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The purpose of this paper is to highlight the efforts of a Spanish SME, Bodega Pirineos, to combine technology and a customized strategy in communication management with its suppliers. This is extremely important because of the necessity to adapt its supply system to the characteristics of its micro‐suppliers, which are key trade partners of the firm.

The approach used was a case study.

The case study suggests how firms must adapt their supply relationships both with suppliers and with the environment. The paper shows that technology is not always enough. Firms need to understand their partners and to communicate with them.

This paper is based on a specific case study. Therefore, its recommendations may be successfully applied to other products in different settings and in other sectors.

The ideas contained in this case study can help supply chain managers to reflect on the necessity of understanding their strategic suppliers. Communication between a company and its suppliers is important for improving the efficiency of its supplying management. A proper management of business‐to‐business communication flow may guarantee the achievement of the necessary inputs and the meeting of the required standards for its products. Understanding why and how Bodega Pirineos customizes communications flows with its micro‐suppliers will help both managers and researchers to reflect on the idea that communication needs comprehension more than technological intensity.

The special characteristics of small and medium‐sized enterprises (SMEs) seem to recommend strategies adapted to their economic and human resources. The paper highlights a successful strategy based on the SME context. It includes both the firm's and their most representative suppliers' perspective.

The purpose of this paper is to be a teaching case about organic wine in Argentina, in a sustainable perspective, showing the advantages that this country has related to others in terms of organic and biodynamic production of wine. It shows also the potential of this kind of production, and its limitations, using for that the case of Bodega Colomé, owned by Donald Hess, a global wine producer.

This paper uses case study methodology; this is an adequate approach, as Argentina has some specific characteristics (geography, labor and other conditions) that makes it unique. The information about Bodega Colomé was obtained from secondary data such as academic articles, specialized magazine articles, web sites about wine production, and an interview conducted with the General Manager of Bodega Colomé, Caspar Eugster, in July, 2009.

Organic and biodynamic wine production are discussed as an alternative to the traditional production in developing countries, specifically in Argentina, where a series of factors – geographic characteristics (altitude), lands and technology used in a sustainability logic, labor conditions, tradition, history, brand and nature characteristics – allow a competitive advantage to develop. Donald Hess, president of Bodega Colomé, bets in the direction of investment maintenance in organic wines, given the favorable conditions cited, adding brand value, but this kind of production is impossible for less expensive wines as producing wines organically is labor intensive.

The main limitation of this case is its uniqueness and its findings cannot be applied to the universe of companies in Argentina, the country studied; but it encourages future research and more investigation about the subject. The main implication of this case is the possibility of generating some discussion about the theme: do the wine producers of developing countries, such as Argentina, Chile and Brazil produce organic wine (added into the company's sustainability actions) for export, or should they dedicate themselves to the production of traditional wines for internal market?

This case study is relevant for groups of students or professionals interested in discussing the strategies of wine production and marketing. The case may also be used by policy formulators of the winegrowing industry.

The organic and biodynamic production of wine is a recent subject and there are few studies about this theme. Mainly, the role of Latin American players is not very clear and this paper contributes to the discussion about the opportunity of organic and biodynamic wine production as a possible source of competitive advantage to Latin American wine producers in the global market.

This study aimed to identify both visitors’ and residents’ general wine consumer typology as well as their typology specific to a wine destination, Florida, and investigated the influences of these typologies on consumer motivation to visit a winery in Florida and their motivations’ influences on their satisfaction with the winery visit and loyalty in the way of likelihood to revisit.

Two studies were conducted to identify the wine consumer typology and its influences, one with residents of a wine destination and one with its visitors. In both studies, the same cross-sectional survey design was conducted. The survey was designed using the survey design tools of Qualtrics.

Study results showed similar general wine consumer typology for both visitors and residents but slight differences in the destination-specific wine consumer typology. Results also revealed differences in the influences of these typologies on motivation, with different influences on satisfaction and loyalty for the two segments.

