|Course set (UE) / Credits (ECTS) / Track / Specialization|
|Open for visitors||yes (3 ECTS)|
|Working language :||English|
|Volume of contact hours :||24 h|
|Workload to be expected by the student :||72 h|
Track : Attendance
|LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.|
|Students will analyze business organizations and problems in a multicultural and international environment|
This 24 hour course explores contemporary issues in global wine tourism. Participants will gain insights into the benefits and challenges of wine tourism, and analyze implementation strategies used at both the regional and individual winery level. The topics of regional brand identity, wine tourist motivations, wine routes, tourism infrastructure, partnerships, and key communication tools, including website design and social media will be covered. In addition, examples of successful events, tours, and cellar door programs will be analyzed.
Participants will listen to mini-lectures, read current wine tourism literature, analyze websites and real-life case studies, and evaluate wine tourism strategies in different parts of the world, including cultural influences. Each participant will be expected to fully participate in course discussions, complete an individual assignment, and work within a team to develop a wine tourism strategy presentation.
- Describe the critical success factors for contemporary wine tourism.
- Explain the benefits and challenging of implementing a wine tourism strategy.
- Appraise contemporary best practices used in global wine tourism.
- Compare regional and individual winery tactics used for wine tourism.
- Analyze how wine tourism is being implemented in various regions of the world
- Create a wine tourism strategy for a winery or a region.
- Contrast between regional and individual winery tactics used for wine tourism.
- Evaluate wine tourism strategies and make recommendations for improvement.
Session 1 MONDAY MORNING Day 4/4/20 8:30 - noon
• Welcome & Introductions
• Benefits & Challenges
• The World of Wine Tourism
• Motivations of Wine Tourists
• Individual Introductions
• Group Exercise/Participation
• In Class Readings - Chapter 1: Best Practices in Global Wine Tourism
Session 2 MONDAY AFTERNOON Day 4/4/20 13:00 – 17:30
• Wine Tourism Strategies
• Critical Success Factors
• The Wine Tourism Awards
• Presentation Instructions
• Individual: Online analysis exercise
• Team Formation
• Group Exercise/Participation
• In class Readings: Wine Tourism Award webpages
Session 3 TUESDAY MORNING Day 4/5/20 8:30 - noon
• Regional Brand Identity
• The Wine Tourism Infrastructure
• Wine Routes, Communication Tools, Websites/Social Media & Cellar Door Collaboration
• Homework: Read Chapter 7 Case Study on Wine Tourism in Provence
• Individual: Case Study Issues identification
• Group Exercise/Participation
Session 4 TUESDAY AFTERNOON Day 4/5/20 13:00 – 17:30
• Individual Winery Brand Identity
• Wine Tourism Strategy at the Winery Level
• Tours, Events, Wine Clubs, Websites/Social Media
• Innovations in Wine Tourism
• Essay Instructions
• Group Analysis: Case Study on Winery in Portugal (Chapter 15)
• Individual Essay Assignment – Wine Tourism in 2050 (2 pages)
• Presentation Prep and Check-in
Session 5 WEDNESDAY MORNING Day 4/6/20 8:30 - noon
• Tough Issues in Wine Tourism
• The Challenge of the Unknown Wine Region
• Refreshing an Old Wine Region
• The Future of Wine Tourism
• Group Analysis: Case Study on Ningxia China (Chapter 4)
• Turn in 2 page essay/brief report out
• Presentation prep
Session 6 WEDNESDAY AFTERNOON Day 4/6/20 13:00 – 17:30
• Alonso et al,. (2015). "Perceived benefits and challenges to wine tourism involvement: an international perspective". International Journal of Tourism Research, 17: pp.66-81
• Bruwer et al,. (2013). "Wine tourism experience effects of the tasting room on consumer brand loyalty". Tourism Analysis. Vol 18 (4), pp. 399-414
• Bruwer, J., Pratt, M.A., Saliba, A. and Hirche, M. (2014). "Regional destination image perception tourists within a winescape context". Current issues in tourism. 1-21
• Charters, S., Ali-Knight, J. (2002). "Who is the wine tourist"? Tourism management 23, 311- 319
• Charters, S., Fountain, J. and Fish, N. (2009), "’You felt like lingering...’: Experiencing ‘real’ service at the winery tasting room", Journal of Travel Research. Vol. 48 (1), pp. 122-134.
• Cogan-Marie, L., Charters, S. and Velikova, N. (2015). The Development of Wine Tourism in Lesser- Known Wine Regions: The case of Jura. Paper submitted for the AWBR Conference, Adelaide, February 2016.
• Gezt, D. (2000). Wine tourism: Management, Development & Destinations. Cognizant Communications.
• Hall, C. M. (2013). Wine, food, and tourism marketing. Routledge.
• Jones, M., F., Singh, N., Hsiung, Y. (2015). "Determining the critical success factors of the wine tourism region of Napa from a supply perspective". International Journal of Tourism Research. 7/ 261-271
• Koch et al.. (2013). "Overview of perceptions of German wine tourism from the winery perspective". International Journal of Wine Business Research. Vol 25 (1), pp. 50-74
• Lockshin, L., Spawton, T. (2001). "Using involvement and brand equity to develop a wine tourism strategy". International Journal of Wine Marketing. Vol 13 (1), pp. 72-81
• Manea, M. (2015). Wine Tourism In Western Moldova-To A Future Alsace?. Management & Marketing Journal, 13(1).
• Mitchell, R., Charters, S. and Albrecht, J. (2012). “Cultural systems and the wine tourism product”. The Annuals of Tourism Research 39 (1) pp. 311-335
• Novelli, M. (Ed.). (2005). Niche tourism: contemporary issues, trends and cases. Routledge.
• Thach, L. & Charters, S. (2016). Best Practices in Global Wine Tourism. NY: Miranda Press.
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.
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