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Edited by
Marianna Sigala · Richard N. S. Robinson

Wine Tourism
Destination
Management and
Marketing
Theory and Cases
 Wine Tourism Destination Management
and Marketing

“This book consolidates under one cover various research insights and case stud-
ies from different parts of the world (including Greece) contributed by well-
known academics, all experts in their field. The book is a highly beneficial tool
for those seeking in-depth information on how to use wine tourism as a powerful
marketing tool to enhance awareness and visitation to their regions and wineries.
The book is a must read by students and industry professionals alike wishing to
obtain a holistic understanding and up-to-date practical knowledge about wine
and its role in developing tourism experiences and destinations.”
—Maria Triantafyllou, Director, Wines of Greece

“The main novelty of this book the overview of five topics crucial for the
effectiveness and the success of every wine destination: tourism behavior and
attitudes, wine destination marketing, wine experiences, wine routes and co-cre-
ation, and collaboration activities between stakeholders. A must read for DMO
directors and officers as well as an insightful reading for students taking M.Sc.
and Ph.D. courses in the fields of viticulture, tourism, and place branding.”
—Alessio Cavicchi, Associate Professor, Food Marketing and Agribusiness,
University of Macerata, Italy

“This book provides a captivating and much-awaited selection of wine tour-

ism cases focusing on marketing aspects of this phenomenon. As wine regions
increasingly embrace wine tourism as a potential marketing tool to increase sales
and enhance their image as destinations, this book constitutes a valuable resource
for marketers and winery operators alike.”
—Abel D. Alonso, Senior Lecturer, Business Management, Liverpool John Moores
University, UK

“This book provides a welcome addition to the literature on wine tourism. With
an extensive array of themes and cases studies the international perspective pro-
vides useful insights into tourism destinations seen through the lens of wine.”
—C. Michael Hall, Professor, University of Canterbury, New Zealand
“Make time to read this book. if you are a student, researcher, or practitioner in
the field of wine destination marketing, there are valuable lessons to be learned
from experts and case studies about the best practices in the growing and eco-
nomically vital field of wine tourism.”
—Armand Gilinsky, Jr., FJ Korbel Bros Professor of Wine Business,
Sonoma State University, USA
Marianna Sigala · Richard N. S. Robinson
Editors

Wine Tourism
Destination
Management
and Marketing
Theory and Cases
Editors
Marianna Sigala Richard N. S. Robinson
University of South Australia Saint Lucia, QLD, Australia
Adelaide, SA, Australia

ISBN 978-3-030-00436-1 ISBN 978-3-030-00437-8 (eBook)

https://doi.org/10.1007/978-3-030-00437-8

© The Editor(s) (if applicable) and The Author(s) 2019

This work is subject to copyright. All rights are solely and exclusively licensed by the
Publisher, whether the whole or part of the material is concerned, specifically the rights
of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction
on microfilms or in any other physical way, and transmission or information storage and
retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology
now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this
publication does not imply, even in the absence of a specific statement, that such names are
exempt from the relevant protective laws and regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and
information in this book are believed to be true and accurate at the date of publication.
Neither the publisher nor the authors or the editors give a warranty, expressed or implied,
with respect to the material contained herein or for any errors or omissions that may have
been made. The publisher remains neutral with regard to jurisdictional claims in published
maps and institutional affiliations.

This Palgrave Macmillan imprint is published by the registered company Springer Nature
Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
 Acknowledgements

The co-editors would like to extend their deep appreciation to the many
expert authors who contributed to this book, and their responsiveness to
the many and varied demands for revisions and administrative processes.
We are also very grateful to the many wine and tourism professionals,
who have helped us to collect industry insight and gain a better under-
standing of current wine tourism issues in order to develop this book.
Again, we are grateful for the supportive team at Palgrave. In particu-
lar, we acknowledge the dedicated and meticulous services of Ms. Laura
Foley, who again provided administrative and communications sup-
port and enabled us to focus more fully on the academic aspects of this
project.

v
 Contents

1 Introduction: Wine Destination Management

and Marketing—Critical Success Factors 1
Marianna Sigala

Part I Wine Tourists: Who Are They and What Do They

Want from Wine Destinations?