Even though consumer typologies have been discussed in tourism destination decision-making and choice, consumer typology in wine destination consumption has been lacking in the literature. To the best of the authors’ knowledge, this is the first study to identify both visitors’ and residents’ general wine consumer typology as well as their typology specific to a wine destination, Florida, and to investigate the influences of these typologies on consumer motivation to visit a winery in Florida and their motivations’ influences on their satisfaction with the winery visit and likelihood to revisit.

此文章通过两项研究来探讨葡萄酒消费者类型及其影响, 一项针对葡萄酒目的地的居民, 另一项针对其游客。这两项研究采用了设计相同的调查问卷, 该调查问卷的设计使用了 Qualtrics 的调查设计工具。

该研究旨在归纳游客和居民的葡萄酒消费者类型以及他们在佛罗里达州葡萄酒目的地的特定类型, 并调查了这些类型对消费者参观佛罗里达州酒庄的动机的影响以及他们的动机对其满意度和再次参观酒庄意愿的影响。

研究结果显示, 游客和居民的葡萄酒消费者类型相似, 但特定目的地的葡萄酒消费者类型略有不同。 结果还揭示了这些类型对动机的影响存在差异, 对游客和居民的满意度和忠诚度的影响也不同。

尽管文献已经讨论了旅游目的地决策和选择背景下的消费者类型, 有关葡萄酒目的地消费的消费者类型的研究却相对缺乏。此文章旨在发掘游客和居民的葡萄酒消费者类型以及佛罗里达州葡萄酒目的地特有的消费者类型, 并调查这些类型对消费者参观佛罗里达州酒庄动机的影响以及此动机对酒庄参观的满意度和再次参观的可能性的影响。

Se realizaron dos estudios para identificar la Tipología del Consumidor de Vino y sus influencias, uno con residentes de un destino enoturístico y otro con sus visitantes. En ambos estudios se llevó a cabo el mismo diseño de encuesta transversal. La encuesta se diseñó utilizando las herramientas de diseño de encuestas de Qualtrics.

El estudio identificó la tipología general del consumidor de vino tanto de los visitantes, como de los residentes, así como su tipología específica para un destino vinícola, como el de Florida, e investigó las influencias de estas tipologías en la motivación del consumidor para visitar una bodega en Florida y las influencias de sus motivaciones en su satisfacción con la visita a la bodega y la probabilidad de volver a visitarla

Los resultados del estudio mostraron una tipología general del consumidor de vino similar tanto para los visitantes, como para los residentes, pero ligeras diferencias en la tipología del consumidor de vino específica del destino. Los resultados también revelaron diferencias en las influencias de estas tipologías sobre la motivación, con distintas influencias sobre la satisfacción y la fidelidad para los dos segmentos.

Aunque se ha hablado de tipologías de consumidores en la toma de decisiones y la elección de destinos turísticos, la tipología de consumidores en el consumo de destinos vinícolas ha estado ausente en la literatura. Éste es el primer estudio que identifica tanto la tipología general del consumidor de vino de los visitantes y residentes como su tipología específica para un destino vinícola como el de Florida, e investiga las influencias de estas tipologías en la motivación del consumidor para visitar una bodega en Florida y las influencias de sus motivaciones en su satisfacción con la visita a la bodega y la probabilidad de volver a visitarla.

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece.

The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis.

The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism.

The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights.

The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies.

The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

本研究的目的是在希腊酒庄参观体验情境下探讨五大人格特质对整体体验建构(即服务场景、其他游客行为)、情绪反应和的重游意愿之间关系的调节作用。

本研究采用了一种游客体验的整体性方法, 并建议游客将他们的体验感知建立在服务景观的属性和其他游客的适当行为上。采用路径分析法来衡量这些建构对游客情绪的影响, 以及这些情绪在预测游客重访意图中所起的作用。运用SPSS软件, 分析了五大人格特质在关系中的调节作用。给希腊的酒庄游客发放了高度结构化的自填问卷, 最终回收615份问卷用于数据分析。

