Seminal studies by Holbrook and Hirschman (1982), Otto and Brent Ritchie (1996), Schmitt (1999), and Pine II and Gilmore (1998) have significantly shaped the concept of experience across disciplines. They emphasized the subjective nature of consumption, focusing on lived experiences, emotional impacts, and distinct dimensions of consumer engagement. These studies laid the groundwork for understanding the economic value of experiences, highlighting the importance of emotional responses and consumer loyalty. Their contributions have encouraged investigations into the psychophysical relationships in consumer behavior, the creation of memorable experiences, and the relational aspects of marketing.

In tourism, various studies emphasize the significant impact of sensory experiences on memory, attitudes, and behaviors. For example, Alnawas and Hemsley-Brown (2018) explore the effects of cognitive and emotional experiences across service sectors. Similarly, Park et al. (2023) highlight the profound influence of sensory encounters, particularly food experiences, on visitors' overall journeys, categorizing experiential elements into pre-travel, on-site, and post-travel stages. Additionally, Bernaki and Marso (2023) examine destination experiences, noting how internal reactions are influenced by external factors throughout the travel journey, leading to diverse perceptions and outcomes.

The concept of experience underscores the collaborative nature of shaping experiences by both visitors and suppliers, whereby tourist encounters are inherently personal and subjective, influenced by interactions with the environment, activities, businesses, and fellow travelers. This understanding may lead to strategies that engage visitors' senses for immersive participation in co-creating the experience, as well as subtler approaches to evoke specific feelings or an atmosphere that molds the experience (Nelson, 2023).

Other related concepts include servicescape, which focuses on the physical environment of services and plays a pivotal role in shaping deeply personal experiences that directly impact customer satisfaction and perceived service quality (Terziyska, 2022). In contrast, experiencescape influences tourist experiences by integrating stimuli within the service atmosphere and hospitality culture, thereby affecting customer responses to the product and fostering a social environment for unique experiences (Nelson, 2023; Terziyska, 2022). Moreover, storyscape involves narratives negotiated between supply and demand, shaping the tourist experience by enabling customers to co-create the essence of a place through its history (Esau & Senese, 2022). Although this research explores the interconnectedness of servicescape, experiencescape, and storyscape, the term ‘experience’ is consistently used to encompass the diverse range of situations encountered by visitors.

These situations occur within a wine tourism destination shaped by visitor demand, known as a winescape (Terziyska, 2022). In this document, the term ‘winescape’ will be used to describe such destinations. Valduga et al. (2022) explain that the concept of winescape includes not only the physical landscape but also a vibrant environment that wine tourism enthusiasts appreciate for its various aspects of wine culture.

In the realm of tourism, gastronomy is often equated with culinary practices, encompassing cultural associations and culinary traditions. Martins et al. (2022) propose that while culinary practices define cultural connections and traditions, gastronomy contributes discourse, rendering it an alluring attraction for tourists by providing access to traditions and identity. Park et al. (2023) highlight the enduring significance of culinary traditions, enriching tourist experiences by serving as representations of culture and heritage. Hence, this study adopts a comprehensive perspective on gastronomy, exploring aspects such as culinary identity, imagery, food consumption, and associated experiences.

Gastronomic identity, influenced by the environment and culture, shapes the uniqueness of a tourist region (Park et al., 2023). Additionally, associating wine territories with local foods can establish a distinct regional identity (Esau & Senese, 2022). Furthermore, beyond the pleasure of eating (Kokkranikal & Carabelli, 2021; Ramírez-Gutiérrez et al., 2021), the gastronomic environment significantly impacts overall tourism experiences (Nelson, 2023; Seyitoğlu & Ivanov, 2020; Yiğit & Şahin Perçin, 2021). Thus, for a competitive advantage, the tourism industry should prioritize gastronomy (Cafiero et al., 2020).

Onorati and Giardullo (2020) stress the growing influence of recreational consumption experiences, such as dining at restaurants, on consumer decisions. Additionally, Ramírez-Gutiérrez et al. (2021) assert the importance of understanding visitors' motivations and attitudes through narratives to grasp the holistic experience, which transcends mere food consumption. Moreover, Kitsios et al. (2022) underline the significance of digital narratives in informing and attracting visitors, thereby reinforcing the impact of these experiences. These narratives provide valuable insights for tourism management, enhancing the understanding of visitor experiences and perceptions.

