This book shows how winery architecture and art strategically shape wine tourism experiences and build wine destination brands. 

It argues that design and artistic interventions are not decorative add-ons but powerful tools of communication and experience engagement. By influencing visitors’ perceptions, emotions, and behaviour, architecture and art help bridge production and consumption—linking heritage, place identity, and branding to value creation in the winescape. At the same time, the volume emphasises the primacy of regional conditions. Cultural, political, and environmental contexts matter: successful architectural and art-based approaches must respond sensitively to local realities rather than relying on universal templates. 

Bringing together cutting-edge research, the book offers both theoretical frameworks and practical insights for scholars and practitioners in wine tourism, destination branding, and experiential marketing. Chapters examine how architecture and art shape winescapes and visitor experiences, with implications for tourist behaviour, marketing strategy, and the positioning of wine regions and offerings. Adopting a multidisciplinary lens—spanning marketing, management, creative arts, psychology, sociology, and anthropology—the volume presents international case studies from wine regions across four continents, demonstrating the global relevance of its findings.

Marianna Sigala is Professor of Marketing and the Director of the International Hotel School at University of Newcastle, Australia. Professor Sigala has followed an international academic career. She previously hold the position of the Professor of Tourism and the Director of the Centre for Tourism & Leisure Management at the University of South Australia (2015 – 2021). She has also been an academic staff at the University of Strathclyde, Westminster University (UK), and Sheffield Hallam University (UK, Professor of Digital Transformation & Tourism), as well as at the University of the Aegean and the University of Piraeus (Professor of Marketing, Greece). Her academic credentials are combined with her professional experience in the tourism industry. Her interests include services and experience management, Information and Communication Technologies (ICT) in tourism and hospitality, as well as wine tourism. She is a widely published and multi-awarded authority: nine books, numerous papers in academic journals, and (keynote) presentations in international conferences. She has a long record of leadership and participation in international research projects funded by various entities such as the E.U., the Council of Europe and the Department of Foreign Affairs and Trade, Australia. She is a past President of EuroCHRIE and a past member of the executive board of ICHRIE and IFITT. She currently serves at the executive board of CAUTHE. She is the co-editor of the Journal of Service Theory & Practice, and the Editor-In-Chief of the Journal of Hospitality & Tourism Management. In 2016, she has been awarded the prestigious EuroCHRIE Presidents’ Award for her lifetime contributions and achievements to tourism and hospitality education. Since 2020, Professor Sigala is also appointed as Research Fellow of CAUTHE.