Consumer satisfaction plays a critical role in the success and survival of tourism organizations, including wine
tourism. This study aims to identify the determinants of satisfaction and dissatisfaction in wine tourism experiences
using a customer-centric approach and analyzing user-generated content. The analysis reveals that
satisfaction and dissatisfaction in wine tourism are influenced by different factors, supporting the two- and
three-factor theories. Common themes among satisfied and dissatisfied tourists include wine, visits, and
related circuits. The study validates online reviews as a valuable source of information and introduces a
qualitative content analysis methodology for wine tourism research. Theoretical implications demonstrate that
satisfaction in wine tourism is multidimensional, reinforcing existing theories and expanding knowledge of
sensory experiences and motivating factors. Managerially, the findings highlight the critical success factors of
wine and related activities, emphasizing the need for continuous improvement. Dissatisfiers, such as waiting
time and employee performance, can lead to a competitive disadvantage, while satisfiers like wine tastings and
aesthetics present opportunities for enhancing customer satisfaction and gaining a competitive advantage. This
research contributes to the body of knowledge by shedding light on the specific determinants of satisfaction and
dissatisfaction in wine tourism experiences. It underscores the importance of a customer-centric perspective,
validates online reviews as a data source, and enhances understanding of the multidimensional nature of
satisfaction in wine tourism. The study offers insights for researchers and managers, suggesting alternative
measurement tools and encouraging further exploration of sensory aspects and motivations.
