Indian wine tourism: new landscape of international spillovers

What is it about?

This study showcases the emergence of a glocalized ‘new world’ wine tourism industry in India. The GLOW ( Global to Glocal Wine tourism) Framework developed in this study allows to match the consumer preferences with the service vendors entrepreneurial perspective in continuous tussle between globalization and glocalization for wine tourists. Consumer preferences are revealed by fitting a structural model to empirical data gathered from vineyard visitors. The quantitative analysis results are triangularized with qualitative evidence obtained in structured interviews with founding managers of two Indian vineyards. Notably, the spillovers of international travels are the most important driver stimulating the ‘new world’ wine tourism in India.

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