Wine Tourism — A Thirst for Knowledge?

Abstract

Wine tourism is a growing segment of the tourism industry. Wine tourists are not a homogeneous group, but seek differing components of the overall wine tourism experience. This research evaluates their demand for an educational element in the overall process, within Australia. Personal surveys were carried out in two wine regions in Western Australia. Respondents were questioned on their previous experience of wine education, the possibilities for learning at the cellar door, the benefits of wine education, and how far their expectations for wine education had been met. The research yielded findings from which broad visitor profiles of the Western Australian wine tourist can be constructed, as well as general conclusions on the provision of wine education at the cellar door. Some variation between responses from the two regions are also reported.

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