Embracing Opportunities at the Nexus of Wine and Hospitality
Special issue call for papers from International Journal of Wine Business Research
Guest Editors Dr. Bonnie Canziani, University of North Carolina Greensboro, and Dr. Natalia Velikova, Texas Tech University
FULL papers due: July 31, 2018
Greetings! We are inviting interested authors to submit manuscripts for consideration for a special issue of the International Journal of Wine Business Research. This special issue targets researchers addressing topics at the intersection of the wine and hospitality fields. The purpose of this issue is to advance and embrace the inherent possibilities emerging from scientific study of wine in the context of the hospitality industry. In a recent review of existing wine research (representing 22 wine business, hospitality and tourism journals and 739 refereed articles over a 26-year period from 1990-2015), Bonn et al (2017) conclude:
“Perhaps no other topic involving wine research is more overdue for focus than that of hospitality. Until this point, hospitality and wine research has been subjugated to topics related to wine menus, service training, and wine judging. The time has come where hospitality must begin to embrace opportunities associated with wine research and consumer behavior. Studies involving wine and food pairings, wine dinners, consumer spending patterns influenced by menu choices and menu design paired with wine suggestions, wine bars…should all be analyzed as future research topics” (p. 29).
For the purpose of differentiating this special issue topic, we define the concept of hospitality sector as spaces where onsite wine consumption is a greater consumer motivation than wine purchase for home or gift use. We also distinguish hospitality spaces from traditional winery tasting rooms (cellar door experiences) and we are excluding its wine tourism context from the special issue. The focus will necessarily be on restaurants, bars, hotels (e.g., resorts, convention hotels), catering venues, private clubs, and other non-winery retail properties serving wine to consumers. However, authors are welcome to address their ideas with the editors to verify if their research fits within the scope of the planned special issue. This includes papers that look at the broader spectrum of alcohol service (i.e., beer and spirits) within which wine is located.
Extant literature, some of which is referenced in this Call for Papers, has had several strong hospitality foci, including wine list development and pricing, diner perceptions and purchasing behaviors, and staff wine training and sommelier strategies. We would advocate for a more holistic approach to examining wine as it intersects with the hospitality industry, leading to greater insights into innovations in wine service and wine products in the hospitality setting, as well the strategic use of operational resources and policies to delight guests who are motivated by onsite wine consumption. According to Bonn et al. (2017), sample topics needing study would include: wine service compared across different restaurant segments such as independent restaurants compared with franchised or corporate restaurants; research regarding performance metrics of businesses directly involved with wine service; and consumer’s perceptions of wine quality in the hospitality setting, particularly in relation to operational policies and evolving packaging and delivery systems (p. 28).
The special issue adopts a three-pronged approach to the role of wine in the hospitality sector, inviting papers that address wine from perspectives of the hospitality service operation, the hospitality consumer viewpoint, or the wine product itself as it is offered or presented by the hospitality establishment. Topics of interest include, but are not limited to:
First, how does the decision to offer wine for onsite consumption as a beverage option impact the hospitality operation either strategically or structurally, be it a restaurant, hotel, private club or similar place? This can cover research examining resource requirements related to wine service: employee skill development, use of specialized personnel, e.g., sommeliers; relevant issues of facility design and maintenance; wine service equipment, e.g., glassware. Researchers are also encouraged to examine operational revenue management strategies that incorporate wine sales. Also affecting the operation are regulatory, sanitation, and legal issues, etc. Sample questions that might be answered include:
- What do people serving wine need to know about wine, considering different venue quality levels (e.g., star ratings) or different types of hospitality venues?
- What roles do servers have when interacting with wine consumers, e.g., entertainer, educator, merchandiser, suggestive seller
- What is the role of wine certifications for staff in hospitality organizations?
- How is facility ambience tied to the inclusion of wine service in the product offer?
- How does the addition of wine service impact the operation’s purchasing, storage, and inventory management?
- What are the trends and issues in wine revenue management systems?
- What strategic partnerships can be developed between hospitality companies and wine purveyors, both in terms of supply chain and in terms of co-branding?
Secondly, what aspects of consumer behavior are particularly interesting in hospitality-related wine service settings? What are traditional and emerging hospitality consumer expectations for wine experiences in hospitality spaces? How does offering wine on the menu impact hospitality brand evaluations and brand loyalty? What consumer beliefs and behaviors regarding wine consumption and purchase appear uniquely linked to the hospitality space? Tentative research questions might comprise:
- How is the decision to consume wine linked to dining occasion or purpose, e.g., buying wine to drink or not; purchase of bottles versus wine by the glass?
- How do traditional dining factors (time of meal, party size, table turnover, average check, tipping behavior) intersect with wine consumption at a hospitality venue?
- What are the primary roles of sparkling, aperitif, and dessert wines compared to more traditional table wines?
- How does drinking wine interact with other dining behaviors or menu choices?
- What trends can be identified in consumer preferences and social norms (for example, the ‘new casual’) with respect to wine and dining within and across markets or cultures?
- What trends such as local (and hyper-local) sourcing are influencing demand?
- How does wine play a role in consumers’ perceptions of the authenticity of restaurant or event themes, e.g., Italian?
Thirdly, how is wine as a product managed and marketed, changed or enhanced in the hospitality setting? What does research suggest as the dominant successful practices or emerging trends in wine menu design and wine lists, wine pricing, wine packaging, food-wine pairing, or product innovation, e.g., wine-based drinks and wine-infused recipes?
- What practices are unique to hospitality wine service, e.g., over-heated or over-chilled wine, service in half bottles or carafes? How do these affect wine quality?
- How do operators apply rules related to BYOB, corkage fees, taste-testing prior to pouring and leftover wine ‘doggie bags’ and what influences their policies?
- How does the venue display or employ wine as a merchandising or marketing tool?
- What onsite technology support systems are emerging to assist diners in wine selection?
General Information for Prospective Authors…
Prospective authors are strongly encouraged to contact the special issue editors regarding potential topics of interest or any questions/suggestions regarding the special issue. Full papers must be submitted by 31st July 2018 through the IJWBR online submission and peer review system available at: http://www.emeraldgrouppublishing.com/products/journals/author_guidelines.htm?id=ijwbr
Authors should indicate in the cover letter that the submission is for this special issue on wine and hospitality management.
Double-blind review will guide decisions on acceptance of all manuscripts.
FULL papers due: July 31, 2018
Revisions and Decisions: August through November 2018
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