Purpose: This study aims to examine how the three dimensions of sustainability influence tourists’ perceptions of the wine tourism experience and destination brand awareness in an emerging wine tourism destination. The research focuses on North Carolina to understand how sustainability practices contribute to strengthening destination branding. Design/methodology/approach: A quantitative research design was adopted using survey data collected from visitors attending wine tourism events in North Carolina. The conceptual model was developed based on the triple bottom line framework and tested using partial least squares structural equation modeling. Findings: The results reveal that environmental sustainability has the strongest direct effect on destination brand awareness, highlighting the importance of environmental practices in shaping the reputation of wine tourism destinations. Economic and social sustainability significantly relate to tourists’ perceptions of the wine tourism experience, which in turn positively affects destination brand awareness. Practical implications: The findings suggest that wine tourism stakeholders should prioritize sustainability initiatives, particularly environmental practices, to enhance visitor perceptions and strengthen destination branding. Integrated sustainability strategies that also support local communities and regional economies can further improve the competitiveness of emerging wine tourism destinations. Originality/value: This study contributes to the literature by integrating sustainability dimensions, destination attribute perception and destination brand awareness into a unified framework, offering new insights into sustainable wine tourism development in emerging destinations.

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Wine tourism,Destination brand awareness,Sustainability,Triple bottom line,Brand awareness

• Economics and Business - Social Sciences