FOOD AND WINE TOURISM

The Food and Wine Tourism course is part of the master's degree programme as a specialized module that addresses a growing market demand: the need for managers capable of designing, marketing, and managing food and wine experiences with a strategic approach and a focus on sustainability. Food and wine are no longer simple complementary attractions, but primary travel motivators able to structure itineraries, generate economic value for local communities, and contribute to the preservation of agricultural landscapes. The course is structured around three main themes: understanding food and wine tourism as a complex system in which agri-food production, culture, and hospitality come together to form a coherent experiential offering; designing innovative food and wine tourism products; and analysing the sustainability conditions that allow these systems to generate value over the long term.

1. Knowledge and understanding
- ability to know the structure and dynamics of the food and wine tourism system, including the relationships between agri-food production, hospitality, and territorial development
- ability to know the typologies, motivations, and behaviour of food and wine tourists
- ability to know the European regulatory and institutional framework governing designations of origin (PDO, PGI, DOC, DOCG) and rural development policies
- ability to know the principles of sustainability (environmental, economic, and socio-cultural) applied to food and wine tourism systems

2. Applying knowledge and understanding
- ability to apply segmentation models and demand analysis tools to profile food and wine tourists
- ability to design food and wine tourism experiences and products, from concept to commercial offering
- ability to apply economic impact assessment methodologies to food and wine tourism initiatives and destinations
- ability to develop a marketing and communication strategy for a food and wine tourism destination or business

3. Making judgements
- ability to evaluate the economic, environmental, and social sustainability of food and wine tourism initiatives
- ability to assess the strengths and weaknesses of integrated food and wine tourism development projects, identifying the most appropriate strategic and operational solutions

No prerequisites are required"

1. Foundations of food and wine tourism
2. Demand: tourist segments and consumer behaviour
3. Designing experiences and tourism products
4. Economic and territorial impact
5. Sustainability and governance

Course materials and a reading list will be made available before the start of the course

The exam consists of 10 quiz questions and 4 open-ended questions on the content of the assigned readings.

written

The instructor is responsible for ensuring the authenticity and originality of all examinations and coursework. In cases of suspected academic misconduct, an additional on-site assessment may be required during the exams, which may differ from the standard format.

Evaluation Grid:
28-30L: Mastery of the topics; ability to prioritize information; use of appropriate technical terminology.
26-27: Good knowledge of the topics covered in the exam, decent ability to organize and present information orally; familiarity with technical terminology.
24-25: Knowledge of the topics not always in-depth; organized oral presentation, but with occasional misuse of technical terminology.
22-23: Often superficial knowledge of the topics; unclear oral presentation and lacking in technical terminology.
18-21: Poor knowledge of the topics; confused oral presentation, with little use of technical terminology.

lecture, case studies and guest speakers

This subject deals with topics related to the macro-area "Cities, infrastructure and social capital" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development