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Introduction: The Evolution of Wine Tourism Business Management Read chapter Read first chapter

2019 | OriginalPaper | Chapter

11. Towards the Implementation of Digital Through Wifi and IoT in Wine Tourism: Perspectives from Professionals of Wine and Tourism

Authors : Jean-Éric Pelet, Marieshka Barton, Claude Chapuis

Published in: Management and Marketing of Wine Tourism Business

Publisher: Springer International Publishing

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Abstract

This research intends to fill the gap on holistic customer experiences in the offline and online retail environments helping understand the developing omni channel business environment, through the lens of smart tourism. Smart wine-tourism consists in using digital technologies such as Wifi and IoT to target nearby wine tourists and invite them to enjoy a wine experience while they visit rural areas. To compensate for these gaps, we have conceptualized customer experiences in offline and online retail environments through a literature review. Twenty semi-direct interviews were conducted using an interview guide and analyzed thanks to manual coding. Findings and analysis from winery and wine tourism professionals as well as wine consumer opinions on digital connectivity are presented. The research results provide insight into the different aspects of what a holistic online and offline customer experience means. The results highlight the importance of providing Internet access, thanks to Wifi terminals and IoT along the roads in touristic areas, to facilitate winery visits and or other touristic activities. Wifi could provide the digital infrastructure necessary for businesses to target tourists through location-based systems (LBS) and push notifications. This research is limited to the Sonoma County, California wine tourism destinations. It uses coding rather than analytical tools enabling frequencies of occurrence in a more systematic manner to be discovered. It is wine oriented and feedback from other professionals of the food industry would be valuable.

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Metadata
Title
Towards the Implementation of Digital Through Wifi and IoT in Wine Tourism: Perspectives from Professionals of Wine and Tourism
Authors
Jean-Éric Pelet
Marieshka Barton
Claude Chapuis
Copyright Year
2019
Publisher
Springer International Publishing
Book
Management and Marketing of Wine Tourism Business

Print ISBN: 978-3-319-75461-1

Electronic ISBN: 978-3-319-75462-8

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-319-75462-8_11

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