The role of technology in Indian wine tourism: Impact of online booking, virtual tastings, and mobile apps

Abstract

This study exploresthe intersection of digital technology and wine tourism in India, focusing onthe role of online booking platforms, virtual wine tastings, and mobileapplications in shaping visitor experiences. A quantitative survey of 500 winetourists across major Indian wine regions, including Nashik, Nandi Hills, andBijapur, reveals how technological tools influence trip planning, engagementlevels, satisfaction, and revisit intentions. Descriptive and inferentialstatistical analyses (SPSS v26) indicate that while mobile apps and bookingplatforms enhance planning and onsite navigation, virtual tastings primarilysupport brand outreach rather than replace physical visits. The studycontributes novel empirical data to Indian tourism literature and offers practicalrecommendations for wineries, app developers, and tourism policymakers seekingto digitize the wine tourism value chain.