Technology advances andinnovation in wine tourism

EM1S5M29

Semestre
B
Discipline
Information systems management
Volume horaire
24 H
Nombre de places
45
Ouvert aux visitants
Oui
Langue
EN
Responsable
Coralie HALLER

Liste des intervenants

Intervenant(s) Email Volume horaire CM
Coralie HALLER coralie.haller@em-strasbourg.eu 24 h

Contribution pédagogique du cours au programme

Aucune contribution pédagogique associé à ce cours pour ce programme.

Descriptif

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.

Organisation pédagogique

Face-to-face

- Lectures
- Tutorials

In group


- Oral presentations
- Case studies/texts

Interaction

- Discussions/debates

Others


- Other : Onsite - Visit of wineries

Objectifs pédagogiques

Cognitive domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • - (niv. 1) define what eWine Tourism is
  • - (niv. 2) discuss how wineries in different global regions are using eWT practices to attract consumers and to interact with them online
  • - (niv. 3) apply PIAB Model in different wine tourism destinations
  • - (niv. 4) compare the use of eWine Tourism activities in different wine producing regions in the world
  • - (niv. 5) appraise the challenges and perspective of eWine 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

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

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

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

Supports pédagogiques

Mandatory tools for the course

- Computer

Documents in all formats


- Case studies/texts

Moodle platform

- Upload of class documents
- Assessments

Software

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

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.

Littérature complémentaire

more tba

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…
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 « wine.alsace » 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

Modalités d'évaluation

Liste des modalités d'évaluation

Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.