ABSTRACT
This paper describes key travel traits of non-resident visitors to British Columbia’s wine tourism destinations. It identifies Generalist and Immersionist as being important segments of this market that merit particular attention in future destination management planning and marketing initiatives. It uses an importance-performance analysis framework to determine the key areas for management activity that need to be addressed in order to meet the travel product needs of each of these segments. The paper concludes by recommending a range of strategic initiatives that should be used by the wine industry and its tourism partners to elevate the appeal of BC wine destinations in the international marketplace. While specific to the 2BC case, these recommendations may have applicability in a wider range of wine tourism settings.
