Wine, Food, and Tourism Marketing

C Michael Hall

• Publisher: Routledge
• Year: 2013
• eBook ISBN: 9781135406776
• Topic: Business
• Subtopic: Business General
• Index: Business

Get the advantage you need to compete in the worldwide food and wine tourism marketplace!

Wine, Food, and Tourism Marketing is an overview of contemporary practices and trends in food and wine tourism marketing. International in scope, the book draws on studies from Canada, England, France, New Zealand, South Africa, and Scotland for analyses of contemporary practices and trends that help you develop, implement, and maintain strategic competitive advantages. The book looks at case studies of business operations, seasonality, destination image, and the development of business networks.

Equally valuable as a professional resource for practitioners and as a textbook for upper-level and graduate students in tourism, hospitality, and wine and food studies, Wine, Food, and Tourism Marketing examines the importance of food and wine tourism to rural regional development. The book presents destination management planning and marketing initiatives for specific markets that can be easily adapted and applied to a wider range of wine tourism settings. Tourism marketing researchers and academics address vital issues such as the importance of collective marketing strategies, viticulture, design factors for online tourism information, and the use of food images in promotional material and positioning strategies. The book includes:

• a 2001 research study on French public sector management of wine tourism
• an examination of the cider industry in Somerset, England
• a look at the implications of non resident tourist markets on British Columbia's emerging wine tourism industry
• an analysis of the types of food images used in French regional tourism brochures
• a national study of seasonality issues on wine tourism in New Zealand
• a look at post-apartheid tourism trends on South Africa's Western Cape
• a survey of eight wineries on the Niagara Falls wine route with implications for marketing strategies
• a study of the use of local and regional food for destination marketing of South Africa
• a look at how food-related tourism in the United Kingdom is being promoted using the World Wide Web

Wine, Food, and Tourism Marketing is an essential read for practitioners and educators involved in tourism and hospitality, marketing, food and wine studies, and rural regional development.

Non-Resident Wine Tourist Markets: Implications for British Columbia’s Emerging Wine Tourism Industry

Peter W. Williams

Karim B. Dossa

Peter W. Williams is Professor, School of Resource Management, and Director, Centre for Tourism Policy and Research, Simon Fraser University. Karim B. Dossa is Senior Research Associate, Centre for Tourism Policy and Research, Simon Fraser University.

Address correspondence to: Peter W. Williams, Director, Centre for Tourism Policy and Research, Simon Fraser University, Burnaby, BC V5A 1S6, Canada (E-mail: [email protected]).

[Haworth co-indexing entry note]: “Non-Resident Wine Tourist Markets: Implications for British Columbia’s Emerging Wine Tourism Industry.” Williams, Peter W., and Karim B. Dossa. Co-published simultaneously in Journal of Travel & Tourism Marketing (The Haworth Hospitality Press, an imprint of The Haworth Press, Inc.) Vol. 14, No. 3/4, 2003, pp. 1–34; and: Wine, Food, and Tourism Marketing (ed: C. Michael Hall) The Haworth Hospitality Press, an imprint of The Haworth Press, Inc., 2003, pp. 1–34. Single or multiple copies of this article are available for a fee from The Haworth Document Delivery Service [1-800-HAWORTH, 9:00 a.m. - 5:00 p.m. (EST). E-mail address: [email protected]].

SUMMARY. This paper describes key travel traits of non-resident visitors to British Columbia’s wine tourism destinations. It identifies Generalist and Immersionist as being important segments of this market that merit particular attention in future destination management planning and marketing initiatives. It uses an importance-performance analysis framework to determine the key areas for management activity that need to be addressed in order to meet the travel product needs of each of these segments. The paper concludes by recommending a range of strategic initiatives that should be used by the wine industry and its tourism partners to elevate the appeal of BC wine destinations in the international marketplace. While specific to the BC case, these recommendations may have applicability in a wider range of wine tourism settings. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: <[email protected]> Website: <http://www.HaworthPress.com> © 2003 by The Haworth Press, Inc. All rights reserved.]

KEYWORDS. Non-resident wine tourists, British Columbia, market segments

INTRODUCTION

“Wine making is quite a simple business, only the first 200 years are difficult,” Baroness Philippine de Rothshcild likes to tell visitors to her chateau near Bordeaux (Rachman, 1999). Since the mid-1970s a spate of new wines and wineries have emerged around the globe making it readily apparent that a long history of wine making is not needed to produce competitive wine products. Much to the chagrin of many Old World wine producers, Californian wine makers have become part of the global wine establishment. They in turn are disquieted by the success of upstart producers in Washington and Oregon, Australia, Chile, New Zealand, Argentina, South Africa, Eastern Europe and Canada. Given the significant and growing glut of wine products in most of these locations, it is not surprising that many of these regions are shifting some of their focus into the development of wine tourism operations. In varying instances, the move to wine tourism is driven by desires to ...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• CONTENTS
• ABOUT THE EDITOR
• Preface
• Non-Resident Wine Tourist Markets: Implications for British Columbia’s Emerging Wine Tourism Industry
• The Organization of Wine Tourism in France: The Involvement of the French Public Sector
• Cider and the Marketing of the Tourism Experience in Somerset, England: Three Case Studies
• Positioning an Emerging Wine Route in the Niagara Region: Understanding the Wine Tourism Market and Its Implications for Marketing
• An Analysis of Regional Positioning and Its Associated Food Images in French Tourism Regional Brochures
• The Role of Local and Regional Food in Destination Marketing: A South African Situation Analysis
• Wine and Tourism at the “Fairest Cape”: Post-Apartheid Trends in the Western Cape Province and Stellenbosch (South Africa)
• Policy, Support and Promotion for Food-Related Tourism Initiatives: A Marketing Approach to Regional Development
• Seasonality in New Zealand Winery Visitation: An Issue of Demand and Supply
• Index