Strategic Winery Tourism and Management

Strategic Winery Tourism and Management

by Kyuho Lee
Released January 2016
Publisher(s): Apple Academic Press
ISBN: 9781482223415

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Book description

The book presents cutting-edge knowledge and research related to strategic winery tourism and winery management. It highlights the major theories on strategic winery tourism and winery management and encompasses a variety of topics ranging from strategic winery tourism development to winery tasting room management. With chapters written by academic researchers and winery industry professionals, the purpose of the book is to explore the theoretical foundations of winery tourism and winery management.

Table of contents

  1. CONTENTS
  2. ABOUT THE EDITOR
  3. LIST OF CONTRIBUTORS
  4. LIST OF ABBREVIATIONS
  5. PREFACE
  6. CHAPTER 1: THE BUSINESS OF WINE
    1. 1.1 INTRODUCTION
      1. 1.1.1 THE EXPLOSIVE GROWTH OF THE WINE INDUSTRY
    2. 1.2 TYPICAL TRAJECTORY OF WINE BUSINESS ENTREPRENEURS
      1. 1.2.1 PHASE 1: WINE AS PRODUCT
      2. 1.2.2 PHASE 2: WINERY AS A SYSTEM
      3. 1.2.3 WINE AS AN EXPERIENCE: DIRECT TO CUSTOMER SALES
    3. KEYWORDS
  7. CHAPTER 2: WINE TOURISM STRATEGY MAKING: A MODEL FOR PLANNING AND IMPLEMENTATION
    1. 2.1 INTRODUCTION
    2. 2.2 LITERATURE REVIEW
    3. 2.3 EARLIER RESEARCH ON WINE TOURISM STRATEGIES
    4. 2.4 DELIBERATE VS. EMERGENT STRATEGY-MAKING PROCESSES
    5. 2.5 DISCUSSION
      1. 2.5.1 PLANNING APPROACHES TO STRATEGY (1/2)
      2. 2.5.1 PLANNING APPROACHES TO STRATEGY (2/2)
    6. 2.5.2 STRATEGY IMPLEMENTATION: MIDDLE-UP-DOWN IMPLICATIONS
    7. 2.6 CONCLUSIONS
      1. 2.6.1 FUTURE RESEARCH
    8. KEYWORDS
    9. REFERENCES
  8. CHAPTER 3: STRATEGIC WINERY MANAGEMENT AND TOURISM: VALUE-ADDED OFFERINGS AND STRATEGIES BEYOND PRODUCT CENTRISM
    1. 3.1 INTRODUCTION
    2. 3.2 THE GERMAN WINE MARKET CONTEXT
      1. 3.2.1 CHARACTERISTICS OF GERMAN WINE PRODUCTION AND SUPPLY
      2. 3.2.2 WINE CONSUMPTION IN GERMANY
    3. 3.3 LITERATURE REVIEW ON THE VALUE OF WINE AND TOURISM
      1. 3.3.1 RESEARCH APPROACHES AND ASSESSMENT OF VALUE CREATION POTENTIAL
      2. 3.3.2 WINE AND TOURISM IN GERMANY
      3. 3.3.3 WINE AND TOURISM IN THE CONTEXT OF INNOVATION MANAGEMENT
    4. 3.4 STRATEGIC POSITIONING OF GERMAN WINERIES
      1. 3.4.1 CHARACTERISTICS, BASICS AND ENVIRONMENTAL PERCEPTION
