How could future professionals excel in wine tourism delivery? Evidence from wine regions in emerging economies
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 18 September 2020
Issue publication date: 14 October 2020
Abstract
Purpose
The purpose of this paper is to investigate the different traits, characteristics and skills future professionals need to contemplate to address the demands of the competitive wine industry, more specifically, concerning the provision of wine tourism experiences. The insights within self-determination theory are considered to develop more robust understanding of this central theme.
Design/methodology/approach
The views of 32 winery representatives in ownership and management roles, operating in two emerging economies were gathered through un-structured, face-to-face interviews conducted on-site.
Findings
Participants’ comments revealed five key dimensions illustrated, notably, through attitudinal aspects (passion, empathy), knowledge-based (constant learning), strategy-based (problem-solver), previous work experience and adaptation-based. This last aspect highlighted coping with the dynamic nature of the industry, while assimilating tasks or learning by doing. These findings have important implications, in particular, for the future delivery of wine tourism experiences.
Originality/value
By empirically examining an important knowledge gap associated with the traits and characteristics of future wine tourism professionals, the study provides original and valuable practical insights. From a theoretical point of view, the study proposes a model originating from the findings and its associations with the revisited theoretical underpinnings.
Keywords
Acknowledgements
The authors would like to thank the reviewers for their constructive feedback.
Citation
Duarte Alonso, A. and Kok, S.K. (2020), "How could future professionals excel in wine tourism delivery? Evidence from wine regions in emerging economies", International Journal of Contemporary Hospitality Management, Vol. 32 No. 10, pp. 3157-3176. https://doi.org/10.1108/IJCHM-04-2020-0354
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited