Savoring the vine: Exploring visitor experiences of wine harvest and tasting tours through qualitative inquiry

This study examines visitor experiences of wine harvest and tasting tours, emphasizing how sensory, cultural, educational, and identity-related aspects shape the meaning of wine tourism. Using a phenomenological qualitative approach with 23 participants, the research uncovers four interconnected themes: sensory and emotional engagement, cultural and social connections, learning and knowledge gain, and identity and meaning-making. The findings demonstrate that wine tourism serves as a multifaceted experiential activity, combining authenticity, heritage, and personal growth. Results expand authenticity theory and the experience economy framework by showing how visitors co-create hybrid experiences that combine education, aesthetics, and cultural immersion. Practical implications highlight the importance of multisensory design, storytelling, and sustainable practices for vineyard operators, destination marketers, and policymakers. The study advances both theoretical discussions and managerial strategies to enhance meaningful and memorable wine tourism experiences.