Marketing destinations through wine tourism

Abstract

This chapter discusses strategic approaches in wine tourism destination marketing and identifies relevant wine tourism destination attributes and experiences that can be marketed in the wine tourism context. Additionally, it presents the case of wine tourism in Austria using current examples of successful wine tourism destinations. The discussion shows that marketing destinations through wine tourism have earned academic attention, practical relevance, and impressive progress since the 1990s. The insights gained by using three Austrian case studies suggest that successful initiatives and campaigns in a wine destination marketing context can be found in all featured levels. It appears that managers can enhance the potential effects of positive tourism experiences by gaining high levels of brand strength and equity for their destination and its wine brands.

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