What is it about?
Empricial data of more than 300 interviews with German wineries show the relevance of a regional coordinated management of wine and tourism. The opportunities of a synergic approach of wine and tourism industry are explained as well as the challenges (e.g. free-ridership).
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Why is it important?
The synergetic potential of wine and tourism is underexploited. The paper provides needed managerial propositions for a strategic approach to better exploit the opportunities not neglecting the operative challenges.
Perspectives
The exploitation of empirical data provides necessary insights to strategically approach the synergies of wine and tourism. Neglected challenges of further exploitation of the potential is addressed, also delivering possible solutions.
Prof Marc Dressler
University of Ludwigshafen
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This page is a summary of: Strategic profiling and the value of wine & tourism initiatives, International Journal of Wine Business Research, November 2017, Emerald,
DOI: 10.1108/ijwbr-04-2017-0026.
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