Thesis (MBA (Business Management))--University of Stellenbosch, 2010.

Thesis (MSc(Agric)) -- Stellenbosch University, 1966. / INLEIDING: Die ontstaan van kooperasiewese kan teruggevoer word na die jaar 1844 toe 28 wewers van Rochdale in Engeland 'n suksesvolle koöperatiewe verbruikswinkel geloods het. Die sogenaamde Rochdale-pioniers word veral onthou vanweë die feit dat hulle die beginsels van koöperasiewese duidelik geformuleer het. In Suid-Afrika speel landboukoöperasie vandag 'n belangrike rol in die bemarking van landbouprodukte, die verskaffing van boerderybenodighede en die lewering van dienste aan boere. Koöperasies is, veral in die beginjare, meesal gestig met die doel om gebreke in die bemarking en verwerking van landbouprodukte te oorbrug. In Suid-Afrika het koöperasiewese ontwikkel sedert die twintigste eeu toe 'n Ier, Mnr. P.J. Hannon na die land gebring is om te dien as superintendent van landboukoöperasies. Vandaar het dit ontwikkel tot feitlik al die sektore van die landboubedryf in Suid-Afrika.

Commercial reality demands that the South African wine industry convert from its current production orientation to a marketing orientation, by drawing on all new and existing marketing channels in order to ensure its continued success. International research has shown that wine tourism can add value to and benefit a winery as a direct marketing channel. This study investigated the role that wine tourism currently plays within the marketing strategies of wineries in the Stellenbosch Wine Route of South Africa. Findings of the exploratory research indicated that many wineries do not comprehend the positive influence of wine tourism and view it as a secondary marketing activity. It is concluded that South African wine marketers could profit from utilising wine tourism as an integral part of their marketing strategy in order to maintain and increase their share of the alcoholic beverage market. / Business Management / M. Comm. (Business Management)

Commercial reality demands that the South African wine industry convert from its current production orientation to a marketing orientation, by drawing on all new and existing marketing channels in order to ensure its continued success. International research has shown that wine tourism can add value to and benefit a winery as a direct marketing channel. This study investigated the role that wine tourism currently plays within the marketing strategies of wineries in the Stellenbosch Wine Route of South Africa. Findings of the exploratory research indicated that many wineries do not comprehend the positive influence of wine tourism and view it as a secondary marketing activity. It is concluded that South African wine marketers could profit from utilising wine tourism as an integral part of their marketing strategy in order to maintain and increase their share of the alcoholic beverage market. / Business Management / M. Comm. (Business Management)