Abstract
This chapter discusses the planning and implementation of a virtual reality (VR) project by a small wine cooperative in the south of France. As competition in the wine industry continually increases, wine stakeholders are always looking for new and more efficient ways to attract and retain customers. Although VR-based solutions are increasingly used in retailing for marketing purposes, only very few operators in the wine industry have started using VR to enhance customer experiences and satisfaction. This research is based on an illustrative case with the Labastide Wine Cooperative. Our data collection was formalised through participating observations. In addition to these observations, one-on-one semi structured interviews with key internal players within the organisation were also conducted. The chapter starts by presenting the concept of the VR project idea and the technology solution that was adopted for maximising the technology while making it compatible with the cooperative’s needs. The chapter continues by discussing the obstacles that the wine cooperative had to face during the technology implementation, which include: the implementation of the VR technology, the development of the resources used for the VR, and the use of VR by consumers. Finally, the chapter concludes by providing suggestions on how the wine tourism industry can better use VR in order to attract more clients, create a new network strategy, gain a competitive advantage, and face the current and any future health crises.
This work was supported by the Wine and Tourism Chair which provided operational and financial support.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Accessed at https://youtu.be/w_vGobEEyUE (15/12/2020 – 2 pm).
References
Amine, A., & Lacœuilhe, J. (2007, May 31–June 1). Les pratiques de consommation du vin: Rôle des représentations et des situations de consommation (Paper presentation). Actes Du XXIIIème Congrès International de l’AFM, Aix-les-Bains, France. https://www.afm-marketing.org/fr/system/files/publications/s25_lacoeuihe39_5.pdf. Accessed 8 Sept 2020.
An, S., Choi, Y., & Lee, C.-K. (2021). Virtual travel experience and destination marketing: Effects of sense and information quality on flow and visit intention. Journal of Destination Marketing & Management, 19, 1–10.
Atout France. (2018). Les chiffres de l’œnotourisme en France. 1 p. https://www.dropbox.com/s/5vk86ftkeaxy8se/Wine_Tourims_in_France_Numbers.pdf?dl=0. Accessed 8 Sept 2020.
Batat, W. (2018). Concevoir et améliorer l’expérience client digitale: Le Triangle de l’Expérience Digitale pour réussir la transformation digitale. Le Blue Sunflower Marketing pour innover efficacement. L’approche Physical 2030 pour performer. Editions Eyrolles. https://www.eyrolles.com/Entreprise/Livre/concevoir-et-ameliorer-l-experience-client-digitale-9782212566802/. Accessed 8 Sept 2020.
Bédé, D., & Maumon, N. (2016, October 24–28). Virtual reality and wine industry, a double oxymoron? (Paper presentation). 39th World Congress of Vine and Wine, Bento Gonçalves, Brazil.
Bédé, D., Massa, C., & Maumon, N. (2019, May 23–24). La réalité virtuelle au service de l’expérience de consommation oenotouristique (Paper presentation). 6ème conférence de l’Association Francophone de Management du Tourisme, Perpignan, France.
Boyd, D. E., & Koles, B. (2019). An introduction to the special issue “virtual reality in marketing”: Definition, theory and practice. Journal of Business Research, 100, 441–444.
Buhalis, D. (2022). Tourism management and Marketing in Transformation: Preface. In D. Buhalis (Ed.), Encyclopedia of tourism management and marketing. Edward Elgar Publishing.
Chatelin, C. (2005). Epistémologie et méthodologie en Sciences de gestion: Réflexion sur l’étude de cas. 2005-1, 3–29. https://www.researchgate.net/profile/Celine_Chatelin/publication/239808140_Epistemologie_et_Methodologie_en_Sciences_de_Gestion_reflexion_sur_l’etude_de_cas/links/5440edf50cf228087b69a17f/Epistemologie-et-Methodologie-en-Sciences-de-Gestion-reflexion-sur-letude-de-cas.pdf. Accessed 8 Sept 2020.
