Samenvatting

Wine tourism suffers from decreasing number of tourists during the low season which is a problem when wineries’ profits mostly come from tourists’ purchases. Focus of this research was on small wineries as they do not benefit from the same renown as big historic wineries. Moreover, wine business is not anymore about production and sales but has been impacted by new consumption habits which now emphasize the importance of introducing wine marketing within the strategy. The main research question is: how to attract more tourists to small-scale wineries during the low season in Chianti area?