Abstract
Building on the new knowledge generated by the first book in this series Wine Tourism: Managing and marketing wine tourism business (Vol. I) (Sigala & Robinson in Wine tourism: Managing and marketing wine tourism business (Vol. I). Palgrave, Basingstoke, UK, 2019), which focused on businesses and wine tourism, what is apparent in the previous pages of this volume is that there is equal attention required at the tourism destination level. Both classic texts in the field of wine tourism (cf. Croce & Perri in Food and wine tourism. CABI, Wallingford, OX, 2017; Hall et al. in Wine and tourism around the world. Routledge, London, 2009 [both re-editioned]), and recent reviews (cf. Ellis et al. in Tour. Manag. 68:250–263, 2018; Gomez et al. in Curr. Issues Tour. 1:1–39, 2018), highlight the centrality of the destination to the wine tourism phenomena. Destinations are the physical, or perhaps even virtual (Martins et al. in J. Destin. Mark. & Manag. 6(2):103–109, 2017), entities where the tourist, tourism supply and other destination stakeholders all coalesce.
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