College - Author 1

College of Agriculture, Food and Environmental Sciences

Department - Author 1

Experience Industry Management Department

Degree Name - Author 1

BS in Recreation, Parks, and Tourism Administration



Primary Advisor

Brian Greenwood, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department


Time is one of the most valuable commodities, and many tourists and wine enthusiasts turn to wine tasting as a way to spend this resource. Wineries have developed unique experiences to showcase the varietals they specialize in and utilize this opportunity to connect with their consumers through the tactic of experience design. The purpose of this study was to holistically examine the wine tasting experience at Claiborne & Churchill Winery. A case study was conducted on this winery using an instrument developed by the researcher to analyze the components of the total wine tasting experience, a holistic examination of their practices and strategies. The findings concluded that the people-focused hospitality implemented fulfills the needs of the consumer. Recommendations include adding specialized element to elevate the experience design depending on the purpose of the consumer’s visit.