Art and Architecture in Wine Tourism

This book shows how winery architecture and art strategically shape wine tourism experiences and build wine destination brands. 

It argues that design and artistic interventions are not decorative add-ons but powerful tools of communication and experience engagement. By influencing visitors’ perceptions, emotions, and behaviour, architecture and art help bridge production and consumption—linking heritage, place identity, and branding to value creation in the winescape. At the same time, the volume emphasises the primacy of regional conditions. Cultural, political, and environmental contexts matter: successful architectural and art-based approaches must respond sensitively to local realities rather than relying on universal templates. 

Bringing together cutting-edge research, the book offers both theoretical frameworks and practical insights for scholars and practitioners in wine tourism, destination branding, and experiential marketing. Chapters examine how architecture and art shape winescapes and visitor experiences, with implications for tourist behaviour, marketing strategy, and the positioning of wine regions and offerings. Adopting a multidisciplinary lens—spanning marketing, management, creative arts, psychology, sociology, and anthropology—the volume presents international case studies from wine regions across four continents, demonstrating the global relevance of its findings. 

Marianna Sigala is Professor of Marketing and the Director of the International Hotel School at University of Newcastle, Australia. Professor Sigala has followed an international academic career. She is a widely published and multi-awarded authority: eleven books, numerous papers in academic journals, and (keynote) presentations in international conferences. She has a long record of leadership and participation in international research projects funded by various entities such as the E.U., the Council of Europe and the Department of Foreign Affairs and Trade, Australia. She has served as President of EuroCHRIE and the executive board of ICHRIE, IFITT and CAUTHE. She is the co-editor of the Journal of Service Theory & Practice, and the Editor-In-Chief of the Journal of Hospitality & Tourism Management . In 2016, she has been awarded the prestigious EuroCHRIE Presidents’ Award and she is a Research Fellow of CAUTHE (since 2020).