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This study addresses a gap in the literature by examining the marketing strategies adopted by wineries in the context of wine tourism. This study aims to identify marketing strategic orientations and highlight their significance in the context of wine tourism.

The research uses a comparative case study approach, focusing on two wine regions, Roussillon (France) and Empordà (Spain). It involves the analysis of 99 active winery websites to identify marketing orientations. Descriptive statistics, cluster analysis and ANOVA tests were used to achieve this.

The study reveals four distinct wine tourism strategic orientations adopted by wineries in these regions. It emphasizes the importance of external ties, varying levels of competitiveness, website performance and geographical differences as key findings. The results show that wineries with a clear diversification strategy benefit from a higher level of competitiveness.

This research contributes to the academic literature by identifying different marketing strategies within wine tourism, highlighting their importance and providing a comprehensive analysis of key areas, thus adding original insights to the existing body of literature.

This study aims to provide a comprehensive overview on positive drivers and negative factors connected to the Covid-19 pandemic which can jointly shape wine tourism intentions.

The present study relies on a large sample of 399 US wine tourists. Partial least square structural equation modelling is adopted for data analysis.

Results reveal that willingness to avoid Covid risk while travelling negatively impacts wine tourism intentions and competitively mediates the effect of Covid phobia. Both situational and personal involvement with wine are key antecedents of future wine tourism intentions.

This research contributes to understand the role of willingness to avoid travel-related risks during health crises. Furthermore, it improves existing knowledge on the effect of wine involvement on wine tourism intentions, highlighting the predictive relevance of situational involvement in explaining this relationship.

Results constitute critical information to practitioners and destination management operators for improving their resilience under similar circumstances. Updated information on wine tourists’ profile is also provided.

To the best of the authors’ knowledge, this is among the first studies exploring how positive and negative drivers act synergically in affecting wine tourism intentions after the Covid-19 outbreak.

Virtual wine experiences (VWEs) replaced in-person wine experiences during the Covid-19 pandemic and continue to be offered by some actors. This study aims to investigate the factors driving interest in VWEs and identify relevant traits of potential consumers to help assess VWEs long-term potential.

A representative sample of 399 Oregon and California wine consumers answered a structured online survey. The authors combine ordered logistic regression and qualitative techniques to analyze the data.

VWEs may effectively attract potential wine consumers and tourists. High interest in VWEs is associated with strong wine involvement and intentions to visit wine regions. Digitization, aversion to travel-related risk and convenience are other relevant drivers of VWE interest. The segmentation analysis revealed that consumers with a potentially higher interest in VWE have distinct traits.

Wineries and wine tourism destinations could leverage VWEs to attract wine tourists and consumers. The authors discuss specific characteristics of high-interest consumers.

Participants in VWEs interact with hosts and explore products in real time. This engagement has long-term marketing potential for attracting them as customers or visitors. The study provides strategic information for practitioners and academics on VWE interest drivers and potential demand, which is currently missing from the literature.

The purpose of this study is to discuss the opportunities for and challenges faced in the development of a wine sector in a nascent wine country, as well as the necessary requirements for the creation of sustainable competitive advantages (SCA), using Sweden as an example.

Content analysis of previous research based on secondary data; a SWOT analysis of the wine sector in the nascent wine country, Sweden, is provided in connection with a conceptual framework for SCAs.

In a nascent wine country such as Sweden, factors such as climate or technical issues regarding wine production are important factors in respect of SCA, but in themselves, do not present insurmountable obstacles to their creation. In reality, structural challenges such as the alcohol monopoly in the retail market, various other legal regulations and restrictions, the lack of marketing and promotion capabilities, limited viticulture knowledge and limited experience of cooperation with the local enterprise are all far more problematic in that they lead to relatively limited demand for Swedish wine. In this context, a marketing management approach becomes a key factor in changing attitudes and approaches. Clearly, it is important to provide potential markets and consumers with relevant marketing information about the nascent wine country and its products.

