Şarap Turizminin Geleceği: Dijital Deneyimlere Yönelik Sistematik Bir İnceleme (The Future of Wine Tourism: A Systematic Review of Digital Experiences)
DOI:
https://doi.org/10.21325/jotags.2025.1676Keywords:
Wine tourism, Digitalization, Systematic review, Digital experienceAbstract
The purpose of this study is to systematically examine the role and future of digital technologies and digital transformation in the context of wine tourism experiences. To achieve this, 23 studies were selected based on specific criteria following a comprehensive search across databases including WoS, ScienceDirect, Emerald, Scopus, Taylor & Francis, and Sage. The findings reveal that digital technologies are employed in various aspects of wine tourism-such as augmented reality, virtual reality, metaverse applications, and social media platforms-and have a positive impact on tourists’ destination preferences, purchase intentions, and overall satisfaction. Although digital experiences in wine tourism became more widespread during the pandemic, their adoption remains limited to a small number of destinations. Theoretically, this study highlights conceptual gaps in the literature concerning digital experiences in wine tourism. From a practical perspective, it offers recommendations for wine tourism stakeholders regarding the strategic use of digital technologies, the enhancement of digital competencies, and the creation of sustainable content.
References
Alant, K., & Bruwer, J. (2004). Wine tourism behaviour in the context of a motivational framework for wine regions and cellar doors. Journal of Wine Research, 15(1), 27-37.
Alebaki, M., Psimouli, M., Kladou, S., & Anastasiadis, F. (2022). Digital winescape and online wine tourism: comparative insights from Crete and Santorini. Sustainability, 14(14), 8396.
Bartoli, C., Baccelloni, A., Di Leo, A., & Mattiacci, A. (2025). Blending digital and physical experiences in luxury wine hospitality: an experiential approach to technology integration. British Food Journal. 127 (13), 72-95.
Bartoli, C., Baccelloni, A., Mattiacci, A., & Ungaro, L. (2025). Small and medium enterprises meet the metaverse. A study of the wine industry. The International Journal of Entrepreneurship and Innovation, 26(1), 37-47.
Berkholz, J., Esau-Held, M., Boden, A., Stevens, G., & Tolmie, P. (2023). Becoming an online wine taster: An ethnographic study on the digital mediation of taste. Proceedings of the ACM on Human-Computer Interaction, 7(CSCW1), 1-26.
Bruwer, J., & Rueger-Muck, E. (2019). Wine tourism and hedonic experience: A motivation-based experiential view. Tourism and Hospitality Research, 19(4), 488-502.
Canovi, M., & Pucciarelli, F. (2019). Social media marketing in wine tourism: Winery owners’ perceptions. Journal of Travel & Tourism Marketing, 36(6), 653-664.
Chi, O. H., Denton, G. ve Gursoy, D. (2020). Artificially Intelligent Device Use in Service Delivery: A Systematic Review, Synthesis, and Research Agenda, Journal of Hospitality Marketing and Management, 29(7): 757-786.
Cohen, E. and Ben-Nun, L. (2009). The important dimensions of wine tourism experience from potential visitors' perception. Tourism and Hospitality Research, 9(1), 20-31.
Cruz-Ruiz, E., Cristòfol, F. J., & Zamarreño-Aramendia, G. (2023). Managing Digital Presence in Wineries Practicing Heroic Agriculture: The Cases of Ribeira Sacra and Lanzarote (Spain). Agronomy, 13(3), 946.
Cui, Y., van Esch, P., & Spence, C. (2024). Multisensory technology in the wine industry: where the senses meet technology. Journal of Wine Research, 35(2), 75-84.
Deng, D. S., Seo, S., Harrington, R. J., & Martin, D. (2024). When virtual others are with me: exploring the influence of social presence in virtual reality wine tourism experiences. International Journal of Wine Business Research, 36(4), 548-571.
Di Paolo, F., Bettiga, D., & Lamberti, L. (2025). Leveraging social capital for destination promotion in the metaverse: The Enoverse case. Tourism Management, 107, 105072.
Direction, S. (2023). Digitalization and sustainability: A correlation in wine tourism. Strategic Direction, 39 (7), 22-23.
Erianda, A., Alanda, A., & Hidayat, R. (2023). Systematic Literature Review: Digitalization of Rural Tourism Towards Sustainable Tourism. International Journal of Advanced Science Computing and Engineering, 5(3), 247-256.
