The role of food tourism in developing an emerging Queensland wine tourism region: an exploratory study

Rose, Janelle, and Winter, Caroline (2008) The role of food tourism in developing an emerging Queensland wine tourism region: an exploratory study. In: Proceedings of the 3rd Biennial Conference of the Academy of World Business, Marketing and Management Development (3), pp. 97-105. From: Academy of World Business, Marketing & Management Development 2008 Conference, 14-17 July 2008, Rio de Janeiro, Brazil.

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Abstract

While well developed wine regions attract visitors who have a high interest in wine and food,emerging regions are thought to attract those seeking 'something different to do'. Based on a proposed framework, the study investigated the type of visitor motivations and visitor expectations of winery attributes that influence their visits to wineries in an emerging region. Questionnaires were distributed to cellar door visitors at ten wineries in the Darling Downs region. Nearly half the respondents stated the main reasons for their visit were to enjoy a day out, to relax and celebrate a special occasion. The most important product factor was the atmosphere of the winery. The results suggest that to progress their region, producers would be best to cooperate in promoting and educating visitors about wine and food experiences.

Item ID: 7531
Item Type: Conference Item (Research - E1)
ISBN: 978-0-9752272-2-0
Keywords: emerging wineries; tourism marketing; food & wine
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Date Deposited: 15 Feb 2010 01:11
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9098 Environmentally Sustainable Commercial Services and Tourism > 909899 Environmentally Sustainable Commercial Services and Tourism not elsewhere classified @ 70%
91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 30%
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