Developing a food and wine segmentation and classifying destinations on the basis of their food and wine sectors

Thompson, Michelle, and Prideaux, Bruce (2009) Developing a food and wine segmentation and classifying destinations on the basis of their food and wine sectors. In: Chen, Joseph S., (ed.) Advances in Hospitality and Leisure. Emerald Group Publishing, Bingley, UK, pp. 163-183.

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Abstract

This paper tests the potential for the food and wine tourism model developed by Hall and Sharples to be used as a tool for identifying specific food and wine segments in a destination. Using Cairns, Australia, as a case study a survey of tourists identified three food and wine segments and confirmed the ability of the model to be used to classify the destination’s position as a food and wine destination based on the categories developed by Hall and Sharples. Results of the survey indicate that although almost all participants experienced the destination’s food and wine products, only 45% of respondents self-identified as food and wine tourists. A second group participated in food and wine experiences but did not select specific destinations on the basis of the destination’s food and wine sector. A third group expressed no interest in food and wine as a tourist experience but did consume unique food and wine as part of the overall tourist experience. The research found that the food and wine tourism model developed by Hall and Sharples was a useful tool for both identifying the stage of development of the food and wine industry and planning strategies to develop the sector. The paper concludes by outlining a number of implications for marketing food and wine tourism.

Item ID: 10179
Item Type: Book Chapter (Research - B1)
Related URLs:
ISBN: 978-1-84855-674-4
ISSN: 1745-3542
Date Deposited: 16 Apr 2010 03:34
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150603 Tourism Management @ 40%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 20%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 40%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900303 Tourism Infrastructure Development @ 100%
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