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The Business of Wine Tourism: Evolution and Challenges

In: Management and Marketing of Wine Tourism Business

Author

Listed:
  • Cristina Santini

    (University San Raffaele)

Abstract

Wine tourism is a significant way for wineries to drive and boost profits. Thus, wineries and their related stakeholders (associations, institutions, and professionals) must carefully plan their wine tourism strategies. To achieve these, they need to critically consider factors such as resource dependency and management, as well as relationships building among the wineries and the territory. This chapter proposes and discusses an interpretative framework for helping wineries to shape their wine tourism strategy and form their tourism offering that is based on two factors: market positioning (i.e. the market needs and orientation) and the role of territory. To achieve that, the chapter starts by exploring emerging trends and insights in the field of wine tourism, and the importance of strategic planning of wine tourism activity. Practical implications and examples of the framework are also provided.

Suggested Citation

  • Cristina Santini, 2019. "The Business of Wine Tourism: Evolution and Challenges," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Management and Marketing of Wine Tourism Business, chapter 0, pages 261-276, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-75462-8_13
    DOI: 10.1007/978-3-319-75462-8_13
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