Purpose
The purpose of this paper is to assess the “motivation-satisfaction-loyalty” framework. Through a structural equation model (SEM), it is possible to disentangle attitudinal and behavioral loyalty as a multifaceted latent variable.

Design/methodology/approach
The empirical analysis is based on data collected in wineries located in two important wine destinations: Trentino and South Tyrol (Italy). Notably, the motivation–satisfaction relationship is confirmed, and the SEM has also assessed the importance of winery services in affecting loyalty, expressed in terms of “visit other cellars,” “repeat a wine vacation” and “recommend wine routes.”

Findings
Destination managers should consider the wine-related “relaxation” as the main push motivation, while the interactions experience are important pull motivations to drive wine tourists’ satisfaction. Nevertheless, the findings reveal that more proactive policies are needed to enhance local wines loyalty.

Originality/value
The novelty of this study is to explore loyalty. In this respect, a multifaceted latent variable is expressed as follows: “buy local wines,” “visit other cellars,” “repeat a wine vacation” as behavioral attitudinal stated loyalty and “recommend wine routes” as attitudinal stated loyalty.