Javier Martínez Falcó – författare

Climate change has put the survival and

viability of wine-growing regions at risk. Whereas the implementation of sustainable

approaches was once seen as a source of competitive advantage, it is now critical

to the survival of the industry. Wine

tourism should therefore aim to minimize possible cultural and environmental

damage while improving the economic and social well-being of the wine-growing

region.

Contributing to the targets of SDG 8, specifically target 8.9: ‘By 2030,

devise and implement policies to promote sustainable tourism that creates jobs

and promotes local culture and products,’ this book argues that wine tourism can

be considered as a catalyst for the environmental sustainability of wineries. Chapters

highlight the economic, socioeconomic, environmental, socio-cultural impact of

wine tourism around the world, before concluding with a look to the future trends

and challenges. Itfeatures best practices from around the world that wineries

and wine tourism companies can incorporate into their core business functions

to make their operations more sustainable and also showcases how wineries have designed

their tourism offerings to meet sustainable tourism development objectives

Wine tourism has become increasingly popular and important in recent years, with a vast scientific research highlighting the expansion of the industry and the various benefits associated with it. As the global wine market grows, new competitive strategies, business tools and patterns of wine tourists’ demands are essential elements for the effective management of wine tourism products.

This book aims to deepen the management of the wine tourism industry through the study of competitive strategies developed by wineries. It also explores perceptions, preferences, and expectations of wine tourists, as well as the analysis of new tools to improve the wine tourism product. In doing so, contributors make the case for effective strategic management that can help wineries determine their target markets, identify their competitive advantages, develop pricing strategies and create effective marketing campaigns.

The book is therefore useful for both wine professionals and academics who wish to delve deeper into the study of the strategic management of wine tourism.

This book explores multiple types of innovation within the modern wine industry and how it has developed historically.  

The book provides and extensive examination of the existing knowledge in this subject. This highlights the evolution of historical and contemporary trends and signposts the authoritative literature published and most important researchers active in the field. 

With this comprehensive approach, the book is a versatile resource for both scholars and industry professionals, akin to a "Swiss Army Knife" for all aspects of green innovation in the wine sector.