Integrating Tradition and Innovation Within a Wine Tourism and Hospitality Experience

This study explores the strategic choices among wineries involved in wine tourism experiences, including whether they rely on tradition, fully embrace innovation, or combine both. e study, conducted between December of 2018 and January of 2019, draws on face-to-face interviews with 32 owners/managers of New World wineries that, on average, have operated for nearly three decades. e ndings illustrate the predominance of the 'traditional- innovative school', where production and winemaking processes amalgamate existing and emerging principles, methods, and technologies. e chosen inductive approach resulted in the development of several theoretical frameworks; based upon these, empirical and theoretical implications are drawn.