ABSTRACT
Tourism organizations are recognizing the potential of culinary and wine tourism as a powerful tool to promote destinations or regions (Alonso et al.,
2013). Despite the growing interest in wine tourism as a field of study and as a way to promote a destination, the process knowledge about how to successfully develop and implement a wine tourism strategy is limited. For example, Charters and Ali-Knight (2002) argue that wine tourism research should be more strategic rather than descriptive. Therefore, the objective of this chapter is to explore the key issues in the strategy-making process and successful implementation in wine tourism campaigns. Specifically, the authors synthesize earlier case studies and literature to identify key elements for wine tourism initiative success in a conceptual framework derived from the learning school of strategic management. Key initiative elements are discussed in the context of the strategic process and strategymaking framework adapted to wine tourism strategy. In other words, following the model of the strategic process described by Mintzberg et al. (1998), the authors present a revised version adapted to a wine tourism strategy scenario.
