New Directions in Wine Business, Wine Tourism


MAE - Management du Tourisme
UE 6 Wine Tourism
Contact hours
24 H
Number of spots
Open to visitors
Kerstin BACH

Pedagogical contribution of the course to the program

Concevoir des solutions adaptées aux problématiques organisationnelles en appliquant des méthodologies pertinentes

Diagnose the strategic positioning of an organization
Evaluate sustainable managerial practices using managerial concepts and instruments as well as digital tools
Develop an academic response to an organizational problem through the mobilization of reading grids and appropriate methodologies

Adopter une posture de leadership responsable en étant acteur de son propre développement et de celui de ses équipes

Build solutions related to issues arising from collaborative work
Recommend decision making by taking a critical approach to driving change in organizations
Effectively argue his ideas orally and in writing with a professional posture

Formuler des solutions aux défis organisationnels dans un contexte multiculturel et international, porté par un "European mindset"

Communicate in a professional context in writing and orally in foreign language(s)
Design impact management taking into account the economic and social issues supported by a "European Mindset"
Build an advanced technical vocabulary in foreign language(s)


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.

Teaching methods


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

In group

- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 2) explain the importance of culture as a driving element in wine marketing and wine tourism, especially in “old world” wine marketing
  • - (level 3) use of non-wine related issues to develop attractive touristic offers and develop a related business pitch.
  • - (level 4) examine Germany as the most important global key wine market
  • - (level 5) appraise wine tourism as beneficial factor for both wine and tourism industries
  • - (level 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.
  • - (level 6) organize a touristic offer regarding to cultural wine tourism.

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


DAY 1 S1 8.30 German Wine and Wine Regions S2 10.00 Intro Individual Assessment 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 tbd 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 Boris Kranz Ilbesheim 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

No prerequisite has been provided

Knowledge in / Key concepts to master

No prerequisite has been provided.

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

No items in this list have been checked.


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

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.

• 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)

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
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


List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : 18/02/2024
Written (90 Min.) / Individual / English / Weight : 50 %
Details : Individual written report, due date 18 February 2024, upload on moodle
This evaluation is used to measure ILO1.1-MU, ILO1.3-MU, ILO2.3-MU, ILO2.4-MU, ILO4.1-MU, ILO4.2-MU, ILO4.3-MU
Intermediate assessment / continuous assessment 2Other (date, pop quiz, etc.) : DAY 2, Session 2
Written and oral (10 Min.) / Group / English / Weight : 20 %
Details : Group Work 1: New and Old World Wine regions USP Analysis, Presentation on DAY 2, Session 2 Upload on moodle GROUP NO
This evaluation is used to measure ILO1.1-MU, ILO1.3-MU, ILO2.2-MU, ILO2.4-MU, ILO4.1-MU, ILO4.2-MU
Intermediate assessment / continuous assessment 3Other (date, pop quiz, etc.) : Day 2 Session 5
Written and oral (10 Min.) / Group / English / Weight : 20 %
Details : Group work 2: presentation Elevator pitch, Day 2 Session 5 Upload on moodle GROUP NO
This evaluation is used to measure ILO1.1-MU, ILO1.3-MU, ILO2.2-MU, ILO2.4-MU, ILO4.1-MU, ILO4.2-MU
Intermediate assessment / continuous assessment 4Other (date, pop quiz, etc.) : ongoing in class
Oral / Individual / English / Weight : 10 %
Details : Participation in class
This evaluation is used to measure ILO2.4-MU, ILO4.1-MU, ILO4.2-MU
No assessment methods have been attributed to this course yet.