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/or the ecosystem level.