Cho, M., Bonn, M. A., & Brymer, R. A. (2017). A constraint-based approach to wine tourism market segmentation. Journal of Hospitality & Tourism Research, 41(4), 415–444.
Cova, B., Ezan, P., & Fuschillo, G. (2013). Zoom sur l’autoproduction du consommateur. Revue Française de Gestion, 5(5), 115–133.
David, A. (2004). Etudes de cas et généralisation scientifique en sciences de gestion (Vol. 39, pp. 139–166). Université Paris-Dauphine.
Dujarier, M. (2014). Le travail du consommateur: De Mac Do à eBay: comment nous coproduisons ce que nous achetons. La Découverte.
Eisenhardt, K. M. (1989). Building theories from case study research. The Academy of Management Review, 14(4), 532–550.
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547–560.
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2021). The influence of scent on virtual reality experiences: The role of aroma-content congruence. Journal of Business Research, 123, 289–301.
FranceAgriMer. (2020a). Conjoncture de la filière vin - avril 2020. https://www.franceagrimer.fr/fam/content/download/64123/document/NCO-VIN-note%20de%20conjoncture-A20M01.pdf?version=1. Accessed 8 Sept 2020.
FranceAgriMer. (2020b). Conjoncture de la filière vin – juin 2020. https://www.franceagrimer.fr/fam/content/download/64555/document/NCO-VIN-note%20de%20conjoncture-A20M06.pdf?version=1. Accessed 8 Sept 2020.
FranceAgriMer. (2020c). Conjoncture de la filière vin – juillet 2020. https://www.franceagrimer.fr/fam/content/download/64768/document/NCO-VIN-note%20de%20conjoncture-A20M07.pdf?version=2. Accessed 8 Sept 2020.
FranceAgriMer. (2020d). Conjoncture de la filière vin – octobre 2020. https://www.franceagrimer.fr/fam/content/download/64768/document/NCO-VIN-note%20de%20conjoncture-A20M07.pdf?version=2. Accessed 8 Sept 2020.
Fuchs, P. (2006). Le traité de la réalité virtuelle (Vol. 2). Presses de l’Ecole des Mines. https://www.pressesdesmines.com/produit/le-traite-de-la-realite-virtuelle-volume-2-l-interfacage-l-immersion-et-l-interaction-en-environnement-virtuel/. Accessed 8 Sept 2020
Gallen, C., & Cases, A. (2007). Le rôle du risque perçu et de l’expérience dans l’achat de vin en ligne. Décisions Marketing, 45, 59–74.
Garibaldi, R., & Sfodera, F. (2020). Technologies for enhancing wine tourism experience. In S. K. Dixit (Ed.), The routledge handbook of tourism experience management and marketing (p. 652). Routledge.
Gómez, M., Pratt, M. A., & Molina, A. (2019). Wine tourism research: A systematic review of 20 vintages from 1995 to 2014. Current Issues in Tourism, 22(18), 2211–2249.
Grewal, D., Noble, S. M., Roggeveen, A. L., & Nordfalt, J. (2020). The future of in-store technology. Journal of the Academy of Marketing Science, 48(1), 96–113.
Haller, C., Hess-Misslin, I., & Mereaux, J.-P. (2020). Aesthetics and conviviality as key factors in a successful wine tourism experience. International Journal of Wine Business Research, 33(2), 176–196.
Hlady Rispal, M. (2002). La méthode des cas. Application à la recherche en gestion. De Boeck Supérieur.
Jodelet, D. (2003). 1. Représentations sociales: Un domaine en expansion. In D. Jodelet (Ed.), Les représentations sociales (7th ed., p. 45). Presses Universitaires de France.
Karagiannis, D., & Metaxas, T. (2019). Innovation in Wine tourism businesses: ‘Turning Ashes to Gold’. In M. Sigala & R. N. S. Robinson (Eds.), Management and marketing of wine tourism business (pp. 345–363). Springer.
