Maria Savvinopoulou

• N. MYLONAS
• K. ARTIKIS
• S. AVDIMIOTIS

Wine tourism is a rapidly developing sector that began attracting academic attention in the early 1990s. Since then, it has emerged as an important field of study, combining elements of tourism, agri-food production, and entrepreneurship. Within this context, the present doctoral dissertation aims to investigate the key factors influencing the development and success of entrepreneurship in wine tourism. The importance of entrepreneurship is particularly evident in the current economic environment, where businesses are required to respond to complex challenges and develop innovative activities. This study proposes a conceptual framework for predicting the success of wine tourism enterprises, based on three core dimensions: the characteristics and personality of the entrepreneur, the broader business environment, and the brand recognition of the products offered. At the same time, the research develops an analytical framework for assessing the readiness of wine-producing enterprises to integrate tourism activities and attract visitors, thereby contributing to local and regional development. The study is grounded in an extensive literature review, aiming to address existing research gaps, and is complemented by an empirical investigation employing mixed research methods, including the collection of primary data from entrepreneurs in the sector. The expected findings are anticipated to contribute both to the theoretical advancement of entrepreneurship in wine tourism and to the formulation of practical recommendations for enhancing competitiveness and supporting the sustainable development of the sector.