine tourism cannot truly reflect the nature of the wine tourism experience, an experiential scale was crafted to bridge this gap.
The results of this study can assist winery operators with understanding what experiences tourists really want. Specifically, winery operators should enrich the entertainment experience, and increase activities such as wine-related festivals and events. The entertainment activities need to consider the different ages in groups. While considering educational activities can be easy to learn and interesting, games are often good choices to deliver educational experiences. Moreover, winery operators may improve the beauty of the winery environment or ambience to enhance the aesthetic experience of tourists. To improve the escapism experience, winery operators can add more role-playing activities, such as being a farmer to pick grapes, or being a winemaker to make wine. With regard to novelty experiences, wineries can take advantage of their unique geographical locations to offer some unique outdoor activities to attract tourists. Hedonism experiences also can be enhanced by combining a wine experience and other products such as spas, facials and massage services.
The nomological results of this study indicates that wine tourism experiences are highly correlated to tourists' revisit intention and wine-related product purchase intention, and particularly escapist, aesthetic and entertainment experiences are the top three among six experiential dimensions. In other words, the more escapist, aesthetic and entertainment experiences provided at wineries, the high chances tourists will visit again and spend more on wine-related product purchase. Winery operators shall pay more attentions to facilitate with activities and programs that weight more on these experiences. For example, the special designed exhibition hall with wine-related stone mural and a clock formed of Roman numerals can bring tourists' immersive experience and gaze, which makes them feel like travelling back to an ancient European winery. This will lead to their brand and place attachment of winery and the increased desire of revisit and purchasing. The aesthetic environment with European style landscape architecture fits with the wine brand and can enhance the brand trust as well. Winery operators can also design programs to allow tourists to participate in wine label designing and wine related product making. Tourists will be more likely to purchase the goods that they made by themselves.
Furthermore, the scale can help winery operators clarify market positioning of wine tourism, in order to establish their marketing strategies. According to the descriptive statistics of tourists, winery tourists have the characteristics of "three high"-high education, high income and high consumption at the winery. The winery can segment the market to meet the needs of target tourists, and provide adequate wine experiences to these customers.

CONCLUSIONS
Following with strict scale development procedure, a multi-item scale to measure tourists' experience in visiting winery was develop. A measurement model with six dimensions that contain 21 items was established to reveal the latent variables. This study lays a solid foundation for academics to fully understand and recognize the components of wine tourism experience and use this instrument to develop the survey questionnaire in their future empirical studies of wine tourism. For winery operators, the research results can help them to develop appropriate marketing strategies based on the wine tourism experiences identified in this study and develop experience orientated tourism products to satisfy guests' experiential needs.
Three limitations of this study are identified. Firstly, the findings of this study were based on a sample at Chateau Changyu Rena Shaanxi. As a result of time and resource limitations, the generalization of these findings is limited. Future research may gather information at other wineries across China to test the results again. Secondly, due to the influence of the COVID-19 crisis, more than 80% of the visitors came from the same province where the winery is located. Visitors from other provinces should be included in the post-COVID-19 sample to strengthen the reliability and validity of the scale. Lastly, this study did not include visitors from other countries, e.g. European countries., These visitors may have different perceptions of the experience at the designed wineries and particularly because wine and winery have been a critical part of European history, culture and religion for thousands of years (García-Cortijo et al., 2019).
Also as many studies of wine tourism are from the perspectives of English-speaking countries, a comparative study of wine tourism experience between English-speaking country wineries (e.g., Australian wineries) and Chinese wineries may highlight their similarities and differences, with the aim to better understand wine tourism experiences elsewhere in the world.