The aim of this thesis is to examine family wineries’ wine tourism diversification decisions in terms of wine producers’ self-constructions. The focus lies on understanding which motives drive family businesses’ decisions to engage in diversification. A case study approach is adopted, using the Italian wine region of Langhe in Piedmont. The dominant debates within the current literature have primarily concentrated on the economic-social dichotomy in relation to diversification decisions. It has been argued that diversification decisions are predominantly economically driven, highlighting the importance of profit maximisation and risk reduction. This thesis highlights the limitations of the economic-social dichotomy approach and argues for the need to take the social context into account when examining the decision-making process. An interpretivist approach to research is adopted in order to extend current understandings of family businesses and their motives underlying diversification decisions. In line with the interpretivist perspective, this thesis uses discourse analysis (DA) as a methodological approach for analysing and interpreting wine producers’ accounts. The findings reveal that by engaging in discourse about wine tourism diversification, wine producers construct a distinctive, coherent and desired sense of self, which in turn influences family wineries’ decisions to diversification. In this instance, the concept of identity formation plays a central role in explaining family wineries’ motives for diversification. Linking wine producers’ motives for diversification to their self-constructions provides a new insight into how family businesses engage in decision-making. Wine producers’ discourses reveal that their decision-making processes are inextricably linked to sustaining a positive sense of self. Decisions are not only taken to achieve economic goals, but are likely to be influenced by deeper motives, notably wine producers’ identity constructions. The main contribution of this thesis is that it advances understanding of family businesses’ decisionmaking processes by developing a multi-layered conceptual framework to go beyond the economic-social dichotomy in order to reveal wine producers’ semi-conscious and unconscious motives for diversification.

Thesis (Ph. D.)--University of Tennessee, Knoxville, 2009. / Title from title page screen (viewed on Nov. 2, 2009). Thesis advisor: Rachel Chen. Vita. Includes bibliographical references.

Thematic tourist maps provide users with a tangible geographic route to their travel destinations and also may contain a wide variety of additional information to enhance traveler experiences. Unlike other types of maps that focus on accurate topographic representation of an area or on depiction of spatial data, tourist maps should be specifically constructed to appeal directly to the end-user. Toward that end, this research developed and implemented a model to incorporate user opinion on content, levels of detail, and labeling conventions during the process of designing and creating a wine tourism map for southwest Virginia. Over 700 (total) wine tourists completed brief questionnaires during five distinct phases of data collection and map modeling. At each point, we incorporated user input into map design for the preceding phase, and a final assessment surveyed tourist attitude of the finished product. Interestingly, surveys indicated a propensity for users to highly rank the idea of more and more detailed content data, as well as high levels of spatial detail, but when presented with the corresponding maps, they tended to favor a cleaner more simplified display. This finding underscores our conclusion that while user input is critical for developing successful tourist maps, cartographic training and skill is still required to achieve a quality product. Overall, the final map incorporating user input received overwhelmingly positive user reviews when compared to existing regional maps indicating that our iterative method of seeking user input at various stages of map development was successful, and facilitated creation of an improved product. / Master of Science

Wine tourism has emerged as a strong and growing area of special interest tourism in Australia, and as such it has become an increasingly significant component of the Australian regional tourism product. The Australian Wine Foundation (1996) estimates total Australian wine tourism figures to be in the order of 5.3 million visits per annum, worth $428 million in 1995 and which is expected to grow substantially to around $1100 million by 2025. As a consequence, Australia's Federal and State Governments and regional communities (including regional associations) are recognising the benefits of promoting their wine districts as tourism attractions in their own right. While the destinational appeal of wine regions and the concept of wine tourism is generally acknowledged, research concerning wine tourism development, marketing and impacts is lacking. Therefore, this thesis examines the nature and potential of wine tourism in Australia, and documents its historical development and current status. The activities and initiatives of a number of agencies involved in wine tourism development and marketing are also critically examined, and significant wine tourism developmental issues are investigated through a case study of the Canberra District, an emerging Australian wine region. A number of developmental similarities between rural tourism and wine tourism are noted, including: a lack of tourism and marketing awareness and knowledge by practitioners, and a lack of industry integration and cohesion. These issues are compounded by the infancy of wine tourism and the dominant product focus of wine makers and the Australian wine industry, resulting in the absence of effective inter sectoral linkages. While a number of tourism agencies and wine industry associations are pursuing wine tourism development initiatives, the success and sustainability of these activities is dependent upon addressing various developmental issues.

