Existential aspects of wine tourism: A conceptual exploration

This conceptual paper explores the theoretical relationship between existential givens and wine tourism to deepen the knowledge of uniquely human aspects of consumption while introducing new possibilities for wine tourism. Drawing on existential philosophy and tourism research, we propose the framework that links the four existential concerns—inevitability of death, meaninglessness, alienation, and freedom—to wine tourism experiences. Through examination of how these experiences address existential dilemmas, whether through fostering authenticity-assuring or angst-masking, we argue that wine tourism serves as a medium for travelers to engage in sense-making and affirm their existence. This perspective frames wine tourism as more than leisure, offering eudaimonic value through reflection and meaning-making. By leveraging existential concerns, it promotes deeper, more intentional travel experiences and encourages responsible consumption of intoxicating substances. This reframing positions wine tourism as a meaningful activity that addresses core human concerns while enriching its appeal and significance within the broader tourism landscape.