From Knowing to Returning: Reconsidering Cultural-Cognitive Value in Ningxia Wine Tourism

Abstract

Purpose. Wine destinations increasingly invest in cultural interpretation and storytelling, on the assumption that cultural knowledge naturally builds the kind of attachment that brings visitors back. This paper reconsiders that assumption for cultural-cognitive value specifically, asking why it might show an unexpected relationship with post-visit behavioural intention in an emerging wine tourism destination, using four other value dimensions as an internal benchmark.
Design/Methodology/Approach. Survey data from 430 tourists who had visited a Ningxia winery within the previous year measured five value dimensions (functional, service, social, emotional and cultural-cognitive) against satisfaction and behavioural intention. The cultural-cognitive value scale was purpose-built for this study. Structural equation modelling was carried out in AMOS 29.0, with mediation tested through bootstrapping across 5,000 resamples.
Findings. Functional, service, social and emotional value showed the expected positive associations with satisfaction, whereas their direct effects on behavioural intention were not significant when accounting for satisfaction. Conversely, cultural-cognitive value showed no significant effect on satisfaction (β=0.098, p=.141) and a significant negative direct effect on intention (β=–0.162, p=.030), without indirect effects. This suggests cultural knowledge was insufficiently transformed into an emotionally meaningful experience.
Research Limitations/Implications. The cultural-cognitive value scale is new and untested elsewhere; the design is cross-sectional and the sample non-probability, drawn from a single region.
Practical Implications. Cultural content delivered as static display (architecture, exhibits, guided narration) does not appear to convert into satisfaction here. The paper argues for participatory alternatives that give cultural knowledge a chance to become meaningful: pairing tastings, hands-on activities, and stories told rather than explained.
Originality/Value. Most research treats cultural value as behaving like other value dimensions. This paper reconsiders that assumption using a meaning-making lens, and offers an explanation grounded in how cultural content is delivered, relevant beyond Ningxia.