Encouraging Wine Storytelling in the Tourist Experience: A Preliminary Study

Abstract

Wine tourism has long since ceased to be just a visit to wine producing regions and wineries, just to taste or buy wine. In fact, wine tourism has become more complex as a tourist product, due to the requirement of visitors to obtain a differentiated experience, composed of multiple elements Wine tourism activities consist of, above all, wine tastings and cellar, wine house and wine museum visits. Currently, and in the future, wine tourism has provided and boosted the creation of genuine and unique tourist experiences, more and more differentiated tailor-made. This preliminary approach aims to evaluate the role of wine storytelling as an antecedent in the wine tourism experience, namely on other constructs as winescape attributes, sensorial attraction, wine excitement and cultural experience. A range of practical implications are provided for wine tourism managers, marketers and wine guided tours namely on the importance on the training the storytelling skill by the wine cellars staff. The new vogue of wine tourism forces us to challenge and re-visit the power relationships that exist within contemporary tourism and the host-guest relationship. As an interdisciplinary approach, this research contributes positively to the development of theory in relationship marketing and tourism contexts in wine management (theoretical implications). At the end, guidelines for future work will be presented.

Wine experience scale: validating the behavior and motivations of Spanish wine tourists

“…For instance, a qualitative study carried out in Greece analyzed verbal and visual representations and identified storytelling as effective for wine tourism (Bonarau et al , 2019). Considering that wine tourism has become a complex tourism product, this technique requires an authentic and emotional narrative to capture the tourist's attention and senses (Santos et al , 2022). According to this study by Santos et al (2022), storytelling can be seen as an antecedent of the wine experience, as this is invariably related to the winescape and an important influence of wine tourist behavior and makes the experience memorable (Ramšak, 2022).…”

“…Considering that wine tourism has become a complex tourism product, this technique requires an authentic and emotional narrative to capture the tourist's attention and senses (Santos et al , 2022). According to this study by Santos et al (2022), storytelling can be seen as an antecedent of the wine experience, as this is invariably related to the winescape and an important influence of wine tourist behavior and makes the experience memorable (Ramšak, 2022). Moreover, this technique can be a driver of the emotions of the wine tourist as well as a way of promoting the uniqueness of the wine region.…”

Situación y cambios recientes de calidad e internacionalización en la DO Bierzo: el territorio como valor añadido para la supervivencia exportadora

“…Además, ha convertido debilidades, como ser una pequeña área de producción en comparación con otras zonas vinícolas y su limitación orográfica, en fortalezas, poniendo en valor su terruño. También, ha sabido potenciar algunas de sus muchas fortalezas como son las variedades autóctonas o los sistemas de conducción de cultivos y ha puesto en valor los métodos de producción tradicionales o incluso recuperando en algunos parajes técnicas tradicionales de labrado que provienen de época romana, ya que, junto con el Priorato, son de las pocas comarcas vitivinícolas que utilizan caballerías para las labores de campo, lo que resulta atractivo para los nuevos consumidores que necesitan de historias en torno al vino como reclamo enoturístico (Elías Pastor, 2016;Santos et al, 2022). Asimismo, en el Bierzo existe una potencialidad en su territorio que puede ser aprovechada para generar oportunidades de mercado al incorporar a sus vinos elementos intangibles como son el valor de la historia, la cultura, etc., además de integrar, a través de la zonificación, aquellos elementos de trazabilidad en sus vinos que permitan conocer al cliente con certeza de qué localidad, paraje o incluso parcela viene el vino que está consumiendo.…”