TY - JOUR
T1 - Virtual wine tastings – how to ‘zoom up’ the stage of communal experience
AU - Paluch, Stefanie
AU - Wittkop, Thomas
PY - 2021/9/2
Y1 - 2021/9/2
N2 - 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.
AB - 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.
KW - 512 Business and Management
KW - virtual wine tasting
KW - communal wine consumption
KW - wine tasting experience
KW - online experience
UR - http://www.scopus.com/inward/record.url?scp=85114424399&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/5eb2fc0c-b1c9-35f2-baad-f267fa7bced5/
U2 - 10.1080/09571264.2021.1971640
DO - 10.1080/09571264.2021.1971640
M3 - Article
SN - 0957-1264
VL - 32
SP - 206
EP - 228
JO - Journal of Wine Research
JF - Journal of Wine Research
IS - 3
ER -