The role of wine tourism in the marketing of wineries in the Stellenbosch wine route of South Africa

Abstract

Commercial reality demands that the South African wine industry convert from its current \nproduction orientation to a marketing orientation, by drawing on all new and existing \nmarketing channels in order to ensure its continued success. International research has \nshown that wine tourism can add value to and benefit a winery as a direct marketing \nchannel. This study investigated the role that wine tourism currently plays within the \nmarketing strategies of wineries in the Stellenbosch Wine Route of South Africa. Findings \nof the exploratory research indicated that many wineries do not comprehend the positive \ninfluence of wine tourism and view it as a secondary marketing activity. It is concluded \nthat South African wine marketers could profit from utilising wine tourism as an integral \npart of their marketing strategy in order to maintain and increase their share of the \nalcoholic beverage market.

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