Technology advances andinnovation in wine tourism


MAE - Management du Tourisme
UE 6 Wine Tourism
Information systems management
Contact hours
24 H
Number of spots
Open to visitors
Coralie HALLER

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"

Build an advanced technical vocabulary in foreign language(s)
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"


Wine tourism of tomorrow: a collective approach in 4.0 With the advent of COVID, virtual platforms are more important than ever, and will continue to thrive as a new form of customer connection even after the pandemic has ended. The global tourism industry was especially negatively impacted by the pandemic, including wine tourism. However, many wineries around the world implemented innovative virtual tours and online wine tastings to keep tourists engaged. Virtual wine tourism is here to stay as another means of enhancing customer loyalty, and increasing revenue streams. This courses analyzes the main issues and perspectives of tomorrow's wine tourism. It is about bringing a reflection around a model of wine tourism based on collective approaches, the mutualization of skills and the capacity of resilience through the use of communication technologies.

Teaching methods


- Lectures
- Tutorials

In group

- Oral presentations
- Case studies/texts


- Discussions/debates


- Other : Onsite - Visit of wineries

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) define what eWine Tourism is
  • - (level 2) discuss how wineries in different global regions are using eWT practices to attract consumers and to interact with them online
  • - (level 3) apply PIAB Model in different wine tourism destinations
  • - (level 4) compare the use of eWine Tourism activities in different wine producing regions in the world
  • - (level 5) appraise the challenges and perspective of eWine Tourism

Affective domain

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


1- eWine Tourism: definition, challenges and perpectives History & background – why it is so relevant now Many types of virtual wine tourism Challenges and Benefits Nuanced differences around the world eWine tourism as a sustainable practice for wine tourism in the future PIAB Model explanation and apply the PIAB Model 2-Virtual Wine Tourists Segmentation and characteristics of eWine tourists Impact of eWine tourism experiences on willingness to pay and purchase intention eWine consumers brand loyalty Virtual Wine tasting and wine appreciation experience at wineries Business eWine tourists 3- Global Examples of Designing, Developing and Innovating eWine tourism Experiences. Topics will focus on: Virtual wine tours Virtual wine tasting “Phygital” experiences Virtual Wine Route Virtual Wine festivals and Events Virtual reality and Wine tourism 4- eWine Tourism Management Ability of wine and tourism stakeholders to collaborate with external partners Managing the marketing function of eWine Tourism Wineries ability to embrace digital practices The role of intermediaries in developing eWine Tourism offers Impact of eWine tourism developments on destination attractiveness, on consumers’ intentions to travel to wine tourism destinations. Legal issues of eWine tourism Onsite - Visit of wineries in Alsace Region offering Virtual/Digital Wine tourism activities

No prerequisite has been provided

Knowledge in / Key concepts to master

Basic Knowledge in Wine Tourism attendance of the following other courses is recommended - New Directions in Wine Business, Wine Tourism - EM1S5M41 - Contemporary Issues in Wine Tourism - EM1S5M42

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Case studies/texts

Moodle platform

- Upload of class documents
- Assessments


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

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 Dixit, S. K. (2019). Sigala, M. and Robinson, R.: Management and marketing of wine tourism business: theory, practice, and cases. Sigala, M., Christou, E., & Gretzel, U. (Eds.). (2012). Social media in travel, tourism and hospitality: Theory, practice and cases. Ashgate Publishing, Ltd.. Morrison, A. M. (2018). Marketing and managing tourism destinations. Routledge. Olsen, J., Wagner, P., & Thach, L. (2016). Wine marketing & sales: Success strategies for a saturated market. Board and Bench Publishing. Thach, L. & Charters, S. (2014). Best Practices in Global Wine Tourism. NY: Miranda Press.

more tba

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
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 HALLER, C & Louis, B. (2020), Development of a regional digital strategy: case of the « » domain name, in User-Experience in Web 2.0 technologies and its impact on universities and businesses, coordinated by Dr Jean-Eric Pelet Haller, C & Plotkina, D. (2020), Analysis of user-experience evaluation of French wineries websites, in User-Experience in Web 2.0 technologies and its impact on universities and businesses coordinated by Dr Jean-Eric Pelet


List of assessment methods

No assessment methods have been attributed to this course yet.