Festa, G., Cuomo, M. T., Genovino, C., Alam, G. M., & Rossi, M. (2023). Digitalization as a driver of transformation towards sustainable performance in wine tourism–the Italian case. British Food Journal, 125(9), 3456-3467.
Festa, G., D'Amato, A., Palladino, R., Papa, A., & Cuomo, M. T. (2025). Digital transformation in wine business–from Marketing 5.0 to Industry 5.0 in the world of wine adopting artificial intelligence. European Journal of Innovation Management.
Gastaldello, G., Rossetto, L., & Giampietri, E. (2024). Consumer behavior toward virtual wine experiences as a technology-based sustainable transformation. Frontiers in Sustainable Food Systems, 8, 1384011.
Gastaldello, G., Schamel, G., Streletskaya, N., & Rossetto, L. (2024). Uncorking the virtual frontier of wine experiences: interest drivers and potential consumers’ profile. International Journal of Contemporary Hospitality Management, 36(8), 2632-2652.
Gómez-Carmona, D., Paramio, A., Cruces-Montes, S., Marín-Dueñas, P. P., Montero, A. A., & Romero-Moreno, A. (2023). The effect of the wine tourism experience. Journal of Destination Marketing & Management, 29, 100793.
Güçlü Nergiz, H. (2024). Açık Alan Rekreasyonunun Yaşam Kalitesi ve İyi Oluşa Etkisi: Yaşlı Yetişkinlerde Sistematik İnceleme, Anatolia: Turizm Araştırmaları Dergisi, 35 (2): 70 - 84.
Hall, C.M. and Mitchell, R.D. (2000). Wine tourism in the Mediterranean: A tool for restructuring and development, management and markets. Thunderbird International Business Review, 42 (4), 445-65.
Haller, C., Plotkina, D., & Vo-Thanh, T. (2021). Social media use of small wineries in Alsace: Resources and motivations analysis. Sustainability, 13(15), 8149.
Hu, F., Wen, J., Phau, I., Ying, T., Aston, J. ve Wang, W. (2023). The Role of Tourism in Healthy Aging: An Interdisciplinary Literature Review and Conceptual Model, Journal of Hospitality and Tourism Management, 56: 356-366.
Japutra, A., Loureiro, S. M. C., Li, T., Bilro, R. G. ve Han, H. (2022). Luxury Tourism: Where We Go from Now?, Asia Pacific Journal of Tourism Research, 27(8): 871-890.
Kirova, V. (2021). Value co-creation and value co-destruction through interactive technology in tourism: The case of ‘La Cité du Vin’wine museum, Bordeaux, France. Current Issues in Tourism, 24(5), 637-650.
Khizzou, N. B., Aarabe, M., Bouizgar, M., Alla, L., & Benjelloun, A. (2025). The Digital Transformation of Medical Tourism: A Systematic and Bibliometric Review of the Literature. Revolutionizing Healthcare Experience With Digital Medical Tourism, 355-382.
Kong, A., & Feng, Z. (2024). Advancing VR edutainment design in blended learning: Learners’ views from wine classroom. Computers & Education: X Reality, 5, 100078.
Kruse, L., & Drechsler, K. (2022). Digitalization of multisensory collective activity: The case of virtual wine tasting. Journal of Information Technology, 37(4), 341-358.
Levitskaia, A., Ianioglo, N., & Curaxina, S. (2020). Digital marketing strategy approach in wine tourism: tradition versus innovation. Marketing and Digital Technologies, 4(3), 6-12.
Madeira, A., Correia, A., & Filipe, J. A. (2019). Modelling wine tourism experiences. Anatolia, 30(4), 513-529.
Martins, J., Gonçalves, R., Branco, F., Barbosa, L., Melo, M., & Bessa, M. (2017). A multisensory virtual experience model for thematic tourism: A Port wine tourism application proposal. Journal of destination marketing & management, 6(2), 103-109.
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G. ve PRISMA Group, T. (2009). Preferred Reporting Items for Systematic Reviews and Meta-Analyses: the PRISMA Statement, Annals of Internal Medicine, 151(4): 264-269.
Montella, M. M. (2017). Wine tourism and sustainability: A review. Sustainability, 9(1), 11
Moreno-Izquierdo, L., Ramón-Rodríguez, A. B., & Más-Ferrando, A. (2022). Digitalization and the transformation of tourism economics. Handbook of e-Tourism, 1-19.
