CONTENTS -- ABOUT THE EDITOR -- LIST OF CONTRIBUTORS -- LIST OF ABBREVIATIONS -- PREFACE -- CHAPTER 1: THE BUSINESS OF WINE -- 1.1 INTRODUCTION -- 1.1.1 THE EXPLOSIVE GROWTH OF THE WINE INDUSTRY -- 1.2 TYPICAL TRAJECTORY OF WINE BUSINESS ENTREPRENEURS -- 1.2.1 PHASE 1: WINE AS PRODUCT -- 1.2.2 PHASE 2: WINERY AS A SYSTEM -- 1.2.3 WINE AS AN EXPERIENCE: DIRECT TO CUSTOMER SALES -- KEYWORDS -- CHAPTER 2: WINE TOURISM STRATEGY MAKING: A MODEL FOR PLANNING AND IMPLEMENTATION -- 2.1 INTRODUCTION -- 2.2 LITERATURE REVIEW -- 2.3 EARLIER RESEARCH ON WINE TOURISM STRATEGIES -- 2.4 DELIBERATE VS. EMERGENT STRATEGY-MAKING PROCESSES -- 2.5 DISCUSSION -- 2.5.1 PLANNING APPROACHES TO STRATEGY -- 2.5.2 STRATEGY IMPLEMENTATION: MIDDLE-UP-DOWN IMPLICATIONS -- 2.6 CONCLUSIONS -- 2.6.1 FUTURE RESEARCH -- KEYWORDS -- REFERENCES -- CHAPTER 3: STRATEGIC WINERY MANAGEMENT AND TOURISM: VALUE-ADDED OFFERINGS AND STRATEGIES BEYOND PRODUCT CENTRISM -- 3.1 INTRODUCTION -- 3.2 THE GERMAN WINE MARKET CONTEXT -- 3.2.1 CHARACTERISTICS OF GERMAN WINE PRODUCTION AND SUPPLY -- 3.2.2 WINE CONSUMPTION IN GERMANY -- 3.3 LITERATURE REVIEW ON THE VALUE OF WINE AND TOURISM -- 3.3.1 RESEARCH APPROACHES AND ASSESSMENT OF VALUE CREATION POTENTIAL -- 3.3.2 WINE AND TOURISM IN GERMANY -- 3.3.3 WINE AND TOURISM IN THE CONTEXT OF INNOVATION MANAGEMENT -- 3.4 STRATEGIC POSITIONING OF GERMAN WINERIES -- 3.4.1 CHARACTERISTICS, BASICS AND ENVIRONMENTAL PERCEPTION -- 3.4.2 STRATEGIC LANDSCAPE OF GERMAN WINERIES AND PERFORMANCE IMPACT -- 3.4.3 INDICATIONS FOR A TRANSITION - TOURISM AND SERVICES GAINING STRATEGIC GROUND -- 3.5 STRATEGIC TOURISM CLUSTERS OF GERMAN WINERIES -- 3.5.1 WINERY CLUSTERS TOWARDS TOURISM -- 3.5.2 STRATEGIC OPPORTUNITIES - GENERIC STRATEGIES AND TOURISM LEVERAGE -- 3.6 SUMMARY AND OUTLOOK -- KEYWORDS -- REFERENCES.

