Technology Advances and Innovation in Wine Tourism: New Managerial Approaches and Cases

Contents
List of Figures
List of Tables
Part I: Introduction
	Thriving in Wine Tourism Through Technology and Innovation: A Survival or a Competitiveness Need?
		Technology and Innovation: A Competitive Option or Survival Need?
		Technological Advances Driving Transformation in Wine Tourism
		Innovation Driving Transformation in Wine Tourism
		The Aims, Structure and Content of the Book
			Content of the Technology Section
			Content of the Innovation Section
		Concluding Remarks
		References
Part II: Technology and Wine Tourism
	Social Media, Wine Tourism and an Emerging Destination: A Case Study of Southern Sweden
		Introduction
		Conceptual Approaches for Studying the Use of Social Media
		Literature Review: Social Media and Wine Tourism
		The Study Context: Wine Tourism in Southern Sweden
		Study Findings
			Website Availability and Use of SM by Scanian Vineyards
			The Use of SM and Websites to Promote Scanian Wine Tourism
		Discussion and Implications of the Findings
		Conclusions and Future Research
		References
	Social Media Influencers, Content and Tourism: A Study for the Swan Valley Wine Region
		Introduction
		Theoretical Background and Research Question
			Research Questions
		The Study Context
		Study Methods
			Sample
			Data Collection
			Analysis
		Findings
			Final Theme 1: General Use of Content Is Dynamic
			Final Theme 2: Selective Content Can Motivate Response
			Final Theme 3: Content Tailored to Social Media Platforms
		Discussion and Contribution of the Findings
			Contributions to Theory
			Contributions to Practice
		Conclusions and Ideas for Future Research
		References
	Design Factors of Mobile App in Wine Tourism: Creating Customer Value Through the Whole Wine Tourism Journey
		Introduction
		Mobile Apps and Customer Value in (Wine) Tourism
		Design Factors of Mobile Apps
		A Framework for Designing a Mobile Wine Tourism App
			Content
			Functionality
		Conclusions and Ideas for Future Research
		References
	Wine Tourists’ Mobility Through Mobile Apps: A Lost Bet?
		Introduction
		Theoretical Background
			Wine Tourism Mobility
			The Wine Business Ecosystem (BE)
			Role of Wine Ecosystem Intermediaries in Promoting the Destination Through Mobile Applications
		The Research Gap and Questions to Address
		The Context of the Study: The Alsace Wine Region and Digital Initiatives for Wine Tourism
		Methodology
		KUT’Zig: The Mobile Application That Facilitates Mobility
			The History of LK Tours-EuropaTours
			KUT’Zig – The Open-Top Bus on the Alsace Wine Road (Fig. 1)
				Why a Shuttle at the Heart of the Wine Route?
				The KUT’Zig Mobile Application: How Does It Work? (Fig. 2)
		Analysis and Discussion of the Findings
			User Experience of KUT’Zig
			A Passenger Transport Company as a Destination Management Organisation (DMO)
			KUT’Zig: First Steps Toward Wine Industry 4.0
		Conclusion
		References
	Tracking Wine Tourists’ Movements Using GPS: Evidence from the Bairrada Wine Route, Portugal
		Introduction
		GPS for Tracking Space-Time Behaviour in Tourism: Benefits and Challenges
		Challenges and Opportunities of Tracking Tourists’ Mobility in Wine Destinations
		Study Methodology
			Research Aims
			Data Collection
			Data Analysis
		Presentation and Discussion of the Study Findings
			Profile of Respondents
			Wine Tourists’ Mobility Tracing
			Analysing Space-Time Behaviour on Maps by Integrating Additional Data
		Conclusion and Implications for Future Research
		References
	Wine Tourism Next-Gen: A Case Study of a Virtual Reality Implementation in a Wine Cooperative in France
		Introduction
		Wine Tourism Next-Gen: The Advantages of VR Headset as a New Experiential Context
		Investigating the Design and Use of VR in Tourism Experiences
			A Case Study Research Approach
		The Case Study Context
			Challenges and Trends in the Wine and Wine Tourism Sector
			The Labastide Wine Cooperative History
			Wine Tourism at Labastide Wine Cooperative: A Well-Established Experiential Journey
		Analysis and Discussion of the Case Study Findings
			VR: A DCX Solution to Strategic Issues
			Selection and Implementation of the VR Technology
		Resource Development for VR
			Use of VR
		Conclusions, Limitations and Ideas for Future Research
		References
	Riverland on the Verge: Promoting International Wine Tourism Through Virtual Reality in Riverland, South Australia
		Introduction
		Literature Review
			Wine Tourism Motivations and Constraints
			Virtual Reality
				VR and (Wine) Tourism Marketing
		Riverland: The Wine (Tourism) Industry and Region
		“Riverland on the Verge”: The VR Project
			The Scope of the Project
			USA and Chinese Tourists
			Developing the VR Project
				Design Thinking Methodology
				Testing the VR Project: Insights from Wine Tourism Demand
				Finalizing the VR Project
				VR Hardware and Technical Considerations
			Prototype & Final VR Technology
			Distributing the VR Experience: Strategy for Market Engagement
		Conclusions: Lessons Learnt
		References
	The Future of the Wine Tourism Experience: The Potential of Smart(er) Winescapes?
