Wine Tourism Destination Management and Marketing: Theory and Cases

ISBN-13: 9783030004361 / Angielski / Twarda / 2019 / 621 str.

Sigala, Marianna

Opis

The book provides a holistic approach to wine destination management and marketing by bringing together wine tourism research with research in wine and destination management. Chapters are contributed by numerous international authors (all known in their own specialized field) offering an international and multidisciplinary perspective. Addressing the evolving and the complex nature of the offering, the demand and the industry structure of wine tourism destinations, the book provides fresh research approaches and international industry examples in the following key topics: understanding demand of wine destinations; new approaches and practices of wine destination marketing; innovation and design of wine destination experiences and wine routes; as well as planning and development of wine destinations. Each section includes studies with theoretical underpinning and empirical findings, followed by case studies and industry examples highlighting the practical implications of the theory. The book provides a holistic analysis of wine destination management and marketing by identifying and discussing: the various stakeholders of wine destinations (e.g. tourists, cellar doors, wine tourism firms, destination managers, wine associations and networks); and the various destination managerial issues (e.g. marketing, product packaging, innovation, consumer behavior, planning and development). The book is equally valuable to researchers and industry professionals alike.

Spis treści

Introduction: Wine destination management and marketing: critical success factors

PART 1 WINE TOURISTS: Who are they and what do they want from wine destinations?

Introduction to Part 1: Richard N.S. Robinson

 

2        Understanding the wine tourist markets’ motivations, travel constraints, and perceptions of destination attributes: a case study of winery visitors in Sardinia, Italy

Aise KyoungJin Kim, University of South Australia, Australia

Giacomo Del Chiappa, University of Sassari, Italy

Ester Napolitano, University of Cagliari, Italy

 

3.      Wine tourist’s perception of winescape in Central Otago, New Zealand

Joanna Fountain, Lincoln University, New Zealand

Charlotte Thompson, Lincoln University, New Zealand

The image of a wine tourist and impact on self-image congruity

Marlene Pratt, Griffith University, Australia

 

5.      Seeking the typical characteristics of wine tourists in South Greece

Panagiotis Tataridis, Pan-Hellenic Union of Registered Oenologists (PANEPO) Technological Educational Institute of Athens, Greece

Kanellakopoulos Christos, Pan-Hellenic Union of Registered Oenologists (PANEPO)

Kanellis Anastasios, Pan-Hellenic Union of Registered Oenologists (PANEPO)

Gatselos Lazaros, Pan-Hellenic Union of Registered Oenologists (PANEPO)

 

6.      Motivations of wine travellers in rural Northeast Iowa

Oksana Grybovych Hafermann, University of Northern Iowa,

Samuel V Lankford, California State University,

 

PART 2 WINE DESTINATION MARKETING: New Approaches and Practices

Introduction to Part 2: Marianna Sigala & Richard N.S. Robinson

 

7.      E- Storytelling and wine tourism branding: insights from the “Wine roads of Northern Greece”

Christina Bonarou, Hellenic Open University, Greece
Paris Tsartas, Harokopio University of Athens, Greece

Efthymia Sarantakou, Hellenic Open University, Greece

 

8.      Building a wine tourism destination through coopetition: the business model of Ultimate Winery Experiences Australia

Marianna Sigala, University of South Australia, Australia

 

 

9.      Developing and branding a wine destination through UNESCO World Heritage listing: the case of the Mount Lofty Ranges Agrarian Landscape

Marianna Sigala, University of South Australia, Australia

 

10.  Effects of the World Heritage Label in Champagne Region

Fabrice Thuriot, University of Reims Champagne-Ardenne, France

 

PART 3 DESIGNING EXPERIENCES: Developing and innovating wine destinations

Introduction to Part 3: Marianna Sigala

 

11.  Wine and Food Events: experiences and impacts

Donald Getz, The University of Calgary, Canada

 

