Exploring the Dynamics of Wine Tourism: Case Studies and Best Practices Around the Globe

The strong move to sustainability is one of the dominant reasons for wine companies to innovate, diversify into servitization, and to reconsider the range of activities they offer. Wine tourism accounts for more than 50 billion euros of direct revenue in the world economy. There is significant potential in assisting wineries secure sustainability and contribute to the economic development of their regions.

The typical wine tourism offer based on a good wine tasting is no longer sufficient for average wine visitors. Developing green tourism, empowering digital skills and entrepreneurial capacities would help wineries to attract young generations and gain the loyalty of a clientele in demand for rich and original experiences. It would also directly strengthen the competitiveness of local communities through diversified touristic offers, build the resilience of wineries and their economic regions. The book will investigate topical contemporary industry challenges and that can advance applied researchand education in the wider tourism field.

Professor Dr. Tatiana Boudzine-Chameeva is a Senior Professor at KEDGE Business School (Bordeaux campus), a member of the Food, Wine & Hospitality research center. Tatiana holds a Ph.D. degree in applied mathematics and two habilitation degrees in IS and in Management Sciences. She actively works with research teams from US, Germany, Australia, UK and Japan focusing on wine distribution channels, sustainability in wine sector, and wine tourism experience. She has received honorary awards from the prestigious JSPS (Japan Society for the Promotion of Science), authored numerous case studies on the wine and spirits as well as tourism industry, contributed to the books on wine management.

Professor Dr. Gergely Szolnoki is based at Hochschule Geisenheim University, Germany, and is appointed as Honorary Professor of Wine and Beverage Management at the University of West Attica in Athens, Greece. Gergely has been working at Hochschule Geisenheim University since 2003 and earned his PhD at Justus Liebig University in Giessen, focusing on the impact of wine packaging and sensory evaluation on purchasing decisions. His work primarily focuses on wine business and tourism research. He teaches in undergraduate and MSc programs and supervises PhD students. Gergely has published numerous articles and books on consumer behaviour, market analysis, wine sensory science, social media in the wine business, and wine tourism.

Dr. Noriaki Kawasaki is Associate Professor at the Graduate School of Agriculture, Setsunan University, Japan. He holds a degree in agricultural economics and develops studies in agricultural science, in management and economy. His research interests cover agro-economics, rural sociology and agricultural structure with a particular interest in wine and sake industry. He is co-responsible for the "Wine Management and Wine Tourism" work group in the Oenoviti International network. He has authored and co-authored several papers in Japanese and in English on the economy of agriculture and the evolution of sake economies of scales in Japan.

Dr. Alejandro Gennari is a Full Professor in Agricultural Economics & Policy in the National University of Cuyo in Argentina. He obtained his PhD in 1993 in Agro Food Economics & Policy from the Universitá degli Studi di Padova. Alejandro has been Deputy Minister for Agriculture in the Mendoza Province, and Secretary of Water Management of the Irrigation Water Agency of Mendoza. Alejandro is involved in the studies on economics and management of irrigation water systems. He has served as consultant for IDB, World Bank, IICA, FAO) on issues of rural development, wine and agro -sectorial analysis.