Differences in tourism marketing strategies between wineries based on size or location

Nelson Barber, Janis Donovan, Tim Dodd

Research output: Contribution to journalArticlepeer-review

20 Scopus citations

Abstract

While the number of United States wineries has doubled and wine production tripled, only three states represent the majority of wineries and wine production. Yet, small wineries must contend with similar production issues that larger wineries face: cultivation of grapes, fermentation of juice, and finally bottling of the product. By comparison small wineries face an even tougher challenge-attracting consumers' attention to their products, much of which must be sold directly to consumers at the winery. These cellar door sales account for substantial dollar and case volume and are particularly lucrative. This study examined the relationship in off-site and on-site marketing strategies based upon winery size and location. The results indicated differences in tourism marketing strategies particularly with wine education at rural wineries and food/wine pairing techniques at larger wineries.

Original languageEnglish
Pages (from-to)43-57
Number of pages15
JournalJournal of Travel and Tourism Marketing
Volume25
Issue number1
DOIs
StatePublished - 2008

Keywords

  • Urban and rural wineries
  • Wine marketing
  • Wine tourism

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