Innovation in the wine tourism network is the path to success, considering the rapid changes
in customer behaviour. The purpose of this study—based on an adaptation of the resource …

Digitalization influenced significant changes in marketing activities, giving them a digital
form. Implementing Augmented Reality (AR) technology aims to create a competitive …

An invisible layer of knowledge is progressively growing with the emergence of situated
visualizations and reality-based information retrieval systems. In essence, digital content will …

The digital market offers users a plethora of choices from products and services to content
consumption. However, this abundance of options raises questions about how user choices …

Augmented reality (AR) technologies are constantly develo** in various fields of
communication such as entertainment, education, information, and marketing and other …

This review examines the changes in wine consumer purchasing habits caused by the
emergence of digital technologies. The authors discuss new purchase triggers such as …

Augmented reality (AR) applications are regarded as effective experiential marketing
practices that can help companies promote their products/services in an interactive manner …

The chapter is concerned with the consolidation of links between the wine industry and
tourism and their effects on the traditional genre set used to promote these enterprises to …

In the rapidly evolving landscape of wine tourism, Italian wineries are faced with a dual
challenge: how to uphold the cherished traditions of the wine industry while adapting to the …

Virtual reality (VR) with augmented reality (AR) has drastically changed the market for
customer-focused product selections. These immersive technologies present organizations …