<p>Poslednjih petnaestak godina, svetski turizam, s obzirom na interes korisnika, uključio je u ponudu vinski segment, koji se pokazao veoma uspe&scaron;nim. Vinski turizam prisutan je u najpoznatijim svetskim vinogradarskim regijama u Italiji, Francuskoj, Nemačkoj, Austriji, Kaliforniji. Svakako ne treba izostaviti Australiju i Novi Zeland koje imaju u poslednjih desetak godina izuzetno razvijen vinski turizam, za koji slobodno možemo da kažemo da zauzima primat u odnosu na druge oblike turizma. Vinski turizam je u Evropi veoma unosan posao. Većina zemalja u na&scaron;em okruženju uspela je da u svojoj sredini uspe&scaron;no re&scaron;i, stimuli&scaron;e i organizuje takozvani &ldquo;vinski turizam&rdquo; stvaranjem &ldquo;vinskih puteva&rdquo;. Srbija kao zemlja, u ovom pogledu, itekako ima &scaron;ta da ponudi stranom i domaćem gostu, ali to mora da bude urađeno tako da se u potpunosti ispune svi standardi za ovaj vid turizma kakav se praktikuje u vinarski razvijenim zemljama Evrope. &ldquo;Vinski putevi Srbije&rdquo; i &ldquo;Vinski putevi Vojvodine&rdquo; sigurno bi značajno doprineli podizanju kvaliteta vina i odrazili bi se povoljno na standard proizvođača kao i svih onih koji bi bili uključeni u ovu akciju. Na&scaron;a zemlja je nekada bila ozbiljna vinska sila. I sada se svaki domaći vinogradar hvali kvalitetom svog, domaćeg vina. Postoje svi uslovi za vinogradarstvo, od klimatskih do geografskih, koji pogoduju nastanku vina odličnog kvaliteta. Prema podacima Republičkog zavoda za statistiku, povr&scaron;ine pod vinogradima u 2005. godini, u Vojvodini bile su 10.875 ha. Od toga u okviru poljoprivrednih preduzeća i zadruga 2.989 ha ili 28%, a kod individualnih proizvođača 7.886 ha ili 72%. U poslednjih desetak godina, nakon propadanja plantaža dru&scaron;tvenih vinograda, javlja se priličan broj individualnih proizvođača grožđa i vina sa savremenim zasadima i vrhunskom proizvodnjom vina. Danas, vinogradarstvo i vinarstvo u Vojvodini, objektivno, tehnički i tehnolo&scaron;ki bitno zaostaje za razvojem u poređenju sa drugim evropskim vinogradsko-vinarskim zemljama. Tek manji pozitivni pomaci prisutni su u privatnom sektoru, kojem nedostaje ozbiljnija podr&scaron;ka dru&scaron;tvene zajednice. Vinogradima nedostaje obnova i modernizacija, i sveukupna revitalizacija.</p> / <p>During the last fifteen years, world tourism included in its offer, considering consumer interest, wine segment which showed as very succesful. Wine tourism is present in well known wine regions of Italy, France, Germany, Austria, California. Australia and New Zealand also shouldn&rsquo;t be omitted for they have, in the last ten years, extremely well developed wine tourism whish holds primacy over all other forms of tourism. Wine tourism in Europe is highly lucrative business. Most countries in our region managed to solve, stimulate and organize so-called &ldquo;wine tourism&rdquo; by creating &ldquo;wine roads&rdquo;. In this regard, Serbia as a country has a lot to offer to foreign and local guests, but it has to be done in accordance with every standard set for this form of tourism which is practiced in every European country with wine making tradition. &bdquo;Wine roads of Serbia&ldquo; and &bdquo;Wine roads of Vojvodina&ldquo; would surely significantly contribute to improving in wine quality and would also reflect favorably on producers&rsquo; standards as well as on standards of everyone involved in this project. Our country used to be an important wine producer. Even now every local grape-grower will praise his own, domestic wine. All requirements for viticulture are set, from climatic to geographic, all of which subserve in making of excellent quality wines. According to Statistical Office of the Republic of Serbia, in Vojvodina areas under vineyards in year 2005. were 10.875 ha. From that, 2.989 ha, i.e. 28% goes to agricultural enterprises and cooperatives, and 7.886 ha, i.e. 72% goes to agricultural holdings. In the past ten years, after decline of public-owned vineyards, a smart few of individual grape-growers and winemakers appeared with modern varieties of grapes and supreme wine production. Nowadays, viticulture and wine production in Vojvodina is objectively, technically and technologically lagging behind the development compared to other European wine growing and wine producing countries. Only small positive shifts are present in private sector, which lacks serious support from the community. Vineyards lack reconstruction and modernization, and the total revitalization.</p>

