Tourists’ Sensory Engagement and Emotional Response in Blind Wine Tasting

Abstract

This study explores how different lighting conditions affect sensory and emotional engagement in wine tourism, particularly during blind wine tastings. Drawing on theories of how people experience their surroundings, the research examines how total dark versus well-lit settings influence sensory perception, emotional responses, and social interactions among participants. Conducted in Alentejo, Portugal, the study involved 14 semistructured interviews with participants across two tasting sessions in both dark and illuminated environments and observant participation. Findings show that darker settings heighten sensory focus and foster social intimacy, while illuminated environments encourage relaxation and enhance learning. These insights provide practical guidance for wine tourism managers, who can use sensory elements like lighting to create a variety of memorable experiences tailored to visitor preferences, thereby boosting the appeal and competitiveness of their offerings. This research not only advances our understanding of sensory tourism but also offers practical strategies for enhancing visitor satisfaction through thoughtful environmental design.