Residents as Brand Ambassadors for Winegrowing Regions: The Case of Alto Adige

This chapter examines the potential of resident brand ambassadors to emotionalize customers and increase brand loyalty for wine-growing regions, with a focus on the case of Alto Adige. The study explores the use of ski instructors and bike guides as brand ambassadors, highlighting their authenticity and trustworthiness in promoting the region's wines and culinary delights. The text delves into the roles and functions of brand ambassadors, emphasizing their ability to satisfy consumers' cognitive, social, and emotional needs. It also discusses the challenges and opportunities of implementing resident brand ambassador programs, including the need for clear communication and responsible execution. The findings suggest that suitable resident brand ambassadors can contribute to the creation of competitive advantages for wine-growing regions, making this an essential read for professionals in the wine and tourism industries.