Management and Marketing of Wine Tourism Business: Theory, Practice, and Cases

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.

Table of Contents

Chapter 1 Introduction: The Evolution Of Wine Tourism Business Management

Part I The Market of Wine Tourism: Profiling, Segmentation and Behavior Richard N. S. Robinson
Chapter 2 Uncorking The Potential Of Wine Language For Young Wine Tourists
Chapter 3 Factors Influencing Consumer Wine Choice: The Case Of Wine Tourism
Chapter 4 Generation Z As Young Winery Visitors In Greece
Chapter 5 Knowledge And Consumption Of Organic And Biodynamic Wines
Chapter 6 Wine Tourists With Children: A Constrained-Based Approach For Untapping A Latent Wine Tourism Market Segment
Chapter 7 Winey Kids: Promoting Wine Tourism To People With Children

Part II Capturing the Market: Marketing, Distribution and Promotion Marianna Sigala
Chapter 8 The Impact Of Social Media On The Behavior Of Wine Tourists: A Typology Of Power Sources
Chapter 9 Viennese Wineries On Facebook: Status Quo And Lessons Learned
Chapter 10 Evaluating Ubervino As An E-Intermediary In The Wine Tourism Industry: Findings From Adelaide
Chapter 11 Towards The Implementation Of Digital Through Wifi And Iot In Wine Tourism: Perspectives From Professionals Of Wine And Tourism

Part III Experience Management in Wine Tourism: Design and Differentiation Marianna Sigala
Chapter 12 Exploring Blue Ocean Innovation In The Wine Industry
Chapter 13 The Business Of Wine Tourism: Evolution And Challenges
Chapter 14 Welcome To My House, Do You Like The Neighborhood? Authenticity Differentiation Within Strategic Groups Of Wineries
Chapter 15 The Synergy Of Wine And Culture: The Case Of Ariousios Wine, Greece
Chapter 16 Scarecrows: An Art Exhibition At Domaine Sigalas Inspiring Transformational Wine Tourism Experiences
Chapter 17 Innovation In Wine Tourism Businesses: ‘Turning Ashes To Gold’
Chapter 18 An Emerging Wine Region: Tourism, Education And Sharing The ‘Love’
Chapter 19 New Clairvaux Vineyards: Monastic Differentiation And The California Wine Market