Strategic Management in the Wine Tourism Industry: Competitive Strategies, Wine Tourism Behaviour and New Strategic Tools (2024)

By: Javier Martínez-Falcó and Bartolomé Marco-Lajara and Eduardo Sánchez-García and Luis A. Millán-Tudela

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Synopsis: Wine tourism has become increasingly popular and important in recent years, with a vast scientific research highlighting the expansion of the industry and the various benefits associated with it. As the global wine market grows, new competitive strategies, business tools and patterns of wine tourists’ demands are essential elements for the effective management of wine tourism products. This book aims to deepen the management of the wine tourism industry through the study of competitive strategies developed by wineries. It also explores perceptions, preferences, and expectations of wine tourists, as well as the analysis of new tools to improve the wine tourism product. In doing so, contributors make the case for effective strategic management that can help wineries determine their target markets, identify their competitive advantages, develop pricing strategies and create effective marketing campaigns. The book is therefore useful for both wine professionals and academics who wish to delve deeper into the study of the strategic management of wine tourism.