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A Study on the Model of Experience Activities in Wineries

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Cross-Cultural Design (HCII 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14024))

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Abstract

The winery is a relatively new industry and has certain research value. We have used theories of experiential marketing and experiential value in past studies of the tourism industry. However, in the literature in the past, wineries characteristic integration, cultural communication, and ways to achieve economic benefits of experience activities have been less explored. This study examines the successful winery cases and summarizes the models behind those successful experience activities. This study used a case study approach to analyze the secondary data collected through wineries characteristics, experience activities, and visitor participation at four wineries: Changyu Winery, Samuel Adams Winery, Macallan Winery, and Miguel Winery to present relevant results. The results of the study show that the wineries usually use the production methods of wine, the use of historical buildings, and the scenery of the wineries as components in their experiential activities. The wineries also need to deploy the resources required according to their circumstances, and on this basis, the design, operation, and other marketing of winery events are achieved through event planners’ planning, marketing, and promotion. Besides the regular wine-making activities, the winery offers entertainment and educational activities such as wine-tasting courses to meet the needs of visitors and make the winery experience model more effective in terms of entertainment and education, thus attracting more visitors to the wineries.

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Authors and Affiliations

  1. Graduate School of Creative Industry Design, National Taiwan University of Arts, New Taipei City, 220307, Taiwan

    Yifan Ding & Chi-long Lin

Authors
  1. Yifan Ding
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  2. Chi-long Lin
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Correspondence to Yifan Ding .

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Editors and Affiliations

  1. Department of Industrial Engineering, Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

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Ding, Y., Lin, Cl. (2023). A Study on the Model of Experience Activities in Wineries. In: Rau, PL.P. (eds) Cross-Cultural Design. HCII 2023. Lecture Notes in Computer Science, vol 14024. Springer, Cham. https://doi.org/10.1007/978-3-031-35946-0_11

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  • DOI: https://doi.org/10.1007/978-3-031-35946-0_11

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-35945-3

  • Online ISBN: 978-3-031-35946-0

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