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Wine tourism within the grape-growing areas of Australia is an integral part of local and regional tourism initiatives; however, it is an area that has been under-researched resulting in few available resources to wine tourism providers. This research set out to address this deficiency by establishing whether there is a link between the wine tourism experience and wine purchasing behaviour.  The research was also designed to develop a market segmentation process that will inform wineries about the buying behaviour of particular market segments so that they can fashion their marketing communications strategies in a focused manner.

by  Barry O’Mahony, John Hall, Larry Lockshin, Leo Jago and Graham Brown

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Food and Wine Tourism in Australia: Tools and Strategies for Industry Development

Categories: Attractions, Case Study, Land, Oceania, Pacific, People and Places, Planet, Private Sector, Visitors
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This Snapshot profiles key research in the field of food and wine tourism, a growing and evolving industry in Australia. This publication has been developed with industry in mind—bringing together summaries, statistics, key findings and recommendations in an easily accessible resource. This research provides a comprehensive examination of food and wine tourism in Australia. There are five individual research projects featured, which cover a variety of elements impacting on and defining Australia’s food and wine tourism segment. This includes an examination of:  the role food and wine plays in attracting tourists to a destination; key characteristics of selected wine regions; profiling food and wine tourists; the relationship between food and wine and consumer lifestyle; purchasing and consumption patterns of the wine tourist and marketing implications

by Sustainable Tourism Cooperative Research Centre (STCRC)

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Food and Wine Tourism in Australia: Tools and Strategies for Industry Development

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This report presents the findings from a multi-method study to examine a range of wine regions within Australia and, through this investigation, develop a winery typology. A multi-method approach, utilising both qualitative and quantitative methods, was undertaken that involved an extensive literature search from a range of sources including the findings of the STCRC ‘Good Living’ Tourism project; a case study approach was also undertaken by gathering primary data through in-depth interviews with key stakeholders in the eight wine areas. The implications are that wine regions should be aware of not only the intrinsic attributes such as attractions and natural environment, but also how these various factors within the region can cooperatively work together to promote the wine growing regions, in order to compete against other national and global wine tourism destinations.

by Linda Roberts and Margaret Deery

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Food and Wine Tourism: Analysing Key Characteristics of Selected Australian Regions

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