		Technology and Tourism
		The Wine Tourism-Technology Gap
		Assessing the Gap: Wine Tourism and Technology-in-Use Across the Customer Journey
		Moving Forward: A Smarter Winescape Within a Tourism Ecosystem
		Mapping the Wine Tourism Experience: Technology, Touchpoints, and the Journey
		Smart Winescape and Emergent Technology
		Considerations in the Development of Smart(er) Wine Tourism and Winescapes
		Conclusion
		References
Part III: Innovation and Wine Tourism
	FOMENT: Promoting Technology Acceleration and Adoption in the Australian and International Wine Tourism Industry
		Introduction
		FOMENT
			The Founding Rationale
			Aims
			Stakeholders
		Methodology
			The Pilot Program in 2019
			The 2020 FOMENT Program
		The Three Case Studies
			Business Model and Value Proposition
			The Click for the Company’s Vision
			Benefits for Wine Tourism Operators, Tourists and Tourism Destinations
			Benefits from Participating in FOMENT 2020
			Business Model and Value Proposition
			Benefits for Wine Tourism Operators, Tourists and Tourism Destinations
			Benefits from Participating in FOMENT 2020
			Business Model and Value Proposition
			Benefits for Wine Tourism Operators, Tourists and Tourism Destinations
			Benefits from Participating in FOMENT 2019
		Conclusion and Future Learnings
		References
	Innovation, Collaboration and Wine Tourism in Canada’s Okanagan Valley: The British Columbia Beverage Technology Access Centre
		Introduction
		The Technology Access Centre Initiative in Canada
		The Okanagan Valley Wine Tourism Sector
		The British Columbia Beverage Technology Access Centre
			Customer Service Oriented
			Solution Centric
			Neutral Party
		Discussion
			Challenges with the Model
			So How Does This Play Out in a Practical Sense?
