Routledge Handbook of Wine Tourism

Cover
Half Title
Endorsement Page
Title Page
Copyright Page
Dedication
Table of Contents
List of figures
List of tables
Acknowledgements
List of contributors
Introduction
The structure of the handbook
Part I: Setting the scene for wine tourism
Part II: Profiling and segmentation of the wine tourism market
Part III: Wine tourism as an instrument for the regional development
Part IV: New approaches and practices in wine tourism marketing
Part V: The wine tourism experience: management and success stories
Part VI: Innovations and technological advancements in wine tourism
Part VII: Terroir sustainability and cultural constructs in wine tourism
References
Part I: Setting the scene for wine tourism
Chapter 1: The growth and evolution of global wine tourism
An introduction to wine tourism
Historical evolution of wine tourism
Developing wine tourism destinations
Emerging trends in wine tourism
Experiential learning programs
Wine villages and museums
Wine festivals and events
Unique tour options
Wine cruise liners
Innovative collaboration
Wine clubs
Wine tour operators (or intermediaries)
Direct to consumers (DTC)
Wine hotels
Other floating trends in wine tourism
Conclusion and implications
References
Chapter 2: Nature and significance of wine tourism: An Australian perspective
Discussion
Conclusion
Implications
References
Chapter 3: Conceptualization of the winescape framework
Introduction
Winescape literature
Towards a proposed winescape framework
Conclusion
Implications
References
Chapter 4: Contributions of wine routes and trails to wine tourism experiences
Introduction
Research on the tourist experience
Conceptual framework
Actor-network theory
Symbolic translation – theme generator
Material translation – movement guide
Affective translation – comforter
Conclusion
References
Chapter 5: Regulatory and ethical influences and predicaments of wine tourism development: A case from Nashik, India
Introduction
Review of the literature
The need for a regulatory system in wine tourism
Ethical considerations and wine tourism
Methodology
A review of wine regulations in Maharashtra, India
The Indian wine story
Wine policy of Maharashtra
Wine industry regulations in Maharashtra
Other wine industry promotion initiatives
Wine tourism in Nashik and the ethical dimension
Religion and alcohol consumption in India – ideological underpinning
Religious tourism in Nashik
Discussion
Ethical dimensions and impact on wine tourism policymaking
Impact of present policies and regulations on wine tourism
Implications and conclusion
References
Chapter 6: Exploring co-creation process in the wineries: The relevance of social partner characteristics
Introduction
Theoretical background
Methodology
Organizational capability
Organizational structure
Commercial/marketing structure
Sales team quality
Social events
Wine tastings
Business lunches and dinners
Vineyard/winery visits
Players’ history
Reputation
Family company
Company history
Conclusion and implications
Limitations
Further research opportunities
References
Chapter 7: Wine tourism in Canada
Introduction
History of wine in Canada
Wine in the beginning
Prohibition
Wine quality: post-prohibition to present
Wine tourism regions
Ontario
Niagara Region: the main region
Prince Edward: the newcomer
The Okanagan Valley: the ‘Napa’ of Canada
Other Regions
Nova Scotia: growing and growing
Quebec: thanks to hybridization
Conclusion
Implications
References
Chapter 8: Key challenges in global wine tourism
Introduction
Special interest tourism in wine context
Global characterization of wine and wine tourism sectors
Key challenges in global wine tourism
The wine tourists’ profile
Conclusions of case study
Implications
Suggestions to the wine tourism sector and future research
References
Part II: Profiling and segmentation of the wine tourism market
Chapter 9: Understanding the wine tourism markets
Introduction
Old World wine tourism markets
France
Italy
Spain
Portugal
Germany
New World wine tourism destinations
United States
South Africa
New Zealand
Australia
Chile
Emerging World wine tourism destinations
China
Thailand
Conclusion
Implications
References
Chapter 10: Wine tourism and consumer behavior
Introduction
Review of the literature
Individual decision making in tourism
Extending wine tourism theory
Methodology
Survey design and data collection
Defining wine travelers
Notes :
Results
Factors influencing wine travelers’ decisions
Factors influencing wine travelers' onsite behavior
Conclusions
Implications
References
Chapter 11: Preferences and characteristics of wine tourists
Understanding consumer behavior
Consumer needs and preferences
Personality traits and consumer behavior
Consumer profile of wine tourists
Participants in wine fairs and festivals
Conclusion
Implications
References