2 Understanding the Wine Tourist Markets’ Motivations,

Travel Constraints and Perceptions of Destination
Attributes: A Case Study of Winery Visitors in Sardinia,
Italy 9
Aise KyoungJin Kim, Giacomo Del Chiappa
and Ester Napolitano

3 Wine Tourist’s Perception of Winescape in Central

Otago, New Zealand 29
Joanna Fountain and Charlotte Thompson

4 The Image of a Wine Tourist and Impact on Self-Image

Congruity 45
Marlene Pratt

vii
viii    Contents

5 Motivations of Wine Travellers in Rural Northeast Iowa 67

Oksana Grybovych Hafermann and Samuel V. Lankford

6 Seeking the Typical Characteristics of Wine Tourists

in South Greece 71
Panagiotis Tataridis, Kanellakopoulos Christos,
Kanellis Anastassios and Gatselos Lazaros

Part II Wine Destination Marketing: New Approaches

and Practices

7 E-Storytelling and Wine Tourism Branding: Insights

from the “Wine Roads of Northern Greece” 77
Christina Bonarou, Paris Tsartas and Efthymia Sarantakou

8 Building a Wine Tourism Destination Through

Coopetition: The Business Model of Ultimate Winery
Experiences Australia 99
Marianna Sigala

9 Developing and Branding a Wine Destination

Through UNESCO World Heritage Listing: The Case
of the Mount Lofty Ranges Agrarian Landscape 113
Marianna Sigala

10 Effects of the World Heritage Label in Champagne

Region 135
Fabrice Thuriot

Part III Designing Experiences: Developing

and Innovating Wine Destinations

11 Wine and Food Events: Experiences and Impacts 143

Donald Getz
 Contents    ix

12 Pouring New Wines into Old Wineskins? Sub-regional

Identity and the Case of the Basket Range Festival 165
Jonathan Staggs and Matthew Brenner

13 Wine Tourism: Balancing Core Product and Service-

Dominant Strategies 185
Bonnie Farber Canziani

14 Wine Tourism Experiences and Marketing: The Case

of the Douro Valley in Portugal 203
Alexandra I. Correia, Raquel Cunha, Olga Matos
and Carlos Fernandes

15 Managing and Marketing Wine Destinations with

and Through Art: A Framework for Designing Wine
Experiences 221
Marianna Sigala

16 Developing a Destination Within a Destination: The

d’Arenberg Cube, the Iconic Monument of Experiences
That Synergise Wine, Tourism and Art 245
Marianna Sigala and Ruth Rentschler

17 Georgian Wine Museum Is Making a Strategic Decision 275

Natalia Velikova and Tatiana Bouzdine-Chameeva

18 How to Design a Wine Museum: Insights from La Cité

du Vin in Bordeaux 279
Tatiana Bouzdine-Chameeva, Frédéric Ponsignon,
François Durrieu and Jacques-Olivier Pesme

19 OINOXENEIA: A Wine Tourism Event in Aigialeia,

Peloponnese 297
Athanasia Charitonidou, Maria Tsoukala
and Sotirios Bolis
x    Contents

Part IV Designing and Managing Wine Routes: Packaging

and Partnerships

20 Life Cycle of Wine Routes: Northern Portugal’s

Perspective 303
Darko Dimitrovski, Susana Rachão and Veronika Joukes

21 Wine Routes and Tourism Potential in Turkey 327

Sibel Oncel and Medet Yolal

22 Wine Trails in the Czech Republic 341

Martin Prokeš

23 Supporting Tourists’ Mobility in Wine Destinations:

The Hop-On Hop-Off Bus in Swan Valley, Western
Australia 357
Marianna Sigala

24 Seeking Differentiation: Queensland Australia’s

‘Strangebird Wine Trail’ 373
Richard N. S. Robinson

Part V Destination Planning and Development:

Collaboration and Horizons

25 Wine Industry and Wine Tourism Industry

Collaboration: A Typology and Analysis 381
Arwen McGregor and Richard N. S. Robinson

26 Wine Plus Tourism Offers: It Is Not All About

Wine—Wine Tourism in Germany 399
Axel Dreyer

27 The Future of Wine Tourism in the Okanagan Valley:

A Delphi Method Survey 423
Michael Conlin and Alan Rice
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