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EMAC 2019 Annual Conference

Wine critics at the time of digital transformation: the case of wineries involved in an attractiveness strategy

Published: May 28, 2019


Roxane Favier, Université Savoie Mont Blanc


digital transformation; judgment devices; wine


The objective of this research is to study the proximity of judgments between experts and consumers in a wine market which is restructuring, particularly in terms of wine tourism attractiveness. More precisely, we question wine critics amateur and professional’s assessments standards convergence and their ability to influence the popularity of wineries on the Internet. The relevance of cicerones, as judgment devices, at the time of the digital transformation is studied in this article. The results obtained on 200 French wines reveal a partial proximity of judgments and an inability of ratings to influence the popularity of the winery on the Internet.