Indian wine tourism: new landscape of international spillovers

Abstract

Purpose Wine tourism is spreading from the “old world” wine countries to Asia. The purpose of this paper is to introduce the GLOW framework capturing the tension of homogenization and globalization of touristic experiences, the tourists' rising environmental concerns and their conflict of searching for authentic experience with new sensations. Design/methodology/approach In a mixed-method procedure, evidence describing the wine tourists’ perceptions and motivations is assessed using a quantitative survey and fitting a structural equation model using the PLS algorithm. Complementing evidence through qualitative interviews with Indian entrepreneurs on designing a glocalized experience is analyzed. Findings Spillover from international travel is the most relevant driver of wine tourism in India. However, types of wines and the experiences are adjusted to the local conditions. The winemakers are remarkably advanced in implementing environmentally sustainable production and avoiding over tourism which perfectly meets their clients’ expectations. Research limitations/implications Entrepreneurial creation theory as described by Alvarez and Barney (2007) is illustrated in the Asian glocalisation context giving special attention to the entrepreneur’s individual capabilities as called by Helfat and Peteraf (2015) and Liñán et al. (2020). Practical implications Conservation of biodiversity and the aesthetics of the local landscape are essential for the vividness of the entrepreneurial ecosystem and the attractiveness for the guests. Social implications Local adaptation of the touristic experience in terms of entertainment, indigenous cuisines and local specialty supports sustainable development of all the stakeholders. Originality/value Novelty arises from the projection of the visitors considering the wine cellar experience as an alternative to international travels in combination with analyzing how the entrepreneurs create entrepreneurial opportunities by carving out an authentic experience for their guests.