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Reference: The Synergy of Wine and Culture- The Case of Ariousios Wine, Greece
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Wine tourism experiences are about intense sensorial, aesthetic, cognitive, and nowadays most importantly transformative experiences. Research in agri-food and management science currently highlights the need to engage in social and transformative innovation in order to augment wine (tourism) offerings. Despite these theoretical arguments, studies have failed to explain how to design transformational wine tourism experiences. This chapter adopts a multi-disciplinary approach and uses the case of Ariousios wine in order to show how the combination of wine and culture can be used for implementing social/transformative innovation and for designing transformative wine tourism experiences. The case study also demonstrates the use of story-telling for communicating and framing the business concept, philosophy and strategy of Ariousios wine as well as for inspiring wine consumers/tourists to emotionally, cognitively, spiritually and behaviourally engage with the wine tourism offering and the cultural values that it represents and symbolises.

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Publication Details

Published: 2020
Publication: SpringerLink
Issue: 2020 Management and Marketing of Wine Tourism Business
Author: Sigala M 2020


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