ABSTRACTThis research conceptualises a wine region destination’s perceived image by integrating servicescape and destination choice theory using a ‘back-to-basics’ free-text macro approach. The study (n = 510 respondents) outlines the process of conceptualising a wine region destination’s image in the form of a winescape framework as it is perceived by tourists. The winescape construct is identified within a framework of nine dimensions for a Canadian wine region. The most important winescape dimension is the destination’s natural beauty/geographical setting of its landscape. The first-time and repeat visit dynamic impacts differently on visitors’ perception of the destination region’s winescape. For wine tourism ‘specialists’ and wine tourism ‘generalists’ there are pronounced differences in their perception of the region’s winescape dimensions. The decision to engage in wine tourism, even while primarily on vacation, is seemingly impulsive from a timing viewpoint and the motivations guiding the visitors...