1 <h5>Introduction</h5> The very nature of the wine industry lends itself to a marriage with tourism. Wine is a beverage that is associated with relaxation, communing with others, complementary to food consumption, learning about new things, and hospitality. Tourists will often seek some or all of these things while in movement or vacation ( Dodd, 1995 ). Wine tourism is a form of special-interest tourism ( Hall, 1998 ). In fact, the winery tour aspect is an example of a well-established special-interest tourism product ( Weiler & Hall, 1992 ). Wine tourism and the active development and marketing of the wine tourism product is a relatively recent phenomenon. In Europe, wine tourism has largely been developed in the form of official wine roads or wine routes ( Hall, Sharples, Cambourne, & Macionis, 2000 ). Definitions of wine tourism abound as the discipline continues to evolve. A conceptual definition that encapsulates the focus of this study is that of Hall and Macionis (1998) : “….visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of the grape wine region are the prime motivating factors for visitors.” It must be recognised too
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