This comparative study analyses how consumers related to wine during the COVID-19 crisis and the implications for hospitality and tourism.
The research value: it looks beyond short-term disruption to understand how habits, meanings and patterns of consumption were reshaped.
Why it matters: wine is not only a product but part of wider experience systems that affect restaurants, producers and tourism destinations.
The takeaway: understanding behavioural change is essential if hospitality and tourism actors want to adapt intelligently after shocks.
