Encouraging Wine Storytelling in the Tourist Experience: A Preliminary Study

Wine tourism has long since ceased to be just a visit wine producing regions and wineries, taste or buy wine. In fact, become more complex as tourist product, due the requirement of visitors obtain differentiated experience, composed multiple elements activities consist of, above all, tastings cellar, house museum visits. Currently, in future, provided boosted creation genuine unique experiences, tailor-made. This preliminary approach aims evaluate role storytelling an antecedent namely on other constructs winescape attributes, sensorial attraction, excitement cultural experience. A range practical implications are for managers, marketers guided tours importance training skill by cellars staff. The new vogue forces us challenge re-visit power relationships that exist within contemporary host–guest relationship. As interdisciplinary approach, this research contributes positively development theory relationship marketing contexts management (theoretical implications). At end, guidelines future work will presented.