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This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors.
“The volume does provide a comprehensive reference for researchers, practitioners and policy makers who are in need of working knowledge about the management and marketing of wine tourism. It will be a valuable addition to the existing literature on wine tourism management and marketing.” (Saurabh Kumar Dixit, Information Technology & Tourism, Vol. 21, 2019)
Marianna Sigala is Professor of Tourism at the University of South Australia.
Richard N. S. Robinson is Senior Lecturer at the University of Queensland Business School, Australia.
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