Explore Wine Tourism: Management, Development & Destination

Donald Getz

ISBN: 1-882345-33-9

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Contents

Preface

Acknowledgements

Explore Wine Tourism Photo Tour

Chapter 1. Introduction to Wine Tourism
    The Appeal of Wine Tourism
    Defining Wine Tourism
    The Wine Tourism System
    Benefits of Wine Tourism
    Wine Tourism Development Issues

Chapter 2. Global Overview of Wine Tourism Development
    Patterns of Wine Production, Exports and Imports
    Wine Tourism Developments in Europe
    North America
    Australia and New Zealand
    Interview with Dr. Tim Dodd

Chapter 3. The Wine Consumer and Wine Tourist
    Major Forces and Trends in Wine Consumption
    Consumer-Related Issues Affecting Wine Consumption and Wine Tourism
    The Wine Tourist

Chapter 4. The Winery as Tourist Attraction
    Why Should Wineries Get Involved With Tourism?
    Developing the Successful Winery Attraction
    Principles for Designing a Tourist-Oriented Winery
    The Winery Tour
    Service Quality
    Creating the Integrated Wine Estate Destination
    Research on Critical Success Factors for Developing Wineries as Tourist Attractions

Chapter 5. Case Studies of Successful Tourist-Oriented Wineries
    Fergusson of Yarra Glen Winery and Restaurant, Victoria, Australia
    Robert Mondavi Winery, Napa Valley, California
    Firestone, Santa Ynez Valley, California
    Self-Guided Tour at Inniskillin Winery

Chapter 6. Developing the Successful Wine Tourism Destination
    Lessons from Napa Valley
        Interview With Daniel Howard
    The Destination Concept
    Planning and Managing Wine Tourism Destinations
    Wine Tourism Products for Destinations

Chapter 7. Case Studies of Wine Tourism Destination Development
    McClaren Vale & Fleurieu Visitor Center, South Australia
    California Welcome Center, Sonoma County
    Hahndorf the Adelaide Hills, South Australia, and Hillstowe Wines
    Grapevine—Wine Capital of Texas
        Interview With Paul McCallum
    Victoria Wineries Tourism Council
    Wine Tourism in the Hunter Valley, New South Wales, Australia
        Interview with Gus Maher
    Australia's National Wine Centre
        Interview With Anne Ruston
    Wine Tourism in the Barossa Valley
        Interview With Barry Salter, G. M. Barossa Wine and Tourism Association, Inc.
    Australian National Wine Tourism Strategy
    Victorian Wineries Tourism Council

Chapter 8. Wine Events
    The Roles of Festivals and Events in Wine Tourism
    Wine Festivals
    Special Events and Functions at Wineries
    The Wine Event Visitor
        The Barossa (South Australia) Vintage Festival
    Wine Trade Events
        Wine Australia
        Tasting Australia
    Case Studies
    Festivals of Grapevine, Texas
    Toast Martinborough Wine, Food, and Music Festival (New Zealand)
    The Leeuwin Concerts

Chapter 9. Marketing Wine Tourism
    Wine Tourism Decision-Making Process
    The Role of "Branding" in Wine Tourism
    Relationship Marketing
    Interview with Murray and Bruce Tyrrell
    The Marketing Plan for Tourist-Oriented Wineries
    Destination Wine Tourism Marketing
    Other Essential Marketing Actions
    Marketing Wine Country With Other Special-Interest Products
    The Communications (Promotions) Mix
    Destination Promotional Materials

Chapter 10. Summary and Conclusions
    The Wine Tourism Experience
    Major Trends
    The Wine Tourist
    Major Challenges Facing Wine Tourism
    Critical Success Factors for Wine Tourism
    Research Priorities

Bibliography

Index

Preface

Acknowledgements

Explore Wine Tourism Photo Tour

Chapter 1. Introduction to Wine Tourism
    The Appeal of Wine Tourism
    Defining Wine Tourism
    The Wine Tourism System
    Benefits of Wine Tourism
    Wine Tourism Development Issues