			Providing Direct Assistance
			Assistance Through Faculty & Students
			Referrals to Other TAC’s & Universities
			Funding & Grants
		Conclusion
		References
	Business Awards and Wine Tourism: A Source, Spur and Transfer of Innovation
		Introduction
		Benefits of Business Awards: A Literature Review
			Defining Business Awards
			Benefits of Business Awards for Firms
		Innovation Benefits
		Research Methodology
			Study Aims, Data Collection and Analysis Methods
		Study Context: Great Wine Capital Awards, Adelaide
		Analysis and Discussion of the Findings
			Business Awards and Internal Factors Influencing Innovation
			Business Awards and External Factors Influencing Innovation
		Conclusions and Implications for Future Research
		References
	From Winemaking to Wine Tourism: A Business Model Innovation. The Role of Value in Business Model Trajectory
		Introduction
		Theoretical Background
			The Key Role of Value Within the Wine Industry
			Business Model Trajectory for Supporting Diversification
		Methods
			Case Study Context: La Maison Guigal
				A Historical Winery
			Le Caveau du Château, a New Destination for Wine Tourism in the Rhône Valley
			Data Collection and Analysis
		Findings
			Challenges in Opening to Wine Tourism
				Challenge 1: Developing a Portfolio BM Combining a Product-Oriented BM (Winemaking) and a Service-Oriented BM (Wine Tourism)
				Challenge 2: Orchestrating a Multi-sided BM (Wine Tourism)
				Challenge 3: Respecting Organizational Identity in a BM Innovation Strategy
				Challenge 4: Co-create a Wine Tourism Ecosystem to Diversify
			The Key Role of Values to Succeed in Combining Winemaking and Wine Tourism
				Value Interdependence and Hierarchy in Strategic Storytelling
				Value Equation in Business Model Trajectory
				Heritage Preservation for the Local Ecosystem
		Conclusion
		References
	“Fishing” for Winemaking Perfection in Cloudy Waters...Underwater Wineries: Innovation Genius or Another Marketing Trick? Implications on Wine & Food Tourism
		Introduction
		Innovation, Underwater Wine Making and Wine Tourism: Theory and Practice
			The Innovative Method of “Submerged Wines” and Ancient Greeks
			Underwater Wine Making: Why Do Some Wineries Mature Wines Under the Sea?
			“Aquaoir” in Underwater Ageing
			“Wine Aquatourism”: Underwater Wine Making, Wine Tourism & Marine Tourism
			Technology in Wine Aqua Tourism
		Underwater Wineries Around the World
			Representative Cases
		The Role of Innovation in Wine Customer Purchase Behavior and in Tourism Experiences
		The Case of GAIA Winery
			What Is the Use of “Submerged Thalassitis” for GAIA Wines?
			Does the Creation of “Submerged Thalassitis” Encourage Wine Tourism?
		The Future of Underwater Wine Tourism: Research Implications, Industry Challenges and Opportunities, Policy Recommendations
		Conclusions & Recommendations
		References
	Phygital Innovations for Wine Tourism During the COVID-19 Pandemic: The Case of the Jurançon Wine Cooperative in South West France
		Introduction
		Theoretical Background
			Wine Tourism Co-creation Experiences Through Technological Innovations
				Digital Technology and the Use of Digital Techniques
				Physical, Digital and Phygital Innovations
			The Importance of Sustainability to Reform Wine Tourism
		Stakeholder Involvement at Local Level in Wine Tourism Strategy: A Constant Need
		Methodology and the Case Study Context
			Case Study
			Methods of Data Collection
				Individual Interview and Focus Group
				Analysis of Secondary Data
				Observation
		Analysis of Research Findings
			Theme 1. Wine Tourism and Sustainable Development
				The Jurançon Wine Cooperative and Its Local Involvement
				Wine-Tourists of all Generations
				From Sustainable Development Strategy (HEV) to Sustainable Tourism
			Theme 2. Technology Supported Innovations for Enabling Wine Tourism experiences During the COVID-19 Period
				The Visit of the Industrial Site and the Winery: Creation of Videos (Fig. 2)
				The Visit of the Nearby Vineyard via a Small Train
				Creation of a Pop Up Store
			Theme 3. The Present and Future of Digital Innovations
				The Development of Social Networks by the Communication Department
				Creating a Link Between the Physical Visit of Tourists and Digital Communication
				Creation of an Application on Smartphone and Virtual reality Project
				Virtual Tour of the Jurançon Wine Cooperative and Virtual Reality Project
			Theme 4. Wine Orders for Tourists: Mixed “Physical and Digital” Solutions
				Shopping with Adapted Opening Hours
				Development of the E-Business Website and Creation of a Click & Collect System
				Development Segmented Marketing Approach & Alternative Channels of Distribution
			Theme 5. A Global Wine Tourism Strategy Involving all Stakeholders in the Local Area
				Partnership with Local Players
				Sponsoring of a Famous Local Rugby Team
				Communication on Wine Tourism with a Network of Brand Ambassadors
		Implications of the Findings: “Phygital” in Wine Tourism
		Conclusions, Study Limitations and Ideas for Future Research
		Appendix
		References
Part IV: Epilogue
	“Improvisational” Wine Tourism: An Alternative Model of Managing Technological Changes
		References
Index