Strategic Winery Tourism and Management

Kyuho Lee, PhD, is assistant professor of wine business and marketing at Sonoma State University, California. Dr. Lee has published his works in leading academic journals, such as Journal of Retailing, Service Industries, and Journal of Hospitality & Tourism Research. Dr. Lee has also presented his academic work at a number of top-tier academic conferences, including the Strategic Management Society and the annual meeting of the Academy of Management. He specializes in the study of wine brand management, wine consumer behavior, and services marketing. Dr. Lee received his PhD in hospitality and tourism management at Virginia Tech (Virginia Polytechnic Institute and State University) in Blacksburg, Virginia. Also, Dr. Lee received AACSB Post-Doctoral Bridge to Business Program Certificate (Marketing) from Virginia Tech in 2009, and an Executive Brand Management Certificate from Kellogg School of Management at Northwestern University in May 2014.

"Each chapter represents a relevant and appealing case study, written in American English that can be understood easily by nonnative readers. . . . The case studies show that managers of tourism companies can introduce, maintain, or increase sustainability and social responsibility with varying levels of innovation within different contexts, such as luxury resorts and hotels, restaurants, a recreated Viking Village, private clubs, cruise ships, coastline tourism, small islands, tour operators, and cultural heritage management. . . . A lot of practical management tips are shared. . . . Provides real-world examples that offer a multitude of practical applications that inspire you to implement sustainability and social responsibility in the tourism and hospitality industry." —Tourism Analysis, review by Veronika Joukes, University of Trás-os-Montes and Alto Douro (UTAD), Vila Real, Portugal2016 Winner of the Best Wine Book for Professionals Gourmand World Cookbook Award!"This academic book structures clearly the concepts and practice of wine tourism, studying all aspects in a very broad overview. It is useful for planning and action."—Edouard Cointreau, President of the Jury, Gourmand World Cookbook Awards"The tourism industry contributes trillions of dollars to the global economy and wine tourism is a sector of continued growth and impact. This book is one of the first to provide leading-edge research related to strategic winery management."—Dr. Karen Thompson, Chair of the Department of Business Administration and Managing Director of Academic Programs

• Preface. The Business of Wine. Wine Tourism Strategy-Making: A Model for Planning and Implementation. Strategic Winery Management and Tourism: Value-Added Offerings and Strategies Beyond Product Centrism. Wine Versus Weddings: Wine Tourism in the Emerging North Carolina Wine Industry. Wine Tourism in Bordeaux. Emerging Issues in Winery Tourism. Wine Tourism in China. Analyzing the Effects of Short- and Long-Term Customer Relationship on the Wine Customer Lifetime Value. Designing for Sales: Winery Design and the Visitor Experience. Using ANNs to Determine Place Evoked Effective Consumer Reactions in Wine Tourism. Effective Winery Tasting Room Management. Service Quality, Brand Loyalty, and Wine Tourism. Winery Revenue Management. Financial Ratio and Valuation Analyses of Constellation Brands Inc.: A Case Study. The Rise of Wine Education in Mainland China: A First-Hand Account and Analysis. Index.