New Directions in Wine Business, Wine Tourism


Volume horaire
24 H
Nombre de places
Ouvert aux visitants
Kerstin BACH

Contribution pédagogique du cours au programme

Aucune contribution pédagogique associé à ce cours pour ce programme.


In today’s world of tourism, there is an increasing tendency to achieve higher quality in the customer experience. The tourist experience needs to integrate recreational as well as educational and entertaining elements. This need is embedded in a stronger consciousness in what role tourism can play for regional development, bringing benefit not only to guests but also for the local population and economy in opposite to internationally standardized mass tourism offers. Wine tourism can meet these expectations especially well, combining wine events, beautiful landscapes and the deeply rooted wine culture specific of each region. The underlying importance of “culture” in wine business and wine tourism cannot be underestimated. Wine tourism lives on the cultural attributes of wine production and wine consumption. This course will provide participants with a basic understanding of wine tourism and especially cultural wine tourism, its potential and benefits for wine marketing and wine tourism. As an example, German wine tourism options are presented.

Organisation pédagogique


- Lectures
- Tutorials
- Other : On-site visit Germany

In group

- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


Aucun élément de cette liste n'a été coché.

Objectifs pédagogiques

Cognitive domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • - (niv. 2) explain the importance of culture as a driving element in wine marketing and wine tourism, especially in “old world” wine marketing
  • - (niv. 3) use of non-wine related issues to develop attractive touristic offers and develop a related business pitch.
  • - (niv. 4) examine Germany as the most important global key wine market
  • - (niv. 5) appraise wine tourism as beneficial factor for both wine and tourism industries
  • - (niv. 6) develop critical analysis skills regarding the underlying potentials of wine regions for wine tourism and being able to identify the specific regional assets and drawbacks.
  • - (niv. 6) organize a touristic offer regarding to cultural wine tourism.

Affective domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
Aucun affective domain n'a pour le moment été associé à ce cours.

Objectifs de développement durable abordés

Aucun objectif de développement durable n'a été coché.

Plan / Sommaire

DAY 1 S1 8.30 German Wine and Wine Regions S2 10.00 Intro Individual Assessment (due date 18 March) S3 10.30 Steffen Schindler German Wine Marketing (Live feed via zoom) 12.30 Lunch break S4 13.30 German Wine History and Quality Movement S5 14.30 Johann Fitz of VDP Estate Fitz-Ritter (Live feed via zoom) S6 15.30 Intro Wine Tourism: Wine Region’s USP S7 16.30 Group work: New and Old World wine regions 17.30 End DAY 2 S1 8.30 Presentations USP Analysis S2 10.30 Cultural Wine Tourism S3 11.30 Group Work: Elevator Pitch 12.30 Lunch break 13.30 (continued) S4 14.30 Meet up and peer-to-peer review S5 15.30 Presentations Elevator Pitch S6 17.00 Outlook on excursion 17.30 End DAY 3 Trip to Germany (Palatinate Wine Region) 8.00 Bus departure at EM entrance 10.15 Winery Wilhelmshof Siebeldingen 12.30 Lunch break 14.30 Hambach on the German Wine Route - Culture and Wine Guided Tour 16.30 Return Strasbourg Approx. 18.00 Arrival Strasbourg

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

Aucun prérequis n'a été renseigné.

Supports pédagogiques

Mandatory tools for the course

- Computer

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

Aucun élément de cette liste n'a été coché.


Aucun élément de cette liste n'a été coché.

Additional electronic platforms

Aucun élément de cette liste n'a été coché.

