ABSTRACT
This article analyzes the potential of wine tourism to create experiences for the tourist. For this purpose the authors benefit from Scheurer's (2003) and Mueller and Scheurer's (2004) experience setting model. A literature review reveals research gaps in the field of experience-oriented wine tourism services and products and calls for more empirical investigations. Therefore, the empirical part of the article presents the case study of the South Tyrolean Wine Route in Italy and applies the experience setting model to assess the potential of experience-orientation of wine routes. The article concludes with tourism policy and management implications and derives questions for further research.