Nieto, C. H. (2021). Digitalization of the wine tourism experience: A literature review and practical applications. doxa. comunicación, 1(33).
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D. ve Moher, D. (2021). The PRISMA 2020 Statement: An Updated Guideline for Reporting Systematic Reviews, BMJ, 372.
Pati, D. ve Lorusso, L. N. (2017). How to write a systematic review of the literature. HERD: Health Environments Research & Design Journal, 11(1), 15-3.
Pelet, J. E., Canziani, B., & Terblanche, N. (2024). Adapting online wine education to China: a two-study multimethod approach. International Journal of Wine Business Research.
Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information technology & tourism, 22(3), 455-476.
Quadri-Felitti, D., & Fiore, A. M. (2012). Experience economy constructs as a framework for understanding wine tourism. Journal of vacation marketing, 18(1), 3-15.
Saayman, M. and Van Der Merwe, A. (2015). Factors determining visitors' memorable winetasting experience at wineries. Anatolia, 26(3), 372-383.
Santos, V., Ramos, P., Sousa, B., & Valeri, M. (2022). Towards a framework for the global wine tourism system. Journal of Organizational Change Management, 35(2), 348-360.
Savchenko, A. (2022). Optimization of Partnership Affiliation in Wine Tourism Industry through Systemic Approach, Digital Solutions and Market Multidimensionality: WineTourism. com Case Study (Master's thesis, Universidade do Porto (Portugal)).
Scherrer, P., Alonso, A., & Sheridan, L. (2009). Expanding the destination image: Wine tourism in the Canary Islands. International journal of tourism research, 11(5), 451-463.
Sekhniashvili, G., & Bujdosó, Z. (2023). Developing a wine tourism destination image measurement scale. Sustainability, 15(11), 8549.
Sousa, N., Alén, E., Losada, N., & Melo, M. (2024). Influencing wine tourists' decision-making with VR: The impact of immersive experiences on their behavioural intentions. Tourism Management Perspectives, 51, 101235.
Sousa, N., Alén, E., Losada, N., & Melo, M. (2024). Virtual reality in wine tourism: Immersive experiences for promoting travel destinations. Journal of Vacation Marketing, 13567667241267306.
Strickland, P., & Williams, K. M. (2024). The adoption of smart industry 4.0 app technology and harnessing e-WOM in the wine industry caused by a global pandemic: a case study of the Yarra Valley in Australia. Journal of Hospitality and Tourism Insights, 7(3), 1330-1348.
Szolnoki, G., Lueke, M. N., Tafel, M., Blass, M., Ridoff, N., & Nilsson, C. (2021). A cross-cultural analysis of the motivation factors and profitability of online wine tastings during Covid-19 pandemic. British Food Journal, 123(13), 599-617.
Vorobiova, N., Pinto, P., Pintassilgo, P., & Lavandoski, J. (2020). Motivations of tourists in wine regions: The case of La Rioja, Spain. International Journal of Wine Business Research, 32(3), 353-371.
Wen, H., & Leung, X. Y. (2021). Virtual wine tours and wine tasting: The influence of offline and online embodiment integration on wine purchase decisions. Tourism Management, 83, 104250.
Wu, G., & Liang, L. (2020). Examining the effect of potential tourists’ wine product involvement on wine tourism destination image and travel intention. Current Issues in Tourism, 1-16.
Yu, P., Wang, Y., & Hanes, E. (2022). Innovative Management Strategy of Wine Tourism in the COVID-19 Era: A Case Study of China. In Cases on Emerging Market Responses to the COVID-19 Pandemic (pp. 59-89). IGI Global.
Zeqiri, A., Dahmani, M., & Youssef, A. B. (2020). Digitalization of the tourism industry: What are the impacts of the new wave of technologies. Balkan economic review, 2, 63-82.
Zheng, D., Huang, C., & Oraltay, B. (2023). Digital cultural tourism: progress and a proposed framework for future research. Asia pacific journal of tourism research, 28(3), 234-253.
Zoran, A. R. (2025). Digital gastronomy 2.0: A 15-year transformative journey in culinary-tech evolution and interaction. International Journal of Gastronomy and Food Science, 101135.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Tourism & Gastronomy Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
