The book provides a holistic approach to wine destination management and marketing by bringing together wine tourism research with research in wine and destination management. Chapters are contributed by numerous international authors offering an international and multidisciplinary perspective. The book combines fresh research approaches with international industry examples and case studies in the following key topics: understanding demand of wine destinations; New approaches and practices of wine destination marketing; innovation and design of wine destination experiences and wine routes; planning and development of wine destinations. The book analyses wine destination management and marketing issues from the perspectives of the various stakeholders of wine destinations (e.g. tourists, cellar doors, wine tourism firms, destination managers, wine associations and networks). The book is equally valuable to researchers and industry professionals alike.
Spis treści
1. Introduction: Wine destination management and marketing: critical success factors.- 2. Understanding the wine tourist markets’ motivations, travel constraints, and perceptions of destination attributes: a case study of winery visitors in Sardinia, Italy.- 3. Wine tourist’s perception of winescape in Central Otago, New Zealand.- 4. The image of a wine tourist and impact on self-image congruity.- 5. Seeking the typical characteristics of wine tourists in South Greece.- 6. Motivations of wine travellers in rural Northeast Iowa.- 7. E- Storytelling and wine tourism branding: insights from the “Wine roads of Northern Greece”.- 8. Building a wine tourism destination through coopetition: the business model of Ultimate Winery Experiences Australia.- 9. Developing and branding a wine destination through UNESCO World Heritage listing: the case of the Mount Lofty Ranges Agrarian Landscape.- 10. Effects of the World Heritage Label in Champagne Region.- 11. Wine and Food Events: experiences and impacts.- 12. Pouring new wines into old wineskins? Sub-regional identity and the case of the Basket Range Festival.- 13. Wine Tourism: balancing core product and service dominant strategies.- 14. Wine Tourism Experiences and Marketing: the case of the Douro Valley in Portugal.- 15. Managing and marketing wine destinations with and through art: a framework for designing wine experiences.- 16. Developing a destination within a destination: The d’Arenberg Cube, the iconic monument of experiences that synergise wine, tourism and art.- 17. Georgian wine museum is making a strategic decision.- 18. How to Design a Wine Museum: Insights from La Cité du Vin in Bordeaux.- 19. “OINOXENEIA”: A wine tourism event in Aigialeia, Peloponnese.- 20. Life cycle of wine routes: North Portugal’s perspective.- 21. Wine routes and tourism potential in Turkey.- 22. Wine trails in the Czech Republic.- 23. Supporting tourists’ mobility in wine destinations: the hop-on hop-off bus in Swan Valley, Western Australia.- 24. Seeking Differentiation: Queensland Australia’s ‘Strangebird Wine Trail’.- 25. Wine Industry and Wine Tourism Industry Collaboration: A Typology and Analysis.- 26. Wine plus Tourism Offers: It is not all about wine. Wine Tourism in Germany.- 27. The future of wine tourism in the Okanagan Valley: a Delphi method survey.- 28. Wine Tourism in South Africa: Valued Attributes and Their Role as Memorable Enticements.- 29. Wine tourism destinations across the Life-Cycle: A qualitative comparison of Northern Greece, Peloponnese and Crete.- 30. Wine tourism in an emerging destination: the Côte Chalonnaise, Burgundy.- 31. Importance of Tasting Room Activities and Staff Training in Emerging Wine Regions: the Case of Northern Virginia.- 32. Wine Tourism and Regional Economic Development: Of Mimesis and Business Models.- 33. Positioning the Current Development of China’s Wine Tourism Destinations: A Netnography Approach.- 34. The role of networks, synergies and collective action in the development of wine tourism: The case of ‘Wines of Crete’.- 35. Economic impacts of a developing wine tourism industry in Iowa.- 36. A vehicle for destination development? The case of the Wolfville Magic Winery Bus.- 37. Metsovo as a wine tourism destination.- 38. Epilogue - An ecosystems framework for studying wine tourism: actors, co-creation processes, experiences and outcomes.
O autorze
Marianna Sigala is Professor of Tourism at the University of South Australia, Australia.
Richard N.S. Robinson is Research Development Fellow at the University of Queensland Business School, Australia.
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