...Tri Thong Truong; Thi Chieu Nguyen Purpose This study aims to examine how Generation Z tourists pursue authentic experiences in wine tourism in Vietnam, an emerging destination in the global wine market, using the experience economy framework and authenticity theory. Design/methodology/approach...

... the emergence of a new generation known as Digitarians or Generation Z. This study aims to analyze the key determinants influencing craft beer consumption among Digitarians. Design/methodology/approach An online questionnaire is administered, and a total of 296 completed responses are included...

.... It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during...

...Dimitrios P. Stergiou; David Airey; Alexandros Apostolakis Purpose The purpose of this paper is to investigate the wine tourism experience from the perspective of Generation Z adults in Greece, following an actual winery visit. Design/methodology/approach Responses were obtained from a total...