PurposeWine tourism has stood out as a very recognized and valid tourism and marketing segment, growing worldwide and urging the complex needed advances on wine tourism practices performance. This ...paper aims to develop a new framework strictly applied to the global wine tourism system, taking into account emerging and future constructs and dimensions that precede and consequence it.Design/methodology/approachThe systematic mapping study (SMS) was adopted as the selected research methodological approach, both to analyze and to structure a broad research field concerning methods, designs and research, focuses on the papers published in reliable academic databases such as Emerald, ProQuest, Sage, Science Direct, Scopus, Wiley, Web of Science, Taylor and Francis and Wiley were properly selected and analyzed.FindingsThe following four dimensions were found to comprise the global framework of the wine tourism system: (1) support features (governance, public policies and economic investment; supply development; physical and capacity conditions; requirements of health safety; opinion makers and leaders: managers/stakeholders/players/marketers and benchmarking and value chain); (2) innovation ecosystem (profile of the new generations of wine tourists; virtual and augmented reality: digital and hybrid wine events; smart wine tourism companies; digital channels and platforms: blogs, websites, applications; wine tourism creative activities for all from kids to seniors and sustainable and ecologic wine tourism practices); (3) wine tourism experience dimensions (storytelling; involvement; winescape; attachment; emotions and sensory) and (4) behavioural intentions (satisfaction; loyalty; and WoM).Research limitations/implicationsThe framework still needs to be empirically applied in wine tourism settings to enrich tourists’ robustness in cross-cultural wine tourism experiences, covering a wider spread of abroad wine tourism destinations and products.Practical implicationsThis framework is a useful tool and becomes vital to their continued success, as a key reference of wine tourism management and marketing. As a wine tourist's visitation frequency plays a role in his/her travel motives, product and service quality of tour packages must be improved and monitored.Originality/valueThis is the first research study to demonstrate the combined use of the main domains forming the wine tourism system within a global perspective, covering of the most critical aspects.
This article offers a detailed look at current marketing strategies and their crucial role in building brand and engaging consumers. It starts by discussing the shift towards more empathetic and ...innovative marketing, emphasising the importance of creating real connections and understanding consumer desires. The focus then moves to the use of Social Networks and Social Media Marketing, explaining the various strategies, benefits, and potential issues of using these digital platforms. The discussion continues with an exploration of Digital Content Marketing, highlighting the need for a balance between informative and engaging content and how different characteristics affect brand popularity. The last section provides a tailored marketing strategy for the Romanian wine industry, covering aspects such as identifying target markets, developing a strong brand identity, online promotion, and fostering collaborations. This article acts as a comprehensive guide, combining theory and practical advice, to understand modern marketing and specifically improve the international profile of Romanian wines.
•The last few years have seen an explosion of interest in sensory marketing.•Marketing wine with multisensory experiential tasting events increasingly popular.•Such multisensory events often involve ...wine-music matching/pairing.•Insights from such events now influencing wine marketing.•Many wine marketers currently riding the experiential multisensory wave.
The pairing of wine with music goes back a long way, starting out with commentators at first merely just using musical metaphors in order to describe the wines they were writing about. In recent years, however, this area of interest has morphed into a growing range of multisensory tasting events in which wine and music are paired deliberately in order to assess, or increasingly to illustrate, the impact of the latter on people’s experience of the former. Initial isolated small-scale and often anecdotal reports of music supposedly changing the taste of wine have since evolved into large-scale experiential, experimental, events. The results of the latter typically demonstrate the robustness, not to say ubiquity, of such crossmodal effects. It is no exaggeration to suggest that the explosive growth of such events is, in some markets at least, starting to revolutionize the marketing of wine. In this article, I review this emerging field of research. I consider how the insights gained from such events are now starting to influence experiential marketing, not to mention in-home consumption, often via sensory apps. In order to stay relevant to today’s and, perhaps more importantly, tomorrow’s, wine consumers, the marketers of wine really need to ride the experiential multisensory wave that is currently sweeping through the (alcoholic) drinks industry.
•Information level altered ratings for sensory complexity and 15 emotions.•Appropriate pairings positively impacted the core and post consumption experience.•Liking, sensory complexity, expected ...price of wines increased in appropriate pairings.•Food and wine consumption impacts consumer behaviour more than wine information level.•Appropriate pairings commanded significant memorability and loyalty ratings.
This study explored food and wine pairing-related gastronomic experiences under blind and informed (wine provenance) conditions. Based on three descriptive analyses (food alone, wine alone, and food and wine together) by the same tasting panel, specific food and wine pairings (n = 8) were selected for consumer tastings, which explored the pre-consumption (informed vs blind condition), core-consumption (liking, appropriateness of pairing, balance, sensory complexity, and expected price), and post-consumption (vividness, remembered liking, memorability, and loyalty) experiences in relation to the sensory profiles of the pairings. All tastings were conducted in a sensory laboratory to standardise the environment effect. During core-consumption, information level significantly impacted consumer ratings for both sensory complexity and 15 emotions. Appropriate pairings corresponded with increased liking, sensory complexity, and expected prices for wine, and emotions of positive valence, but no pairing by information level interactions were evident. Perhaps the context of dining had larger impact on consumer behaviour than provenance information. In the post-consumption experience, information level affected the vividness of the tasting, whereas the most appropriate pairings commanded significant vividness, remembered liking, memorability and loyalty ratings. The significant pairing by information level interaction on remembered liking may be beneficial for the word-of-mouth effect. Appropriate pairings may be important for positive gastronomic experiences, and could provide businesses with higher customer satisfaction and spending.