Recent exponential increases in attendance at wine tasting rooms resulted in growing research in this subject area as producers seek to learn more about wine tasting room customers and identify ways to capitalize on additional revenue-generating opportunities. Direct wine sales are big business with $3.4 billion in sales in the United States in 2010. Research has shown that small and medium-sized wineries have become financially dependent on direct sales linked to wine tasting rooms with an average of 70 percent of winery sales coming from the tasting room. With limited sources outlining best practices within wine marketing, there is a clear need to identify and classify the literature on this topic. This research applies a marketing theoretical approach using the 4Ps (product, place, price, and promotion) of the marketing mix in conjunction with a comprehensive citation-based global literature review, with the goal of assessing those factors, if any, which may impact wine tasting room profitability. Our findings highlight key differences in individual wine tasting room marketing mix strategies which emphasize the need to understand consumer tastes and preferences for the wine tasting experience. Research shows that investing in the product and promotion of the wine tasting room has a positive impact on profitability. Key profit drivers include investing in branding, tasting room staff, and aggressively pursuing word-of-mouth recommendations to enhance wine tasting room profitability. / Master of Science

This study explores various notions of authenticity in tourism experience and seeks to establish if these notions are compatible with the concept of authenticity in conservation of the built environment. Three wine farms in the Cape Winelands cultural landscape, a proposed serial World Heritage Site, have been studied. The study suggests that object-related or material authenticity is being replaced with alternative notions of authenticity in tourism and that the toured object, for the purpose of winelands tourism in the Western Cape during this period, no longer needs to be authentic.

The diploma thesis deals with the possible development of a touristic program of Znovín Znojmo, a.s. company, based in Šatov in Velkopavlovická wine sub-region. There has been a deep examination of the chosen company done in order to analyze the company’s touristic programs and its activities. The analytical part defines the essential context for the development and implementation of the new touristic program. The actual proposal of the development of the touristic program in the chosen region includes a proposal of appropriate touristic activities connecting wine and local places of interest. The implementation of this project will ensure a better competitiveness and an increased number of customers of the company in the mentioned sub-region.

