This chapter focuses on the way new technologies can improve the wine tourism experience and stimulate a wider debate on a field that is still under-researched.
The central idea: technology directly affects the three core components of wine experience: learning, hedonism and the wine landscape itself.
The experiential implication: its adoption encourages operators to combine digital, phygital and physical formats, from virtual tours and digital tastings to more engaging on-site visits.
Why it matters: by broadening participation and making experiences more compelling, technology can increase the attractiveness of wine tourism for both primary-motivation wine tourists and other travellers.
