Part I: Introduction.- Chapter 1. Thriving in wine tourism through technology and innovation: a survival or a competitiveness need?.- Part II: Technology and Wine tourism.- Chapter 2. Social Media, Wine Tourism and an Emerging Destination: A Case Study of Southern Sweden.- Chapter 3. Social media influencers, content and tourism: A study for the Swan Valley wine region.- Chapter 4. Design factors of mobile app in wine tourism: creating customer value through the whole wine tourism journey .- Chapter 5. Wine tourists’ mobility through mobile apps: A lost bet?.- Chapter 6. Tracking wine tourists’ movements using GPS: evidence from the Bairrada wine route, Portugal.- Chapter 7. Wine tourism next-gen: A case study of a virtual reality implementation in a wine cooperative in France.- Chapter 8. Riverland on the Verge: Promoting International Wine Tourism through virtual reality in Riverland, South Australia.- Chapter 9. The future of the wine tourism experience: the potential of smart(er) winescapes?.- Part III: INNOVATION AND WINE TOURISM.- Chapter 10. FOMENT: Promoting technology acceleration and adoption in the Australian and international wine tourism industry.- Chapter 11. Innovation, Collaboration and Wine Tourism in Canada’s Okanagan Valley: The British Columbia Beverage Technology Access Centre.- Chapter 12. Business awards and wine tourism: a source, spur and transfer of innovation.- Chapter 13. From Winemaking to Wine tourism: A Business Model Innovation. The Role of Value in Business Model Trajectory.- Chapter 14. «Fishing» for winemaking perfection in cloudy waters Underwater wineries: innovation genius or another marketing trick? Implications on wine & food tourism.- Chapter 15. Phygital innovations for wine tourism during the COVID-19 Pandemic: the case of the Jurançon Wine Cooperative in South West France.- Part IV: EPILOGUE .- Chapter 16. « Improvisational » Wine tourism an alternative model of deploying technological changes.- Index.

This book consolidates under one roof the latest research investigating the various technological advances and new managerial approaches driving innovation within wine tourism. Competition in wine tourism intensifies at a global scale, while wine tourism demand continuously evolves, diversifies and becomes more sophisticated. The book highlights that innovation and technology exploitation have become not only a way to differentiate but also a survival necessity for wine tourism operators and wine destinations alike.This book includes cutting edge research about the latest technological developments and advances that revolutionise the wine tourism sector and transform the way wine tourism experiences are designed and delivered. In addition, the book includes case studies and research findings showing how wine tourism operators and destinations can nurture, support and implement innovation at various levels, including the experience, the process, the business model and/orthe ecosystem level.'This book is a valuable addition to our knowledge of wine tourism. It compiles under one roof research and case studies about innovation and technological applications in wine tourism from all over the world. As wine tourism organizations need to operate within a turbulent and continuously changing world, innovation and digital transformation are vital tools to ensure survival but also competitiveness. The book is useful to wine tourism and wine destination professionals alike.' —Stellios Boutaris, Wine Maker Kir-Υ ianni Estate & President of the Association of Wine Makers of North Greece'This book focuses on contemporary technologies and the ways in which they are being deployed within the wine tourism sector. The book covers the use of a wide range of technologies including social media and influencers, GPS tracking and virtual reality. The book chapters nicely explain the use and impact of these technologies by discussing various cases and practical examples from all over the globe.By reading this book, one immediately realises that the business and practice of Wine Tourism necessarily passes through new technologies, innovation and creativity. What remains to be seen is how to make the best use of the latter to make wine tourism an unbeatable sector. Only the future will tell.' —Maria Joao de Almeida, Executive President, Associação Portuguesa de Enoturismo, Portuguese Association of Wine Tourism

“This book fills an existing research gap through illuminating the paths towards technological innovation. … this book provides valuable insights that inspire further research and offer a wealth of knowledge covering both theoretical underpinnings and practical illustrations of technological innovations in the context of wine tourism.” (IokTeng Esther Kou, Information Technology & Tourism, Vol. 25 (3), 2023)

Combines theory and practice with research findings of tech advances on wine tourism Enriches knowledge and practice on wine tourism by including case studies related to new tech Consolidates research from major fields to demonstrate innovation in wine tourism