      2. 3.4.2 STRATEGIC LANDSCAPE OF GERMAN WINERIES AND PERFORMANCE IMPACT
      3. 3.4.3 INDICATIONS FOR A TRANSITION – TOURISM AND SERVICES GAINING STRATEGIC GROUND
    5. 3.5 STRATEGIC TOURISM CLUSTERS OF GERMAN WINERIES
      1. 3.5.1 WINERY CLUSTERS TOWARDS TOURISM
      2. 3.5.2 STRATEGIC OPPORTUNITIES – GENERIC STRATEGIES AND TOURISM LEVERAGE
    6. 3.6 SUMMARY AND OUTLOOK
    7. KEYWORDS
    8. REFERENCES
  9. CHAPTER 4: WINE VERSUS WEDDINGS: WINE TOURISM IN THE EMERGING NORTH CAROLINA WINE INDUSTRY
    1. 4.1 INTRODUCTION
    2. 4.2 CLUSTERS AND IDENTITY FORMATION
    3. 4.3 WINE TOURISM IN NORTH CAROLINA
    4. 4.4 METHODOLOGY
    5. 4.5 LET THE WEDDINGS BEGIN
    6. 4.6 WINE TRAILS
    7. 4.7 WEDDINGS AS WINE TOURISM?
    8. 4.8 CONCLUSION
    9. KEYWORDS
    10. REFERENCES
  10. CHAPTER 5: WINE TOURISM IN BORDEAUX
    1. 5.1 INTRODUCTION
    2. 5.2 BRIEF HISTORY OF BORDEAUX’S TRADITIONS IN WINE MAKING AND TRADING
    3. 5.3 KEY FIGURES OF THE BORDEAUX REGION WINE TOURISM
    4. 5.4 WINE TOURISM AND CULTURE IN THE EXTANT LITERATURE
    5. 5.5 WINE TOURISTS’ PERCEPTIONS AND EXPECTATIONS REGARDING THEIR EXPERIENCE AT BORDEAUX WINERIES
    6. 5.6 WINE PRODUCERS’ PERCEPTION REGARDING WINE TOURISTS: BORDEAUX VS. OTHER FAMOUS WINE PRODUCING REGIONS (1/2)
    7. 5.6 WINE PRODUCERS’ PERCEPTION REGARDING WINE TOURISTS: BORDEAUX VS. OTHER FAMOUS WINE PRODUCING REGIONS (2/2)
    8. 5.7 MANAGERIAL IMPLICATIONS
    9. 5.8 CONCLUSIONS
    10. KEYWORDS
    11. REFERENCES
  11. CHAPTER 6: EMERGING ISSUES IN WINE TOURISM
    1. 6.1 INTRODUCTION
    2. 6.2 #1: ENVIRONMENTAL IMPACT MORE CRITICAL
    3. 6.3 #2: UNDERSTANDING CONSUMER MOTIVATIONS AND CRM BECOMES MORE IMPORTANT
    4. 6.4 #3: SOCIAL MEDIA GROWS IN IMPORTANCE FOR WINE TOURISM
    5. 6.5 #4: GPS/MOBILE TECHNOLOGIES INCREASINGLY HELPFUL
    6. 6.6 #5: INCREASED WINERY PARTNERSHIPS WITH OTHER TYPES OF TOURISM
    7. 6.7 #6: RISE OF ASIAN WINE TOURISM
    8. 6.8 #7: RISKS OF SATURATION AND INCREASING COMPETITION
    9. 6.9 #8: MORE SOPHISTICATED WINE TOURISM MEASUREMENTS
    10. KEYWORDS
    11. REFERENCES
  12. CHAPTER 7: WINERY TOURISM IN CHINA
    1. 7.1 INTRODUCTION
    2. 7.2 THE HISTORY OF CHINESE ALCOHOLIC BEVERAGES
      1. 7.2.1 DEFINITION OF JIU
    3. 7.3 THE HISTORY OF JIU
    4. 7.4 CHINESE JIU AND WINE CULTURE
    5. 7.5 THE WINE INDUSTRY IN CHINA TODAY
    6. 7.6 CHINESE WINE PRODUCTION AND IMPORT
    7. 7.7 WINERY TOURISM IN CHINA AND BEYOND
      1. 7.7.1 JIAODONG PENINSULA, SHANGDONG
