2022: Just Accepted
Original Research Article

Virtual Wine Experiences: Is Covid Extending the Boundaries of Wine Tourism?

Giulia Gastaldello
Università di Padova, Dipartimento TESAF
Elisa Giampietri
Univestità di Padova, Dipatimento TESAF
Elena Zaghini
Univestità di Padova, Dipatimento TESAF
Luca Rossetto
Univestità di Padova, Dipatimento TESAF
Published September 1, 2022
Keywords
  • virtual wine tourism,
  • online experience,
  • Covid-19
How to Cite
Gastaldello, G., Giampietri, E., Zaghini, E., & Rossetto, L. (2022). Virtual Wine Experiences: Is Covid Extending the Boundaries of Wine Tourism?. Wine Economics and Policy. https://doi.org/10.36253/wep-12177

Abstract

Wine tourism has long been a strategic tool for Italian wineries. Nevertheless, the Covid-19 outbreak jeopardized its dynamics on multiple levels creating both physical (e.g., social distancing, travel bans) and psychological barriers. Online wine experiences (OWE) constitute one of the resilience strategies adopted by wine tourism actors. So far, OWE are a rather unexplored phenomenon in scientific literature. The current study tackles this gap by analysing the drivers of interest for OWE (INTOWE) among Italian wine tourists (n=408) through Structural Equation Modeling (SEM). Particularly, the model considers long-term (i.e., involvement with wine) and short-term (Covid-19 fear and anxiety) factors, as well as digitalization and willingness to support local wineries by partaking in wine tourism. Results highlight INTOWE is not pushed by willing to go on a wine holiday but being too scared of being infected. Instead, INTOWE is driven by a combination of context dependent factors and involvement with wine. Practical and managerial implications are discussed.