Routledge Handbook of Wine Tourism

Description

Wine tourism or enotourism or oenotourism or winery tourism or vinitourism is a special interest tourism that empowers local culture and spawns business opportunities for the local community. The comprehensive Routledge Handbook of Wine Tourism offers a thorough inquiry into both regular and emerging issues of wine tourism. Modern wine tourism extends beyond the mere cultivation of grapes and the production and selling of wine. The Routledge Handbook of Wine Tourism examines the complex interplay of market profiling, sustainable regional development, and innovative experiential marketing constructs which, when successful, contribute to the growth and sustainable evolution of global wine tourism. This handbook examines how the success of various enotourism events such as vineyard visits, winery tours, wine festivals and wine trails can stimulate the development of wine-producing regions and territories. Incorporating the latest philosophies and research themes, this handbook will be an essential reference for students, researchers, academics and industry practitioners of hospitality and tourism, gastronomy, management, marketing, cultural studies, development studies, international business and for encouraging dialogue across disciplinary boundaries. 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