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)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/4928 |
| Date | 11 1900 |
| Creators | Kirkman, Adri |
| Contributors | Strydom, J.W., Van Zyl, C. |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
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