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This paper considers the importance of place-based marketing for rural wine tourism regions and the challenges faced due to conflicting owner interests and agendas. Place-based marketing is particularly significant because both the tourism and wine industries are spatially fixed and rely on place image to sell their products. While cooperative marketing initiatives are especially beneficial for wine tourism destinations, these industries are comprised of heterogeneous, diverse stakeholders with different and often conflicting interests and agendas. This may be particularly problematic in rural areas that attract in-migrants and lifestyle entrepreneurs whose personal, lifestyle goals conflict with the profit-maximisation goals of other owners. This research finds that it is the hegemonic discourse from the dominant ownership type that influences the place image of the region. These issues will be addressed using two rural, seasonal wine tourism regions: Central Otago, New Zealand and The Finger Lakes, New York, USA.
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