Strategic Management in the Wine Tourism Industry Competitive Strategies, Wine Tourism Behaviour and New Strategic Tools

Wine tourism has become increasingly popular and important in recent years, with a vast scientific research highlighting the expansion of the industry and the various benefits associated with it. As the global wine market grows, new competitive strategies, business tools and patterns of wine tourists’ demands are essential elements for the effective management of wine tourism products.

This book aims to deepen the management of the wine tourism industry through the study of competitive strategies developed by wineries. It also explores perceptions, preferences, and expectations of wine tourists, as well as the analysis of new tools to improve the wine tourism product. In doing so, contributors make the case for effective strategic management that can help wineries determine their target markets, identify their competitive advantages, develop pricing strategies and create effective marketing campaigns.

The book is therefore useful for both wine professionals and academics who wish to delve deeper into the study of the strategic management of wine tourism.

Part I: Introduction.- Chapter 1. Towards a clarification of the definition of wine tourism Claudia Bazzani, Jacques-Olivier Pesme and Katia Laura Sidali.- Part II: Competitive strategies in the wine tourism sector.- Chapter 2. Cornering Authenticity in Wine Tourism: the case of Tuscany. Cristina Santini, Alessio Cavicchi and Giovanna Bertella.- Chapter 3. Knowledge management, innovation and business growth in wine tourism: The case of Fincas la Estacada Jorge Linuesa-Langreo, Pablo Ruiz-Palomino, Rafael Morales-Sánchez and María Ángeles García-Haro.- Chapter 4. Coopetition Strategies to Facilitate Wine Tourism Offerings James M. Crick and David Crick.- Part III: Demand and consumer behavior in wine tourism sector.- Chapter 5. Message in a bottle: Generation Y and wine purchase occasions’ perceived risks and information sources Ana Brochado, Helena Rodrigues and Sara Vaz de Barros Nunes Mendes.- Chapter 6. Exploring emerging Chinese wine tourists:Does gender matter? Stella Kladou, Ahmet Usakli and Kyuho Lee.- Chapter 7. A systematic review of wine tourism and customer behavior using bibliometric analysis Mobina Mohammadi, Jorge Linuesa-Langreo, Pablo Ruiz-Palomino and Ricardo Martínez-Cañas.- Chapter 8. Wine Tourism in Israel: preferences of potential wine tourists Eli Cohen.- Part IV: New management tools for the wine tourism sector.- Chapter 9. Forecasting Wine Tourism: A survey of methods Martin Kunc.- Chapter 10. Broadening the Idea of Guides and Guiding: A Wine Tourism Roadmap Terrance Weatherbee and Donna Sears.- Part V: Epilogue.- Chapter 11. Analysing the experience of wine tourists: an approach from the wine routes Ricardo Sellers-Rubio, Juan L. Nicolau-Gonzálbez and Seunghun Shin.

Javier Martínez-Falcó, PhD, is an Assistant Professor in the Management Department at the University of Alicante, specializing in Strategic Management, with a focus on Green Intellectual Capital and Knowledge Management of wineries.

Bartolomé Marco-Lajara, PhD, is a Professor at the University of Alicante. He is an accomplished author and researcher, affiliated with the Tourism Research Institute and has lead the ‘Next Tourism Generation Alliance’ and ‘Tourist Observatory of the Valencian Community’ projects. He is currently director of the Management Department and main researcher of the DECI-GLOBAL research group.

Eduardo Sánchez-García, PhD, is Assistant Professor at the Department of Business Management at the University of Alicante. He specializes in the study of industrial agglomeration, knowledge management and innovation, focusing on the energy sector and the wine industry.

Luis A. Millán-Tudela is an Assistant Professor in the Management Department at the University of Alicante specializing in business longevity and the factors influencing company survival, working within the DECI-GLOBAL research group. He also teaches strategic management in the Business Administration program at his University.