This study explores how Metaverse technologies can be applied to wine tourism. First, the background section reviews sensory mapping and experience economy theories and introduces the definition of Metaverse, technologies related to wine tourism, and differences from traditional tourism. Second, the research analyzes the application scenarios of immersive vineyard tours, simulated wine-tasting environments, online cultural activities, remote wine knowledge learning, experiential shopping, visitor interaction, and post-tour experience sharing. This study adopts a qualitative approach based on a literature review to explore these themes. Then, the changes of Metaverse technology on tourism organization are proposed, including benefit sharers, co-creation of tourism product value, personalized product customization, virtual digital communication, virtual product promotion, technology bridging, and non-fungible token (NFT) wine investment. Meanwhile, possible problems and coping strategies for Metaverse wine tourism are discussed. Finally, suggestions and practical guidance for future research are presented to promote the further development of the field.

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