Wine Tourism Research: The State of Play

Research on wine tourism has expanded rapidly since the early 1990s with approximately two thirds of the literature coming from Australia and New Zealand, countries with substantial wine tourism and a long record of wine marketing research

Richard Mitchell; C. Michael Hall

2008

Scholarcy highlights

  • Research on wine tourism has expanded rapidly since the early 1990s with approximately two thirds of the literature coming from Australia and New Zealand, countries with substantial wine tourism and a long record of wine marketing research
  • Seven themes are identified from the literature and are discussed in turn: the wine tourism product and its development; wine tourism and regional development; the size of the winery visitation market; winery visitor segments; the behavior of the winery visitor; the nature of the visitor experience; and emerging area of research on the biosecurity risks posed by visitors
  • There is a need to improve the means by which results from different locations and populations can be compared and to employ greater sophistication in the employment of qualitative and quantitative techniques in their examination

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