This chapter conceptualises and discusses practical management approaches of "terroir-based wine tourist experiences" taking place in rural areas, drawing from insights obtained in two research projects undertaken in wine-producing contexts in Portugal. After a conceptualisation of the 'rural wine tourism experience', its nature, elements and market appeal, some research results - focusing on tourists' involvement, motivation, expectations, behaviours, perceptions, feelings, attachments, memories - will be discussed to introduce suggestions of managing experience stages, settings and networks, derived from Schmitt's (1999) proposal regarding experiential marketing and from recent advances in co-creation research in tourism. The importance of integration of endogenous resources, local actors and culture is also highlighted, within a broader perspective of appealing, articulated and sustainability-enhancing terroir-experiences.
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