Kim, M. J., Lee, C.-K., & Preis, M. W. (2020). The impact of innovation and gratification on authentic experience, subjective well-being, and behavioral intention in tourism virtual reality: The moderating role of technology readiness. Telematics and Informatics, 49, 1–16. https://doi.org/10.1016/j.tele.2020.101349
Lee, H., Jung, T. H., tom Dieck, M. C., & Chung, N. (2020). Experiencing immersive virtual reality in museums. Information & Management, 57(5), 1–9.
Lo Monaco, G., & Guimelli, C. (2008). Représentations sociales, pratique de consommation et niveau de connaissance: Le cas du vin. Les cahiers internationaux de psychologie sociale, Numéro, 78(2), 35.
Lorrey, T., & Albouy, J. (2015). Perspective générationnelle de la consommation de vin en France: Une opportunité pour la segmentation. Décisions Marketing, 79, 93–112.
Loureiro, S. M. C., Guerreiro, J., & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tourism Management, 77, 1–21.
Martínez-Navarro, J., Bigné, E., Guixeres, J., Alcañiz, M., & Torrecilla, C. (2019). The influence of virtual reality in e-commerce. Journal of Business Research, 100, 475–482.
OIV. (2020). The first estimates of 2020 world wine production. Wine production speaking from the International Organisation of Vine and Wine’s headquarters in Paris, by web conference and press release, Director General Pau Roca, presented on 27 October. http://www.oiv.int/js/lib/pdfjs/web/viewer.html?file=/public/medias/7542/en-oiv-oiv-press-conference-october-2020-press-release.pdf. Accessed 8 Sept 2020.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business School Press.
Priilaid, D., Ballantyne, R., & Packer, J. (2020). A “blue ocean” strategy for developing visitor wine experiences: Unlocking value in the Cape region tourism market. Journal of Hospitality and Tourism Management, 43, 91–99.
Roederer, C., & Filser, M. (2015). Le marketing expérientiel: Vers un marketing de la cocréation. http://sbiproxy.uqac.ca/login?url=https://international.scholarvox.com/book/88830591. Accessed 8 Sept 2020.
Roederer, C., & Schwarzberg, M. (2015). Cycle de vie d’un contexte expérientiel: Une approche exploratoire du parcours artistique du tramway de Strasbourg. Décisions Marketing, 78, 79–94.
Ruitenberg, R. (2020). French wine volumes to recover after record-early grape harvest. https://www.bloomberg.com/news/articles/2020-09-08/french-wine-volumes-to-recover-after-record-early-grape-harvest. Accessed 8 Sept 2020.
Sánchez, A. D., de la Cruz Del Río Rama, M., & García, J. Á. (2017). Bibliometric analysis of publications on wine tourism in the databases Scopus and WoS. European Research on Management and Business Economics, 23(1), 8–15.
Santos, V., Ramos, P., Sousa, B., & Valeri, M. (2021). Towards a framework for the global wine tourism system. Journal of Organizational Change Management, 35(2), 348–360.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
Sigala, M., & Robinson, R. N. S. (2019). Introduction: The evolution of wine tourism business management. In M. Sigala & R. N. S. Robinson (Eds.), Management and marketing of wine tourism business: Theory, practice, and cases (pp. 1–21). Springer.
Stenger, T. (2006). La prescription dans le commerce en ligne: proposition d’un cadre conceptuel issu de la vente de vin par Internet. Revue Française du Marketing, 209, 71–85.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73–93.
Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140–154.
Vo Thanh, T., & Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, 30–37.
Wen, H., & Leung, X. Y. (2021). Virtual wine tours and wine tasting: The influence of offline and online embodiment integration on wine purchase decisions. Tourism Management, 83, 104250.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Maumon, N., Bédé, D. (2023). Wine Tourism Next-Gen: A Case Study of a Virtual Reality Implementation in a Wine Cooperative in France. In: Sigala, M., Haller, C. (eds) Technology Advances and Innovation in Wine Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-19-8277-4_7
Download citation
DOI: https://doi.org/10.1007/978-981-19-8277-4_7
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-19-8276-7
Online ISBN: 978-981-19-8277-4
eBook Packages: Business and ManagementBusiness and Management (R0)