Chapter 12: Wine tourism’s institutional framework and governing system: Evidence from Portugal and six international reference markets as benchmarks
Introduction
Literature review
Governance systems
Multilevel destination strategies and destination capabilities
Methodology
Results and discussion
Conclusion
Implications
Appendices
Acknowledgements
Note
References
Chapter 13: Wine tourist motivations and perceptions of destination attributes
Introduction
Motivation theories
Push motivators in wine tourism
Educational experience
Escapism
Social need
Adventure
Product involvement
Pull motivators in wine tourism
Wine tasting opportunity
Wine quality
Product marketing
Winescape
Destination image
Entertainment
Importance of understanding motivations in wine tourism
Conclusion
Implications
References
Chapter 14: Wine consumers’ knowledge of wine and their wine self-confidence in different sales contexts
Introduction
Segmentation of wine consumers
The complexity associated with wine choices
Consumers’ wine knowledge
Elements of wine knowledge
Types of wine knowledge
Choosing wine at off-premise and on-premise sales locations
Consumers’ wine self-confidence (WSC)
An explication of consumer self-confidence (CSC)
Consumers’ wine self-confidence (WSC)
An exploration of South African consumers’ WSC in different sales locations
Methodology
Results
Conclusion
Academic implications
Marketing implications
References
Chapter 15: The emerging wine tourist: Perspectives of multicultural, first-time winery visitors
Introduction
Background
Multicultural consumers’ perspective of the wine industry
Literature review
Subjects
Course and assignment
Methodology
Analysis
Watson tone analyzer, overall emotion, and distinct emotions
Grounded theory analysis
Knowledge of the tasting room staff’s contribution to the winescape
Significance of traveling to the region
Students’ technical knowledge of the factors that affect the taste of wine
Students’ likelihood to recommend or return to a winery
Results
Conclusion
Implications of the study
References
Chapter 16: Senior travelers and wine tourism experience: Opportunities of an evolving market segment
Introduction
Senior travelers: an attractive segment for wine tourism
Applying the experience economy model to wine tourism
The element of education (active participation + absorption quadrant)
The element of entertainment (passive participation + absorption quadrant)
The element of escapism (active participation + immersion)
The element of aesthetics (passive participation and immersion)
Conclusions
Implications
Acknowledgements
References
Part III: Wine tourism as an instrument for regional development
Chapter 17: Wine tourism: A story rooted in place
Introduction
Wine and place
A natural pairing
Wine tourism destinations
Destination narratives
Foodways and wine tourism
Understanding foodways
Foodways as expressions of destination identity
Foodways as connections to place
Tastes of place
More than a wine tourism destination
Elevating the visitor experience
Connecting wine tourism to a broader destination identity
Checklist for wine tourism destination developers
Checklist for wine tourism businesses
Moving forward with resilience
References
Chapter 18: Strategies for developing wine tourism destinations: The case of the Douro Valley (Portugal)
Introduction
Douro Valley: a wine tourism destination
Methodology
SWOT analysis
Definition of the objectives
Strategic options: tourism products, markets, and positioning
Marketing mix policies
Product
Price
Communication
Distribution
People
Processes
Physical evidence
Action plan
Conclusion
References
Chapter 19: Wine tourism development: From the host community’s perspective
Introduction
Literature review
Wine tourism
Resident attitudes toward tourism development
Social capital
Methods
Findings
Discussion and implications
Conclusion
References
Chapter 20: Winery owners’ perceptions and motivations towards wine tourism: Discourses of winery owners in Langhe, North Italy
Introduction
Literature
Active stakeholders
Rural tourism development/diversification
Family-centered motivations
Place identity
Methodology
Case study
Methods chosen
Data analysis
Findings
Resistance to wine tourism and place identity
Family-centered motivations
Conclusions and research implications
References
Chapter 21: Wine tourism in rural Japan: An integrated development instrument
Introduction: wine tourism and rural development in Japan
Wine tourism in Japan: its definition, brief history, and instrumental roles
The actors from the top: national and local governments
Discussion: contributions and challenges in wine tourism
Conclusion: wine tourism as an integrating instrument of rural development
References
Chapter 22: Wine tourism gentrification: Transforming rural agricultural regions in the USA
Introduction
Five waves of gentrification
Tourism gentrification
