Tourism tech is a hot topic – and a difficult one for wine and culinary tourism organisers: which to choose and when, how to integrate it into the planning process, the tourist experience, how to make people embrace it rather than resist it…. Roberta Garibaldi, responsible for “Food Tourism Research & Trends” for the World Food Travel Association, gives an appetizer of her talk scheduled for IWINETC 2020.
Your talk at the upcoming edition of IWINETC 2020 is about improving customer experience through technologies. What level of tech maturity do you see today in the wine and culinary tourism industry?
Wine and culinary tourism industry are currently embracing new technologies. A number of examples from different industries (restaurants, producers, themed museums, …) testify that such tools have been, and are being, adopted. According with my experience, the level of maturity is slightly lower compared to other tourism sectors. Especially when considering producers of food and wine. It must be said that technology was formerly introduced to facilitate disintermediation and sharing of information; only in recent years, has taken on more sophisticated and relevant functions, becoming both enhancer and enabler of experiences in the co-creation value.
In the age of internet and DIY tourism can you give us a few tips on how tour operators and travel agents can remain relevant tomorrow?
It is now difficult to answer to this question, considering the health emergence that we are currently facing and is deeply affecting the tourism sector. Previously, providing customized holidays and focusing on niche products might have been considered appropriate suggestions.
What does it take to choose a new tech solution aimed at improving customer satisfaction?
Technology can facilitate the development of enhanced experiences where customers actively participate and interact with virtual contents and places as well as enable a dynamic co-creation process with visitors allowed to create their own experience. Wine tourism operators should properly consider what they want to achieve and what are the most suitable technologies to be adopted for this purpose. Also evaluating the additional costs and future benefits. In covid 19 time, tech can help the wineries to be in touch with the customers, e tastings, e tourism could help in these months.
From your own experience would you say wine tourism experience providers embrace new tech or resist it? Can you provide an example or two of wineries that have embraced it?
Wine tourism experience providers are embracing new technologies. Hennessy Maison (Cognac, France) and the “Living Wine Labels” project provide examples of the possible application.
Hennessy Maison offers the opportunity to enjoy different technologies during the guided tour. This experiences allow to discover the entire winemaking process, from ‘the birth of grape to the glass of wine”, and to be introduced to the range of products that can be appreciated in the tasting room.
Living Wine Labels is the updated version of the “19 Crimes” app, a project created by American Tactic agency between 2016 and 2017 for the Treasury Wine Estates group. By scanning the bottle label with the camera the user has access to a range of information in augmented reality. The content is told by different characters shown on the label, such as ex-convicts in the case of the “19 crimes” brand. Data testifies it success:
– 700+ Million impressions
– 8+ Million App Sessions
– 4 star rating in Apple and Google Play Store
– 22+ Million Total Screen Views
– 4+ Million App Downloads
– 2:57 Average Session Duration
How can co-creation help customer satisfaction when it comes to wine and culinary tourism?
Co-creation allows visits to actively participate and interact with people and places. A higher level of engagement can make the visitor more satisfied the experience he/she is doing. In this scenario technology mainly plays a complementary role, as it supports the tourism experience. New technologies can also empower and become an integral part of the tourism experience, enabling a dynamic co-creation process, can facilitate the edutainment; at this level, technology has a crucial role and needs to exist for the experience to happen.
Meet Roberta at IWINETC 2020 where he will be delving deeper in the topic of How to Improve Customers’ Experience for Wine through Technologies