Enhancing Student Learning Experience in Wine Tasting: Live Virtual Wine Tours as a Pedagogical Approach

Building on the experiential learning theory, the study investigated whether employing live virtual wine tours in wine tasting sessions could be more effective in improving the student learning experience. The research conducted a within-subjects field experiment in a wine tasting class to compare the influence of live virtual wine tours with that of traditional wine tour videos on student wine tasting learning experiences. The findings revealed that students' perceived vividness, sensory stimulation, and learning experience were improved when they participated in live virtual wine tours during the tasting session. The study not only enriched the experiential learning and technology literature with empirical evidence but also offered insights into implementing live virtual wine tours as a pedagogical approach in hospitality and tourism courses.