      2. 7.7.2 CHANGYU
      3. 7.7.3 EASTERN HELAN, NINGXIA
    8. 7.8 INFORMATION SOURCES FOR THE CHINESE WINE INDUSTRY AND WINERY TOURISM
    9. KEYWORDS
    10. REFERENCES
  13. CHAPTER 8: ANALYZING THE EFFECTS OF SHORT AND LONG-TERM CUSTOMER RELATIONSHIP ON THE WINE CUSTOMER LIFETIME VALUE
    1. ABSTRACT
    2. 8.1 AN INTRODUCTION TO CUSTOMER LIFETIME VALUE
    3. 8.2 WINE MARKETING AND THE INDUSTRY
    4. 8.3 WINE CLV TECHNIQUES AND PRACTICE (1/2)
    5. 8.3 WINE CLV TECHNIQUES AND PRACTICE (2/2)
    6. 8.4 CONCLUSION
    7. KEYWORDS
    8. REFERENCES
  14. CHAPTER 9: DESIGNING FOR SALES: WINERY DESIGN AND THE VISITOR EXPERIENCE
    1. 9.1 INTRODUCTION
    2. 9.2 CREATING MEMORABLE VISITOR EXPERIENCES
    3. 9.3 BUILDING CUSTOMER LOYALTY
    4. 9.4 DESIGN ELEMENTS THAT MAXIMIZE THE VISITOR EXPERIENCE
    5. 9.5 CASE STUDIES
      1. 9.5.1 CUVAISON ESTATE WINES
      2. 9.5.2 LYNMAR ESTATE
      3. 9.5.3 PARADUXX WINERY
    6. 9.6 CONCLUSION
    7. KEYWORDS
    8. REFERENCE
    9. APPENDIX
  15. CHAPTER 10: USING ANNs TO DETERMINE PLACE EVOKED AFFECTIVE CONSUMER REACTIONS IN WINE TOURISM
    1. 10.1 BACKGROUND
    2. 10.2 RELATED LITERATURE
    3. 10.3 DATA COLLECTION
    4. 10.4 MEASURES
    5. 10.5 ANN MODEL BUILDING
    6. 10.6 FINDINGS FROM THE FIRST MODEL
    7. 10.6 FINDINGS FROM THE OPEN FORM MODEL AND SIMULATION RESULTS (1/2)
    8. 10.6 FINDINGS FROM THE OPEN FORM MODEL AND SIMULATION RESULTS (2/2)
    9. 10.7 CONCLUSION
    10. KEYWORDS
    11. REFERENCES
  16. CHAPTER 11: EFFECTIVE WINERY TASTING ROOM MANAGEMENT
    1. 11.1 INTRODUCTION
    2. 11.2 IMPORTANCE OF THE TASTING ROOM
    3. 11.3 STRATEGIC OPERATIONS
      1. 11.3.1 HOW DO WE DRIVE VISITORS TO THE TASTING ROOM?
      2. 11.3.2 HOW DO WE PROVIDE A WORLD-CLASS TASTING ROOM EXPERIENCE?
      3. 11.3.3 HOW DO WE SELL WINE TO THESE GUESTS NOW AND IN THE FUTURE?
    4. 11.4 QUALITIES OF AN EFFECTIVE TASTING ROOM MANAGER
    5. 11.5 MEASURING TASTING ROOM EFFECTIVENESS
    6. 11.6 CONCLUSION
    7. KEYWORDS
    8. REFERENCES
  17. CHAPTER 12: SERVICE QUALITY, BRAND LOYALTY, AND WINE TOURISM
    1. 12.1 INTRODUCTION
    2. 12.2 CHAPTER SIGNIFICANCE
    3. 12.3 TOURISM
    4. 12.4 GLOBAL TOURISM
    5. 12.5 TOURISM IN THE UNITED STATES
    6. 12.6 TRENDS IN TOURISM
    7. 12.7 SECTORS OF TOURISM
    8. 12.8 WINE TOURISM
    9. 12.9 CRITICAL SUCCESS FACTORS IN WINE TOURISM
    10. 12.10 SERVICE QUALITY