Scholars have explored gastronomy in wine tourism from diverse angles. Silva et al. (2016) delve into enogastronomy dynamics, highlighting its fusion of cultural and economic elements. Likewise, Rachão et al. (2019) provide an analysis from the supply side, concentrating on the synergies between food, wine, and tourism, and their implications for regional identity and traditional allure. Concurrently, Duarte Alonso et al. (2022) examine the progression of hospitality within wine tourism, with specific attention to the amenities offered by wineries in emerging wine-producing regions.

Furthermore, Rachão et al. (2021) investigate the collaborative development of wine and gastronomy experiences, expanding beyond conventional tourist destinations and considering demand from both established and non-traditional markets. In a subsequent study, Rachão et al. (2023) examine the inclination of tourists across different age cohorts to invest in food and wine experiences.

Meanwhile, Esau and Senese (2022) assess the sustainability impact of experiential wine and gastronomic tourism in traditional wine-producing areas, particularly for international educational travel. Additionally, Amaral and Tricárico (2023) explore how a wine region's gastronomic identity is conveyed through its primary channels for visitors. Conversely, other studies indirectly highlight the role of gastronomy in wine tourism. For instance, Terziyska (2022) compares gastronomy in emerging and traditional winescapes, while Tonini and Lavandoski (2011) infer the gastronomy-wine relationship from literature. Moreover, Gabardo and Valduga (2021) acknowledge gastronomy as a contributing factor to high-value-added trips.

In the winescape under study, the traditional gastronomy of Vale dos Vinhedos reflects the identity of a broader region beyond its own (Amaral & Tricárico, 2023). Previous scholarly inquiries have extensively explored the gastronomic options offered in Vale dos Vinhedos and its adjacent regions, considering diverse perspectives. These investigations have included analyses of narratives gathered through interviews with local residents (Beber & Gastal, 2017; Lavandoski et al., 2012), insights provided by stakeholders in gastronomy, viticulture, and tourism (Silva et al., 2016), testimonies from different generations of residents (Frigo et al., 2021), evaluations of restaurant menus (Colonetti et al., 2017; Lia & Nardin, 2016), compilations of traditional recipes (Perini & Gastal, 2017), reviews of promotional materials for local events (Manfio, 2021), and information shared across various digital platforms (Amaral & Tricárico, 2023).

In this study, the emphasis is on the perspective of visitors. The focus extends beyond individuals who prioritize wine, wine tourism, or gastronomy independently. Instead, it adopts the holistic approach proposed by Ramírez-Gutiérrez et al. (2021), which views visitors not only as tourists but also as diners who are actively shaped in their gastronomic experiences through perception and communication. By acknowledging visitors' dual roles, the research highlights how they influence their gastronomic encounters. This is accomplished through an examination of their communication stories, thereby emphasizing their substantial contribution to the overall gastronomic experience.

Vale dos Vinhedos is a prominent wine region in Serra Gaucha, Southern Brazil, renowned for its strong tourist appeal due to its gastronomy (Silva et al., 2016). Similar to other regions in the country settled by European immigrants during the 19th century, the development of gastronomic identity within Vale dos Vinhedos reflects a blend of distinctive attributes and shared elements. This amalgamation is characterized by the emergence of novel culinary traditions influenced by the immigrants' ancestral knowledge and recollections, the utilization of locally sourced ingredients, and the integration of diverse ethnicities (Colonetti et al., 2017; Martins et al., 2022).

Significantly, the Vale dos Vinhedos demonstrates a strong dedication to preserving the cultural legacy of the region, notably emphasizing the role of Italian immigrants in shaping grape cultivation, winemaking, and gastronomic practices (Silva et al., 2016). However, as Amaral and Tricárico (2023) note, the portrayal of gastronomic offerings within this winescape does not consistently align with traditional conventions. Currently, the local gastronomy scene reflects a blend of cultures, prominently showcasing Italian culinary characteristics while also integrating global gastronomic influences to a considerable degree, at times superseding local traditions.

The foundational wine culture in the Vale dos Vinhedos region traces back to the influx of immigrants, which catalyzed the development of vitiviniculture. However, it was in the subsequent century following their arrival that wine tourism emerged as a pivotal force propelling regional economic advancement, effectively transforming Vale dos Vinhedos into a sought-after tourist destination. Notably, substantial private investments surged during the 2000s, catalyzing growth across various sectors such as accommodation, gastronomy, and wineries (Valduga et al., 2022).

On a national scale, Brazil holds the 17th position globally in viticulture (International Organisation of Vine and Wine [OIV], 2023), with a significant emphasis on table wine production. Nevertheless, Vale dos Vinhedos received formal recognition in 2002 as a Geographical Indication for its fine wines, further bolstering its economic development through wine tourism. The area encompasses varying proportions of the municipalities of Bento Gonçalves (60%), Garibaldi (33%), and Monte Belo do Sul (7%) (Associação dos Produtores de Vinhos Finos do Vale dos Vinhedos [APROVALE], 2023a, 2023b).

