Wine tourism experiences: A collaborative approach to implementing customer-centric offerings

Purpose. Germans spend most of their short trips in Germany and enjoy time in nature, but also typical food and drinks of the regions they visit. This study aims at showing how German wineries can seize this trend through a collaborative approach and by creating memorable wine tourism experiences - such as wine tastings, vineyard or cellar tours - in a customer-oriented manner with the aim of attracting more of these tourists for a vacation in the wine regions.Methodology. A case-study approach was applied using the wine region Palatinate and the organization #OpenDoorWein as an example. In-depth interviews and stakeholder workshops were conducted with wineries, tour guides, destination management organizations, and wine tourism experts. Results were validated through an online survey with wineries (n = 108) and expert interviews.Findings. Results show that success factors are online availability of information and online booking options. Wineries should offer wine tourism experiences on a regular basis to overcome existing barriers of tourists to visit wineries. Cooperation among wineries and other tourism providers is important to promote a region's wine tourism offerings.Practical implications. Wineries can use the recommendations to professionalize existing wine tourism offerings. Tourism providers and destinations can learn how wine tourism networks can be used to strengthen wine tourism within a distinct wine region.