    11. 12.11 UNIQUE NATURE OF SERVICES
    12. 12.12 SERVICESCAPE
    13. 12.13 SERVICESCAPE IN WINE TOURISM
    14. 12.14 CORE SERVICE AND EMPLOYEE SERVICE
    15. 12.15 CONTINUOUS QUALITY IMPROVEMENT AND TOTAL QUALITY MANAGEMENT
    16. 12.16 SATISFACTION
    17. 12.17 ZONES OF TOLERANCE
    18. 12.18 SATISFACTION AND SERVICE MEASUREMENT
    19. 12.19 TRUST AND COMMITMENT
    20. 12.20 FUTURE BEHAVIORAL INTENTIONS AND LOYALTY
    21. 12.21 WINE TOURISM AND BUILDING BRAND LOYALTY
    22. KEYWORDS
    23. REFERENCES
  18. CHAPTER 13: EXPLORING AN EFFECTIVE WINERY REVENUE MANAGEMENT STRATEGY
    1. 13.1 INTRODUCTION
    2. 13.2 THEORETICAL FOUNDATIONS OF WINERY REVENUE MANAGEMENT AND WINERY SERVICE QUALITY
    3. 13.3 REVENUE MANAGEMENT
    4. 13.4 YIELD MANAGEMENT
    5. 13.5 STANDARDIZED SERVICE SYSTEM
    6. 13.6 TECHNOLOGY
    7. 13.7 CONCLUSION
    8. KEYWORDS
    9. REFERENCES
  19. CHAPTER 14: FINANCIAL RATIO AND VALUATION ANALYSES OF CONSTELLATION BRANDS INC.: A CASE STUDY
    1. 14.1 CONSTELLATIONS BRANDS IN THE WINERIES AND DISTILLERS INDUSTRY
    2. 14.2 FINANCIAL RATIOS
      1. 14.2.1 SHORT-TERM SOLVENCY
      2. 14.2.2 LONG-TERM SOLVENCY (DEBT) RATIOS
      3. 14.2.3 EFFICIENCY RATIOS
      4. 14.2.4 PROFITABILITY RATIOS
      5. 14.2.5 MARKET VALUE RATIOS
    3. 14.3 VALUATION METHODS
      1. 14.3.1 DIVIDEND GROWTH MODEL (DGM)
      2. 14.3.2 FREE CASH FLOW MODEL (FCF)
      3. 14.3.3 RELATIVE VALUE (MULTIPLES) MODEL
      4. 14.3.4 EARNINGS MODEL
      5. 14.3.5 AVERAGE OF THE INTRINSIC PRICES FROM VALUATION MODELS
    4. 14.4 CONCLUSION
    5. KEYWORDS
    6. REFERENCES
  20. CHAPTER 15: THE RISE OF WINE EDUCATION IN MAINLAND CHINA: A FIRST-HAND ACCOUNT AND ANALYSIS
    1. 15.1 INTRODUCTION
    2. 15.2 THE DYNAMICS OF THE MAINLAND CHINESE MARKET: IMPORTED VS. DOMESTIC WINE
    3. 15.3 PATHS TO WINE EDUCATION IN MAINLAND CHINA
      1. 15.3.1 THE RISE OF THE WSET, SOCIAL AND PRINT MEDIA, WINE CHALLENGES AND TRADE BODY INVOLVEMENT
    4. 15.4 WHO IS STUDYING? MOTIVATIONS FOR WINE EDUCATION (TRADE AND THE NEW CONSUMERS)
    5. 15.5 CHALLENGES ENCOUNTERED IN WINE EDUCATION
    6. 15.6 IMPACTS ON WINE TOURISM
    7. 15.7 CONCLUSION: THE PRESENT AND FUTURE OF WINE EDUCATION IN MAINLAND CHINA
    8. KEYWORDS
    9. APPENDIX

Product information

  • Title: Strategic Winery Tourism and Management
  • Author(s): Kyuho Lee
  • Release date: January 2016
  • Publisher(s): Apple Academic Press
  • ISBN: 9781482223415