Purpose: The purpose of this paper is to investigate the effects of customer satisfaction both directly and indirectly (through loyalty) on price acceptance. In addition, price fairness is considered as an antecedent of customer satisfaction and loyalty.Design/methodology/approach: Based on a theoretical discussion regarding the relationship among price fairness, customer satisfaction, loyalty, and price acceptance, empirical research was conducted to test the proposed relationships. Multiple‐item indicators from previous studies were employed to measure the constructs.Findings: The results from the study provide empirical support, suggesting that perceived price fairness influences customer satisfaction and loyalty. The analysis also suggests that customer satisfaction and loyalty are two important antecedents of price acceptance.Research limitations/implications: The study ponders the relationship between customer satisfaction and loyalty and price acceptance, while other factors that have an influence on price acceptance are not considered.Practical implications: The research results suggest that perceived price fairness in service industries can be viewed as a threshold factor in order to maintain satisfied and loyal customers. Additionally, managers should consider that price acceptance depends on the level of satisfaction and loyalty.Originality/value: The present study provides useful information on the relationship among price fairness, customer satisfaction, loyalty, and price acceptance in service industries.

This paper provides a review of 176 papers on wine tourism published between 1995–2014, highlighting research fields, wine regions studied, theory and methodologies used, journals and authors publishing wine tourism research. This paper aims to provide a reference guide for future researchers through a systematic review of wine tourism research over 20 years. The study contributes to the existing literature reviews of wine tourism and consequently, identifies key gaps for further study. Wine production and wine tourism have very different business foci within wineries. However, the findings reveal the importance of strengthening the synergies between wine production and tourism to be successful. In addition, findings revealed different research agendas between New World and Old World wine countries, where the former has a focus on wine tourism while the later on wine production. There has been an increase in theory building which highlights the complexity of the wine tourism experience. Based on this review, the wine tourism research framework developed by Carlsen (2004) has been extended to include two themes: regional development and the experiential wine tourist. The results reveal relevant findings for academics, winemakers and tourism managers regarding the background and future trends of wine tourism.