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This article analyzes the potential of wine tourism to create experiences for the tourist. For this purpose the authors benefit from Scheurer's (2003) and Mueller and Scheurer's (2004) experience setting model. A literature review reveals research gaps in the field of experienceoriented wine tourism services and products and calls for more empirical investigations. Therefore, the empirical part of the article presents the case study of the South Tyrolean Wine Route in Italy and applies the experience setting model to assess the potential of experience-orientation of wine routes. The article concludes with tourism policy and management implications and derives questions for further research.

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Management literature is currently giving growing conceptual and empirical attention to the peculiarity and relevance of entrepreneurial attitudes in family firms, with divergent outcomes. Aiming at concretizing the effects of these attitudes, denoted by the entrepreneurial orientation construct, on family business performance and considering that family dynamics come into play in this relationship, we particularly investigate the impact of control mechanisms and familyrelated goals. Findings are based on a sample of 180 family firms and show that Proactiveness and Autonomy are particularly relevant to financial performance. Agency-problems avoiding control mechanisms moderate the effect of Innovativeness and Autonomy, while socioemotional wealth (SEW) goals moderate the effect of Risk-Taking, respectively. The usage of these mechanisms and managing SEW goals provide opportunities for a more efficient exploitation of entrepreneurial attitudes.

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