Tourism Industry Examined from Global Wine Perspective in Latest Research

New Book Tests Theoretical Foundations of Strategic Business Management and Wine Tourism
May 3, 2016

Rohnert Park, California - The School of Business and Economics (SBE) at Sonoma State University (SSU) announced the publication of Strategic Winery Tourism and Management: Building Competitive Winery Tourism and Winery Management Strategy, a new book featuring chapter contributions by SBE professional faculty including Dr. Kyuho Lee, Assistant Professor of Marketing and editor of the book; Dr. Anisya Thomas Fritz, lecturer in wine business entrepreneurship and owner at Lynmar Estate; Dr. Liz Thach, Distinguished Professor of Wine Business; Dr. Michael Santos, Professor of Finance; Dr. Vincent Richman, Professor of Accounting; and Douglas Thornley, principal at Gould Evans architecture and board member at the Wine Business Institute (WBI), a research and education institute of SBE. In addition to SSU's professional faculty, the book features contributions from international wine industry leaders in Germany, France, England, Austria, and China.

"We've brought together subject matter experts and​ contributors from SSU and around the world to provide a critical global perspective on wine tourism and strategic management. This book serves as a major source of wine business expertise for practitioners, researchers, and students of culinary, hospitality, and tourism management," Dr. Kyuho Lee, Assistant Professor of Marketing at SSU and editor of Strategic Winery Tourism and Management said.

Topics addressed include product development and marketing for wineries as tourism entities, the role of special events in promoting wine and wineries, managerial issues in winery tasting room management, winery revenue management, winery service quality and brand management, and financial management in winery management.

"The tourism industry contributes trillions of dollars to the global economy and wine tourism is a sector of continued growth and impact. This book is one of the first to provide leading-edge research related to strategic winery management," Dr. Karen Thompson, Chair of the Department of Business Administration and Managing Director of Academic Programs said.

For more information regarding Strategic Winery Tourism and Management: Building Competitive Winery Tourism and Winery Management Strategy, or for information regarding professional education certificates and seminars, or advanced degree programs with the Wine Business Institute and School of Business and Economics, please visit, or contact (707) 664-3235 or