An Empirical Study on the Impact of Prior Information Provision Methods on Participants’ Perceptions in Tasting Marketing

Abstract

Tasting events are a typical example of a tourism experience that utilizes alcohol. However, it has not been sufficiently demonstrated how the prior information given to customers at tasting events affects their perception of the tasting and its marketing effects. In this study, we conducted a tasting experiment of a new Japanese sake product in California, the USA to clarify how information given to participants in advance can affect their perception of the tasting, satisfaction, and word-of-mouth intention related to the new sake product, and compared the effects of the following types of prior information: 1) no information, 2) written information, 3) video explained by a man, and 4) video explained by a woman. The results show that presenting information makes a difference in its impact as opposed to providing no information. When prior information was presented in written form, various perspectives significantly influenced the satisfaction and recommended intention more than in the cases of video. On the other hand, in the cases of video, the number of significant paths was reduced, but the influence on word-of-mouth intention was greater than in the case of written information. This study contributes to the development of a theory and empirical evidence that takes into account prior information in tasting marketing in tourism.