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This study develops a scale to measure wine tourism experiences and was tested in Portugal, in two of the main wine tourism centres: Porto and Madeira. The wine experience scale combines experience traits with the traditional approach to scales related to wine tourism. The development of the scale follows the most recognised validated procedures. Data were collected from a total of 647 international wine tourists in the wine cellars of the two main fortified wine tourism regions visiting areas: Porto and Madeira. Structural equation modelling (SEM-AMOS) was used as the main analysis and validation tool. The resulting 18-item wine experience scale comprises four major dimensions: (1) Wine storytelling, (2) wine tasting excitement, (3) wine involvement, and (4) winescape. All these showed reliable and validated indicators. This new scale presents a valid new tool to better measure and evaluate experiences in a wine tourism setting. This study offers a broad range of use for academics, managers, planners, and practitioners. It shows how a new measurement tool focused on the wine tourism experience in terms of several outcomes and applications, addressing important practical managerial implications, can have an impact on academic research. Most previous tourism scales still fail to measure the specifics of wine settings. This is the first scale that comprises the dimensions of experience with wine senses, applied in a relevant wine destination where research is still limited. The results are relevant in boosting the increasingly recognized awareness of Portugal as wine tourism, as well as bringing experience scales to the body of knowledge.

This study aims to identify the reasons why people visit the Holocaust Museum of Porto (HMP) and if other variables (sociodemographic ones, visitors’ similarity with Jewish community members, their knowledge of dark tourism, and experience with other Holocaust-related destinations) also influence such motivators. A quantitative analytical, observational and case-control study was conducted based on a survey of 488 respondents who completed a self-administered questionnaire at the HMP. Statistical data analysis included descriptive statistics, an exploratory factor analysis, a confirmatory factor analysis, convergent validity (through composite reliability and average variance extracted), and discriminant validity (through square roots of the AVE values). The findings reveal that visitors are drawn by factors such as novelty and knowledge-seeking and that the motives for visiting the museum differ according to their sociodemographic characteristics, visitors’ similarity with members of the Jewish community, and their knowledge of dark tourism and experience with other Holocaust-related destinations. Sociodemographic variables, previous practices related to the Holocaust and similarity have an impact on the drivers behind visiting dark places. These results contribute to dark tourism literature with an improved understanding of tourist behavior toward Holocaust memorial museums. In addition to filling a gap, it provides a comprehensive insight into the specific motivators behind visiting the HMP, possibly allowing this museum to better design tourist experiences, thus increasing the potential to attract more visitors and keep alive the memory of such atrocities that cannot be repeated.