Abstract
This chapter examines innovation as an essential factor for economic competitiveness and success for wine tourism-related enterprises. Wine tourism is a fast-growing niche market worldwide, so there is a great need to better understand how innovation could assist such tourism enterprises. The chapter examines the case of the pioneering Britzikis winery, which adapts innovation in many aspects of its operation, and managed to turn a catastrophic event, such as the 2007 great fires in Peloponnese, into a unique business opportunity with the creation of new innovative products, such as the collectable wine “Dia Pyros”, recently auctioned in New York for $750 USD per bottle. We examine how the new products itself, as well as the variety of other innovative products, services, and initiatives assist the winery to further develop food & wine tourism. We make comparisons in order to estimate the positive impact of innovation in the wine tourism-related businesses. The chapter concludes by providing specific policy suggestions aiming to promote wine tourism development and identify future research opportunities.
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Karagiannis, D., Metaxas, T. (2019). Innovation in Wine Tourism Businesses: ‘Turning Ashes to Gold’. In: Sigala, M., Robinson, R.N.S. (eds) Management and Marketing of Wine Tourism Business. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-75462-8_17
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DOI: https://doi.org/10.1007/978-3-319-75462-8_17
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