Intro -- Acknowledgements -- Contents -- Notes on Contributors -- List of Figures -- List of Tables -- 1 Introduction: The Evolution of Wine Tourism Business Management -- Introduction -- The Transformed Wine Tourist -- Profile and Behaviour of the Wine Tourism Market -- Factors Driving and Shaping the Wine Tourist Demand -- The Transformed Wine Tourism Business -- Critical Success Factors for Designing Wine Tourism Firms' Strategies -- Emerging Approaches for Innovating and Transforming Wine Tourism Firms' Strategies -- The Aims and Scope of This Book -- References -- Part I The Market of Wine Tourism: Profiling, Segmentation and Behavior Richard N. S. Robinson -- 2 Uncorking the Potential of Wine Language for Young Wine Tourists -- Introduction -- Conceptual Metaphor Theory -- CMT: Target and Source Domains -- An Anthropomorphic Frame for Wine Consumption Practices -- Metaphor as the Corkscrew to Open Wine to the Cellar Door Tourist -- Communication at the Cellar Door -- Metaphors of Healthy Lifestyle and Moderate Consumption -- References -- 3 Factors Influencing Consumer Wine Choice: The Case of Wine Tourism -- Introduction -- Consumption in the Twenty-First Century -- Consumer Decision-Making-How Do Consumers Choose? -- Factors Influencing Consumer Wine Choice -- Experiential Consumption and the Wine Tourism Experience -- Wine Tourism and Consumer Wine Choice -- Background to the Study -- Research Methodology -- Results and Discussion -- Wine Tourism as Source of Influence -- Impact on Wine Involvement Level -- Long-Term Loyalty -- Conclusion -- Implications for Theory and Practice -- References -- 4 Generation Z as Young Winery Visitors in Greece -- Introduction -- Literature Review -- Research Methodology -- Findings -- Conclusions -- References -- 5 Knowledge and Consumption of Organic and Biodynamic Wines -- Introduction.

Wine Tourism and Wine Events -- Organic and Biodynamic Wines -- Methodology -- Research Context -- Data Collection -- Findings -- Sample Description -- Wine Consumption Behaviour -- The Organic and Biodynamic Segment -- Attending Wine Events -- Managerial Implications for Wine Destinations and Wine Event Organisers -- Conclusions -- References -- 6 Wine Tourists with Children: A Constrained-Based Approach for Untapping a Latent Wine Tourism Market Segment -- Introduction -- Theoretical Background -- Research About the Constraints of Travel, Tourism and Wine Demand -- Research in Family (Wine) Tourism -- Research Methodology and Aims -- Analysis and Discussion of Research Findings -- Profile of Potential Wine Tourists with Children: Profile of Interviewees -- Motivations for (Re-)Visiting Wineries -- Constraints for (Re-)Visiting Wineries -- Conclusions and Implications for Future Research -- References -- 7 Winey Kids: Promoting Wine Tourism to People with Children -- The Business Model -- Internet and Social Media Platforms Nurturing and Supporting the Online Tribe -- Conclusions, Challenges and Future Strategic Plans -- Case Study Questions -- References -- Part II Capturing the Market: Marketing, Distribution and Promotion Marianna Sigala -- 8 The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources -- Introduction -- Online Consumer Empowerment: Sources and Type of Consumer Power -- Individual-Based Power Sources (Demand and Information-Based Power) -- Network-Based Power Sources (Network- and Crowd-Based Power) -- Conclusions and Implications for Future Research -- References -- 9 Viennese Wineries on Facebook: Status Quo and Lessons Learned -- Introduction -- Social Media and Wineries -- Facebook Engagement of Wineries -- Methodology -- Discussion of the Findings -- Page Activity -- Fan Engagement -- Conclusion.

References -- 10 Evaluating UberVINO as an e-Intermediary in the Wine Tourism Industry: Findings from Adelaide -- Introduction -- Theoretical Background -- (E)-Intermediaries: Functions and Services -- Criteria for Selecting and Evaluating (e)-Intermediaries -- UberVINO as a Wine Tourism Intermediary: Its Business Model and Value Proposition -- Research Aims and Methodology -- Presentation and Discussion of the Findings -- Financial Criteria -- Marketing Criteria -- Management/Strategy Criteria -- Operational Criteria -- Intermediary Criteria -- Technical Criteria -- Conclusions and Recommendations for Future Research -- References -- 11 Towards the Implementation of Digital Through Wifi and IoT in Wine Tourism: Perspectives from Professionals of Wine and Tourism -- Introduction -- Smart Tourism Trends -- The Concept of Wine Tourism -- Growth of Mobile Usage -- Reasons Why Mobile Is Taking Over -- Customer Experience Defined -- Customer Experience Influences the Purchasing Intent -- Rise of User-Generated Content and e-Word-of-Mouth as a Co-marketing Tool -- Social Media and Location-Based Systems (LBS) -- Research Methodology -- Presentation and Discussion of Findings -- Strengths of Implementing Wifi in Rural Wine Tourism Destinations -- Consumer Co-marketing Through e-WOM -- Weaknesses of Implementing Wifi in Rural Wine Tourism Destinations -- Data Security -- Impact on the Cultural Experience -- Opportunities of Implementing Wifi in Rural Wine Tourism Destinations -- SME Discovery -- Increased Tourism Revenue Through Time Spent and Spontaneity -- Use of Applications -- Threats of Implementing Wifi in Rural Wine Tourism Destinations -- Push Notification Clutter -- Discussion -- Conclusions and Research and Managerial Implications -- Appendices -- References.

