Wine Tourism: A Complex Tangible, Intangible and Experiential Marketing Matrix

Abstract

During the past decades, wine has been highly associated with tourism, as part of a fine dining and hospitality experience but also in the production phase and the wineries. Wine can present the link between agritourism referring to the actual cultivation process of grapes, to traditional productive activities in the wine production phase, to luxury and fine dining in the consumption phase. Food and wine production are closely linked to the culture and traditions of a particular local context and are the result of a know-how that has been developed locally and passed down over time. Wine is the product that allows for the strongest links and ties with the food and territory of origin. This is evident not only in terms of geography, but also includes the historical and cultural aspects, even aspects of the local climate. Realizing the multiple benefits that can be achieved via such linkages, many wine regions worldwide have encouraged the creation of synergies between the wine and the tourism industry. This mutual cooperation falls under a complex leisure experience comprising of tangible, intangible and experiential elements. The aim of this study is to identify the importance and the level of participation of tangible, intangible and experiential elements in the marketing of wine tourism experiences and the role of wine tourism for its wider region.