...Terrance G. Weatherbee; Donna J. Sears Purpose This paper aims to address the persistent definitional issue surrounding wine tourism and argues that such pluralism is not a sign of theoretical immaturity, nor evidence of a singular underlying essence, but a structural feature of the concept itself...

...Wil Martens Purpose Research on wine tourism has traditionally emphasized onsite hospitality, regional branding and physical accessibility, while the role of digital readiness remains underexplored. This study aims to address that gap by developing a predictive framework that links wineries...

...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...

... a novel and transferable framework for customizing TA detail pages by integrating a design-driven exploratory method with the Kano model, extended through the Better–Worse approach and sensitivity-to-improvement mapping. It advances research on digital transformation in wine tourism by conceptualizing...

...Nithya Shankar; Sukruth Suresh Purpose This study aims to systematically examine the evolving literature on experiences in wine tourism and hospitality and seeks to provide scholars with avenues to extend this research. Design/methodology/approach The study uses bibliometric analysis...

... grounded in the literature on wine tourism and consumer behaviour. Findings Four distinct segments emerged: Cultural experience seekers, Wine expertise seekers, Casual leisure seekers and Social entertainment seekers. Segments varied significantly in wine knowledge, spending, loyalty and motivations...

...Martin Kunc Purpose The purpose of this paper is to analyse the developments in forecasting wine tourism. Design/methodology/approach The study applies a systematic review of the literature between 2020 and 2024. Findings The findings confirm unbalanced development where most publications...

...Maria Alebaki; Stella Kladou; Gergely Szolnoki Purpose Given their multifaceted aspects, wine tourism studies depend on multilevel bridges between business education and scientific research. Despite the need to eliminate the gap in theoretical and empirical knowledge among wine tourism...

...Isabel M. Santos; Pedro Bem-Haja; Diana Cunha; André Silva; Elisabeth Kastenholz Purpose Increasing competition within wine tourism calls for more effective market communication, with appealing advertising content to attract potential winery visitors. Given the limitations of self-report data...

... plays in tourism and community development, studies on wine image and information sources shaping the image of wine are strikingly limited. The comprehensiveness and relevance of the developed scale have advanced the scope and depth of wine image literature in wine tourism. As the fourth largest wine...

...Ady Milman; Asli D.A. Tasci; Robin M. Back Purpose This study aims to measure and compare consumer-based brand equity (CBBE) of several US and global wine tourism destinations from an American market point of view. Design/methodology/approach An online randomized experimental design was used...

.... brand name and packaging) and rely more on subjective cues such as packaging, the label of wine and brand name in evaluating wine quality (Charters and Pettigrew, 2006). The low-involved tourists’ main objective during wine tourism is to experience wineries, and the surroundings of the winery (Nella...

...Raquel Camprubi; Olga Goncalves Purpose This study addresses a gap in the literature by examining the marketing strategies adopted by wineries in the context of wine tourism. This study aims to identify marketing strategic orientations and highlight their significance in the context of wine...

...Luis Felipe García Rodea; Humberto Thomé-Ortiz; Angélica Espinoza-Ortega; Pedro de Alcântara Bittencourt César; Laura P. Sánchez-Vega Purpose The purpose of this paper is to identify the motives and types of wine consumers that visit Queretaro’s wine region and their relationship with wine tourism...

...Marcia Mariluz Amaral; Vitor Roslindo Kuhn; Sara Joana Gadotti dos Anjos; Luiz Carlos da Silva Flores Purpose The objective of this study is to analyze the experiences in wine tourism according to narratives shared by the visitors themselves. Furthermore, this study aims to examine the levels...

...Javier Martínez-Falcó; Bartolomé Marco-Lajara; Patrocinio Zaragoza-Sáez; Eduardo Sánchez-García Purpose The purpose of this study is to analyze the effect of wine tourism on the economic, social and environmental performance, i.e. the sustainable performance, of Spanish wineries. In addition, age...

...Giulia Gastaldello; Nadia Streletskaya; Luca Rossetto Purpose This study aims to provide a comprehensive overview on positive drivers and negative factors connected to the Covid-19 pandemic which can jointly shape wine tourism intentions. Design/methodology/approach The present study relies...

... that are not exclusively wine-related. This finding supports the conceptualization of (particularly rural) wine tourism as “terroir tourism.” Research limitations/implications The pandemic context in which data collection was undertaken led to a smaller sample than expected, which was also more domestic than would...

...Anupama S. Kotur Purpose In a post-COVID world, tourists seeking wellness through unique tourism experiences is expected to intensify. The purpose of this study is twofold – to provide baseline information to explore interlinkages between wine tourism and wellness and to identify wine tourism...

..., drinking wine and buying wine, this paper contributed to three important intersectoral fields: wine tourism, atmosphere and consumer behaviour. Additional factors that contributed to consumer emotions and wine purchasing behaviours included live music and the natural environment at wineries. Anne-Marie...