Wine Tourism Marketing Issues in Australia
Abstract
Although wine tourism in Australia and internationally is well established, marketing research efforts to date have been negligible. Estimates of visitation to wine regions by domestic and international visitors are based on secondary analysis, and these data do not conform to the accepted definition of wine tourism. Economic indicators of wine tourism at the regional level are based on industry estimates and there is no systematic collection of survey data on wine tourism. Wine Tourism marketing issues at the regional level such as market image and branding, regional identity, facilities, infrastructure, wine tourist expenditure, market research and the government promotion are explored and factors to consider when marketing wine regions are identified.
Keywords
Citation
Carlsen, J. and Dowling, R. (1998), "Wine Tourism Marketing Issues in Australia", International Journal of Wine Marketing, Vol. 10 No. 3, pp. 23-32. https://doi.org/10.1108/eb008684
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited