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

287 Pages·2023·8.411 MB·English

by  Marianna Sigala, Coralie Haller

Marianna Sigala
Coralie Haller   Editors
Technology
Advances and
Innovation in
Wine Tourism
New Managerial Approaches and Cases
Technology Advances and Innovation in Wine
Tourism
Marianna Sigala • Coralie Haller
Editors
Technology Advances and
Innovation in Wine Tourism
New Managerial Approaches and Cases
Editors
Marianna Sigala Coralie Haller
Department of Business Administration EM Strasbourg Business School
University of Piraeus University of Strasbourg
Piraeus, Greece Strasbourg, France
ISBN 978-981-19-8276-7 ISBN 978-981-19-8277-4 (eBook)
https://doi.org/10.1007/978-981-19-8277-4
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Contents
Part I Introduction
Thriving in Wine Tourism Through Technology and Innovation:
A Survival or a Competitiveness Need? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Marianna Sigala
Part II T echnology and Wine Tourism
Social Media, Wine Tourism and an Emerging Destination:
A Case Study of Southern Sweden . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Olga Rauhut Kompaniets and Henrietta Nilson
Social Media Influencers, Content and Tourism: A Study
for the Swan Valley Wine Region . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Kristina Georgiou and Jeremy Galbreath
Design Factors of Mobile App in Wine Tourism: Creating
Customer Value Through the Whole Wine Tourism Journey . . . . . . . . . . . 47
Marianna Sigala, Darko Dimitrovski, and Veronika Joukes
Wine Tourists’ Mobility Through Mobile Apps: A Lost Bet? . . . . . . . . . . . 59
Jeanne Bessouat and Coralie Haller
Tracking Wine Tourists’ Movements Using GPS: Evidence
from the Bairrada Wine Route, Portugal . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Elisabeth Kastenholz, Ana Maria Caldeira,
and Márcio Ribeiro Martins
Wine Tourism Next-Gen: A Case Study of a Virtual Reality
Implementation in a Wine Cooperative in France . . . . . . . . . . . . . . . . . . . . 95
Nathalie Maumon and Didier Bédé
v
vi Contents
Riverland on the Verge: Promoting International Wine Tourism
Through Virtual Reality in Riverland, South Australia . . . . . . . . . . . . . . . 115
Bora Qesja and Susan E. P. Bastian
The Future of the Wine Tourism Experience: The Potential
of Smart(er) Winescapes?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Donna Sears and Terrance G. Weatherbee
Part III Innovation and Wine Tourism
FOMENT: Promoting Technology Acceleration and Adoption
in the Australian and International Wine Tourism Industry . . . . . . . . . . . 153
Carla Dias Wadewitz
Innovation, Collaboration and Wine Tourism in Canada’s
Okanagan Valley: The British Columbia Beverage Technology
Access Centre. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183
Michael V. Conlin and Wesley Peterson
Business Awards and Wine Tourism: A Source, Spur
and Transfer of Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Marianna Sigala and Dimitrios Stergiou
From Winemaking to Wine Tourism: A Business Model
Innovation. The Role of Value in Business Model Trajectory . . . . . . . . . . . 211
Émilie Ruiz and Romain Gandia
“Fishing” for Winemaking Perfection in Cloudy Waters...Underwater
Wineries: Innovation Genius or Another Marketing Trick?
Implications on Wine & Food Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Dimitris Karagiannis and Theodore Metaxas
Phygital Innovations for Wine Tourism During the COVID-19
Pandemic: The Case of the Jurançon Wine Cooperative
in South West France . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251
Thierry Lorey, Frédéric Dosquet, François Durrieu,
and Michele Ambaye
Part IV Epilogue
“Improvisational” Wine Tourism: An Alternative Model
of Managing Technological Changes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281
Coralie Haller
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 287
List of Figures
Social Media Influencers, Content and Tourism: A Study
for the Swan Valley Wine Region
Fig. 1 Data structure ....................................................................................... 37
Fig. 2 Proposed theoretical model .................................................................. 42
Wine Tourists’ Mobility Through Mobile Apps: A Lost Bet?
Fig. 1 KUT’Zig – the hop-on hop-off bus ...................................................... 68
Fig. 2 KUT’Zig mobile application ................................................................ 69
Tracking Wine Tourists’ Movements Using GPS: Evidence
from the Bairrada Wine Route, Portugal
Fig. 1 Tracked tourist routes. (Source: Own elaboration) .............................. 86
Fig. 2 Tourist space-time consumption of Demarcated Region
of Bairrada. (Source: Own construction) ............................................. 89
Wine Tourism Next-Gen: A Case Study of a Virtual Reality
Implementation in a Wine Cooperative in France
Fig. 1 The ‘Parcours de Légende’ before the VR area
implementation ..................................................................................... 103
Fig. 2 The ‘Parcours de Légende’ with the VR area ...................................... 107
Riverland on the Verge: Promoting International Wine Tourism
Through Virtual Reality in Riverland, South Australia
Fig. 1 Riverland VR experience concept map.
(Source: 57 Films, 2020) ...................................................................... 125
Fig. 2 Landscape vignette (vineyards, imagery of the Murray river).
(Source: 57 Films) ................................................................................ 125
