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While the growth of the Australian wine industry over the past twenty years has been documented and studied (Jordan et al., 2007), our wine tourism industry is less well understood (Charters and Ali-Knight, 2002; Macionis and Cambourne, 2000). It is however increasingly recognised that many wine tourists are not solely attracted by an interest in wine, but rather seek a bundle of complementary experiences (Beames, 2003; Charters and Ali-Knight, 2002; Dowling and Getz, 2000; Frochot, 2000; Getz and Brown, 2006; Williams, 2001; Williams and Kelly, 2001). The wine region can be conceptualised as a cultural landscape or 'winescape', dominated by attractive vineyards and winery buildings, suggestive of idyllic rural lifestyle and highly appealing to predominantly urban tourists (Peters, 1997). This suggests that heritage might be usefully employed in the development of wine tourism experiences, although its role has yet to be fully explored in an academic context (Williams and Dossa, 2003; Charters and Carlsen, 2006). A recent scoping study examined some of the links between wine tourism and cultural heritage and developed suggestions for future research, as outlined in this paper.
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