结果表明, 由于游客在开放性、外向性、亲和性和尽责性方面有较高或平均的得分, 或在神经质方面得分较低, 所有被调查的关系变得更强了。

丰富了现有的关于体验营销、葡萄酒旅游营销和个性在旅游中的作用的文献。

总的研究结果将有利于酒庄努力实现以下目标:a.增加游客的重游意愿;b.有效地设计和管理酒庄环境和酒庄体验;c.设计营销策略。

通过提供信息, 明确了游客的个性在两种体验构建（即服务场景和其他来访者行为）中作为情感刺激和重游意愿的促成因素的作用。此外, 本研究试图响应最近对服务场景构建进行多维研究的呼吁, 既关注服务场景的实质阶段(SSoS), 也关注服务场景的交际阶段(CSoS)。最后, 本研究提供了关于在希腊背景下的酒庄体验的新的、实用的见解——目前为止, 相关领域的研究都还非常有限。

关键词 葡萄酒旅游, 酒庄体验, 游客情感, 游客行为意向, 五大人格特质

El objetivo de este estudio es investigar el efecto moderador de los Cinco Grandes rasgos de la personalidad sobre las relaciones entre los constructos de la experiencia holística (como, por ejemplo, servicescape, otros comportamientos de los visitantes) las respuestas emocionales, y la intención de repetir en el contexto de las experiencias de la visita de bodegas en Grecia.

El estudio adopta un enfoque holístico de la experiencia del visitante y sugiere que los visitantes basan su percepción de la experiencia en los atributos del servicescape y en otros comportamientos adecuados de los visitantes. Se utilizó el análisis de pautas (Path Analysis) para medir el impacto de estos constructos en las emociones de los visitantes y el papel que estas emociones juegan en la predicción de las intenciones de repetir de los visitantes. El efecto moderador de los Cinco Grandes rasgos de personalidad en tales relaciones fue examinado usando SPSS PROCESS. Se distribuyó un cuestionario autoadministrado y altamente estructurado a los visitantes de bodegas en Grecia; se utilizaron 615 respuestas para el análisis de los datos.

Los resultados indican que todas las relaciones examinadas se vuelven más fuertes en el caso de los visitantes que tienen puntuaciones altas o medias de apertura, extraversión, amabilidad y conciencia, o bajas puntuaciones de neurotismo.

Los resultados mejoran la literatura existente relativa al marketing experiencial, el marketing del turismo enológico y el papel de la personalidad en el turismo, proporcionando nuevas perspectivas.

Los resultados globales pueden beneficiar a las bodegas en sus esfuerzos por llevar a cabo lo siguiente: a. aumentar la intención de los visitantes de repetir, b. diseñar y gestionar el entorno de la bodega y la experiencia enológica de manera efectiva, y c. diseñar estrategias de marketing.

La originalidad del trabajo radica en proporcionar información para aclarar el papel de la personalidad de los visitantes como un factor que contribuye a su estimulación emocional y sus intenciones de repetir en términos de ambos constructos de la experiencia (p. ej., servicescape y otros comportamientos de los visitantes). Además, este estudio intenta responder a los recientes requerimientos de realizar investigaciones multidimensionales sobre el constructo servicescape, centrándose tanto en la puesta en escena sustantiva del servicescape como en la puesta en escena comunicativa de la misma. Por último, el presente estudio aporta nuevas ideas prácticas sobre la experiencia enológica en el contexto griego, un ámbito que, hasta ahora, cuenta con un número limitado de investigaciones.

Enoturismo, Experiencia enográfica, Emociones del visitante, Intenciones conductuales del visitante, Cinco grandes rasgos de personalidad

trabajo de investigación

Companies that are able to manage efficient relationships with their suppliers have a greater guarantee of success and profitability in their activity. Their products will achieve the desired standards of quality. The amount of time and economic resources that firms need to build relationships is substantial and hence involves greater risk and uncertainty. Furthermore, smaller firms have fewer resources than larger ones and, therefore, the management of supply relationships can be more complicated. Therefore, this paper, by analysing a specific case, tries to identify those factors that a small to medium‐sized enterprise (SME) assesses when choosing and deciding on building a supply relationship with a specific supplier.

