Territorio, impresa e consumatore: percorsi esperienziali nelle imprese vitivinicole (Territory, business and consumer: experiential paths in the wine industry)
DOI:
https://doi.org/10.7433/s90.2013.07Keywords:
territory, experience economy, business development, communication strategies, wine, wine tourismAbstract
Purpose of the paper: The research aims at analyzing the new territory-winery-consumer relation patterns to improve the competitiveness of the territory and the firms, and the consumer well-being. In particular, the attention has been focused on stage of experiences to the consumer-visitor.
Methodology: The recent developments of the experience economy were reviewed and eight case studies of wineries which lies in the main traditional wine area in Verona were selected. The inductive approach was applied. The information collection was carried out through in-depth interviews.
Findings: The research highlights the features of the experiential proposals in terms of content, originality, motivation and benefit for the winery. The aspects of innovation animate the relations with the consumers-visitors, while the relations with the other firms and the territorial system are still lacking because of an individualistic approach and an attitude of mutual distrust.
Research limits: The research represents a first exploration of the experience economy applied to the Italian wine system. A future development could be foreseen, by enlarging the sample and studying other wine regions.
Practical implications: The experiential patterns are presented. The main development levers proposed are: the role of training, the tangible and intangible investments, the demand analysis, the communication process and the role of the territorial system.
Originality of the study: The research provides new assessment elements to implement new integrated processes of territorial marketing.
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