CHAPTER 4: WINE VERSUS WEDDINGS: WINE TOURISM IN THE EMERGING NORTH CAROLINA WINE INDUSTRY -- 4.1 INTRODUCTION -- 4.2 CLUSTERS AND IDENTITY FORMATION -- 4.3 WINE TOURISM IN NORTH CAROLINA -- 4.4 METHODOLOGY -- 4.5 LET THE WEDDINGS BEGIN -- 4.6 WINE TRAILS -- 4.7 WEDDINGS AS WINE TOURISM? -- 4.8 CONCLUSION -- KEYWORDS -- REFERENCES -- CHAPTER 5: WINE TOURISM IN BORDEAUX -- 5.1 INTRODUCTION -- 5.2 BRIEF HISTORY OF BORDEAUX'S TRADITIONS IN WINE MAKING AND TRADING -- 5.3 KEY FIGURES OF THE BORDEAUX REGION WINE TOURISM -- 5.4 WINE TOURISM AND CULTURE IN THE EXTANT LITERATURE -- 5.5 WINE TOURISTS' PERCEPTIONS AND EXPECTATIONS REGARDING THEIR EXPERIENCE AT BORDEAUX WINERIES -- 5.6 WINE PRODUCERS' PERCEPTION REGARDING WINE TOURISTS: BORDEAUX VS. OTHER FAMOUS WINE PRODUCING REGIONS -- 5.7 MANAGERIAL IMPLICATIONS -- 5.8 CONCLUSIONS -- KEYWORDS -- REFERENCES -- CHAPTER 6: EMERGING ISSUES IN WINE TOURISM -- 6.1 INTRODUCTION -- 6.2 #1: ENVIRONMENTAL IMPACT MORE CRITICAL -- 6.3 #2: UNDERSTANDING CONSUMER MOTIVATIONS AND CRM BECOMES MORE IMPORTANT -- 6.4 #3: SOCIAL MEDIA GROWS IN IMPORTANCE FOR WINE TOURISM -- 6.5 #4: GPS/MOBILE TECHNOLOGIES INCREASINGLY HELPFUL -- 6.6 #5: INCREASED WINERY PARTNERSHIPS WITH OTHER TYPES OF TOURISM -- 6.7 #6: RISE OF ASIAN WINE TOURISM -- 6.8 #7: RISKS OF SATURATION AND INCREASING COMPETITION -- 6.9 #8: MORE SOPHISTICATED WINE TOURISM MEASUREMENTS -- KEYWORDS -- REFERENCES -- CHAPTER 7: WINERY TOURISM IN CHINA -- 7.1 INTRODUCTION -- 7.2 THE HISTORY OF CHINESE ALCOHOLIC BEVERAGES -- 7.2.1 DEFINITION OF JIU -- 7.3 THE HISTORY OF JIU -- 7.4 CHINESE JIU AND WINE CULTURE -- 7.5 THE WINE INDUSTRY IN CHINA TODAY -- 7.6 CHINESE WINE PRODUCTION AND IMPORT -- 7.7 WINERY TOURISM IN CHINA AND BEYOND -- 7.7.1 JIAODONG PENINSULA, SHANGDONG -- 7.7.2 CHANGYU -- 7.7.3 EASTERN HELAN, NINGXIA.

7.8 INFORMATION SOURCES FOR THE CHINESE WINE INDUSTRY AND WINERY TOURISM -- KEYWORDS -- REFERENCES -- CHAPTER 8: ANALYZING THE EFFECTS OF SHORT AND LONG-TERM CUSTOMER RELATIONSHIP ON THE WINE CUSTOMER LIFETIME VALUE -- ABSTRACT -- 8.1 AN INTRODUCTION TO CUSTOMER LIFETIME VALUE -- 8.2 WINE MARKETING AND THE INDUSTRY -- 8.3 WINE CLV TECHNIQUES AND PRACTICE -- 8.4 CONCLUSION -- KEYWORDS -- REFERENCES -- CHAPTER 9: DESIGNING FOR SALES: WINERY DESIGN AND THE VISITOR EXPERIENCE -- 9.1 INTRODUCTION -- 9.2 CREATING MEMORABLE VISITOR EXPERIENCES -- 9.3 BUILDING CUSTOMER LOYALTY -- 9.4 DESIGN ELEMENTS THAT MAXIMIZE THE VISITOR EXPERIENCE -- 9.5 CASE STUDIES -- 9.5.1 CUVAISON ESTATE WINES -- 9.5.2 LYNMAR ESTATE -- 9.5.3 PARADUXX WINERY -- 9.6 CONCLUSION -- KEYWORDS -- REFERENCE -- APPENDIX -- CHAPTER 10: USING ANNs TO DETERMINE PLACE EVOKED AFFECTIVE CONSUMER REACTIONS IN WINE TOURISM -- 10.1 BACKGROUND -- 10.2 RELATED LITERATURE -- 10.3 DATA COLLECTION -- 10.4 MEASURES -- 10.5 ANN MODEL BUILDING -- 10.6 FINDINGS FROM THE FIRST MODEL -- 10.6 FINDINGS FROM THE OPEN FORM MODEL AND SIMULATION RESULTS -- 10.7 CONCLUSION -- KEYWORDS -- REFERENCES -- CHAPTER 11: EFFECTIVE WINERY TASTING ROOM MANAGEMENT -- 11.1 INTRODUCTION -- 11.2 IMPORTANCE OF THE TASTING ROOM -- 11.3 STRATEGIC OPERATIONS -- 11.3.1 HOW DO WE DRIVE VISITORS TO THE TASTING ROOM? -- 11.3.2 HOW DO WE PROVIDE A WORLD-CLASS TASTING ROOM EXPERIENCE? -- 11.3.3 HOW DO WE SELL WINE TO THESE GUESTS NOW AND IN THE FUTURE? -- 11.4 QUALITIES OF AN EFFECTIVE TASTING ROOM MANAGER -- 11.5 MEASURING TASTING ROOM EFFECTIVENESS -- 11.6 CONCLUSION -- KEYWORDS -- REFERENCES -- CHAPTER 12: SERVICE QUALITY, BRAND LOYALTY, AND WINE TOURISM -- 12.1 INTRODUCTION -- 12.2 CHAPTER SIGNIFICANCE -- 12.3 TOURISM -- 12.4 GLOBAL TOURISM -- 12.5 TOURISM IN THE UNITED STATES -- 12.6 TRENDS IN TOURISM -- 12.7 SECTORS OF TOURISM.

