Aliki Chomata

• N. MYLONAS
• C. BENEKI
• P. MANOLITZAS

This doctoral research examines the role of digital technology in wine tourism business activities, focusing on the factors that influence its adoption and its contribution to enhancing business competitiveness. Wine tourism is a growing yet relatively under-researched sector in terms of the use of digital applications, making this study particularly relevant. The theoretical framework is based on the Diffusion of Innovation Theory, in order to analyze the mechanisms of technology adoption and integration. The research explores the use of digital tools such as online booking systems, social media, customer relationship management (CRM) systems, as well as virtual and augmented reality applications. These technologies offer new opportunities for creating interactive and enriched experiences, enhancing visitor engagement and fostering value co-creation. The empirical study will be based on data collected from wine tourism businesses, employing mixed-method research approaches. The aim is to understand the benefits and challenges associated with digital transformation, as well as to assess its impact on service quality and customer attraction. The findings are expected to contribute to both the theoretical advancement and the practical development of the sector.