- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2020
- Note
- Master MSc in Hospitality & Tourism Management (MHM)
- Subjects
- WINE SECTOR - CRISIS MANAGEMENT - CUSTOMER
Wine is enjoyed in every corner around the world; It brings joy and harmony to the people that consume
it. As individuals become more acquainted with the practice of wine consumption, they turn into admirers
of wine. This process takes some time, and it requires several years of experiences, such as tasting and
attending specific social events, until a person acquires exquisite learning on the matter.
The younger generations are not accustomed to consuming wine, yet, they should be highly considered to
start engaging with this practice: these are the future wine appreciators and those who will pave the way
for this particular sector. To attract younger segments is one of the biggest challenges from the wine
producers and distributors.
Another way to engage people, and main travelers, is through wine Tourism. This approach, while it
includes the tasting and consumption of products, aims at retaining customers by getting them to know
the products and posteriorly obtaining their loyalty.
The main goals of this paper rely on creatively introducing new generations to the world of wine,
including Enotourism, by creating different proposals of innovative products capable of accomplishing
this. This includes creating an interactive real-time game to foster the attraction of younger generations, a
new type of visit among the ones already existing in Jerez de la Frontera and a new kind of wine tasting.
To achieve the conclusion of this thesis, which was done amidst the COVID-19 pandemic, several types
of primary and secondary research were done, while always having in consideration the implications for
the future, due to new sanitary measures having to be applied to the Tourism and Wine sectors. Among
this, several analyses were conducted on historical facts, on the current macroeconomic situation in
several industries and fronts, on future trends, on different types of businesses and consumer behaviours,
while using sophisticated software and our analytical skills to reach the conclusions.
