Virtual wine tastings ­– how to ‘zoom up’ the stage of communal experience

Stefanie Paluch*, Thomas Wittkop

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

2 Citeringar (Scopus)

Sammanfattning

Due to the COVID-19 wineries had to close their tasting rooms to reduce the spread of the virus. Winemakers spotted an opportunity to engage and connect with their customers through virtual wine tastings. In virtual tastings wine enthusiasts can enjoy their favorite drinks and food pairing from the comfort and safety of their home. Based on 25 qualitative in-depth interviews, this study examines how participants perceive virtual tastings and in how far communal consumption experiences are an integral part of these events. Theoretical and managerial implications for wineries are discussed and the 4 E’s framework is applied to create a memorable virtual wine tasting experience.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Wine Research
Volym32
Utgåva3
Sidor (från-till)206-228
Antal sidor23
ISSN0957-1264
DOI
StatusPublicerad - 02.09.2021
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

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