Abstract
The present study aimed to analyze which variables have the most significant effect and importance in analyzing wine tourism intention in Baja California, Mexico, using the stimulus-organism-response model. An exploratory and cross-sectional study collected a sample of 728 adult wine consumers from Baja California. Data analysis was carried out using structural equation modeling by partial least squares and analysis of the importance--performance map. Traditional gastronomy was the main predictor of wine tourism intention in Baja California, Mexico, and according to the importance-performance map, it is the most essential variable in the analysis. In addition, the study results showed that identity mediates the relationship between electronic word of mouth and wine tourism intention and between traditional gastronomy and wine tourism intention. The study employs an importance-performance mapping analysis that has yet to be used in wine tourism analysis and proposes a stimulus (electronic word of mouth, traditional gastronomy)-organism (identity)-response (wine tourism intention) model to broaden understanding of the phenomenon. Its findings and methodology can serve as a valuable template for future research, offering a blueprint that can be replicated in regions like Baja California. This research has significant consequences for creating marketing plans in the wine tourism sector.