Despite its rich cultural heritage, Brazil's vitiviniculture remains embedded within an emerging global market context (de Oliveira Castro et al., 2019; Silva et al., 2016). Additionally, this beverage consumption in Brazil is characterized by its association with lifestyle choices. Wine enthusiasts in Brazil are greatly influenced by the symbolic value of wine, which conveys status and power. This influences their attitudes and experiences, ultimately impacting their purchase intentions. Furthermore, they often develop personal connections with wine, including occasions when they choose to drink it alone (De Toni et al., 2022).

This study adopts an applied research approach, aiming to provide practical solutions to local issues while also exploring the problem descriptively (Ferreira De Oliveira, 2011). Primarily utilizing a qualitative approach, it employs a single case study strategy to thoroughly analyze a specific contemporary situation (Saunders et al., 2012). Data collection involves documentary research, accessing secondary sources via digital tools, and employing content analysis to gather information (Veal, 2018). All collected data is publicly accessible on TripAdvisor; however, to ensure anonymity, names and identifiers were replaced with codes (Saunders et al., 2012; Veal, 2018).

Digital methods are utilized as they highlight and incorporate visitors' perspectives through shared digital narratives. These approaches capture the distinct characteristics of this environment, leverage the research opportunities provided by various platforms, and adapt to the technical infrastructure and practices of users within these media (Ferreira De Oliveira, 2011; Venturini et al., 2018; Yoon et al., 2019). The methodologies for data collection and digital techniques in this study are primarily based on adaptations from Onorati and Giardullo (2020).

The integration of text mining and natural language processing (Onorati & Giardullo, 2020; Sant’ana et al., 2020) is applied to restaurant reviews in the three municipalities encompassed in the Vale dos Vinhedos region. Data analysis is facilitated by the use of Iramuteq software version 0.7. This tool permits classical lexicographic analysis, identifying word frequencies and exploring vocabulary. It offers complex multivariate text analysis options, such as Specificities and Correspondence Factor Analysis (CFA), which link texts to variables, enabling the analysis of texts based on characterization variables (Camargo & Justo, 2021).

CFA, as a multivariate technique, is designed to identify associations and oppositions between subjects and variables. Its key advantages over other methods include more advanced mathematics and the capability to represent both subjects and variables simultaneously on the same factorial axes (Teil, 1975). Furthermore, the tool provides Descending Hierarchical Classification (DHC) that organizes clusters based on vocabulary and segment frequency, aiming to identify classes of segments with similar characteristics through various chi-square (χ2) tests (Camargo & Justo, 2021).

In textual analysis by Iramuteq, algorithms are used to classify forms through quantitative methods like χ2 tests, which focus on lexical and textual elements. However, as this approach does not consider the perceptual content level, it is followed by a content analysis in this study. Content analysis entails examining thematic categories that can be systematically organized based on interpretations derived from theory, experience, or a combination of both (Mazieri et al., 2023). The data collection and analysis processes are illustrated in Figure 1 and elaborated upon in subsequent sections.

Figure 1 Source: authors’ elaboration.

TripAdvisor was chosen as the primary platform for this study due to its extensive collection of visitor reviews, global influence in tourism, and integral role in marketing strategies (Onorati & Giardullo, 2020; Xiang et al., 2017). Additionally, restaurant reviews were selected as the main data source because of their significant impact on establishments' reputations and their role in shaping the attractiveness of tourist destinations (Yoon et al., 2019). Consequently, TripAdvisor's popularity algorithm1 was utilized to identify the top five establishments in each locality (Onorati & Giardullo, 2020) within the Vale dos Vinhedos region.

From June 7th to June 23rd, 2023, data extraction was automated using the Octoparse program, gathering 16,372 reviews from 15 selected restaurants. Only comments in Portuguese were considered, aligning with the region's domestic tourism focus and the authors' native language (Vo Thanh & Kirova, 2018). This comprehensive extraction included user identification and review text details. To ensure data reliability, comments from locals and those without specified origins were excluded (Ramírez-Gutiérrez et al., 2021).

However, reviews depicting visitors' experiences beyond the designated Geographical Indication area were included, recognizing that consumption patterns may transcend geographical boundaries (Paulino et al., 2021). Short texts were disregarded as they contribute little to understanding the experience (Tripadvisor, 2021; Vo Thanh & Kirova, 2018). Additionally, reviews older than five years were excluded to focus on the current period, spanning both pre-and post-pandemic eras, resulting in a final dataset of 2,352 unique reviews.

