TY - JOUR
T1 - Differences in tourism marketing strategies between wineries based on size or location
AU - Barber, Nelson
AU - Donovan, Janis
AU - Dodd, Tim
PY - 2008
Y1 - 2008
N2 - 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.
AB - 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.
KW - Urban and rural wineries
KW - Wine marketing
KW - Wine tourism
UR - http://www.scopus.com/inward/record.url?scp=67249147677&partnerID=8YFLogxK
U2 - 10.1080/10548400802164889
DO - 10.1080/10548400802164889
M3 - Article
AN - SCOPUS:67249147677
SN - 1054-8408
VL - 25
SP - 43
EP - 57
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 1
ER -