This paper examines how involvement in wine tourism has affected winery owners’ identity processes. Using Breakwell’s Identity Process Theory (IPT) as a conceptual framework, we investigate the extent to which place is a part of winery owners’ self-identities, thereby giving them senses of belonging, distinctiveness, continuity, and self-esteem. Simultaneously, we find that these senses and feelings influence winery owners’ perceptions of the benefits and dis-benefits of wine tourism development in their region. We also discover how personal involvement in tourism can strengthen or threaten winery owners’ identities and thereby affect their support or otherwise for wine tourism. Empirical evidence is provided via a sample of twenty-eight winery owners in Langhe, Italy, who have recently engaged in various tourism related-activities due to the continuous development of the local tourism industry. Our research recognises that place is an integral part of the identity process.