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Wine Tourism A Tale of Two Conferences

Wine Tourism A Tale of Two Conferences Wine tourism has gained increased coverage in the last 45 years. Recognised as an effective aid to distribution and brand building, both industry and academia have developed research and strategies for increasing the effectiveness of how wineries manage wine tourism. This paper synthesises the findings from two recent conferences and argues that in order to be successful wineries will need to pay more attention to strategies that attract repeat visitors. This requires a relationship marketing strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Wine Tourism A Tale of Two Conferences

Beverland, Michael
International Journal of Wine Marketing , Volume 12 (2): 12 – Feb 1, 2000
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13 pages

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008710
Publisher site
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Abstract

Wine tourism has gained increased coverage in the last 45 years. Recognised as an effective aid to distribution and brand building, both industry and academia have developed research and strategies for increasing the effectiveness of how wineries manage wine tourism. This paper synthesises the findings from two recent conferences and argues that in order to be successful wineries will need to pay more attention to strategies that attract repeat visitors. This requires a relationship marketing strategy.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Feb 1, 2000

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