Technology Advances and Innovation in Wine Tourism

This book consolidates under one roof the latest research investigating the various technological advances and new managerial approaches driving innovation within wine tourism. Competition in wine tourism intensifies at a global scale, while wine tourism demand continuously evolves, diversifies and becomes more sophisticated. The book highlights that innovation and technology exploitation have become not only a way to differentiate but also a survival necessity for wine tourism operators and wine destinations alike.

This book includes cutting edge research about the latest technological developments and advances that revolutionise the wine tourism sector and transform the way wine tourism experiences are designed and delivered. In addition, the book includes case studies and research findings showing how wine tourism operators and destinations can nurture, support and implement innovation at various levels, including the experience, the process, the business model and/or the ecosystem level.

'This book is a valuable addition to our knowledge of wine tourism. It compiles under one roof research and case studies about innovation and technological applications in wine tourism from all over the world. As wine tourism organizations need to operate within a turbulent and continuously changing world, innovation and digital transformation are vital tools to ensure survival but also competitiveness. The book is useful to wine tourism and wine destination professionals alike.' —Stellios Boutaris, Wine Maker Kir-Υ ianni Estate & President of the Association of Wine Makers of North Greece

'This book focuses on contemporary technologies and the ways in which they are being deployed within the wine tourism sector. The book covers the use of a wide range of technologies including social media and influencers, GPS tracking and virtual reality. The book chapters nicely explain the use and impact of these technologies by discussing various cases and practical examples from all over the globe.
By reading this book, one immediately realises that the business and practice of Wine Tourism necessarily passes through new technologies, innovation and creativity. What remains to be seen is how to make the best use of the latter to make wine tourism an unbeatable sector. Only the future will tell.' —Maria Joao de Almeida, Executive President, Associação Portuguesa de Enoturismo, Portuguese Association of Wine Tourism