12.8 WINE TOURISM -- 12.9 CRITICAL SUCCESS FACTORS IN WINE TOURISM -- 12.10 SERVICE QUALITY -- 12.11 UNIQUE NATURE OF SERVICES -- 12.12 SERVICESCAPE -- 12.13 SERVICESCAPE IN WINE TOURISM -- 12.14 CORE SERVICE AND EMPLOYEE SERVICE -- 12.15 CONTINUOUS QUALITY IMPROVEMENT AND TOTAL QUALITY MANAGEMENT -- 12.16 SATISFACTION -- 12.17 ZONES OF TOLERANCE -- 12.18 SATISFACTION AND SERVICE MEASUREMENT -- 12.19 TRUST AND COMMITMENT -- 12.20 FUTURE BEHAVIORAL INTENTIONS AND LOYALTY -- 12.21 WINE TOURISM AND BUILDING BRAND LOYALTY -- KEYWORDS -- REFERENCES -- CHAPTER 13: EXPLORING AN EFFECTIVE WINERY REVENUE MANAGEMENT STRATEGY -- 13.1 INTRODUCTION -- 13.2 THEORETICAL FOUNDATIONS OF WINERY REVENUE MANAGEMENT AND WINERY SERVICE QUALITY -- 13.3 REVENUE MANAGEMENT -- 13.4 YIELD MANAGEMENT -- 13.5 STANDARDIZED SERVICE SYSTEM -- 13.6 TECHNOLOGY -- 13.7 CONCLUSION -- KEYWORDS -- REFERENCES -- CHAPTER 14: FINANCIAL RATIO AND VALUATION ANALYSES OF CONSTELLATION BRANDS INC.: A CASE STUDY -- 14.1 CONSTELLATIONS BRANDS IN THE WINERIES AND DISTILLERS INDUSTRY -- 14.2 FINANCIAL RATIOS -- 14.2.1 SHORT-TERM SOLVENCY -- 14.2.2 LONG-TERM SOLVENCY (DEBT) RATIOS -- 14.2.3 EFFICIENCY RATIOS -- 14.2.4 PROFITABILITY RATIOS -- 14.2.5 MARKET VALUE RATIOS -- 14.3 VALUATION METHODS -- 14.3.1 DIVIDEND GROWTH MODEL (DGM) -- 14.3.2 FREE CASH FLOW MODEL (FCF) -- 14.3.3 RELATIVE VALUE (MULTIPLES) MODEL -- 14.3.4 EARNINGS MODEL -- 14.3.5 AVERAGE OF THE INTRINSIC PRICES FROM VALUATION MODELS -- 14.4 CONCLUSION -- KEYWORDS -- REFERENCES -- CHAPTER 15: THE RISE OF WINE EDUCATION IN MAINLAND CHINA: A FIRST-HAND ACCOUNT AND ANALYSIS -- 15.1 INTRODUCTION -- 15.2 THE DYNAMICS OF THE MAINLAND CHINESE MARKET: IMPORTED VS. DOMESTIC WINE -- 15.3 PATHS TO WINE EDUCATION IN MAINLAND CHINA -- 15.3.1 THE RISE OF THE WSET, SOCIAL AND PRINT MEDIA, WINE CHALLENGES AND TRADE BODY INVOLVEMENT.

15.4 WHO IS STUDYING? MOTIVATIONS FOR WINE EDUCATION (TRADE AND THE NEW CONSUMERS) -- 15.5 CHALLENGES ENCOUNTERED IN WINE EDUCATION -- 15.6 IMPACTS ON WINE TOURISM -- 15.7 CONCLUSION: THE PRESENT AND FUTURE OF WINE EDUCATION IN MAINLAND CHINA -- KEYWORDS -- APPENDIX.