ABSTRACT
Wine tourism is widely regarded as a significant contributor to regional tourism development in those countries where winegrowing occurs. Wine tourists are often seen to be higher yielding than non-wine tourists, while wine tourism is also often associated with other cultural and heritage attractions. From a regional perspective, in addition to its direct employment effects, wine tourism is important for the differentiation of regional brands while the association with a quality wine product can help to create a ‘halo effect’ for other similarly positioned regional agricultural and food products. Wine tourism has also been associated with the development of new visitor attractions related to food and culinary heritage and products, including agricultural and industrial tourism activities, as well as potentially extending the length of stay of visitors (Hall and Sharples 2008). Importantly, wine tourism appears very significant for creating long-term relationships for visitors not only with individual wineries but also with a region’s products after they return home. In an increasingly competitive environment for rural producers such relationships may prove crucial for maintaining or increasing sales levels.