Part III Experience Management in Wine Tourism: Design and Differentiation Marianna Sigala -- 12 Exploring Blue Ocean Innovation in the Wine Industry -- Introduction -- Blue Ocean Explained -- Paths to Identifying Blue Ocean Markets -- Path 1: Searching Across Alternative Industries -- Coffee Flavoured Wine -- Rooibos Flavoured Wine -- First Press Grape Juices -- Wine Popsicles -- Path 2: Searching Within the Industry for Strategic Clusters -- Earthenware Clay Pots -- Path 3: Searching for Different Buyers -- The Wine Club Called "WineFriend" -- Path 4: Examining Synchronous Products and Services -- The Art and Wine Experience -- Path 5: Examining the Emotional Versus Functional Distinction in Wine -- The Swartland Revolution -- Path 6: Trends in Time -- The Internet -- Conclusion -- References -- 13 The Business of Wine Tourism: Evolution and Challenges -- Introduction -- Who Is the Wine Tourist -- Territory and Wine Tourism Strategy -- A Proposed Framework of Wine Tourism Strategies -- Conclusions -- References -- 14 Welcome to My House, Do You Like the Neighborhood? Authenticity Differentiation Within Strategic Groups of Wineries -- Introduction -- Authenticity -- Sensemaking and Sensegiving -- Sensemaking for Authenticity -- Strategic Groups -- Strategic Groups for Authenticity -- Conclusion -- References -- 15 The Synergy of Wine and Culture: The Case of Ariousios Wine, Greece -- Introduction -- Innovating Wine Tourism Experiences: A Multi-disciplinary Approach -- Ariousios: Synergizing Wine with Culture for Augmenting Wine (Tourism) Experiences -- The Context of Ariousios -- The Ariousios Story Combining Culture with Wine to Augment the Wine Tourism Offering -- Story-Telling in Developing and Communicating Wine Tourism Experiences -- The Signature Story of Ariousios -- Conclusions -- References.

16 Scarecrows: An Art Exhibition at Domaine Sigalas Inspiring Transformational Wine Tourism Experiences -- Introduction -- Transformative Wine Experiences and Service Ecosystems -- Winescapes as Cultural Landscapes and Ecosystems Supporting Transformative Wine Tourism Experiences -- Defining a Winescape and Its Constituent Elements -- Conceptualisation of Winescapes as Cultural Landscapes and Ecosystems: Implications for Supporting Transformative Service Experiences -- The Scarecrows Art Exhibition at Domaine Sigalas Cultural Winescape: A Stimulus for Triggering Transformational Wine Tourism Experiences -- The (Cultural) Winescape Context of the Wine Tourism Experience -- Scarecrows Art Exhibition: The Design, Purpose, Customer Engagement and Transformative Benefits of the Wine Tourism Experience -- Conclusions and Implications for Future Research -- References -- 17 Innovation in Wine Tourism Businesses: 'Turning Ashes to Gold' -- Introduction -- Literature Review -- Case Study Context: Domaine Brintzikis -- Case Description -- Wine Tourism -- The Unique and Innovative Wine: "Dia Pyros" -- The Business Exploitation of "Dia Pyros" -- The Innovative Element of Brintziki Winery that Makes It a Success Story -- Contribution of Domain Brintzikis to Regional Development -- Future Wine Tourism Business Plans -- Directions for Future Research -- Conclusion -- References -- 18 An Emerging Wine Region: Tourism, Education and Sharing the 'Love' -- Case Study -- Discussion Questions -- References -- 19 New Clairvaux Vineyards: Monastic Differentiation and the California Wine Market -- Case -- Case Questions -- References -- Epilogue: An Ecosystems Framework for Studying Wine Tourism-Actors, Co-creation Processes, Experiences and Outcomes Richard N. S. Robinson and Marianna Sigala -- Index.