Sustainable innovation in wine tourism

Introduction | The wine industry attracts customers seeking experiential value through vineyard visits, festivals, and shows (Gonzalez, 2017; UNWTO, 2018). However, as wine tourism continues to grow, the industry faces significant challenges in implementing sustainable experiences that meet customer expectations and enhance winery competitiveness (Ferrer et al., 2022; Christ & Burritt, 2013). In this regard, previous studies highlight a growing focus on integrating innovation and sustainability, termed sustainable innovation (SI) (e.g., Bandinelli et al., 2020; Lekics, 2021). While SI has been explored, scholars emphasize the need for more studies to develop clear strategies (Falcone et al., 2016; Lekics, 2021; Mingione et al., 2020; Svanidze & Costa-Font, 2022; Wagner et al., 2023). Consequently, this study addresses the research question: “How can SI be designed in wine tourism?” Therefore, this study seeks to expand knowledge on SI from the perspective of wine tourism, addressing research gaps and providing answers to the research question by examining which dimensions are necessary to consider in developing SI. The study adopts a qualitative approach, using semi-structured interviews and secondary data analysed via the Gioia methodology. The case study focuses on the Arrighi Winery (AW). This research contributes to the literature on SI management, explicitly considering the context of wine tourism and introducing a conceptual model that identifies the necessary dimensions to consider in designing SI from the perspective of wine tourism. Furthermore, this research provides practical insights for wine industry practitioners. Theoretical background | SI is defined by Tello & Yoon (2008, p. 165) as "the development of new products, processes, services, and technologies that contribute to the development and well-being of human needs and institutions while respecting natural resources and regeneration capacities." Several scholars have reported that innovation is sustainable when it supports the three dimensions of sustainability by securing a competitive advantage for a business while providing environmental benefits and social welfare to the community (e.g., Carayannis et al., 2017; Elkington, 1997; Varadarajan, 2017). As wineries expand into tourism, they face increasing pressure to address sustainability impacts across economic, environmental, and sociocultural dimensions, which are vital for industry’s resilience (Corbo et al., 2014; Gonzalez, 2017; Jose, 2017; Nave et al., 2021; Szolnoki et al., 2022; Sun & Drakeman, 2022). Specifically, the social dimension of SI in wine tourism is reflected in safeguarding the well-being of tourists and preserving the sociocultural authenticity of host communities (Sigala, 2020). From an economic perspective, SI in wine tourism aims to enhance the tourist experience in an immersive and satisfying manner, fostering visitor loyalty and a more equitable distribution of socio-economic benefits among all stakeholders, including local communities and small businesses (Hall et al., 2000). Differently, the environmental dimension of SI focuses on conserving essential ecological processes and protecting natural heritage (Carlsen & Charters, 2006). Methodology | In response to the research inquiry, this study employs a qualitative methodology by implementing a single case study. It enables an in-depth exploration of a phenomenon within its real-world setting (Ridder, 2017; Stake, 2005) and provides a distinctive opportunity to delve into the lived experiences of individuals and their environments (Lamnek, 2010). AW case was selected for its capacity to yield insights into the research question, offering wine industry practitioners and SI scholars theoretical frameworks that apply to analogous cases (Yin, 2003). As part of the case study strategy, we will employ data triangulation by integrating semi- structured, in-depth interviews (Rubin & Rubin, 2011) - interviews that will be conducted with multiple observers to overcome single-source bias and increase the results’ validity (Jack & Raturi, 2006) - and secondary data sources -including publicly accessible information from the company’s website. The collected interviews will be examined using NVivo 14 software. The Gioia methodology was employed to systematically analyse primary and secondary data, forming the final dataset across four distinct stages: quotations, first-order categories, second-order themes, and aggregate dimensions (Magnani & Gioia,2023). Findings | We propose that wineries consider investing in wine tourism by integrating social, economic, and environmental dimensions. The social dimension involves implementing practices that safeguard the well-being of tourists while preserving the sociocultural authenticity of host communities. Investment in the economic dimension should focus on enhancing the tourist experience in an immersive and satisfying manner and equitably distributing economic benefits among all stakeholders. Finally, investment in the environmental dimension should prioritise maintaining essential ecological processes, conserving natural heritage, and protecting wildlife habitats and biodiversity. Contributions and implications | This research contributes to the academic debate by integrating social, economic, and environmental dimensions into the analysis of SI (Carayannis et al., 2017) within wine tourism. Furthermore, it will introduce the SI-centered model for wine tourism, analyzing its dimensions, determinants, and attributes and specifying practices that wine practitioners will adopt to integrate SI into their business models. Third, this study will enrich academic literature by emphasizing that SI remains underdeveloped in wine tourism, where, despite its essential role for wineries, it has yet to reach a sufficient level of advancement (Signori et al., 2017; Filopoulos & Frittella, 2019). Finally, while past studies have predominantly employed quantitative approaches to examine dimensions of SI (Fiore et al., 2017; Lekics, 2021; Marco-Lajara et al., 2022; Pullman et al., 2009; Webb et al., 2007), this study adopts a qualitative approach to explore this field of inquiry.