Wine Tourism Destination Management and Marketing

The book provides a holistic approach to wine destination management and marketing by bringing together wine tourism research with research in wine and destination management. Chapters are contributed by numerous international authors (all known in their own specialized field) offering an international and multidisciplinary perspective. Addressing the evolving and the complex nature of the offering, the demand and the industry structure of wine tourism destinations, the book provides fresh research approaches and international industry examples in the following key topics: understanding demand of wine destinations; new approaches and practices of wine destination marketing; innovation and design of wine destination experiences and wine routes; as well as planning and development of wine destinations. Each section includes studies with theoretical underpinning and empirical findings, followed by case studies and industry examples highlighting the practical implications of the theory. The book provides a holistic analysis of wine destination management and marketing by identifying and discussing: the various stakeholders of wine destinations (e.g. tourists, cellar doors, wine tourism firms, destination managers, wine associations and networks); and the various destination managerial issues (e.g. marketing, product packaging, innovation, consumer behavior, planning and development). The book is equally valuable to researchers and industry professionals alike.