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Wine tourism literature still falls behind other streams of research in its ability to assess phenomena associated with the implementation of digital practices to address strategic challenges. Moreover, studies on social media in tourism and hospitality prioritize the relationship between tourists’ behavioural aspects and technology. Relationships, experiences and timely responses on the digital environment are particularly important, taken the ‘new normal’ which COVID-19 necessitates. Within this framework, the present case study explores the role of social media (Facebook in specific) in the effort of Cretan wineries to respond to new encounters, as well as the importance, if any, of collaborative practices for developing online strategies of individual businesses. Findings help us identify (a) the role of the winescape studies in exploring the digital environment and (b) the main communication priorities of wineries as expressed through social media during the pandemic crisis.

This paper tests the potential for the food and wine tourism model developed by Hall and Sharples to be used as a tool for identifying specific food and wine segments in a destination. Using Cairns, Australia, as a case study a survey of tourists identified three food and wine segments and confirmed the ability of the model to be used to classify the destination's position as a food and wine destination based on the categories developed by Hall and Sharples. Results of the survey indicate that while almost all participants experienced the destination's food and wine products, only one group of respondents (45%) self-identified as food and wine tourists. A second group participated in food and wine experiences but did not select specific destinations on the basis of the destination's food and wine sector. A third group expressed no interest in food and wine as a tourist experience but did consume unique food and wine as part of the overall tourist experience. The research found that the food and wine tourism model developed by Hall and Sharples was a useful tool for both identifying the stage of development of the food and wine industry and planning strategies to develop the sector. The paper concludes by outlining a number of implications for marketing food and wine tourism.

In a fragmented tourism market and highly competitive industry, tourism providers aim to increase their appeal and attractiveness. Identifying opportunities and resources, which contribute to provide consumers with higher quality experiences and create added value, is challenging for entrepreneurs. This chapter aims to increase the awareness of entrepreneurs about flexible methods and tools, which are transforming the way work is performed and thus affecting management practices in the tourism industry.

Literature review was conducted on conceptual issues related to consumer experience and three case studies were analysed as best practices in the wine tourism industry

To deliver a specific consumer experience and create added value for customers, several opportunities are identified, related to authenticity and accommodation offering. Necessary resources to exploit those opportunities encompass existing (connected to the main product wine, historical buildings, family story and product characteristics) as well as newly acquired valuable resources related to the development of peripheral tourism activities.

This study is explorative in nature, based on a literature review. It takes more entrepreneurial than academic approach.

The balance between authenticity and attractiveness is a key factor of success for wineries as means to provide added value to customers.

This contribution helps to identify valuable and existing resources in order to exploit opportunities and deliver high-quality experiences to tourists. The uniqueness of this experience is crucial on building added value for customers.

Purpose: This paper uses performance theory to explore how wine-tourism experiences are orchestrated by wine tour guides to encourage engagement of consumers. It describes how such orchestration is built on material elements such as landscapes, architecture, vineyards, production facilities, and wine tastings.

Design/methodology/approach: A multi-layer ethnographic research on wine-tourism was employed. The interviews, observations, and field notes were analyzed through the lens of performance theory. A constant comparative method was used to identify emergent patterns, and a hermeneutic method was used to interpret the data.

Findings: The paper builds on performance theory and delineates the ways in which guides co-create intense experiences with participants. It portrays how tour guides often adjust their theatrical scripts to consumers’ unique needs through creative variations: surprise treats, activities, and personal stories. When guides take pleasure in tours, participants do as well, resulting in memorable co-created experiences. The tours feature processes such as pitching and relation-building techniques that call upon identity, morality, and materiality scripts, which ultimately build a sense of social obligation among participants toward tour guides and winery staff.

Originality/value: From a theoretical perspective, the paper adds value to the discussion of performance in tourism by suggesting that the service blueprint, architecture, and employee training are only part of the story. This paper shows how consumer engagement and interactions between participants, guides, architecture, and landscapes are essential elements of memorable experiences.