Developing a framework that could apply the 11 foundational premises of service-dominant logic – SDL – to wine e-commerce, and answer an investigation objective (“Are the most important Italian ...wineries' e-commerce websites oriented to value cocreation according to SDL?”) are the two aims of this research.
Main outcome is a framework for the application of SDL to WECSs (wine e-commerce sites). Subsequent test/application to the Italian wine sector shows the delay of the most important Italian wineries in focusing on e-commerce, with very few exceptions.
Further studies on the application of SDL to WECSs will involve relational, educational, and experiential marketing. The model can work as a checklist for evaluating value cocreation (according to SDL) in WECSs.
All the wineries under investigation make heavy use of social media. A conversion strategy of (corporate) social network users into (corporate) social commerce users seems practicable, but only if wine e-commerce is strategic.
•Wine e-commerce is a key opportunity for growth strategies in wine markets.•Service-dominant logic is a powerful perspective for successful e-commerce solutions.•Value co-creation in wine e-commerce of Italian wineries is still under developed.•Social network activity of Italian wineries can be useful basis for enhancing wine e-commerce.
The goal of this study is to provide a comprehensive review of the academic research into wine marketing over the last three decades. Data from 1135 wine marketing-related research documents ...published 1990–2022 in the Web of Science and Scopus databases were employed. Using mainly co-word analysis and bibliographic coupling, the key themes of the discipline were identified. A longitudinal analysis identified the topic's evolution and current research trends. Results show that wine marketing research has grown sharply in recent years. From the pioneering studies that examined consumers' behaviours and wine price drivers, the discipline evolved to address burgeoning themes such as sustainability, social media (digital marketing) and wine tourism, which evidences the interest that academics have shown in enhancing knowledge in the area.
Purpose This study aims to examine how consumers’ propensity to purchase imported wines is influenced by their attitudes and perceptions toward the countries of origin (COO) of those wines. ...Design/methodology/approach The questionnaires were distributed online and 298 valid completed questionnaires were received. This study measured the perception of the wines’ countries of origin by adopting two independent dimensions of competence and warmth in the stereotype content model. Findings The results show a relationship between the purchase intention and the perception of the country of origin of the wine. Furthermore, the perceived image of the country of origin impacts the brand image of the wine and the quality of wine from its country of origin. Research limitations/implications This study’s questionnaire was distributed online. Future research would benefit from in-depth qualitative investigation and a wider range of sample sizes across countries. Practical implications The results of this study guide imported wine companies in product marketing design and advertising. By promoting the countries of origin of premium wines to target consumers, trust in the quality of imported wine can be improved, thereby increasing consumers’ purchase intention. Originality/value This study contributes to the understanding of consumer perception of the country of origin in the context of wine marketing. It provides valuable implications for wine companies’ marketing positioning and strategy, benefiting wine marketers, distributors and importers.
Although the selection of wine as a gift has been discussed in the relevant literature, the purchase of wine as a self-gift remains unexplored. Driven by the assumption that a profound analysis of ...self-gifting patterns and behaviour could have some important marketing implications for the wine industry, the current paper attempts to identify the most common situational contexts for self-gifting wine and explore the consumer behaviour and decision-making process behind it. Using an exploratory approach, totally 32 in-depth interviews were conducted. Thematic analysis was used to analyse qualitative data. Results reveal that consumers being involved in negative emotional or stressful conditions are very likely to prefer wine as a self-gift. It is also common to purchase wine as a self-reward when celebrating an event. Based on the key findings of the study, wineries could adjust their marketing strategies by including the concept of self-gifting.
•A considerable share of consumers believes that sulfites in wine cause headaches.•We quantify consumer willingness to pay for wines produced without adding sulfites.•Consumers reporting headaches ...are receptive to low-sulfite wine marketing.•Consumers are not willing to trade quality for low sulfite content.•“Contains sulfites” labeling may induce or amplify negative perceptions.
A panel of 223 alcohol consumers recruited in a liquor store participated in a survey/best–worst experiment investigating perceptions on sulfites and willingness to pay for non-sulfited wines. We find that 34% of our sample experiences headaches after consuming moderate amounts of wine, and sulfites are the most frequently attributed cause. Based on a rank ordered logit estimation of best–worst choices, headache syndrome sufferers are willing to pay a ceteris paribus premium of $1.23 per bottle to avoid added sulfites. However, results from a (logit) model of purchase intentions suggest that quality and price are most important, with differentiating labels (no sulfite added, organic) playing only a marginal role. Marketing implications for the wine industry are offered, and negative perceptions toward sulfites are contextualized within the hypothesis of a “lightning rod” effect induced by the “contains sulfites” warning label.
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