Wine in tourism has gained importance in recent years. From being just an
inconsequential holiday necessity, it has become a distinct sector in tourism as well
as a motivator to travel. Thus, studying travellers’ attitudes towards wine experiences
has a practical importance to the tourism industry, especially in Italy, where wine
production has always represented an attraction itself. This paper aims at gaining a
deeper understanding of the role of wine and wine experiences in Italian travellers’
decisions by extending culinary theory. For the purpose of the paper, a
Computer-Assisted Web Interview survey on a representative sample of 1,001 Italian
travellers was carried out. Findings show that wine experiences such as wine events
and visits to wineries appeal to all tourists, but often in combination with other food
activities. This means that Italian travellers seek not only one type of experiences,
but a wide variety of. Additionally, wine and food offering tend to influence also
travellers’ decision before the departure, not just in site. When choosing the
destination, they are concerned with the quality of local wine and food products and
sustainability of the offerings.

Garibaldi, R., Pozzi, A. (2018). “Vino e cibo: da elementi accessori a fattori
determinanti nelle scelte di viaggio degli italiani”, Turistica Italian Journal of Tourism,
27(2), pp.53-60. ISSN:1974- 2207

For more information
https://www.turistica.it/journal/index.php/turistica/volume3year2018