BUSN3102 Wine Tourism 4.0

The wine tourism industry has radically been disrupted in the last five years by businesses adopting new technologies in multiple areas of the tourism industry value chain generally and the wine tourism space in particular (e.g. virtual vineyard tours). Tourists increasingly demand faster, cheaper, readily available, greener and more transparent products and services for bookings, experiences, payments and customer care - along with more exciting experiences. Industry 4.0 is helping tourism businesses all over the world to meet these demands allowing information to flow quickly, at any time and in any location, for a much cheaper price. Understanding these Industry 4.0 tools that are available in the market is critical for wine tourism businesses - or wine businesses heavily dependent on tourism to survive.

The topic is structured in such a way that students will be introduced to the key drivers and terminology of Tourism 4.0 and will be able to critically identify the opportunities for potential application of Industry 4.0 tools across the current Tourism industry value chain.

This topic aims to provide students with an understanding of the impact of technology aligned with the concept of 4.0 development in the tourism context. Within this will be an understanding of the types of tools available (and under development in this rapidly changing landscape) and their multiple applications in tourism. This will enable them to rethink and redesign the tourism value chain employing 4.0 tools such as sensor, AR/VR, big data analytics automation, blockchain etc.

1. Explain key characteristics of tourism 4.0 businesses (across several dimensions) and use tourism 4.0 terminology
2. Summarise the relevant Industry 4.0 tools for wine tourism related businesses
3. Assess the wine tourism value chain and detect opportunities for disruption applying Industry 4.0 tools
4. Critically analyse case studies in wine tourism 4.0, including major challenges/risks and performance key metrics
5. Evaluate opportunities for collaboration in the tourism Industry with wine operators and identify and potential financing sources
6. Develop a wine tourism 4.0 business project and pitch the project