Virtual wine tasting and education: a strategic digital approach
DOI:
https://doi.org/10.34140/bjbv8n2-032Palavras-chave:
digital transformation, virtual wine tasting, wine education, experience economy, organizational changeResumo
This paper examines a winery whose business model relied on in-person wine education courses and on-site tasting events, which historically generated nearly 80% of its revenue. When the COVID-19 pandemic forced widespread shutdowns, the organization was required to pivot rapidly toward virtual education and tasting formats to sustain operations. Drawing on a narrative literature review of peer-reviewed academic articles from Tourism Management, Journal of Wine Research, International Journal of Hospitality Management, and Journal of Wine Business Research, this study synthesizes evidence on digital transformation, organizational change, experiential value, and consumer behavior in the wine industry. The findings demonstrate that virtual wine experiences can sustain emotional engagement, support purchasing intentions, and reinforce brand loyalty when effectively designed and implemented. This paper, written from the perspective of consultants advising the winery, presents a comprehensive strategic framework grounded in Kotter's (1996) Eight-Step Change Model, the Technology Acceptance Model (Davis, 1989), and Pine and Gilmore's (1998) Experience Economy. Evidence-based recommendations address technology adoption, employee development, workflow redesign, and digital marketing strategies to support the winery's transition toward a sustainable, digitally integrated business model.
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