Long taken for granted in many wine regions of the world, wine tourism is now recognised as a significant component of the retail channels by which wineries get their product to the market. However, the potential benefits of wine tourism do not just accrue to small wineries. Increasingly, larger producers are also recognising the branding, education and promotional opportunities that wine tourism can bring, while at the regional level, government and industry networks are also seeking to take advantage of the visitor dollar (Hall et al., 2000).
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