Art and Architecture in Wine Tourism: Theoretical Underpinnings and Business Insights

This book shows how winery architecture and art strategically shape wine tourism experiences and build wine destination brands.

It argues that design and artistic interventions are not decorative add-ons but powerful tools of communication and experience engagement. By influencing visitors' perceptions, emotions, and behaviour, architecture and art help bridge production and consumption-linking heritage, place identity, and branding to value creation in the winescape. At the same time, the volume emphasises the primacy of regional conditions. Cultural, political, and environmental contexts matter: successful architectural and art-based approaches must respond sensitively to local realities rather than relying on universal templates.

Bringing together cutting-edge research, the book offers both theoretical frameworks and practical insights for scholars and practitioners in wine tourism, destination branding, and experiential marketing. Chapters examine how architecture and art shape winescapes and visitor experiences, with implications for tourist behaviour, marketing strategy, and the positioning of wine regions and offerings. Adopting a multidisciplinary lens-spanning marketing, management, creative arts, psychology, sociology, and anthropology-the volume presents international case studies from wine regions across four continents, demonstrating the global relevance of its findings.