This research study introduces a definition for eWineTourism (eWT) and a new PIAB (Purpose, Icts, Activities, Benefits) conceptual model to analyze eWT. It also presents the results of an exploratory study to understand eWT practices of wineries in 6 major wine regions in Europe and North America. The objective is to understand how wineries in different global regions are using eWT practices to attract consumers and to interact with them online. An online survey methodology was used to evaluate the websites of 729 wineries in the 6 regions of Bordeaux, Alsace, Piedmont, Tuscany, Napa/Sonoma, and Oregon. Results indicate that global wine regions are adopting eWT practices in different ways, but no one wine region is as yet utilizing eWT to its full potential. Major contributions of this study are its introduction of an eWT definition, the PIAB model, and recommendations for academics and practitioners regarding the advancement of eWineTourism practices.
