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The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources

In: Management and Marketing of Wine Tourism Business

Author

Listed:
  • Marianna Sigala

    (University of South Australia)

  • Coralie Haller

    (EM Strasbourg)

Abstract

Wine (tourism) research has solely focused on the use and adoption of social media by wine tourism firms, ignoring to examine how and why social media change the wine consumers/tourists’ behavior. To address this gap, this chapter adopted and contextualized the Labrecque et al. (Journal of Interactive Marketing, 27(4): 257–269, 2013) model of online consumer sources of power for identifying and explaining how the current internet and social media advances empower the wine consumers/tourists and influence their decision-making and behavior. The application of this power model was illustrated by identifying and analyzing the business models of various related wine tech companies. The analysis of wine tech companies did not only confirm the application of this online consumer power model within the wine context, but also expanded the model by identifying additional sources of power empowering and transforming the role of wine consumers/tourists within the wine distribution chain. Specifically, innovative wine tech companies empower the wine consumers/tourists to be converted from passive consumers of wine offerings to co-creators, co-designers, co-marketers and even co-investors of their own personalized wine tourism experiences. To enable wine consumers/tourists to become capable and skilled wine co-producers, wine tech companies have also developed edutainment online business models aiming to empower its users with the necessary wine knowledge and skills.

Suggested Citation

  • Marianna Sigala & Coralie Haller, 2019. "The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Management and Marketing of Wine Tourism Business, chapter 0, pages 139-154, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-75462-8_8
    DOI: 10.1007/978-3-319-75462-8_8
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