The appeal of wine tourism in the age of Generation Z: the use and implementation of virtual reality in a French wine cooperative

L'attractivité oenotouristique à l'ère de la génération Z: utilisation et mise en oeuvre de la réalité virtuelle dans une coopérative vitivinicole française

Didier Bédé () and Nathalie Maumon ()
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Didier Bédé: LGTO - Laboratoire de Gestion et des Transitions Organisationnelles - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse
Nathalie Maumon: LGTO - Laboratoire de Gestion et des Transitions Organisationnelles - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: This research proposes a study of the consumption behaviour of generation Z in the wine tourism sector through the use of virtual reality. This form of wine e-tourism is based on the creation of a tour covering the various stages of a wine tourism visit. Firstly, an exploratory study of the expectations of generation Z highlights the perception that Gen-Zers have of the use of virtual reality and helps to understand the benefits and limitations of using this technology. Secondly, this research presents the results of a longitudinal survey of the implementation and use of virtual reality with consumers at a wine cooperative in Gaillac, France. While Gen-Zers are looking for greater quality of information, the management of the wine cooperative studied is seeking to develop a competitive advantage from the use of virtual reality. Finally, the managerial contributions of this research and future research directions will be presented.

Keywords: virtual reality; wine tourism; consumer experience; Gen-Zers; technology implementation; réalité virtuelle; oenotourisme; expérience de consommation; implémentation technologique (search for similar items in EconPapers)
Date: 2023
New Economics Papers: this item is included in nep-eur
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Published in Cahiers du CRINI, 2023, Crises et défis dans les échanges internationaux : Supply chain et commerce, mondialisation et cultures locales, 4, pp.20

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