Cellar door wine tourism (2016/2017)

Course code
4S005939
Name of lecturer
Diego Begalli
Coordinator
Diego Begalli
Number of ECTS credits allocated
6
Academic sector
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL
Language of instruction
English
Period
I sem. dal Oct 3, 2016 al Jan 31, 2017.

Lesson timetable

I sem.
Day Time Type Place Note
Tuesday 9:30 AM - 3:30 PM lesson Lecture Hall B (Lebrecht) from Jan 9, 2017  to Jan 31, 2017
Friday 9:30 AM - 3:30 PM lesson Lecture Hall B (Lebrecht) from Jan 9, 2017  to Jan 31, 2017

Learning outcomes

The aim of the course is the investigation of the links between wine tourism and sustainable territorial development, land use policy and planning and collective and corporate wine marketing. The wine tourist demographics, behavior and experiences are analyzed in relation to the winery marketing strategies creating strict links with the Wine Marketing course.

Syllabus

Wine tourism: definitions, approaches of analysis, relevant themes.
The context for wine tourism: a business, a land use, and a consumer perspective.
Wine tourism and territorial development. The role of local institutions in the enhancing of the 'soft' infrastructure for wine tourism.
Analysis of relationships between wine marketing and wine tourism. The role of wine tourism marketing to transform wine from a low-involvement product to a high-involvement experience.
Strategic opportunities and constraints of the cellar door approach.
The role of wine festivals and events for wine marketing and wine tourism marketing.
Wine tours and trails.
How to build a wine tourism destination.
Regional wine tourism case studies.
Corporate wine tourism case studies.



Reference books
Author Title Publisher Year ISBN Note
Thach L. and Charters S. Best practices in global wine tourism, Miranda Press, NY, USA 2016

Assessment methods and criteria

Oral examination.

Suggested book:
Thach L. and Charters S. (2016), Best practices in global wine tourism, Miranda Press, NY, USA

STUDENT MODULE EVALUATION - 2016/2017