Apulia region as a destination for wine experiences: An exploratory analysis of differentiation strategies.

Abstract: Purpose: This chapter explores the differentiation strategies employed by Apulian wineries to attract wine tourists in a competitive landscape. It examines key factors such as pricing, experience duration, and the inclusion of local products, offer- ing insights into how wineries segment their market. Design/methodology/approach: The research uses data collected from 79 winer- ies and 195 wine tourism experiences in Apulia, analyzed through a combination of hedonic pricing models, cluster analysis, and positioning analysis. The data were col- lected from digital platforms such as Movimento Turismo del Vino and Tripadvisor. Findings: The analysis identified three distinct clusters of wine experiences: Basic, standard, and premium. Each cluster appeals to different market segments, from bud- get-conscious tourists to high-end connoisseurs. The chapter highlights the importance of pricing, experience diversification, and sustainability as key differentiation strate- gies. Practical implications: Wineries in Apulia can enhance their market positioning by focusing on targeted marketing strategies based on their segment. The chapter sug- gests marketing approaches tailored to each cluster, leveraging digital platforms, re- gional collaborations, and international networks.