Fig. 3 National Wine Centre VR Space exhibit 1.
(Source: Riverland Wine, 2020) ........................................................... 128
Fig. 4 National Wine Centre VR Space exhibit 2.
(Source: Riverland Wine, 2020) ........................................................... 129
vii
viii List of Figures
Fig. 5 Pike River Riverland Wine Centre VR exhibit.
(Source: Riverland Wine, 2020) ........................................................... 129
Fig. 6 Portable VR unit. (Source: Riverland Wine, 2020) .............................. 130
The Future of the Wine Tourism Experience: The Potential
of Smart(er) Winescapes?
Fig. 1 Wine tourism experience: Idealized journey map ................................ 142
FOMENT: Promoting Technology Acceleration and Adoption
in the Australian and International Wine Tourism Industry
Fig. 1 FOMENT stakeholders ........................................................................ 160
Fig. 2 The FOMENT methodology: core activities ........................................ 161
Fig. 3 Example of an Airguides travel experience: Paroa Bay
Winery, New Zealand. (Source: photo by Shaun Jeffers) .................... 167
Fig. 4 Wine tasting AI solution ....................................................................... 170
Fig. 5 CogniVocal interfaces (Examples) ....................................................... 173
Fig. 6 Twenty Five Doors platform interface screens (examples) .................. 175
Fig. 7 Perceptual Map of Twenty Five Doors and Existing
Competitors (based on the pilot study market research, 2018) ............ 177
From Winemaking to Wine Tourism: A Business Model Innovation.
The Role of Value in Business Model Trajectory
Fig. 1 BM key components............................................................................. 214
Fig. 2 Le Château d’Ampuis. (Source: https://www.guigal.com/
images/bandeau- château.jpg) ............................................................... 217
Fig. 3 La Maison Guigal vineyards. (Source: https://www.guigal.
com/fr/domaine.php) ............................................................................ 217
Fig. 4 La Caveau du Château. (Source: https://www.
lecaveauduchâteau.com/) ..................................................................... 219
Fig. 5 Temporal development of LMG ........................................................... 220
Fig. 6 La Maison Guigal BM Portfolio. Winemaking BM –
primary BM Wine tourism BM – secondary BM
Value propositions ....................................................................... 222
“Fishing” for Winemaking Perfection in Cloudy
Waters...Underwater Wineries: Innovation Genius or Another
Marketing Trick? Implications on Wine & Food Tourism
Fig. 1 Photos from the “submerged Thallasitis”, GAIA wines ...................... 241
Fig. 2 Photos from the “submerged Thallasitis”, GAIA wines ...................... 242
Fig. 3 Photos from the “submerged Thallasitis”, GAIA wines ...................... 242
List of Figures ix
Phygital Innovations for Wine Tourism During the COVID-19
Pandemic: The Case of the Jurançon Wine Cooperative
in South West France
Fig. 1 HEV logo (High Environmental Value)
(in French = HVE = Haute Valeur Environnementale) ........................ 261
Fig. 2 Semi-Underground Ageing Cellar ........................................................ 263
Fig. 3 Pop-up wine store ................................................................................. 264
Fig. 4 Service area for Camper Vans .............................................................. 268
“Improvisational” Wine Tourism: An Alternative Model
of Managing Technological Changes
Fig. 1 “Improvisational” model of managing
technological changes for the wine tourism industry.
(Adapted from Orlikowski et Hoffman, 1997) ..................................... 283
List of Tables
Social Media, Wine Tourism and an Emerging Destination:
A Case Study of Southern Sweden
Table 1 Websites and SM presence of Scanian vineyards
involved in wine tourism .................................................................... 21
Table 2 Assessing the information provided by Scanian vineyards
on SM and websites ........................................................................... 22
Social Media Influencers, Content and Tourism: A Study
for the Swan Valley Wine Region
Table 1 Profile of the research sample ............................................................ 36
Design Factors of Mobile App in Wine Tourism: Creating Customer
Value Through the Whole Wine Tourism Journey
Table 1 Functionality and attributes of tourism mobile apps
identified by past studies .................................................................... 52
Table 2 Mobile app content and functionality providing customer
value during the whole wine tourism journey .................................... 55
Tracking Wine Tourists’ Movements Using GPS: Evidence
from the Bairrada Wine Route, Portugal
Table 1 Characterization of the participants’ tourist movements ................... 87
Wine Tourism Next-Gen: A Case Study of a Virtual Reality
Implementation in a Wine Cooperative in France
Table 1 Operationalising the case study method in the Labastide
wine cooperative ................................................................................ 99
Table 2 Interdependence between research observations
and VR implementation phases .......................................................... 101
Table 3 Subdivision of wine tourist by vineyard in France ............................ 102
Table 4 Description of the ‘Parcours de Légende’ .......................................... 104
xi