Business tourism in the wine sector: an exploratory study

ABSTRACT Wine tourism is developing in vineyards around the world with activities increasingly based on experience. These activities are designed for all consumers including business tourists, a category with high potential for wine tourism development. This exploratory research aims (1) to define business wine tourism by clarifying its features and (2) to understand the role of each category of actor operating in the industry. It applies a qualitative methodology based on nine semi-directive interviews with different actors from the tourism and wine industry. The use of the Swarbrooke and Horner (2001) model highlights the importance of the roles of stakeholders, and particularly Destination Management Organizations (DMOs). A revised version of the model adapted to the context of business wine tourism is proposed which emphasises the importance of co-creating individual and collective strategies in wine tourism destination attractiveness development. The main contribution of the study lies in the central role played by DMOs in the coordination of a collective and coherent wine tourism strategy and more specifically for business wine tourists.