Negative consequences of tourism gentrification
Walla Walla, Washington
Willamette Valley, Oregon
Discussion
Strategic development plan
Conclusion
References
Chapter 23: Role of great wine capitals network in making wine tourism a competitive factor of a territory
Introduction
Wine tourism as a competitive factor of a destination
Great wine capitals (GWC)
Conclusions
Implications
References
Chapter 24: From wine to vermouth: Events as guardians of the territory
Introduction
Food events and tourism
Study method
Results
A celebration with alcohol-based beverages
Discussion and conclusions
References
Part IV: New approaches and practices in wine tourism marketing
Chapter 25: Marketing destinations through wine tourism: Using the example of developing wine tourism in Austria
Introduction
Theoretical background
The development of wine tourism in Austria
Marketing wine tourism destinations
Marketing destinations based on their wine offer: three Austrian case studies
Summary, discussion, and prospects
References
Chapter 26: The role of wine festivals in Swedish wine tourism marketing
Introduction
Conceptual framework
Wine festivals and wine tourism
Wine tourism in Sweden
Discussion and conclusion
References
Chapter 27: The emergence of a new wine tourism field: Entrepreneurial struggles
Introduction
Method
The new fruit wine and how it was developed in Denmark
Entrepreneurship and the diffusion of innovation theory as an explanation for this process
Experiential marketing: development of fruit wine tourism
Fruit wine festivals
Visits to the fruit wineries
Conclusion
Implications
References
Chapter 28: Creative star wine districts: An exploratory research
Introduction
Theoretical framework
Wine in economics of beauty
Culture and creativity as drivers of territorial development
Methodology
Research goal and question
Research strategy
Data collection and analysis methods
Discussion and conclusion
Case analysis: different approaches to the same territorial issues
Contribution: common features of creative star wine districts
References
Chapter 29: Folk wine festivals in Italy: A grassroots strategy for developing wine tourism
Introduction
The characteristics and history of folk wine festivals
Matching the demand of the tourist
The effect for the communities
Conclusions
Implications
References
Chapter 30: Matching business travel with wine tourism: The case of the canton of Grisons, Switzerland
Introduction
Literature review
Wine tourism
Niche market
Winemakers
Wine tourism destinations
Stakeholder collaboration
Marketing
Business tourism
Segmentation
Types
Trends
Tourism management
Wine tourism in the Bündner Herrschaft
MICE offers
Wine Tours Switzerland
References
Chapter 31: Memorability, satisfaction, and intention to recommend to others: A segmentation-based study of winery visitors in Australia
Introduction
Literature review
Memorability and memorable tourism experiences
Wine tourism experience
Market segmentation in wine tourism research
Methodology
Research setting: a brief overview of the wine industry in South Australia
Survey design
Data collection
Results
Overall profile of the sample
Results of cluster analysis (by memorability)
Discussion and conclusion
References
Part V: The wine tourism experience: management and success stories
Chapter 32: Introducing the wine tourism experience (WTE) framework to design the ultimate tourist experience
Introduction
Wine tourism: from product to experience
The wine tourism experience (WTE) framework
WTE drivers: Functional vs. hedonic
WTE forms: conspicuous vs. idiosyncratic
WTE outcomes: educational vs. outstanding
Conclusions and implications
References
Chapter 33: The staging of wine tourism experiences in Australia
Introduction
Wine segmentation: target markets for staged winery experiences
Staging experiences
Engaging the five senses
Memorable encounters
Hedonism and hedonistic well-being
The 2020 wineries predicament
The use of technology to facilitate staged experiences
Future of staging wine events
Conclusion
Implications
References
Chapter 34: The taste of experience: The sensitivities of wine tourists
Introduction
Enogastronomy and the senses
Tasting the vineyard
Final considerations
Implications
References
Chapter 35: Antecedents, elements, and outcomes of the wine tourism experience at the destination
Introduction
Antecedents
Motivations
Involvement
Wine-related lifestyle
Information sources
Tourist typology
Elements
Aesthetic
Entertainment
Escape
Education
Outcomes
Behavioral intentions
Satisfaction
Emotions
Conclusion
Implications
References
Chapter 36: Multisensory experience of wine tourism
Theoretical underpinnings of the chapter
Multisensory research
Method and analysis of case studies
Discussion
Emotional connection with the wine business
Multisensory factors
Mental workload
The future – virtual reality?
