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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]

Author

Listed:
  • 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)

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.

Suggested Citation

  • Didier Bédé & Nathalie Maumon, 2023. "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 : utilis," Post-Print hal-04297830, HAL.
    • Handle: RePEc:hal:journl:hal-04297830
    Note: View the original document on HAL open archive server: https://nantes-universite.hal.science/hal-04297830
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