Wine tourism innovation during COVID-19

  • 2:00 pm - 2:45 pm
  • Session 3.1
  • Research

Wine tourism innovation during COVID-19

This study reports on findings relating to innovation adopted by 23 wine tourism operators in South Australia during the COVID-19. Findings provide valuable insights into what is called ‘innovation for necessity”. Virtualisation of wine tourism experiences dominated the type of innovation, while findings revealed that COVID-19 has increased the digital gap and economic divide between big and small operators.