1. Iconic Hotels Meet Historic Wineries: The Effects of “Starchitecture” on Wine Tourism, Brand Perception, and Consumer Behavior
Robin Back, Diego Bufquin & Jeong-Yeol Park
University of Central Florida

2. What is Starchitecture?
“Unusual buildings designed by celebrity architects” – Ponzini, 2014
The architecture becomes a landmark and the “star attraction.”
The “Bilbao Effect” – the rejuvenation of the city due, in part, to the Frank Gehry designed Guggenheim Bilbao using his characteristic deconstructivist style.
Iconic buildings become part of a city’s brand.

3. Guggenheim Bilbao

4. Architourism
“A process in which built environments serve as marketable destinations to lure visitors, investments and media attention” - Ockman & Frausto, 2005

5. Wine Tourism
Wine tourists desire more from their winery experience than simply the tasting and purchasing of wine.
They may also seek dining options, recreational activities, cultural attractions, a pleasing rural landscape, etc.
New Zealand study – only 23% of winery visitors identified wine as their main motivation for a winery visit – Mitchell 2004

6. Why visit a particular winery?
How does the incorporation of particular innovative products and experiences affect wine tourists’ decision making processes?
Does the incorporation of starchitecture into a winery’s product mix affect visitation, brand perception and consumer behavior?

7. Marqués de Riscal Founded in 1858, one of Rioja’s oldest wineries.
Inaugurated its “City of Wine” in 2006 at a cost of €70m, a complete departure from the traditional Spanish winery.
Original renovated winery
Unique Gehry designed hotel
Michelin starred restaurant
Wine therapy spa
Conference/banqueting facilities
2 shops

8. Elciego, Spain

9. Hotel Marqués de Riscal

11. Elciego and Hotel Marqués de Riscal

12. Effects
Visitors to the Rioja region rose by 68% in the City of Wine’s first year of operation Vila, Enz & Costa, 2012
Marqués de Riscal receives 70,000 visitors annually, ±50% international
Many new hotels to cope with influx to the region

13. Methodology
Online survey that includes measurement items related to perceived congruence, positive emotions, and behavioral intentions. sent to 6,000 former visitors to Marqués de Riscal’s City of Wine. SEM is performed to analyze the data.
A qualitative, exploratory framework utilizing netnographic observations of user generated comment threads from social media websites.

14. Preliminary Results
Starchitecture acts as a primary motivator to visit both the winery and the region – the “Bilbao Effect”
The architecture is found to be incongruous with both the surroundings and the brand, but this incongruity is deemed positive
Starchitecture has a positive effect on brand perception, and both attitudinal and behavioral brand loyalty

15. Preliminary Results
Cognitive and emotional responses to the starchitecture are overwhelmingly positive
Poor service negatively moderates both attitudinal and behavioral brand loyalty
Lack of updates to furnishings and technology negatively moderates both attitudinal and behavioral brand loyalty