ABSTRACT
This chapter discusses how success is perceived with respect to winery tourism. It examines cellar door sales as one component or measure of that success - and the factors that may influence those sales. Cellar door sales constitute around 10 per cent of total sales within this relatively newly developed wine-producing area. Winery managers may have several goals when attempting to develop tourism. These goals may include educating people about the wine industry, developing a database of mail-order customers, or testing new products being considered for release in restaurants and supermarkets. Successful wine tourism outcomes may be related to a variety of goals that a winery has and the visits by tourists may be just a small part of the winery's overall business. Qualitative research efforts may go some way towards providing much needed richness to this area. In-depth interviews could be used to examine feelings of obligation that visitors may have to make purchases following a tour.
