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Tourism and services diversification in the global wine industry: Ten stylized facts

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  • Nicolás Depetris Chauvin

Abstract

This study investigates servitization in the global wine industry, focusing on nearly 5300 wineries across 23 countries. Servitization, the integration of services with core wine offerings, remains underdeveloped, with 40.2% of wineries reporting no service revenue and 32.3% earning less than 10% from services. The paper identifies ten stylized facts that characterize the current landscape of servitization, revealing varying levels of service adoption across different regions and winery types. These facts provide a foundation for understanding how service integration is emerging within the industry. The findings underscore the need for further research to explore the drivers and impacts of servitization, as well as regional variations and their implications for winery performance. This study paves the way for future investigations into how servitization could influence the global wine market.

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  • Nicolás Depetris Chauvin, 2025. "Tourism and services diversification in the global wine industry: Ten stylized facts," Tourism Economics, , vol. 31(6), pages 1095-1114, September.
    • Handle: RePEc:sae:toueco:v:31:y:2025:i:6:p:1095-1114
    DOI: 10.1177/13548166251314624
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