This book shows how winery architecture and art strategically shape wine tourism experiences and build wine destination brands.

It argues that design and artistic interventions are not decorative add-ons but powerful tools of communication and experience engagement. By influencing visitors' perceptions, emotions, and behaviour, architecture and art help bridge production and consumptionlinking heritage, place identity, and branding to value creation in the winescape. At the same time, the volume emphasises the primacy of regional conditions. Cultural, political, and environmental contexts matter: successful architectural and art-based approaches must respond sensitively to local realities rather than relying on universal templates.

Bringing together cutting-edge research, the book offers both theoretical frameworks and practical insights for scholars and practitioners in wine tourism, destination branding, and experiential marketing. Chapters examine how architecture and art shape winescapes and visitor experiences, with implications for tourist behaviour, marketing strategy, and the positioning of wine regions and offerings. Adopting a multidisciplinary lensspanning marketing, management, creative arts, psychology, sociology, and anthropologythe volume presents international case studies from wine regions across four continents, demonstrating the global relevance of its findings.

The book operates a parallel between trends in the winescapes and those that characterize central metropolitan areas Consolidates, under one roof, research that can provide theoretical and practical implications Explores how art and architecture are reshaping the business and social dimensions of wine tourism

Autorentext

Marianna Sigala is Professor of Marketing and the Director of the International Hotel School at University of Newcastle, Australia. Professor Sigala has followed an international academic career. She previously hold the position of the Professor of Tourism and the Director of the Centre for Tourism & Leisure Management at the University of South Australia (2015 2021). She has also been an academic staff at the University of Strathclyde, Westminster University (UK), and Sheffield Hallam University (UK, Professor of Digital Transformation & Tourism), as well as at the University of the Aegean and the University of Piraeus (Professor of Marketing, Greece). Her academic credentials are combined with her professional experience in the tourism industry. Her interests include services and experience management, Information and Communication Technologies (ICT) in tourism and hospitality, as well as wine tourism. She is a widely published and multi-awarded authority: nine books, numerous papers in academic journals, and (keynote) presentations in international conferences. She has a long record of leadership and participation in international research projects funded by various entities such as the E.U., the Council of Europe and the Department of Foreign Affairs and Trade, Australia. She is a past President of EuroCHRIE and a past member of the executive board of ICHRIE and IFITT. She currently serves at the executive board of CAUTHE. She is the co-editor of the Journal of Service Theory & Practice , and the Editor-In-Chief of the Journal of Hospitality & Tourism Management . In 2016, she has been awarded the prestigious EuroCHRIE Presidents' Award for her lifetime contributions and achievements to tourism and hospitality education. Since 2020, Professor Sigala is also appointed as Research Fellow of CAUTHE.

Inhalt

BOOK INTRODUCTION.- Chapter 1: From Tasting to Transformation: Art and Architecture as Catalysts of Meaningful and Regenerative Wine Tourism Marianna Sigala.- Chapter 2: Is the winemaker an artist? Gildas l' Hostis.- Chapter 3: Wine Tourism and the Art of Living: Cultural Insights from the Art of Vigneron in Canton Vaud, Switzerland Takako Inoue.- Chapter 4: The Role of Art in Shaping Wine Tourists' Profiles, Experiences and Behaviors: Insights from the Art Collection at Donum Estate Marianna Sigala & Magalie Dubois.- Chapter 5: The synergy between artistic experiences and landscape in designing wine tourism experiences: The case of Night of Stars at Bodega Finca la Hoya (Spain) Javier Martínez-Falcó, Eduardo Sánchez-García, Bartolomé Marco-Lajara & Agustín Dorta-Rodríguez.- Chapter 6: Designing an oenosonic experience: the Sensory Odyssey pairing music with wine at Chalk Hill Wines (Mc Laren Vale, South Australia) Marianna Sigala.- Chapter 7: Intersections of Art and Wine: Branding at Litterarii Winery, Croatia Matea Hanek.- Chapter 8: Wineries and Wellness: the Role of Architecture and Design in Wine Spa Tourists' Experiences Melanie Kay Smith.- Chapter 9: Architectural Exaptation at Dexamenes: Imagineering the Wine Past for a Conscious Travel Future Marianna Sigala.- Chapter 10: Architectural design in wine tourism: A comparative analysis between Quinta do Seixo and Château Pichon Longueville Comtesse de Lalande Ana Graça.- Chapter 11: Fusing heritage and contemporary architecture: the aesthetic and experiential power of winery architecture at the Lampadistis Wine Distillery, Cyprus Marianna Sigala.- Chapter 12: Factors affecting architecture in Montenegro's wine tourism: findings and implications from architects' perspectives aoSilvana Durasevic & Ana Stranjancevic.- Chapter 13: Wine and architecture in wine tourism: artificial winescapes as an architectural feature for wine tourism María del Pilar Leal-Londoño.- Chapter 14: Designing for Experience: Winery Architecture in China Typologies, Transformations, and Implications Marianna Sigala, Lijin Wang, Lianping Ren, Zhuo Li & Peilai Wang.- Chapter 15: A new wine region's tourism of the Old World: The case of Alentejo's wineries architecture João Vaz Estêvão & Gorete Dinis.- 15. The 'Landscape Architecture' that Positioned Mendoza, Argentina as a Wine Tourism Destination Liliana Girini.