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Blending Digital and Physical Experiences in Luxury Wine Hospitality: An Experiential Approach to Technology Integration
Bartoli, Chiara Baccelloni, Angelo Di Leo, Alessio Mattiacci, Alberto
Bartoli, Chiara
Di Leo, Alessio
Mattiacci, Alberto
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Abstract
Purpose – This study explores luxury wine hospitality by considering physical activities and activities created by integrating the physical domain with digital technology. In doing so, it aims to identify the different types of wine tourism-related luxury experiences and build a framework for interpreting hybrid luxury experiences in wine hospitality in the digital era.
Design/methodology/approach – An explorative mixed-methods approach was adopted to investigate types of luxury wine hospitality using cluster analysis and in-depth interviews with producers of wines with controlled and guaranteed designation of origin in Italy’s Sangiovese area.
Findings – This study presents a framework for understanding hybrid digital and physical experiences in wine hospitality by examining the core components of luxury experiences. We identify six types of luxury
experiences in wine hospitality that combine a physical experiential component with varying degrees of integration with digital technologies.
Practical implications – Our findings provide wine businesses operating in hospitality within the luxury segment with a useful tool for optimising the integration of digital technology into physical experiences to add value to visitors’ activities and highlight the importance of digital skills for wineries that organise luxury experiences.
Originality/value – This study systematises the integration of digital technologies into physical activities related to wine hospitality. It presents a hybrid physical–digital analytical framework that adopts an experiential
outline of the strategic design of wine hospitality businesses.
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Date
2025
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Keywords
Luxury hospitality, Wine experience, Wine, Technology, Hybrid experiences, Phygital
Citation
Bartoli, Chiara, Angelo Baccelloni, Alessio Di Leo, and Alberto Mattiacci. “Blending Digital and Physical Experiences in Luxury Wine Hospitality: An Experiential Approach to Technology Integration.” British Food Journal 127 (13): 72–95. 2025.