Roles of DMOs in Wine Tourism : A Literature Review

Since wine tourism has an effect on various stakeholders such as wineries, tourism and transportation businesses, promoting and developing wine tourism contributes to the revitalization of the local economies. In this study, papers were extracted using the systematic review approach on the role of DMOs related to wine tourism from “marketing ” and “management” perspective.
DMOs are evolving from traditional marketing and promotional organizations to organizations with broader authority and leadership. DMOs coordinate various stakeholders working in a destination toward common goals, and strategically carry out diverse activities under an appropriate governance system from both “marketing ” and “management” perspective.
The purpose of this study is to fill the gaps in wine tourism studies on the role of DMOs in wine tourism, to clarify issues and future prospects, and to discuss the active use of DMOs in the promotion and development of wine tourism. This study contributes to the literature of the promotion and development of wine tourism for researchers and practical applicability of them for practitioners.