Abstract
The winery is a relatively new industry and has certain research value. We have used theories of experiential marketing and experiential value in past studies of the tourism industry. However, in the literature in the past, wineries characteristic integration, cultural communication, and ways to achieve economic benefits of experience activities have been less explored. This study examines the successful winery cases and summarizes the models behind those successful experience activities. This study used a case study approach to analyze the secondary data collected through wineries characteristics, experience activities, and visitor participation at four wineries: Changyu Winery, Samuel Adams Winery, Macallan Winery, and Miguel Winery to present relevant results. The results of the study show that the wineries usually use the production methods of wine, the use of historical buildings, and the scenery of the wineries as components in their experiential activities. The wineries also need to deploy the resources required according to their circumstances, and on this basis, the design, operation, and other marketing of winery events are achieved through event planners’ planning, marketing, and promotion. Besides the regular wine-making activities, the winery offers entertainment and educational activities such as wine-tasting courses to meet the needs of visitors and make the winery experience model more effective in terms of entertainment and education, thus attracting more visitors to the wineries.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Pine, B.J., II., Gilmore, J.H.: The Experience Economy: Work Is Theatre and Every Business A Stage. Harvard Business School Press, Boston, MA (1999)
Shedroff, N.: Experience Design. New Riders, Indianapolis, IN (2001)
Quintal, V.A., Thomas, B., Phau, I.: Incorporating the winescape into the theory of planned behaviour: examining “new world” wineries. Tour. Manage. 46, 596–609 (2015)
Byrd, E.T., Canziani, B., (Jerrie) Hsieh, Y.C., Debbage, K., Sonmez, S.: Wine tourism: motivating visitors through core and supplementary services. Tourism Manage. 52, 19–29 (2016)
Bufquin, D., Back, R.M., Park, J.Y., Nutta, M.: The effects of architectural congruence perceptions on winery visitors’ emotions and behavioral intentions: the case of Marqués de Riscal. J. Destin. Mark. Manag. 9, 56–63 (2018)
Bruwer, J., Pratt, M.A., Saliba, A., Hirche, M.: Regional destination image perception of tourists within a winescape context. Curr. Issue Tour. 20(2), 157–177 (2014)
Tussyadiah, I.P.: Toward a theoretical foundation for experience design in tourism. J. Travel Res. 53(5), 543–564 (2014)
Pullman, M.E., Gross, M.A.: Ability of experience design elements to elicit emotions and loyalty behaviors. Decision Sci. 53(5), 35(3), 551–578 (2004)
Roberts, L., Sparks, B.: Enhancing the wine tourism experience: the customers’ viewpoint, CABI Books. CABI International, Wallingford UK, Cabi (2006)
Park, J.Y., Back, R.M., Bufquin, D., Shapoval, V.: Servicescape, positive affect, satisfaction and behavioral intentions: the moderating role of familiarity. Int. J. Hosp. Manag. 78, 102–111 (2019)
Yoon, Y., Lee, J., Lee, C.: Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. Int. J. Hospital. Manage. 29(2), 335–342 (2010)
Lee, J., Lee, C., Choi, Y.: Examining the role of emotional and functional values in festival evaluation. J. Travel Res. 50(6), 685–696 (2011)
Manthiou, A., Kang, J., Schrier, T.: A visitor-based brand equity perspective: the case of a public festival. Tourism Rev. 69(4), 264–283 (2014)
Savinovic, A., Kim, S., Long, P.: Audience members’ motivation, satisfaction,and intention to re-visit an ethnic minority cultural festival. J. Travel Tourism Market. 29(7), 682–694 (2012)
Ponsignon, F., Durrieu, F., Bouzdine-Chameeva, T.: Customer experience design: a case study in the cultural sector: J. Service Manage. 28(4), 763–787 (2017)
Lee, K., Madanoglu, M., Ko, J.Y.: Developing a competitive international service strategy: a case of international joint venture in the global service industry. J. Serv. Mark. 27(3), 245–255 (2013)
Lee, K., Madanoglu, M., Ko, J.Y.: Exploring key service quality dimensions at a winery from an emerging market’s perspective. British Food J.l 118(12), 2981–2996 (2016)
Zhang Qiu, H., (Jessica) Yuan, J., Haobin Ye, B., Hung, K.: Wine tourism phenomena in China: an emerging market. Int. J. Contemp. Hospital. Manage. 25(7), 1115–1134 (2013)
Diller, S., Shedroff, N., Rhea, D.: Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences. New Riders, Berkeley, CA (2008)
Beverland, M.: The “real thing”: branding authenticity in the luxury wine trade. J. Bus. Res. 59(2), 251–258 (2006)
Yin, R.K.: Case Study Research and Applications: Design and Methods. 6th edn. SAGE, Los Angeles (2018)
Changyu Homepage. http://changyu.com.cn/explore/city.html. Accessed 19 Jan 2023
Winery Design. https://cj.sina.com.cn/articles/view/5974261090/16417fd6200100a0nr. Accessed 19 Jan 2023
WeiCho. https://zhuanlan.zhihu.com/p/536757803. Accessed 20 Jan 2023
Good Wine Geography Bureau. https://baijiahao.baidu.com/s?id=1715461710234925467&wfr=spider&for=pc. Accessed 21 Jan 2023
Yantai City Culture and Tourism Bureau. https://m.thepaper.cn/baijiahao_12963210. Accessed 22 Jan 2023
Retourism. http://www.retourism-cn.com/newsinfo/43-46-633.html. Accessed 22 Jan 2023
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Ding, Y., Lin, Cl. (2023). A Study on the Model of Experience Activities in Wineries. In: Rau, PL.P. (eds) Cross-Cultural Design. HCII 2023. Lecture Notes in Computer Science, vol 14024. Springer, Cham. https://doi.org/10.1007/978-3-031-35946-0_11
Download citation
DOI: https://doi.org/10.1007/978-3-031-35946-0_11
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-35945-3
Online ISBN: 978-3-031-35946-0
eBook Packages: Computer ScienceComputer Science (R0)