12.  Pouring new wines into old wineskins? Sub-regional identity and the case of the Basket Range Festival

Jonathan Staggs, University of Queensland, Australia

Matt Brenner, University of Queensland, Australia

 

13.  Wine Tourism: balancing core product and service dominant strategies

Bonnie Canziani, University of North Carolina Greensboro

 

14.  Wine Tourism Experiences and Marketing: the case of the Douro Valley in Portugal

Alexandra I. Correia, Polytechnic of Viana do Castelo, Portugal

Raquel Cunha, Polytechnic of Viana do Castelo, Portugal

Olga Matos, Polytechnic of Viana do Castelo, Portugal

Carlos Fernandes, Polytechnic of Viana do Castelo, Portugal

 

15.  Managing and marketing wine destinations with and through art: a framework for designing wine experiences

Marianna Sigala, University of South Australia, Australia

 

16.  Developing a destination within a destination: The d’Arenberg Cube, the iconic monument of experiences that synergise wine, tourism and art

Marianna Sigala, University of South Australia, Australia

Ruth Rentschler, University of South Australia, Australia

 

Georgian wine museum is making a strategic decision

Natalia Velikova, Texas Tech University, USA

Tatiana Bouzdine-Chameeva, KEDGE Business School

 

18.  How to Design a Wine Museum: Insights from La Cité du Vin in Bordeaux

Tatiana Bouzdine-Chameeva KEDGE Business School, France

Frédéric Ponsignon, KEDGE Business School, France

François Durrieu, KEDGE Business School, France

Jacques-Olivier Pesme, KEDGE Business School, France

 

19.  “OINOXENEIA”: A wine tourism event in Aigialeia, Peloponnese

Athanasia Charitonidou, Cultural Εvents Programme Coordinator, Municipal Welfare Business of Aigialeia.

Maria Tsoukala, President, Municipal Welfare Business of Aigialeia

Sotirios Bolis, Consultant, Project manager, Municipal Welfare Business of Aigialeia

 

PART 4 DESIGNING AND MANAGING WINE ROUTES: packaging and partnerships

Introduction to Part 4: Richard N.S. Robinson

 

20.  Life cycle of wine routes: North Portugal’s perspective

Darko Dimitrovski, University of Kragujevac, University of Trás-os-Montes and Alto Douro (UTAD), Portugal

Susana Rachão, INNOVINE & WINE project at UTAD, Portugal

Veronika Joukes, University of Trás-os-Montes and Alto Douro (UTAD), Portugal

 

21.  Wine routes and tourism potential in Turkey

Sibel Oncel, Anadolu University, Turkey

Medet Yolal, Anadolu University, Turkey

 

22.  Wine trails in the Czech Republic

Martin PROKEŠ, Mendel University in Brno, Czech Republic

 

23.  Supporting tourists’ mobility in wine destinations: the hop-on hop-off bus in Swan Valley, Western Australia

Marianna Sigala, University of South Australia, Australia

 

24.  Seeking Differentiation: Queensland Australia’s ‘Strangebird Wine Trail’.

Richard Robinson, The University of Queensland

 

PART 5 DESTINATION PLANNING AND DEVELOPMENT: Collaboration and horizons

Introduction to Part 5: Marianna Sigala

 

25.  Wine Industry and Wine Tourism Industry Collaboration: A Typology and Analysis

McGregor, Arwen, Queensland Wine Industry Association

Robinson, R.N.S., The University of Queensland

 

26.  Wine plus Tourism Offers: It is not all about wine. Wine Tourism in Germany.

Axel Dreyer, University of Applied Sciences, Germany

 

The future of wine tourism in the Okanagan Valley: a Delphi method survey

Michael Conlin, Okanagan College, Canada

Alan Rice, Okanagan College, Canada

 

28.  Wine Tourism in South Africa: Valued Attributes and Their Role as Memorable Enticements

Robert J. Harrington, Washington State University, USA

Michael C. Ottenbacher, Kansas State University, USA

Byron Marlowe, Washington State University, USA

Ulrike Siguda, Heilbronn University, Germany

 

