Management and Marketing of Wine Tourism Business

This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors.

Combines theory and practice with research findings and international case studies Updates and enriches knowledge and practice on wine tourism by including chapters and case studies related to new technologies and social media Consolidates research from two major fields (research in wine and wine consumption, with research in wine tourism / destinations) in order to demonstrate the links, synergies and benefits of relating knowledge from these streams of research

Auteur

Marianna Sigala is Professor of Tourism at the University of South Australia.
Richard N. S. Robinson is Senior Lecturer at the University of Queensland Business School, Australia.

Résumé

"The volume does provide a comprehensive reference for researchers, practitioners and policy makers who are in need of working knowledge about the management and marketing of wine tourism. It will be a valuable addition to the existing literature on wine tourism management and marketing." (Saurabh Kumar Dixit, Information Technology & Tourism, Vol. 21, 2019)

Contenu

1. Introduction: The Evolution of Wine Tourism Business Management; Marianna Sigala and Richard N. S. Robinson.- Part I. The Market of Wine Tourism: Profiling, Segmentation and Behavior.- 2. Uncorking the Potential of Wine Language for Young Wine Tourists; Allison Creed and Peter McIlveen.- 3. Factors Influencing Consumer Wine Choice: The Case of Wine Tourism; Margaret Connolly.- 4. Generation Z as Young Winery Visitors in Greece; Dimitrios P. Stergiou.- 5. Knowledge and Consumption of Organic and Biodynamic Wine by Wine Event Attendees; Maria Rosita Cagnina, Lucia Cicero and Linda Osti.- 6. Wine Tourists with Children: A Constrained-based Approach for Untapping a Latent Wine Tourism Market Segment; Marianna Sigala.- 7. Winey Kids: The Business Model of an (Online) Tribe Promoting Wine Tourism to People with Children; Marianna Sigala.- Part II. Capturing the Market: Marketing, Distribution and Promotion.- 8. The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources; Marianna Sigala and Coralie Haller.- 9. Viennese Wineries on Facebook: Status Quo and Lessons Learned; Lidija Lalicic and Stefan Gindl.- 10. Evaluating UberVINO as an e-intermediary in the Wine Tourism Industry: Findings from Adelaide; Marianna Sigala.- 11. Towards the Implementation of Digital Wine Tourism through Wifi and IoT: Perspectives from Wine Tourism Professionals; Jean-Éric Pelet, Marieshka Barton and Claude Chapuis.- Part III. Experience Management in Wine Tourism: Design and Differentiation.- 12. Exploring Blue Ocean Innovation in the Wine Industry; David Prillaid.- 13. The Business of Wine Tourism: Evolution and Challenges; Christina Santini.- 14. Welcome to my house, do you like the neighborhood? Authenticity Diversification within Strategic Groups of Wineries; James Downing and Dan Parrish.- 15. The Synergy of Wine and Culture: The Case of Ariousios Wine, Greece; Marianna Sigala.- 16. Scarecrows: An Art Exhibition at Domaine Sigalas Inspiring Transformational Wine Tourism Experiences; Marianna Sigala.- 17. Innovation in Wine Tourism Businesses: 'Turning Ashes to Gold'; Dimitrios Karagiannis and Theodore Metaxas.- 18. An Emerging Wine Region: Tourism, Education and Sharing the 'Love'; Richard N. S. Robinson.- 19. New Clairvaux Vineyards: Monastic Differentiation and the California Wine Market; James Downing and Dan Parrish.