The vineyards of the United Kingdom are small, few in number and struggling against a mass of foreign imports. In order to survive, the owners need a market that does not put them in direct competition with these imports. The thousands of tourists that visit rural areas of the UK could constitute such a market. This potential needs to be examined, and the required facilities put in place. Structure planning, both by governments, regional authorities and the industries themselves has been seen as a priority in touristorientated economies throughout the world and UK vineyards need to follow these examples if they are to benefit from tourism. This will involve investment in improved information systems, communications, staff and shop facilities and image. It will also involve developing links with other similar rural attractions and ensuring that as a development, it is both successful as a tourist centre and has the support of the local community.
International Journal of Wine Marketing – Emerald Publishing
Published: Jan 1, 2004
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