<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>This paper aims to provide a theoretical and conceptual analysis of wine and wine tourism experiences evidencing the current state of the art and providing some directions for future research.</jats:p>
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<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>The paper provides an in-depth literature review and content analysis of prior work.</jats:p>
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<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>The experience focussed on wine andwine tourismrequires further exploration. The boundaries of the wine andwine tourism experience were identified, togetherwith highlights and strategic agenda for future actions.</jats:p>
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<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>Based on some key prior literature on the topic of wine and tourism experience, future research directions and approaches were proposed.</jats:p>
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