Digitalising wine and wine tourism experiences: a diffusion of innovations approach across nations

Selecting a cross-national approach and embracing the diffusion of innovations framework, this study investigates digitalisation in the context of the winery experience, thereby responding to calls for further research in this area. Specifically, the types of digital tools used, the approximate time of usage, the perceived benefits of ‘digitalising the winery’, how digitalisation can contribute to ‘consuming the winery’, and digitalisation in the context of the ‘future winery experience’ are examined. Data gathered through semi-structured interviews with winery owners and managers across eight countries revealed that external visibility was a key perceived benefit of digitalisation, while reciprocal information exchanges and convenience help ‘consume’ the winery, and the future entails an evolution of digitalisation, though mainly as a complement to traditional winery encounters. Differences between New and Old World wine nations were noticed. The analysis helped develop a conceptual model supported by 12 emerging dimensions underscoring theoretical and practical implications.