Previous research generally focused on the SCA in the established wine countries; the focus of this study is on the SCA in a nascent wine country, a country without any tradition of commercial wine production. This study contributes to the discussion of a new conceptual framework for understanding SCA in the context of nascent wine countries. Furthermore, it suggests that the remaining state alcohol retail monopoly in Sweden provides not only challenges but also opportunities for the development of the wine sector. These findings are valid not only for Sweden but also for other nascent wine countries.

The paper focusses on festivals taking place in coastal regions whose central element is seafood. The purpose is to analyse the role of seafood festivals as potential tourist attractions for local development. The decision to focus on coastal areas is based on a perceived knowledge gap regarding the interactions between different sectors of the sea economy.

Qualitative exploratory case studies of seafood festivals in Italy and Sweden have been performed using an analytical model. The participatory observation methodology contributed to a better understanding of the phenomenon.

The analysis shows the close relationship between seafood and tourism, and although it takes variable forms, food is a fundamental lever for maritime and coastal tourism and local development. Findings suggest that local food events can help strengthening gastronomic identities, despite there is a different articulation between tradition and marketing in the two countries.

Since this paper represents an exploratory study of five seafood festivals, research needs to be extended and replicated before any findings can be generalized. However, the model is flexible enough to be tested in different food events.

Food events represent a key instrument for the integration of territorial policies in which tourism and food products might be used as strategic instruments for the development of coastal areas.

This paper is a first attempt to analyse and compare seafood events, contributing to filling the gap in event literature referring to coastal areas. The model introduced can be used to determine the articulation of tradition-marketing in different food events.

The main aim of this research was to investigate whether and how digitalization affects sustainability and performance in wine tourism.

Based on the data emerging from the 2019 National Report on Wine Tourism from the National Association of “Wine Cities” in Italy (the most extreme case in the world of wine), three macro-agglomerates were investigated: digitalization, sustainability and performance, adopting descriptive and inferential statistics.

Although rigorous correlation between adopted digitalization and performed sustainability on one side and performed sustainability and market performance on the other cannot be verified for the 92 wineries under investigation, there is visible evidence that the more digitalized wineries are, the more sustainable they become and the better their performance. Evidence was not found to support the idea that the more sustainable wineries are, the more they are digitalized and the better their performance. Research implications and limitations to theoretical and practical application have been discussed.

Wine tourism, which is naturally associated with rural tourism, is a form of tourism in which sustainability has strong relevance, particularly considering the future needs/desires of post-pandemic tourists. At the same time, digitalization, especially in pandemic and post-pandemic tourism, is credited with developing a huge impact in this business, although wine tourism is most probably conceivable as a meta-market, with a strong cultural essence. In this respect, a digitalization > sustainability > performance approach seems practicable and globally profitable.

Both Hungary and Germany belong to the old-world wine-producing countries and have long winemaking traditions. This paper aims at exploring and comparing online branding strategies of family SME (small and medium sized enterprises) wineries at Lake Balaton (Hungary) and Lake Constance (Germany), as two wine regions with similar geographic characteristics.

This paper, based on a total sample of 37 family wineries, 15 at Lake Balaton and 22 at Lake Constance, investigates the differences in brand identity on the website, brand image in social media and online communication channels deployed in both wine regions. The study applies a qualitative methodology using MaxQDA software for conducting content analysis of texts in websites and social media. Descriptive statistics and t-test were conducted to compare the usage of different communication channels and determine statistical significance.

At Lake Balaton, the vineyard, the winery and the family, while at Lake Constance, the lake itself and the grape are highlighted regarding family winery brand identity. The customer-based brand image of Hungarian family wineries emphasizes wine, food and service, with the predominant use of Facebook. In the German family wineries, the focus of brand identity is on wine, friendliness and taste and includes more extensive usage of websites.

The paper deploys a novel methodology, both in terms of tools used as well as geographic focus to uncover online branding patterns of family wineries, thereby providing implications for wine and tourism industries at lake regions. It compares the share of selected most-used words in the overall text in websites and in social media, and presents the key findings from this innovative approach.