Key challenges in wine and culinary tourism with practical recommendations

Abstract

Purpose

The purpose of this paper is to present recommendations for future growth and continued success of wine and culinary tourism in the Niagara region.

Design/methodology/approach

Through industry interviews with practitioners, researchers and stakeholders the recommendations of this paper were formed. Secondary research examined the issues and advances made in other area of the globe specific to wine and culinary tourism. The research is intended to cover the issues associated with advancing an industry sub‐sector that is still growing but will reach maturity in not‐so‐distant future.

Findings

In Niagara's wine and culinary tourism sector, there is a renewed call for industry specific research. Furthermore, linkages across the border are recommended to increase tourism revenue both in the USA and Canada. There is need to create more domestic awareness of the changes. Additionally, in order to attract one‐time visitors back to the region, it is important to enhance service through increased service training. There also exists a need for cooperation and coordination within the industry at all levels. The final recommendation is to advocate for signage and specific information to varied segments of the wine and culinary target market sub‐sets to deal with the differences in consumer motivations and preferences.

Originality/value

The relevant conclusions and recommendations listed will assist practitioners to continue the forward momentum of wine and culinary sectors in Niagara and around the world.

Citation

Stewart, J.W., Bramble, L. and Ziraldo, D. (2008), "Key challenges in wine and culinary tourism with practical recommendations", International Journal of Contemporary Hospitality Management, Vol. 20 No. 3, pp. 303-312. https://doi.org/10.1108/09596110810866118