Thesis (MCom)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: The focus of this thesis is the Wellington Wine District as a developing South African wine tourism destination. It is a newly designated wine district (March 2012) and an exploratory research study was undertaken to determine what the Brand ‘DNA’ of the Wellington Wine District is and then to propose appropriate marketing strategies for the developing wine tourism destination. The research process focussed on two types of wine tourism behaviour, namely festival-goers at the Wellington Wine Harvest Festival and the visitors to selected Wellington Wine Route members’ cellar doors. Surveys were executed by means of interviews and self-administration of structured questionnaires. Results were analysed in terms of two categories: first time visitors (FTV) and repeat visitors (RV). The findings revealed that at the Wellington Wine Harvest Festival visitors came in groups of 2 to 4, they heard about the festival from friends, the RV were high (93%), the visitors brought their young children along and the main reason for attending the festival was because both FTV and RV enjoy drinking wine. The findings of the cellar door survey showed that a high percentage (93%) of visitors were repeat visitors; that most visitors live within a radius of 100km of the wine district; that visitors are younger people without children; and that word-of-mouth references and ‘enjoy a tasting experience’ were the main reasons to visit the cellar door. These visitors overall have a good (self-assigned) wine knowledge. The proposed marketing strategies are based on the 7 Brand ‘DNA’ elements which could be determined from the results: 1. Scenery that includes the nature (fynbos), the mountains and the beautiful vineyards. 2. The Wellington Wine District is seen as rural and off the beaten track. 3. The environment is untouched and unspoiled. 4. Wellington inhabitants are welcoming, friendly, decent and warm. 5. Wine quality is good, wine is affordable and there is a wide variety available. 6. Red wine is seen as excellent wine with great quality. 7. All year round, the weather in Wellington is acceptable. Marketing strategy proposals take into account the obvious importance of the winescape and its preservation, the age group of visitors as the target market, the different consumer needs in terms of a festival and cellar door visitation, as well as the fact that friends and family and word-of-mouth are the primary sources of information. This study contributes to the knowledge pool of information on wine tourist behaviour in South Africa. It has broadened the field of information on the wine marketing strategies that a developing wine district can implement based on the destination Brand ‘DNA’. The research findings are limited in that the study was exploratory in nature and undertaken in the low season. It is recommended that the research study be repeated in the future as the wine district grows as a destination. Greater understanding of the specific leisure needs and expectations of the visitors is required. / AFRIKAANSE OPSOMMING: Die fokus van hierdie tesis is die ontwikkeling van die Wellington Wyndistrik as ʼn wyntoerisme bestemmingspunt in Suid-Afrika. Dit is ʼn nuut aangewysde wyndistrik (Maart 2012). Daar is ʼn ondersoekende navorsings studie geloots om vas te stel wat is die kenmerk ‘DNA’ van die Wellington Wyndistrik is en dan ʼn toepaslike bemarkingstrategie voor te stel vir hierdie ontwikkelende wyntoerisme bestemming. Die navorsingproses fokus op twee tipes gedrags patrone van die wyntoeriste, naamlik feesgangers by die ‘Wellington Wine Harvest Festival’ en die besoekers by die proelokale van geselekteerde wynkelders vir die studie op die Wellington Wynroete. Navorsing is uitgevoer in die vorm van onderhoude en die invul van gestruktureerde vraelyste. Die resultate is geanaliseer in die volgende twee kategorieë: eerstekeer besoeker (FTV – First Time Visitor) en herhaalde besoeker (RV – Repeat Visitor). Die resultate het getoon dat by die ‘Wellington Wine Harvest Festival’, besoekers die fees bygewoon het in groepe van 2 tot 4 mense, hulle het van die fees gehoor by vriende, die ‘RV’ syfer was hoog (93%), die besoekers het hulle jong kinders saam gebring na die fees en die hoofrede vir die ‘FTV’ en ‘RV’ om die fees te besoek was dat hulle daarvan hou om wyn te drink. Die resultate van die opnames by die proelokale het getoon dat meeste besoekers (93%) herhalende besoekers was; dat meeste besoekers binne ʼn radius van 100km van die wyndistrik woon; dat besoekers jonger persone sonder kinders is; en dat die hoofredes vir hulle besoeke was as gevolge van mondelinge inligting en die genotvolle ervarings wat hulle beleef het. Besoekers glo oor die algemeen dat hulle oor ‘redelike goeie wyn kennis’ beskik. Die voorgestelde bemarkingstrategieë is gebaseer op die 7 kenmerke van die handelsmerk (‘DNA’) van die bestemming wat vasgestel kon word uit die resultate: 1. Uitsigte wat die natuur (fynbos), berge en mooi wingerde insluit. 2. Die Wellington Wyn Distrik word gesien as die platteland en weg van die hoofstroom. 3. Die omgewing is onaangeraak en onbedorwe. 4. Wellington se mense is verwelkomend, vriendelik, ordentlik en aangenaam. 5. Die kwaliteit van die wyn is goed, bekostigbaar en daar is ʼn groot verskeidenheid beskikbaar. 6. Die rooiwyn is van uitstekende gehalte. 7. Regdeur die jaar is die klimaat aangenaam in Wellington. Die bemarkingstrategie voorstel neem in ag die belangrikheid van die ‘winescape’ en die instandhouding daarvan, die teikenmark se ouderdomsgroepe, die verskillende kliente se behoeftes by feeste en die proelokale en die feit dat familie en vriende en mondelingse inligting die primêre bron van informasie is. Hierdie navorsingstudie dra by tot die kennis aangaande die gedrag van wyn toeriste in Suid-Afrika. Dit het die bron van informasie vergroot rakende die bemarkingstrategieë wat ʼn ontwikkelende wyndistrik kan implementeer, gebaseer op die bestemde kenmerke ‘DNA’. Die navorsings bevindinge is beperk omdat die studie ondersoekend was en buite seisoentyd plaasgevind het. Dit word aanbeveel dat die navorsingstudie herhaal word in die toekoms omrede hierdie wyndistrik nog ʼn groeiende industrie is. Daar word nog ʼn groter verstandhouding benodig van wat die besoekers se spesifiek behoeftes en verwagtinge is.

This diploma thesis deals with a relatively new branch of tourism - wine tourism. It is a gentle form of tourism which is being developed as a follow-up to the trend of sustainability. Wine tourism is discussed in the analysis of literature. In connection with foreign experience it is being studied whether this form of tourism is really as gentle as proclaimed. The practical part of the thesis is devoted to the wine tourism in the Czech Republic, with an emphasis on the wine region of Bohemia. Illustrated with examples of the towns of Mělník, Litoměřice and Most, the present state of this branch and its development potential are evaluated. The emphasis is on the products of the wine tourism which are suitable for these cities (wine harvest, wine-growing events and festivals, shows and competitions, etc.). Finally, the work mentions the increasing demand and need for coordinated management of the region (Destination Management).