Visitors’ Happiness and Loyalty in the Moravian Wine Region

Visitors' happiness significantly influences their loyalty to the Moravian Wine Region, particularly within UNESCO's Lednice-Valtice Cultural Landscape. Seven key factors—wine quality, relaxation opportunities, wine information, natural attractions, local hospitality, wine culture and traditions, and vineyard excursions—were identified as critical in shaping positive emotions and long-term visitor commitment. The study also revealed that happiness perception varies with visitor demographics, including gender, income, and travel companionship. Conducted during the COVID-19 pandemic, this research underscores the importance of emotional engagement in fostering sustainable tourism development, offering actionable insights for regional stakeholders.

Králiková, A., Kubát, P., & Ryglová, K. (2021). Visitors’ Happiness and Loyalty in the Moravian Wine Region. European Countryside, 13(4), 750–767. https://doi.org/10.2478/euco-2021-0040