Integrating wine tourism with rural tourism experience

Abstract

The passion that drives travelers to picturesque rural landscapes with unique cultures/heritage, as well as their impact and interaction promoting wine tourism, is examined in this chapter. A brief discussion describes rural agricultural tourism as well as the current and potential impact on a rural area economy. This type of travel can be a major driver of rural economic development with a substantial impact worldwide. Definitions and explanations of the phenomenon of wine, heritage, cultural, rural, scenic, landscape, and agritourism tourism and their interrelationships, and marketing approaches to use this phenomenon to promote tourism are provided. Theories explaining the variety of motivations that lead to this type of travel focusing on the experiential nature of rural tourism are especially important during the COVID-19 pandemic. Examples of how wine tourism operations can benefit from this type of visitor are provided in a unique case study. Suggestions how wine tourism might integrate the outstanding natural landscapes, unique historical perspectives, interesting cultural backgrounds, agritourism, art, and interaction with residents combine to provide synergy to produce joy, love, and adoration for the rural tourism destination might be integrated to benefit rural wineries are detailed.