Entrepreneurs′ perceptions of innovation, wine tourism experience, and sustainable wine tourism development: the case of Romanian wineries

Innovation in the wine tourism network is the path to success, considering the rapid changes in customer behaviour. The purpose of this study—based on an adaptation of the resource dependency theory (RDT) and the resource base view (RBV) theory—is to explore the relationship between the entrepreneurs′ perceptions of innovation, wine tourism experience, and the development of sustainable wine tourism for Romanian wineries. Data were collected online using a questionnaire completed by 102 entrepreneurs who manage wineries that practise wine tourism. The entrepreneurs′ answers were processed with SmartPLS4 software, and the validation tool was structural equations modelling (PLS-SEM). The findings show that Romanian entrepreneurs know the importance of financing and products and services innovation (WFPSI) for wineries, and rely consistently on wine tourism experience (WTE). The mediating effect of WTE between WFPSI and sustainable wine tourism development (SWT) is also provided. Moreover, WFPSI has a significant effect on the other internal and external innovation activities analysed in the research model: wineries online promotion and sales innovation (WOPSI) and wineries’ collaborations and alliances innovation (WCAI). In the final outcome of our research model, the balance of winery entrepreneurs’ knowledge favours external innovation activities, with WCAI and WTE having a greater impact on SWT than WOPSI. The new conceptual research model and the findings provide theoretical and practical implications for all the stakeholders interested in sustainable wine tourism development.