Sigala, M. and Robinson, R.: Management and marketing of wine tourism business: theory, practice, and cases

摘要

The prime travel motives of tourists are to search an enjoyable experience, entertainment, attraction and to explore new, unknown and unusual things. Gastronomy plays a vital role in broadening a destination's appeal; increasing visitor yield; enhancing visitor experience; strengthening regional identity; and stimulating growth in other allied sectors (Dixit 2019). Wine tourism is an expanding domain and growing its importance in both business and research. The wine industry, which initially focused on wine production, has now begun to incorporate and expand on the experiential and tourism aspects of the industry (Williams 2001). The phenomenon of wine tourism occurs when there is "visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors" (Hall et al. 2002, p. 3).