29.  Wine tourism destinations across the Life-Cycle: A qualitative comparison of Northern Greece, Peloponnese and Crete

Maria Alebaki, Agricultural Economics Research Institute (AGRERI), Hellenic Agricultural Organization DIMITRA, Athens, Greece

Alex Koutsouris, Agricultural University of Athens, Greece

 

Wine tourism in an emerging destination: the Côte Chalonnaise, Burgundy

Joanna Fountain, Lincoln University, New Zealand

Laurence Cogan-Marie, Burgundy School of Business, France

 

Importance of Tasting Room Activities and Staff Training in Emerging Wine Regions: the Case of Northern Virginia

Jennifer L. Blanck, Burgundy School of Business, France

Laurence Cogan-Marie, Burgundy School of Business, France

Lara Agnoli, Burgundy School of Business, France

 

Wine Tourism and Regional Economic Development: Of Mimesis and Business Models

Donna Sears, Acadia University, Canada

Terrance G. Weatherbee, Acadia University, Canada

 

Positioning the Current Development of China’s Wine Tourism Destinations: A Netnography Approach

Bob Duan, Griffith University, Australia

Charles Arcodia, Griffith University, Australia

Emily Ma, University of Massachusetts, USA

 

The role of networks, synergies and collective action in the development of wine tourism: The case of ‘Wines of Crete’

Anna Kyriakaki, University of the Aegean, Greece

Nikolaos Trihas, Technological Educational Institute of Crete, Greece

Efthymia Sarantakou, Hellenic Open University, Greece

 

Economic impacts of a developing wine tourism industry in Iowa

Oksana Grybovych Hafermann, University of Northern Iowa, USA

Samuel V Lankford, California State University, USA

 

A vehicle for destination development? The case of the Wolfville Magic Winery Bus

Donna Sears, Acadia University, Canada

Terrance G. Weatherbee, Acadia University, Canada

 

Metsovo as a wine tourism destination

Maria Dimou, Katogi Averoff S.A., Greece

 

Epilogue

An ecosystems framework for studying wine tourism: actors, co-creation processes, experiences and outcomes

Richard N.S. Robinson

Marianna Sigala

O autorze

Marianna Sigala is Professor of Tourism at the University of South Australia, Australia.

Richard N.S. Robinson is Research Development Fellow at the University of Queensland Business School, Australia.

Blurb

“This book consolidates under one cover various research insights and case studies from different parts of the world (including Greece) contributed by well-known academics, all experts in their field. The book is a must read by students and industry professionals alike wishing to obtain a holistic understanding and up-to-date practical knowledge about wine and its role in developing tourism experiences and destinations.”
—Maria Triantafyllou, Director, New Wines of Greece

“This book provides a welcome addition to the literature on wine tourism. With an extensive array of themes and cases studies the international perspective provides useful insights into tourism destinations seen through the lens of wine.”
—C. Michael Hall, Professor, University of Canterbury, New Zealand

 “Make time to read this book. if you are a student, researcher, or practitioner in the field of wine destination marketing, there are valuable lessons to be learned from experts and case studies about the best practices in the growing and economically vital field of wine tourism.”
—Armand Gilinsky, Jr, FJ Korbel Bros Professor of Wine Business, Sonoma State University, USA

The book provides a holistic approach to wine destination management and marketing by bringing together wine tourism research with research in wine and destination management. Chapters are contributed by numerous international authors offering an international and multidisciplinary perspective. The book combines fresh research approaches with international industry examples and case studies in the following key topics: understanding demand of wine destinations; New approaches and practices of wine destination marketing; innovation and design of wine destination experiences and wine routes; planning and development of wine destinations. The book analyses wine destination management and marketing issues from the perspectives of the various stakeholders of wine destinations (e.g. tourists, cellar doors, wine tourism firms, destination managers, wine associations and networks). The book is equally valuable to researchers and industry professionals alike.