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.
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.
Teaching methods consist of lectures focused on the basic concepts and methodologies; exercises essentially dedicated to the discussion of cases are added.
A textbook is integrated with in-depth readings that are offered during the course.
Textbook, integrative reading and exercises are closely related to the program.
All materials are available, also for non-attending students, on the e-learning platform.
|Thach L. and Charters S.||Best practices in global wine tourism,||Miranda Press, NY, USA||2016|
|Jack Carlsen, Steve Charters||GLOBAL WINE TOURISM: RESEARCH, MANAGEMENT AND MARKETING|
Single oral examination.
It aims to verify the acquired knowledge and the capability to link them.
The oral examination involves.
The final evaluation is expressed on 30.