Wine Tourism Creates Value for Independent Wineries
Claire Lamoureux is doing her PhD in KEDGE Business School, Bordeaux
The study presented during the GWC Annual General Conference 2024 reveals that wine tourism contributes to multiple dimensions of value creation, from strengthening customer relationships and enhancing brand image to fostering sustainability and innovation. Key findings emphasize the importance of digital transformation, staff expertise, and sustainability practices in creating immersive and memorable experiences for visitors.
Despite the challenges in measuring profitability, the research suggests that wine tourism provides a vital opportunity for wineries to differentiate themselves and thrive. By aligning with visitor expectations—such as authenticity, quality, and nature-based experiences—wineries can increase customer satisfaction and loyalty. The report also offers strategic recommendations for maximizing the benefits of wine tourism, including investments in infrastructure, technology, and regional collaboration.
To explore the detailed findings and recommendations, read the full report: GWC International Research Grant Final Report 2024 – Claire Lamoureux
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