The book will consolidate under one roof the latest research investigating the various technological advances driving innovation and new managerial approaches within wine tourism. Wine tourism is booming worldwide in terms of number and variety of visitors as well as sales/revenues. Wineries continuously invest on wine tourism as it is the best way to sell their wine direct and avoid intermediaries, while destinations develop wine tourism as a way to build destination brand image and reputation, increase and disperse visitors’ flow and spending to rural places to boost regional development.
However, as competition intensifies and internationalises, wineries and wine destinations need to continuously update, upgrade and innovate their practices and wine experiences. Technological advances (such as blockchain, mobile apps, social media and internet advances, crowdfunding, virtual and augmented reality) are predicted to transform and innovate the wine tourism industry (Sigala & Robertson, 2019a). Professionals at industry exhibitions and conferences (e.g. http://winetech.com.au/ and https://awitc.com.au/program/ ) have identified wine tech as the major factor supporting and driving change in the wine (tourism) sector. Countries worldwide famous for their wine sector are investing and supporting wine tech innovation (e.g. http://www.lawinetech.com/en/ in France and http://theleadsouthaustralia.com.au/industries/technology/australia-announces-first-wine-and-tourism-tech-accelerator/ in South Australia). Although few wineries and wine destinations have already started experimenting with such technological innovations, research has not yet caught up with industry applications and challenges.
The design of innovative wine tourism experiences has also become a survival necessity (Sigala & Robertson, 2019b). This is evident in the emergence of various innovative wine tourism experiences by both wine destinations and wineries such as the Musée du Vin in Bordeaux, the Cita de Vin in Rioja https://www.marquesderiscal.com/seccion_menueng.php?a=43&tipo=N&id=22, the themed wine tourism cellar doors developed in Napa Valley (e.g. the Persian, The Italian palaces, the donquixote cellar doors). However, current research has failed to examine and publish research in relation to innovation and experience design in the wine tourism field.
This book aims to include cutting edge research about the latest developments and advances in wine tech that are revolutionising the wine tourism sector and transforming the way wine tourism companies and destinations design and deliver their wine tourism experiences. In addition, the book will also include chapters that will investigate in-depth and under new theoretical approaches and lenses the design of wine tourism experiences and wine tourism innovation (e.g. design thinking, transformational services, entrepreneurship, etc.). To that end, the book is looking for contributions that investigate topical and contemporary industry challenges and practices and that can advance research and education in the wider tourism field.