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.

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.

Contenu

1. 1. WINE TOURISM: definitions, evolution

The business of wine tourism: evolution and challenges

Cristina Santini

Abstract: The wine business has evolved over the years; wine tourism has evolved, too. New challenges have emerged from the market and the wine tourism as a product has been reshaped in order to meet tourists' demand. Thus, what are the strategies that companies can pursue in wine tourism? This chapter will describe how wineries have changed their approach to tourists and it will highlight pro e cons of emerging business strategies. Data and information will be collected from academic and professional sources. A background literature will be provided in order to motivate research designing in data collection and to offer a theoretical framework for the work.

Transforming wine tourism and destinations: the implications of co-creation on empowering wine tourists and wine communities

Marianna Sigala, University of South Australia

Case studies:

Make-your-own wine at Pasadena winery: from wine consumers to wine makers

Marianna Sigala, University of South Australia

The Wine Foundry: bringing wine communities, wine experts and wine consumers together to co-create wine experiences

Marianna Sigala, University of South Australia

2. 2. WINE TOURISTS: profile, needs, behavior

Uncorking the Potential of Wine Language for Young Wine Tourists

Dr Allison Creed and Assoc. Prof Peter McIlveen

University of Southern Queensland

Abstract

Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption (Knott, 2004). Yet wine language is full of fuzzy concepts (Ballester, Patris, Symoneaux, & Valentin, 2008) and the very act of naming sensory experiences can be an act of categorisation, demarcation, separation, or rejection. Indeed, wine consumers experience more of the intrinsic characteristics of a wine after they receive product information (Henley, Fowler, Yuan, Stout, & Goh, 2011). In this chapter, we consider the language used to talk about wine, specifically the personification of wine (e.g., powerful, fleshy, sexy). We demonstrate that metaphoric language is integral to the experience of wine. We conclude that metaphoric language is a platform for engaging younger wine tourists in the cellar door experience, which is a significant revenue source for micro, small, and medium wineries (Dodd, 2000).

Factors Influencing Consumer Wine Choice - The Case of Wine Tourism

Margaret Connolly

MARGARET CONNOLLY Dublin Institute of Technology

Using Importance-Performance Analysis to Understand the Wine Tourism Experience of Generation Z

Dimitrios Stergiou, Greek Open University, Greece

CASES case study : "Profiling winery tourists in Southern Greece"

Dr. Panagiotis Tataridis, Technological Educational Institution of Athens (TEI of Athens)

3. 3. WINE EXPERIENCES: experience design, product development, product innovation and differentiation, wine and wine experiences , wine tourism events

"Maximizing wine tourism experience in the winery" Dr. Panagiotis Tataridis, Assistant Professor

Department of Enology & Beverage Technology

Technological Educational Institution of Athens (TEI of Athens)

Innovation in Food & Wine Tourism Related Businesses: "Turning Ashes to Gold" Dimitris Karagiannis PhD Researcher, Department of Economics, University of Thessaly

Mr Theodore Metaxas, Assistant Professor, Department of Economics, University of Thessaly

Contribution of Research and Development in Oenology to Wine Tourism Marou...