Digitalization and Competitiveness of Wine Producers Through Metaverse in an Emerging Economy

<jats:title>Abstract</jats:title> <jats:p>The study explores the intentions of wine producers to use the metaverse to promote their products and services and build their wine-related strategies accordingly. The sample consists of 36 wine producers in a nonwestern setting in the Aegean region of Turkey, using a semi-structured and face-to-face interview with firsthand data providers. Wine producers are open to promoting their products in the metaverse when the legislation lightens the rules and procedures because promoting alcoholic beverages is forbidden according to the law in Turkey. The managers have unique thoughts about creating wine activities in the metaverse, such as vineyard tours or tourism for production facilities, but have concerns about alcohol advertising restrictions. Findings provide insights for wine producers: Developing strategies to leverage the metaverse for brand building, marketing, and sales. Industry stakeholders: Understanding the evolving market and disruptions caused by the metaverse and collaborating with other brands with the use of technology. Policymakers: Formulating regulations and support structures to facilitate the wine industry’s adaptation to the metaverse. Since there are only a few studies concerning wine tourism and entrepreneurial activities in the metaverse and no concerning study conducted in the Aegean region of Turkey in an emerging economy, the study not only provides unique digital perspectives of wine organizations to tourism via key professionals but also helps them build entrepreneurial activities concerning wine-related products/services and how they use the metaverse to promote them.</jats:p>