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Wine Tourism: A Tale of Two Conferences

International Journal of Wine Marketing

ISSN: 0954-7541

Publication date: 1 February 2000


Wine tourism has gained increased coverage in the last 4–5 years. Recognised as an effective aid to distribution and brand building, both industry and academia have developed research and strategies for increasing the effectiveness of how wineries manage wine tourism. This paper synthesises the findings from two recent conferences and argues that in order to be successful wineries will need to pay more attention to strategies that attract repeat visitors. This requires a relationship marketing strategy.



Beverland, M. (2000), "Wine Tourism: A Tale of Two Conferences", International Journal of Wine Marketing, Vol. 12 No. 2, pp. 63-74.




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