Post-cellar door experience
Conclusion
Implications
References
Chapter 37: The influence of wine involvement on wine tourism motivations and experiences
Introduction
The wine tourism experience
Wine involvement and the wine tourism experience
Findings
Sociodemographic characteristics
Wine involvement of respondents
Wine involvement and motivations for wine festival attendance
Discussion and conclusion
References
Chapter 38: Wine tasting and appreciation experiences at wineries
Introduction
Winery experiences
Research Design
Data collection
Data treatment
Sample
Wine theme
Visit theme
Guided tour theme
Art theme
Garden theme
Price theme
Moscatel theme
Friendly staff theme
Recommend(ation) theme
Conclusion
Managerial implications
References
Chapter 39: The Louise: A luxury wine hotel experience in the vineyards
Introduction
Wine tourism: a multifaceted activity
Wine tourism experience: an emerging research topic
Wine tourism in Australia
Wine tourism in South Australia (SA)
Key success factors of a luxury wine hotel experience
Natural, exclusive signature and ‘extraordinary’ experiences
Inter-industry collaborations
Building a collective brand reputation
Customer centric approach
Internal customer management
Conclusion
Planning for the future
References
Chapter 40: Markers, benefits, and pitfalls of authenticity in wine tourism: A case study in Melnik, Bulgaria
Introduction
Authenticity and tourism
A conceptual model of authenticity in wine tourism
Conclusion
Implications
References
Chapter 41: Capturing core experiential aspects in winery visitors’ TripAdvisor reviews: Netnographic insights from Santorini and Crete
Introduction
Theoretical background and research questions related to the wine tourism experience
Aim and methodology of the empirical study
Empirical results
Discussion and conclusions
Implications
Note
References
Chapter 42: Wine routes and trails vis-à-vis wine tourism: Experiences and examples from Slovenia
Introduction
Evolution of wine tourism in Slovenia
The relationship between gastronomic tourism and wine tourism
Structure of wine tourism and typology of wine tourists
Conclusions
Implications
References
Part VI: Innovations and technological advancements in wine tourism
Chapter 43: The role of technology in wine tourism
Introduction
The wine tourism experience
The strategic adoption of technologies in the wine tourism experience
Technology supporting information-seeking and buying processes
Technology enabled wine tourism experience
Technology partly replacing the onsite wine tourism experience
Perspectives on technology in wine tourism
Implications
Notes
References
Sitography
Chapter 44: Virtual wine tourism experiences
Introduction
Overview of virtual technologies
Overview of scientific publications
Virtual technologies in wine tourism
Conclusions and implications
References
Chapter 45: Social media marketing in wine tourism
Introduction
Social media marketing and social media platforms in the context of wine tourism
Advantages of social media usage in wine tourism marketing
Social media terminology in wine tourism marketing
Wineries’ adoption of social media
Trends in social media usage in wine tourism
Successful social media strategies and communication strategies in wine marketing
Implications and suggestions
References
Chapter 46: Branding wine products and wine tourism destinations through e-storytelling: Examining contemporary tourism interpretation
Introduction
Tourism interpretation for branding wine products and wine tourism destinations through E-storytelling
Methodology
Results
Winery website survey
Field observation
Marufuji Winery
Lumiere
Discussion and conclusion
Knowledge-based story
Tourism activity–based story
Product-based story
History-based story
Hospitality-based story
Winescape-based story
Brand-based story
Event-based story
News-based story