The study employed an alphanumeric identification system for pseudonymization, assigning single codes to selected restaurants based on their localities. The reviews were predominantly for establishments in Bento Gonçalves (BG, 68.8%), followed by Garibaldi (GB, 21.1%) and Monte Belo (MB, 10.1%). Most reviewers identified themselves as coming from Brazil's Southeast (46%) and Southern (42%) regions. Informants from 23 states and the federal district are represented in the research, with significant contributions from São Paulo (SP, 28.15%) and Rio Grande do Sul (RS, 26.66%). The dataset remarkably comprised reviews from the pre-COVID-19 era (2018 and 2019, 61%). Though, it is important to note that this sample does not aim to represent the visitor profile provided by official tourism bodies. Since the data originate from a specific digital environment, it reflects the characteristics of the community within that context (Venturini et al., 2018).

To analyze informant experiences, the study adapted models from previous research (Boo & Kim, 2019; Onorati & Giardullo, 2020; Sant’ana et al., 2020). Text preprocessing steps were undertaken to refine the corpus for analysis. Each review was coded for variables such as the state of origin (UF), year of visit (a), and establishment (est). This analysis primarily validated the preparation of the textual corpus for further processing.

From the review texts (n) inputted into the corpus, the system identified 159,588 occurrences within the texts, comprising 5,239 different forms. Among these forms, 2,028 were hapaxes (words with unique frequency), accounting for 1.27% of the occurrences and 38.71% of the forms, with an average of 67.85 words per text. Specificities and CFA were conducted to compare textual production across different variables such as origin and establishment. Subsequently, text segments (TS) were classified using the Reinert method, resulting in six distinct clusters. Of these, 4,236 segments were classified out of a total of 4,757, resulting in a reliability of 89.05%, surpassing the minimum acceptable indicator of 75% for this technique (Camargo & Justo, 2021). Automated lexical analysis was then enhanced by manual content analysis, delving into the data to uncover underlying meanings, especially at an interpretative level (Boo & Kim, 2019).

This subsection analyzes user comments, focusing on visitor origin, the year the comment was published, and the establishment where the service encounter took place, using CFA. In the tool's settings, the first 50 terms with a frequency of 10 or more from each variable group were selected and displayed in different colors. The font size corresponds to the frequency of each term in the textual corpus. The CFA results were scrutinized by examining the relationship between the X and Y axes. Interpretation was carried out by closely reviewing the text segments categorized within the considered variables (see Table 1 for example extracts).

A detailed analysis of the CFA findings shows that the center of the factorial axes (0,0) represents the shared aspects of the comments based on the variables (Mazieri et al., 2023; Serra & Alfinito, 2020). Additionally, examining the contrast between the negative and positive sides of the CFA reveals axes that are not only distinct but also uncorrelated (Teil, 1975).

To analyze the themes that arose from the semantic contexts of the comments, a DHC was performed using the Reinert method (Camargo & Justo, 2021; Serra & Alfinito, 2020), resulting in a graphical representation (Figure 5). This illustrated the most significant TS of each class in distinct colors, facilitating the contextualization of the characteristic vocabulary. The grouped classes were labelled as follows: gastronomy (23.3%), pre-service (19.4%), human (16.3%), product (15.9%), service (13.4%), and recommendation (11.7%). Then, the analysis was fully completed by carefully reviewing the text segments organized within the clusters (see Table 2 for example extracts).

Figure 5 Source: Performed with Iramuteq and adapted by the authors.

Digital methods effectively highlight the unique aspects of their environment and provide valuable research opportunities, particularly in how platforms facilitate the sharing of experience narratives. However, these methods have specific limitations that must be acknowledged. For instance, while platforms like TripAdvisor improve accessibility, they also impose constraints that may restrict the capture of individual experiences by reflecting only community-specific communication patterns. This underscores the importance of recognizing these characteristics in analytical methods and utilizing both automated and manual content analysis for deeper insights (Ramírez-Gutiérrez et al., 2021).

The generalizability of the study's findings may be limited by the characteristics of the study population and sampling methods. To enhance methodological rigor and broaden the research scope, it is important to adopt an analytical framework that spans multiple digital platforms. Additionally, comparative studies across various wine tourism destinations could deepen understanding, while future research should investigate the nuanced motivations behind gastronomic experiences in non-traditional areas and explore innovative strategies to improve visitor engagement and satisfaction.