Through a real and practical case, considering the customer's point‐of‐view, this paper aims to offer a new model. It links to one group of some previously tested variables that illustrates the temporary evolution of supply relationships with present observations where both temporal extremes, the moment in which the relationship is in a latent state and its termination, are considered.

Finds that prior to terminating a relationship the company carries out a re‐evaluation of the supplier. The decision whether to continue the relationship after renegotiating some of its aspects, or terminate it altogether, will be made after analysing the results of that new evaluation. But firms are more demanding in this than in the initial assessment.

Limitations could arise because we consider only one case study, although a set of relationships are analysed.

No previous researches analysing the dynamics of supply relationships have compared both initial assessment to possible reassessment processes.

The aim of this paper is to develop a better understanding of network relationships in local tourism clusters and illustrate inter‐organizational forms in mountain tourism. The networking among mountain tourism resorts, aimed at solving organizational and technological shortfalls, in order to promote integrated but flexible tourist packages, has led to detailed empirical research and study on these topics. The research analysis considered three important Italian Alpine destinations, based on adjacency matrices graphics and analytical indicators, calculated by different algorithms for each variable. The research was based on questionnaires submitted to all tourism operators of these destinations, and in‐depth interviews with important local entrepreneurs. The main findings of the research have resulted in identifying four typical inter‐organizational forms (or structures) in Alpine tourism resorts: ▪ community model, each tourist operator works alone, with no inter‐organizational vision; ▪ corporative model, a highly concentrated organization based on recognised agreements, usually ontrolled by a few people; ▪ governed model, tourists are managed through associations or ‘equity systems’, such as consortiums, where each ‘node’ of the network offers entrepreneurial expertise; ▪ constellation model, high relational density and reciprocal trust allow good coordination and balance of power among the tourism enterprises.

This chapter evaluates the proliferation of supermarkets in developing countries using data collected between May 2005 and June 2006 in Citlalicalli, Mexico. Contrary to the experience of most developed countries, this study revealed that supermarkets and small retailers can coexist by catering to different income groups and product categories. Consumer choices are driven by the desire to reduce transaction costs in terms of time and money. In striking a balance between the two, consumers look for retail outlets that offer them the best value for their money with the least amount of time spent in shopping trips. Location of the store plays a critical role in buying choices that consumers make. In developing countries, generally, only high-income consumers can afford to own cars and choose to buy most products in supermarkets. Consumers without cars buy frequently purchased goods (foods) in small stores and infrequently purchased goods (consumer durables) in supermarkets.

The purpose of this research is to attempt to gain a deeper understanding on small to medium‐sized enterprises (SMEs) and point out some of the most serious barriers for small Spanish companies to implement such kind of strategic approach and connect it with its day‐to‐day operations.

After laying out the conceptual framework, and after giving a short description of the Spanish institutional landscape on corporate social responsibility (CSR), the paper focuses on SMEs and the practical issues relating to strategy design, core business and implementation as identified by managers and academics.

The paper shows a joint venture and a strategic partnership between the Javier Benjumea Chair and a new small Spanish company, in which the partners start a process of mutual help and learning. That partnership is itself an interesting experiment as a case of collaboration between the enterprise and an academic institution.

This is only the first step in generating a model applied to improve CSR uptake at the SME level.

The theoretical goal that is sought after in this paper is how to advance the design of a conceptual model and tools for analyzing and managing dynamically some of the most relevant intangible aspects of an SME, in order to improve its strategic management of the relationships with the stakeholders.

The case of Tisens/Tesimo illustrates the critical role of governance in the course of a destination life cycle. In particular, it exemplifies how improving the effectiveness and efficiency of destination governance has the potential to relaunch stagnating or declining destinations. First, Tisens/Tesimo has managed to improve its effectiveness by developing a common strategy in a participatory manner. Second, improving efficiency in networking through an increase in trust also seems to have supported the process of recovery. However, the challenge is to establish cost-efficient collaboration while maintaining the dynamic and adaptive capacity associated with low levels of centralization. In achieving this balance, the destination raises issues about collaborative efficiency.