The Influence of Wine Tourism Experiences on Destination Image and Revisit Intention A Case of the Chilam Joshi Festival in Kalash Valley, Chitral

Abstract

This study examines the impact of wine tourism on destination image and revisit intention among tourists attending the Kalash Chilam Joshi Festival in Chitral, Pakistan. The Chilam Joshi Festival is a unique cultural event celebrated by the Kalash community, where traditional wine-making practices, indigenous heritage, and cultural festivities create a distinctive tourism experience. Despite the growing importance of wine tourism worldwide, limited research has explored its role in shaping destination image and revisit intention in indigenous and non-Western contexts. The study adopts a quantitative research approach based on a cross-sectional survey design. Primary data were collected from 250 domestic and international tourists who attended the Chilam Joshi Festival. A structured questionnaire was used to measure wine tourism experience, destination image, and revisit intention. The collected data were analyzed using descriptive statistics, reliability analysis, correlation analysis, and mediation analysis. The findings reveal that wine tourism has a significant positive effect on destination image and revisit intention. The results further indicate that destination image positively influences tourists’ intention to revisit Chitral. Moreover, destination image was found to mediate the relationship between wine tourism and revisit intention, suggesting that positive wine tourism experiences enhance tourists’ perceptions of the destination, which in turn increases their likelihood of returning. This study contributes to the existing literature by extending wine tourism research into an indigenous cultural festival setting in Pakistan. The findings provide valuable insights for tourism planners, destination marketers, and policymakers seeking to promote sustainable tourism development in Chitral and preserve the unique cultural heritage of the Kalash community. Strengthening wine tourism experiences and enhancing destination image can help increase tourist loyalty and encourage repeat visitation to the region.