HomeAbstract of 12th-icbmeconfCentenials and the Future of Wine Tourism: An Empirical Model of Digital Attitudes in Emerging Wine Markets

Centenials and the Future of Wine Tourism: An Empirical Model of Digital Attitudes in Emerging Wine Markets

  • Jun 11, 2026
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Abstract Book of the 12th International Conference on Business, Management and Economics

Year: 2026

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Centenials and the Future of Wine Tourism: An Empirical Model of Digital Attitudes in Emerging Wine Markets

Dr. Adriana Lopez Barberena

ABSTRACT:

The Centennials, also known as Generation Z, represent one of the most relevant consumer segments for the Mexican wine industry, particularly in the Guanajuato wine cluster and the country’s emerging wine market. This study aimed to identify the key factors influencing their information needs and demand for oenological experiences. A quantitative study was conducted using a structured questionnaire with 7-point Likert scales. The sample consisted of 204 Latin undergraduate and postgraduate students from the Centennial generation in León, Guanajuato, Mexico. Sample size was determined with a 90% confidence level and a 6% margin of error. Data were analyzed through Exploratory Factor Analysis (EFA), which identified four key dimensions: Valuation of Digitalization in the Wine Sector, Technological Barriers, Attitude toward Technology, and Attitude toward Artificial Intelligence (KMO = 0.921; Bartlett’s Test p < .001). A multiple linear regression model explained 73.2% of the variance in the valuation of digitalization (R² = 0.732, F(4,199) = 136, p < .001). The strongest predictors were Technological Barriers (β = 0.42, p < .001) and Attitude toward Technology (β = 0.40, p < .001), followed by Attitude toward Artificial Intelligence (β = 0.11, p = .013). User experience (UX) showed a weak negative effect. Findings reveal that Generation Z highly values digital transformation in the wine sector when they maintain a positive attitude toward technology and recognize existing barriers, which surprisingly act as catalysts for change. These results offer important implications for developing digital wine tourism strategies for young consumers in emerging markets.

Keywords: Centennials; Wine Tourism; Digitalization; Technological Attitude; Emerging Wine Markets





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