Implications
References
Chapter 47: Hybrid wine grapes and emerging wine tourism regions
Introduction
Hybrid wine grapes
Origin of hybrid wine grapes
Recent changes in the American wine industry
Renewed interest in hybrid grapes
New wine regions require new business models
Tourism-reliant business models
Cold-hardy hybrid wine grapes
Importance of wine tourism
Conclusion and implications
References
Chapter 48: Post-COVID-19 developments in the wine tourism sector
Introduction
Managing risk in demand chains
Wine tourism – its nature and the COVID-19 risk
Concluding comments
Implications
References
Chapter 49: Wine, tourism and the global pandemic: Realizing opportunities for new wine markets and experiences
Introduction
The impact of COVID-19 on the global wine value chain
Conclusion
Implications
References
Part VII: Terroir sustainability and cultural constructs in wine tourism
Chapter 50: A sustainable perspective for wine tourism management
Introduction
Literature review
Governance for wine tourism management
Integration of rural communities in the Chilean wine routes
The challenge of moving towards sustainability
Conclusion
Recommendations
Sustainability: a determining factor for the competitiveness of wine tourism destinations
The role of municipalities in wine tourism management
Municipal tourism management in enotourism destination requires a comprehensive vision
Coordination among stakeholders is a critical management factor
Participation of local communities in wine tourism development
Conclusion
Implications
References
Chapter 51: The fluidity of terroir: The delusion of sustainability and authenticity in wine tourism
Introduction
Terroir: a sense of place
Macro influences
Climate change
Biodiversity loss
Micro influences
Consumer demands
Wine: augmented tourism experience
Feedback loops
Conclusion
Implications
References
Chapter 52: Sustainable wine tourism: The case for natural wines
Introduction
Pairing wine with sustainability
The concept of terroir in the world of wine
Nature is key to popularizing the concept of sustainability
Environmental movements and nature
Understanding how nature is perceived and experienced through a conceptual lens
How natural wines fit into the sustainability discourse around nature
Conclusion
Implications
References
Chapter 53: Rural landscapes, culture, and wine tourism
Introduction
Literature review
Methodology
Results
Landscape
Internal culture
External culture
Landscape
Internal culture
External culture
Discussion and conclusion
Implications
References
Chapter 54: Exploring the role of restaurant wine lists in communicating local sense of place to tourists
Placing the wine list
Menu analysis
Transmitting a sense of place
Conclusion
Implications
References
Chapter 55: Vital elements to foster territorial development based on wine tourism
Introduction
Conceptualizing innovation, knowledge, creativity, and learning linked to local and regional development
Innovation
Knowledge
Creativity
Learning
Innovation, knowledge, creativity, and learning
Discussion and conclusion
Implications and future research directions
References
Chapter 56: Integrating wine tourism with rural tourism experience
Introduction
Definitions
Understanding the development in rural agricultural tourism
Theories of motivation: factors driving rural landscapes, cultural/historical tourism
The experiential integration of wine tourism with rural tourism
Emotion
Conclusion and summary
Implications
References
Chapter 57: Conclusion: Uncorking the emerging realms for wine tourism research
Historical evolution of wine tourism
Wine tourist consumption behavior
Wine tourism and rural development
Wine tourism and cultural heritage
Wine and events
Winescape
Institutional frameworks in wine tourism
Forms of wine tourism
Marketing wine tourism
The future of wine tourism
References
Index