In the pursuit of sustainability and competitiveness, digital aspects of the tourism experience become increasingly more significant and wine tourism is no exception to this. Still, studies building on established concepts and sustainable practices in the corporate environment often prioritize physical attributes. One such example refers to winescape frameworks, which are yet to explicitly incorporate the digital experience, despite the growing importance of the digital servicescape. This study contributes to this area by commenting on available data on winery websites and adopting the winescape concept to analyze social media activity during the first year of the COVID-19 pandemic. The population of the study includes 53 wineries, located in two well-known Greek wine tourism destinations, namely Crete and Santorini. The results identify the most common winescape components that wineries emphasize, revealing similarities and differences across the two destinations. Implications highlight the winescape dimensions that (should) matter the most when considering digital experiences, and provide insights for wine tourism scholars and businesses alike towards a more sustainable wine supply chain.

The wine industry involves both the production (i.e., from vine to wine) and consumption of wine (i.e., dining and tourism experiences). This results in a complicated system of intertwined product and services supply chains. Recent studies in the field suggest several key perspectives for future research, such as sustainability, resilience and circular economy. However, the complex nature of the sector which comprises numerous stakeholders and flows (i.e., products—services—information), entailing knotty interactions and interdependencies, makes any research direction questionable in terms of its effectiveness. Therefore, the objective of this study is to provide a tool for designing targeted future research in such multiple environments. We employed an end-to-end mapping approach using data from the Greek wine supply chain, identifying essential insights for a compelling research agenda. The key output is a set of three supply chain maps revealing the structure, processes and actors from all the main angles: basic production, value chain and stakeholders. A synthesis of these maps supports an overall understanding of the sector, unmasking any interaction and hidden information holdups. The study thus aims to offer an integrated research framework that highlights the leading priorities of the Greek wine industry.

This chapter aims to improve our understanding of the particular structural components that constitute the wine tourism experience. Relying on Pine and Gilmore’s theoretical framework of 4Es (namely, entertainment, education, aesthetics, and escape), we adopted a cross-case study approach and applied the netnographic method to explore winery visitors’ comments shared on TripAdvisor. Comparative research focused on two Greek islands, i.e., Santorini and Crete. In total, 800 reviews were qualitatively analyzed with the use of QSR NVivo 10 software. The study offers useful insights into the particular mix of attributes that shape the demand for wine tourism in the Experience Economy era. The proposed framework could be utilized in creating a benchmarking baseline for both wineries and wine regions in terms of the experience offered. Thus, this chapter could serve as a useful resource for students, researchers, and industry practitioners who are interested in online marketing as a tool for enhancing the competitiveness of wine tourism destinations.