This chapter lays the conceptual and analytical foundations of the book by situating wine tourism within the structural transformations that have reshaped the global wine industry, regional development strategies, and contemporary approaches to strategic management. Wine tourism is approached as an activity that emerges from the interaction between production systems, territorial identity, and experience design, underscoring the central role of wineries as organizations that simultaneously preserve heritage, construct meaning, and compete in international markets. The chapter justifies the adoption of a producer-centered perspective, arguing that wineries’ strategic interpretations and organizational choices are decisive in shaping how wine tourism develops within specific territorial contexts. It introduces the comparative focus on Rioja and Mendoza, two regions conventionally associated with the Old World and New World, whose historical trajectories, institutional frameworks, and environmental conditions offer fertile ground for examining differentiated models of wine tourism development. The chapter also revisits the Old World–New World distinction from a contemporary standpoint, showing how this dichotomy becomes increasingly blurred once technological change, regulatory adaptation, and market dynamics are taken into account. Finally, the chapter outlines the objectives and research questions guiding the book and presents the methodological orientation, which is based on the integration of secondary sources, systematic observation, and previously published empirical research. In doing so, it defines the scope of the inquiry and establishes the analytical framework that informs the theoretical discussion, empirical chapters, and comparative interpretations developed throughout the volume.