Multisensory experience of wine tourism

Abstract

Consumers are influenced by all senses when making wine purchases, and this is especially relevant at the cellar door. This chapter describes the multisensory experience of wine tourism through a focus on the cellar door. A series of case studies are used to demonstrate multisensory aspects that can enhance the experience and to compare different multisensory approaches to the cellar door experience – from the highly visualized focus of the ‘modern’ cellar door with bright lights and sharp focus on the wines, to the busy and authentic experience that excites all the senses. Pros and cons of different approaches are discussed in the context of wine tourism, incorporating the cellar door experience, cellar door sales, and individual differences of the consumer. The link between sensory experience, emotion, and wine is also discussed. The chapter will be of interest to those looking to build or redesign a cellar door, researchers in wine tourism, cellar door managers and winery owners, as well as wine tourists interested in understanding how multisensory theory drives cellar door design. The chapter concludes that the ideal cellar door design and layout, as related to multisensory experience, depends on individual differences in both the aims of the winery and the wine tourist.