Abstract
Wine tourism takes on a clear hedonic dimension, being especially prone to the design of experiences. The characteristics of wine tourism make this product quite compatible with the rural areas and with an evident capacity of sustainable development. Most of the studies that characterize the wine tourism experiences have a clear focus on the demand side. This paper aims at obtaining a greater insight into the leverage of the wine brands through positive experiences associated with wine tourism. Sustained on the Grounded Theory, a deep analysis of the perception that the cellars/farms have about the effect of their touristic offer on their wine brands was carried out. While there is no use of concrete measures on the supply-side, we found that there is the conviction of a reciprocal leverage effect between wine tourism experiences and wine brands. Despite the exploratory nature of this paper we conclude that wine experiences and brand value and awareness reinforce which other in an interactive and dynamic way.
Highlights
Most studies on wine tourism focus on the perspective of the consumer, analysing the visits to wine cellars and wine areas, events, as well as wine clubs [7]
The marketing of the wine cellars and the wine sale strategies are a key issue in wine tourism [11], insofar as a correct and deep perception of wine tourism companies of the market and consumer is a key factor for the development of the sector
The conduction of semi-structured interviews had as main objectives: to capture the perception the wine cellars/vineyards have about the effect of wine tourism experience on their wine brands, and to realize if their expectations related to wine tourism experiences are confirmed or not
Summary
Most studies on wine tourism focus on the perspective of the consumer, analysing the visits to wine cellars and wine areas, events, as well as wine clubs [7]. The marketing of the wine cellars and the wine sale strategies are a key issue in wine tourism [11], insofar as a correct and deep perception of wine tourism companies of the market and consumer is a key factor for the development of the sector. Despite the creation of experiences for the consumer being the target of a growing attention of the brands, it is still necessary to understand and improve their management [15]. Several companies have created thematic environments that allow consumers to experience and immerse themselves in the world of the brand.
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