Purpose: This study aims to develop an integrative behavioural model to explain how the various inputs of a winery’s cellar door work together to enhance cellar door visitors’ loyalty intentions in terms of revisit, wine purchase and Word-of-mouth (WOM). In addition, it intends to explore how wine marketing strategy in a cellar door context can go beyond the traditional product orientation by placing more emphasis on the total experience.Design/methodology/approach: An URL link and a short introduction of the online survey were made part of the cellar doors’ newsletters which were then emailed to customers through each cellar door’s email data base. After data screening process, 459 valid samples were produced.Findings: The results of the present study indicate that cellar door visitors are oriented towards the experiential aspects of the visit itself as much as towards pragmatic considerations in purchasing wine. For cellar door managers, their marketing strategy needs to extend beyond the boundary of a product focus to facilitate the creation of experience-based value Refereed/Peer-reviewed