Research limitations: Like other studies, there are limitations to our study as well. Our study only included one-day wine tours. A broader investigation of strategic alliances between tour companies and wineries, and how wine tourists experience and sustain a sense of social obligations to the wineries they visit, will provide further insights into how wine-tourism functions as a co-creative emergent form of consumption involving individuals, products, and processes.

Wine has been considered an artisan product for a long period of time. This is due to the cultural heritage and history that goes into the production process. The aim of this chapter is to discuss the role of wine artisans in the global economy in terms of tourism and the esthetic cognition apparent in rural landscapes. To do this, the role of customers as co-creators of the wine experience is discussed, which helps to understand the evolving nature of the wine industry. The way artisan forms of wine are being produced because of eco-innovation reasons are stated. This enables more information to be obtained about the nature of wine artisan entrepreneurship. Theoretical and practical implications are stated together with suggestions for future research.

Slovenia lies at the crossroads of the Alpine, Mediterranean and Pannonian regions, and this variety of geographical landscapes is reflected in its diverse and rich culinary heritage. Down the centuries, the diverse culinary heritage developed as part of everyday life and the festive calendar in close correlation to whatever nature provided and to the standard of living.

In 2006 Slovenia adopted the Gastronomic Strategy of Slovenia, which includes a culinary pyramid with 24 gastronomic regions and over 360 distinct dishes with a local character. Posavje with Bizeljsko represents one of the gastronomic regions of Slovenia. The National Gastronomic Strategy lists the following dishes and wines for the Posavje Region: pofaláča, bizeljski ajdov kolač (Bizeljsko buckwheat cake), koruzna prga (corn cake), pleteno srce (plaited-dough heart), bizeljska mlinčevka (Bizeljsko flat cake tart) and white and red wine Bizeljčan. These dishes and wines represent the foundation of the distinct culinary identity of the Posavje and Bizeljsko Region.

The aim of this chapter is to define the culinary heritage of the Posavje Region and identify its special and characteristic taste. A mix of methods including qualitative research, field research, expert groups and workshops was applied to identify dishes, recipes and ingredients in everyday and festive cuisine as well as cuisine related to different jobs and tasks. A gastronomic pyramid of the Posavje Region was developed and culinary workshops were conducted to introduce regional gastronomy to tourism. Challenges identified in the project exposed the need for the establishment of local supply chains, good cooperation among stakeholders in tourism, quality assurance, branding and other issues related to local tourism and gastronomic development.

Tourism is a key source of income to South Africa. Food and beverages is a key part of tourism and the literature reveals that tourists spend up to a quarter of their budget on cuisine. South Africa has, however, been rated as the least-prepared culinary travel destination and the travel destination with the greatest potential for growth. Therefore, a segmentation taxonomy based on culinary preferences of international tourists to South Africa is put forth which can be used to prepare South Africa as a culinary travel destination. The 627 international tourists surveyed were divided into five segments with the use of factor analyses, t-tests, Spearman rank correlations and analysis of variance. The segments were named conservationists, experience seekers, devotees, explorers and socialisers (CEDES taxonomy). Multiple results and implications are discussed in the paper.

This chapter introduces its readers to the concept of tourism. It sheds light on the rationale for tourism, as it explains the tourists’ inherent motivations to travel. It also describes different aspects that together make up the tourism industry. Tourists travel to destinations that are accessible to them. They require accommodation if they are visiting a place for more than 24 hours. Leisure and business travellers may also visit attractions, and engage in recreational activities. Hence, the tourist destinations should have the right amenities and facilities. In this light, this chapter clarifies how destinations may offer different products to satisfy a wide array of tourists. Tourism products can include urban (or city) tourism, seaside tourism, rural tourism, ecotourism, wine tourism, culinary tourism, health tourism, medical tourism, religious tourism, cultural (or heritage) tourism, sports tourism, educational tourism, business tourism (including meetings, incentives, conferences and events), among others.