Exploring the World of Wine Tourism

Exploring the World of Wine Tourism

Knowledge@Wharton interviews George M. Taber, author of In Search of Bacchus: Wanderings in the Wonderful World of Wine Tourism.

In this book, Taber took on the task (someone had to do it) of visiting a dozen of the most breathtakingly beautiful wine regions around the globe. What he came back with is a travel guide for oenophiles that also serves as a primer on how and why winemakers are increasingly turning themselves into destination sites. In addition, Taber’s tour opens a window on the growing segmentation of the travel industry as a whole and offers lessons about competitive advantage and marketing that apply to all consumer-driven businesses.

Read the full interview.