Towards an integrated winescape framework: a theoretical synthesis in wine tourism research

The concept of winescape has emerged as a pivotal framework in wine tourism research, encompassing the physical, cultural, and experiential elements that shape tourists' perceptions of wine destinations. While previous studies have explored various dimensions of winescape, the lack of a unified theoretical model has limited its applicability across different contexts. This paper aims to bridge this gap by conducting a literature review and a systematic meta-analysis of 43 studies, leading to the development of an Integrated Winescape Framework (IWF). The framework synthesizes five primary dimensions: physical winescape (landscape, architecture, accessibility), cultural and historical winescape (terroir, storytelling, local community), sensory and experiential winescape (multisensory engagement, emotional impact), economic and marketing winescape (branding, value-added services, digital integration), and behavioral and psychological winescape (consumer behavior, loyalty, social influence). By integrating these dimensions, the IWF aims to provide a structured template for understanding how winescape influences tourist decision-making, destination attractiveness, and consumer engagement. The study highlights the strategic role of winescape in tourism development and branding, offering insights for both academia and industry practitioners. Future research should focus on empirical validation of the model and explore the underexamined role of winery architecture in shaping visitor experiences.