• Family-Centred Motivations for Agritourism Diversification: The Case of the Langhe Region, Italy.

      Lyon, Andrew; Canovi, Magali; University of Chester, ESCP Europe (Taylor and Francis, 2019-08-07)
      This paper examines the motivations underlying family wineries' decisions to diversify into agritourism. Empirical evidence is provided by a sample of North Italian family wineries that have recently engaged in agritourism. While the majority of studies have adopted an economic-noneconomic dichotomy approach when examining the motivations for agritourism diversification, this paper highlights the limitations of this approach, outlines the complexity of motivations and argues for the need to take the family context into account. Drawing on the socioemotional wealth (SEW) framework, we offer a conceptual model and derive a set of propositions to show how family owners' motivations for agritourism diversification are primarily driven by family-centred goals. This paper thus contributes to a better understanding of diversification in general, and of farming families' motivations for agritourism diversification in particular. Practical implications at the European and regional level are discussed. KEYWORDS: Agritourism, wine tourism, diversification, socioemotional wealth, family business
    • The Impact of Wine Tourism Involvement on Winery Owners' Identity Processes

      Canovi, Magali; Lyon, Andrew; Mordue, Tom; ESCP Europe; University of Northumbria; University of Chester,
      This paper examines how involvement in wine tourism has affected winery owners’ identity processes. Using Breakwell’s Identity Process Theory (IPT) as a conceptual framework, we investigate the extent to which place is a part of winery owners’ self-identities, thereby giving them senses of belonging, distinctiveness, continuity, and self-esteem. Simultaneously, we find that these senses and feelings influence winery owners’ perceptions of the benefits and dis-benefits of wine tourism development in their region. We also discover how personal involvement in tourism can strengthen or threaten winery owners’ identities and thereby affect their support or otherwise for wine tourism. Empirical evidence is provided via a sample of twenty-eight winery owners in Langhe, Italy, who have recently engaged in various tourism-related activities due to the continuous development of the local tourism industry. Our research recognises that place is an integral part of the identity process.