虚拟品酒会——如何“放大”公共体验的舞台

Q2 Agricultural and Biological Sciences Journal of Wine Research Pub Date : 2021-07-03 DOI:10.1080/09571264.2021.1971640

Stefanie Paluch, Thomas Wittkop

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引用次数: 5

摘要

由于新冠肺炎疫情，酒庄不得不关闭他们的品酒室，以减少病毒的传播。酿酒师们发现了一个通过虚拟品酒活动与客户建立联系的机会。在虚拟品酒会上，葡萄酒爱好者可以在舒适和安全的家中享受他们最喜欢的饮料和食物配对。基于25个定性深入访谈，本研究考察了参与者如何看待虚拟品酒会，以及公共消费体验在多大程度上是这些活动的组成部分。对酒庄的理论和管理意义进行了讨论，并应用4e的框架来创建一个难忘的虚拟品酒体验。

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Virtual wine tastings – how to ‘zoom up’ the stage of communal experience

ABSTRACT Due to the COVID-19 wineries had to close their tasting rooms to reduce the spread of the virus. Winemakers spotted an opportunity to engage and connect with their customers through virtual wine tastings. In virtual tastings wine enthusiasts can enjoy their favorite drinks and food pairing from the comfort and safety of their home. Based on 25 qualitative in-depth interviews, this study examines how participants perceive virtual tastings and in how far communal consumption experiences are an integral part of these events. Theoretical and managerial implications for wineries are discussed and the 4 E’s framework is applied to create a memorable virtual wine tasting experience.

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来源期刊

Journal of Wine Research Agricultural and Biological Sciences-Horticulture

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： The Journal of Wine Research is an international and multidisciplinary refereed journal publishing the results of recent research on all aspects of viticulture, oenology and the international wine trade. It was founded by the Institute of Masters of Wine to enhance and encourage scholarly and scientific interdisciplinary research in these fields. The main areas covered by the journal include biochemistry, botany, economics, geography, geology, history, medicine, microbiology, oenology, psychology, sociology, marketing, business studies, management, wine tasting and viticulture.