Chapter 2. Global Overview of Wine Tourism Development
    Patterns of Wine Production, Exports and Imports
    Wine Tourism Developments in Europe
    North America
    Australia and New Zealand
    Interview with Dr. Tim Dodd

Chapter 3. The Wine Consumer and Wine Tourist
    Major Forces and Trends in Wine Consumption
    Consumer-Related Issues Affecting Wine Consumption and Wine Tourism
    The Wine Tourist

Chapter 4. The Winery as Tourist Attraction
    Why Should Wineries Get Involved With Tourism?
    Developing the Successful Winery Attraction
    Principles for Designing a Tourist-Oriented Winery
    The Winery Tour
    Service Quality
    Creating the Integrated Wine Estate Destination
    Research on Critical Success Factors for Developing Wineries as Tourist Attractions

Chapter 5. Case Studies of Successful Tourist-Oriented Wineries
    Fergusson of Yarra Glen Winery and Restaurant, Victoria, Australia
    Robert Mondavi Winery, Napa Valley, California
    Firestone, Santa Ynez Valley, California
    Self-Guided Tour at Inniskillin Winery

Chapter 6. Developing the Successful Wine Tourism Destination
    Lessons from Napa Valley
        Interview With Daniel Howard
    The Destination Concept
    Planning and Managing Wine Tourism Destinations
    Wine Tourism Products for Destinations

Chapter 7. Case Studies of Wine Tourism Destination Development
    McClaren Vale & Fleurieu Visitor Center, South Australia
    California Welcome Center, Sonoma County
    Hahndorf the Adelaide Hills, South Australia, and Hillstowe Wines
    Grapevine—Wine Capital of Texas
        Interview With Paul McCallum
    Victoria Wineries Tourism Council
    Wine Tourism in the Hunter Valley, New South Wales, Australia
        Interview with Gus Maher
    Australia's National Wine Centre
        Interview With Anne Ruston
    Wine Tourism in the Barossa Valley
        Interview With Barry Salter, G. M. Barossa Wine and Tourism Association, Inc.
    Australian National Wine Tourism Strategy
    Victorian Wineries Tourism Council

Chapter 8. Wine Events
    The Roles of Festivals and Events in Wine Tourism
    Wine Festivals
    Special Events and Functions at Wineries
    The Wine Event Visitor
        The Barossa (South Australia) Vintage Festival
    Wine Trade Events
        Wine Australia
        Tasting Australia
    Case Studies
    Festivals of Grapevine, Texas
    Toast Martinborough Wine, Food, and Music Festival (New Zealand)
    The Leeuwin Concerts

Chapter 9. Marketing Wine Tourism
    Wine Tourism Decision-Making Process
    The Role of "Branding" in Wine Tourism
    Relationship Marketing
    Interview with Murray and Bruce Tyrrell
    The Marketing Plan for Tourist-Oriented Wineries
    Destination Wine Tourism Marketing
    Other Essential Marketing Actions
    Marketing Wine Country With Other Special-Interest Products
    The Communications (Promotions) Mix
    Destination Promotional Materials

Chapter 10. Summary and Conclusions
    The Wine Tourism Experience
    Major Trends
    The Wine Tourist
    Major Challenges Facing Wine Tourism
    Critical Success Factors for Wine Tourism
    Research Priorities

Bibliography

Index

List of Figures

1.1. The wine tourism system
1.2. The wine tourism value chain
3.1. U.S. wine consumption by age group (excludes coolers).
3.2. U.S. wine consumption by household income.
3.3. U.S. wine consumption by location (excludes coolers).
4.1. Costs and benefits of various sales and distribution channels for wineries.
4.2. Guidelines for the winery audit
4.3. Service mapping for winery visits
6.1. Destination wine tourism planning process
7.1. Funding of wine tourism projects by the Australian Department of Industry, Science and Tourism (1995-1998) under the Regional Tourism Development Plan
9.1. Comparison of winery and destination marketing mixes

List of Tables

2.1. World’s top 10 wine-producing and -consuming countries
2.2. World’s major suppliers (exporters) and buyers (importers) of wine (by volume)