Access the full text.
Sign up today, get DeepDyve free for 14 days.
L. Lockshin (2000)
Using involvement and brand equity to develop a wine tourism strategyThe Australian & New Zealand Grapegrower and Winemaker
M. Deery, G. O'Mahony, R. Moors (2012)
Employing a Lifecycle Typology to Generate a Unified and Strategic Approach to Regional Wine Tourism DevelopmentTourism Planning & Development, 9
B. Sparks, L. Roberts, M. Deery, J. Davies, L. Brown (2005)
Good living tourism : lifestyle aspects of food and wine tourism
Daisy Dawson (2011)
Place-based marketing and wine tourism: creating a point of difference and economic sustainability for small wineries
G. Beames (2003)
The Rock, the Reef and the grape: The challenges of developing wine tourism in regional AustraliaJournal of Vacation Marketing, 9
P. Williams (2001)
Positioning Wine Tourism Destinations: An Image AnalysisInternational Journal of Wine Marketing, 13
T. Dodd (1995)
Opportunities and Pitfalls of Tourism in a Developing Wine IndustryInternational Journal of Wine Marketing, 7
B. Carmichael (2005)
Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, CanadaTourism Geographies, 7
Mar Gómez, Arturo Molina (2012)
Wine Tourism in Spain: Denomination of Origin Effects on Brand EquityInternational Journal of Tourism Research, 14
J. Carlsen, S. Charters (2006)
Global wine tourism: research, management and marketing.
R. Mitchell, C. Hall (2006)
Wine tourism research: the state of play.Tourism Review International, 9
Dimitrios Buhalis (2003)
eTourism: Information technology for strategic tourism management
Dimitrios Buhalis (2004)
eAirlines: strategic and tactical use of ICTs in the airline industryInf. Manag., 41
Eli Cohen, L. Ben-Nun (2009)
The Important Dimensions of Wine Tourism Experience from Potential Visitors' PerceptionTourism and Hospitality Research, 9
A. Alonso, Lynnaire Sheridan, P. Scherrer (2008)
Wine tourism in the Canary Islands: An exploratory studyPASOS Revista de Turismo y Patrimonio Cultural, 6
Angela McDonnell, C. Hall (2008)
A framework for the evaluation of winery servicescapes:A New Zealand casePASOS Revista de Turismo y Patrimonio Cultural, 6
A. Nucciarelli, M. Gastaldi (2008)
Information technology and collaboration tools within the e-supply chain management of the aviation industryTechnology Analysis & Strategic Management, 20
J. Ballingall, C. Schilling
Economic Impact of the New Zealand Wine Industry: An NZIER Report to New Zealand Winegrowers
M. Jones, Neha Singh, Yvonne Hsiung (2015)
Determining the Critical Success Factors of the Wine Tourism Region of Napa from a Supply PerspectiveInternational Journal of Tourism Research, 17
M. Beverland (1998)
Wine Tourism in New Zealand — Maybe The Industry Has Got It RightInternational Journal of Wine Marketing, 10
R. Fraser, A. Alonso, D. Cohen (2008)
WINE TOURISM EXPERIENCES IN NEW ZEALAND: AN EXPLORATION OF MALE AND FEMALE WINERY VISITORS, 20
H. Job, A. Murphy (2006)
Germany's Mosel Valley: can tourism help preserve its cultural heritage?Tourism Review International, 9
R. Egger, Dimitrios Buhalis (2008)
eTourism case studies : management and marketing issues
Youcheng Wang, D. Fesenmaier (2007)
Collaborative destination marketing: A case study of Elkhart county, IndianaTourism Management, 28
J. Bruwer (2003)
South African Wine Routes: Some Perspectives on the Wine Tourism Industry's Structural Dimensions and Wine Tourism Product
Graham Brown, D. Getz (2005)
Linking Wine Preferences to the Choice of Wine Tourism DestinationsJournal of Travel Research, 43
A. Alonso, R. Fraser, D. Cohen (2008)
Exploring wine tourism in New Zealand: the visitors´points of viewsTourism Analysis, 13
J. Stonier, R. Howard (2001)
Marketing wine to generation X: the way aheadThe Australian & New Zealand Grapegrower and Winemaker
H. Dawson, M. Holmes, H. Jacobs, Richard Wade (2011)
Wine tourism: Winery visitation in the wine appellations of OntarioJournal of Vacation Marketing, 17
M. Marzo-Navarro, M. Pedraja-Iglesias (2009)
PROFILE OF A WINE TOURIST AND THE CORRESPONDENCE BETWEEN DESTINATION AND PREFERRED WINE: A STUDY IN ARAGON, SPAINJournal of Travel & Tourism Marketing, 26
J. Swarbrooke, S. Horner (1999)
Consumer Behaviour in Tourism
Ben Thomas, V. Quintal, I. Phau (2010)
A research proposal to explore the factors influencing wine tourist satisfaction
A. Presenza, A. Minguzzi, C. Petrillo (2010)
Managing Wine Tourism in Italy., 2
P. Doyle (1994)
Marketing Management and Strategy
Purpose The purpose of this paper is to consider how German wineries can successfully diversify into wine tourism, in an effort to support their primary business activity of producing and selling high quality wine.Designmethodologyapproach A survey questionnaire was created, collected and analysed using the software programme SurveyMonkey.Findings Results indicate that the implementation of wine tourism by German vintners will be a significant challenge as the respondents report a lack of marketing and tourism management skill and knowledge most are small to mediumsized enterprises SMEs which means they have little time or manpower available to devote to developing wine tourism and there is a low level of reported cooperation amongst stakeholders.Research limitationsimplications The research could have taken place over a longer period of time, in order to present more reliable data and also it could have included a more representative sample from other sectors of the industry, such as cooperatives. The research is also limited in scope to Germany and further comparative studies could be carried out focusing on other wine tourismrelated countries, such as New Zealand, France or Italy.Practical implications Wine tourism is a crucial element of both the tourism industry as well as the sector of viniculture. Wine tourism marketing strategies fail to meet the expectations of either the vintners or the tourists. However, wine tourism is vitally important for vineyards as it helps to create brand loyalty and to establish customer relationships.Social implications There is a strong need to create marketing strategies which strike a balance between developing and promoting wine tourism and the core activity of the vineyards, which is to produce and sell wine.Originalityvalue The availability of literature in English on German wine tourism is scarce and this study is significant, especially because wine tourism in Germany is a relatively new phenomenon. The development of appropriate marketing strategies is therefore required to successfully improve wine tourism.
International Journal of Wine Business Research – Emerald Publishing
Published: Mar 15, 2013
Keywords: Tourism development; Wines; Germany; Marketing strategy; Wine business
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.