Bibliographie recommandée

Ouvrages principaux

Freund-Grieger, Christine (2019): Value creation in wine tourism: A case study of Bad Dürkheim. Master Thesis at Weincampus Neustadt - Hochschule für Wirtschaft und Gesellschaft Ludwigshafen (unpublished) Krebiehl, Anne (MW) (2019): The Wines of Germany. London: Infinite Ideas Moskopp, Tamara (2017): Practising Authentic Wine Tourism: Wine Destination Mosel. Master Thesis Lund University, Peters, G. L. (1997): American Winescapes. Westview Press: Boulder Schäfer, Robert (2015): Tourismus und Authentizität. Zur gesellschaftlichen Organisation von Außeralltäglichkeit. Bielefeld: transcript (in German) Back, Robin / Lowry, Linda / Higgins, Lindsey (2020): Exploring a wine farm micro-cluster: A novel business model of diversified ownership, Journal of Vacation Marketing Bruwer, J. / Lesschaeve, I. (2012): Wine tourists’ destination region brand image perception and antecedents: Conceptualisation of a winescape framework. Journal of Travel & Tourism Marketing, 29(7), 611-628. Pine, B. Joseph / Gilmore, James H. (1998): Welcome to the experience economy. Harvard Business Review.

Littérature complémentaire

• German Wine Institute: (information in English on different wine and tourism topics /see Service  Downloads  for Statistics, Information brochures) • Association of VDP Estates: • Ambassadors of Culture and Wine Pfalz: (in German) • Tourism Strategy Rhineland-Palatinate: (in German) • Tourism Strategy Pfalz: (in German)

Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource

Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…
Corporate Chaire in Wine and Tourism: Haller, C., Bede, S., Couderc M., & Millo, F. (2016). Pink Wine and Movie Stars: How the Provence Wine Trail Was Established. In Thach, L. & Charter, S. (eds) (2016). Best Practices in Global Wine Tourism. NY: Miranda Press. Tahar, Y. B., Haller, C., Massa, C., & Bédé, S. (2018). Designing and Creating Tourism Experiences: Adding Value for Tourists. In The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality: Skills for Successful Ventures (pp. 313-328). Emerald Publishing Limited. Sigala, M., & Haller, C. (2019). The Impact of Social Media on the Behavior of Wine Tourists: A Typology of Power Sources. In Management and Marketing of Wine Tourism Business (pp. 139-154). Palgrave Macmillan, Cham. HALLER, C. Hess, I & Méreaux, J-P, (2020) Alignment of wine tourism experiences offering with wine tourists’ expectations: conviviality and aesthetics as successful dimensions, International Journal of Wine Business Research ((Forthcoming). HALLER, C., Thach, L & Olsen, J. (2020) Understanding eWineTourism Practices of European and North America Wineries, Journal of Gastronomy and Tourism, Vol.4, n°3, pp.141-156

Modalités d'évaluation

Liste des modalités d'évaluation

Evaluation intermédiaire / contrôle continu 1Autre (date, contrôle surprise...) : 19 March 2023
Ecrite (90 min) / individuelle / Anglais / pondération : 50 %
Précisions : Individual written report 50% Weighting Due date 19 March 2023 Upload on moodle NAME-WT2023
Cette évaluation sert à mesurer LO1.1, LO1.3, LO2.2, LO2.3, LO3.1
Evaluation intermédiaire / contrôle continu 2Séance n° S2 7 March 2023
Ecrite et orale (10 min) / en groupe / Anglais / pondération : 20 %
Précisions : Group work 1: New and Old World wine regions USP Analysis Day 2 – 7 March Session 2 Upload on moodle GROUP NO – PRES1 WT2023
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO3.1
Evaluation intermédiaire / contrôle continu 3Séance n° Session 5, 7 March 2023
Ecrite et orale (10 min) / en groupe / Anglais / pondération : 20 %
Précisions : Group Work 2: Elevator Pitch Presentations Day 2 – 7 March Session 5 Upload on moodle GROUP NO – PRES2 WT2023
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO3.1
Evaluation intermédiaire / contrôle continu 4Autre (date, contrôle surprise...) : Ongoing in class
Orale / individuelle / Anglais / pondération : 10 %
Précisions : Attendance and participation Ongoing in class Answers to questions Participation in discussions Attendance
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.2, LO2.3, LO3.1
Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.