Uncovering the scholarly landscape of wine tourism: a bibliometric analysis

Purpose This study offers a robust and reliable exploration of the wine tourism research using a broader dataset, to identify key trends, insights and gaps in knowledge through a comprehensive bibliometric analysis of the already substantial and growing literature on wine tourism research. Design/methodology/approach A bibliometric study of the publications indexed in Scopus and Web of Science was conducted, analysing the coverage and concentration of (n = 912) documents. Findings The findings revealed a notable rise in annual publication output, particularly from 2018 to 2021, underscoring the growing importance of this field, consequently highlighting influential authors, journals, countries and institutions contributing to wine tourism research. Additionally, seven areas were identified for further investigation: wine tourism and stakeholder, technology and wine tourism experiences, collaboration in rural wine tourism development, the economics of cellar doors, residents’ perception on wine tourism, the intersection of wine tourism and health and wellness tourism and cross-border wine tourism. Research limitations/implications The major limitation of the study is the fact that it relied solely on quantitative methodology. Therefore, it would be interesting to see future studies use mixed-method approaches to further understand the evolution and trends of literature on wine tourism. Practical implications The practical implications are significant, as they empower stakeholders, such as winery owners, tourism boards and marketers, with a better understanding of the wine tourism landscape. This understanding can inform strategic decisions and policies that address the needs of both industry and the local communities involved. Businesses should explore opportunities to integrate virtual and augmented reality, as well as strategically leverage social media to enhance visitor experiences and expand their reach to new target markets. Additionally, wineries and tourism providers should consider incorporating wellness-focused activities and experiences to attract a broader and more diverse customer base. Social implications Educational institutions can use these findings to design curricula that align with the evolving needs and trends in wine tourism, ensuring that future professionals are well-prepared to contribute to and lead the industry. Originality/value The study covers a substantial body of literature, analysing 912 documents from 2003 to 2023, providing a broad and up-to-date overview of the wine tourism research domain. The nine identified clusters offer a nuanced understanding of the current scope of wine tourism research. Additionally, the study’s thorough analysis has led to the identification of seven key areas for future research, providing a valuable roadmap for scholars to pursue. Moreover, wine tourism is not a very widely explored area, thus bibliometric studies of this area are quite rare, making the current study a significant contribution to the field.