Integrating Tradition and Innovation Within a Wine Tourism and Hospitality Experience

Abel Duarte Alonso · Alessandro Bressan · Oanh Vu Thi Kim · Seng Kiat Kok · Erhan Atay

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Wine Industry and Tourism Diverse Aspects of Tourism Research Culinary Culture and Tourism

Abstract

This study explores the strategic choices among wineries involved in wine tourism experiences, including whether they rely on tradition, fully embrace innovation, or combine both. e study, conducted between December of 2018 and January of 2019, draws on face-to-face interviews with 32 owners/managers of New World wineries that, on average, have operated for nearly three decades. e ndings illustrate the predominance of the 'traditional- innovative school', where production and winemaking processes amalgamate existing and emerging principles, methods, and technologies. e chosen inductive approach resulted in the development of several theoretical frameworks; based upon these, empirical and theoretical implications are drawn.

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