Wine tourism development and marketing strategies in Southwest Michigan
ABSTRACT Purpose – This research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved discovering the motivations, expectations, and successes of Southwest Michigan Wine Trail member wineries in developing horizontal and vertical alliances. Design/methodology/approach – Semi-structured, in-depth interviews were conducted with individuals in charge of the wineries’ marketing activities (i.e. marketing directors and members of the marketing departments, winery owners). These interviews were recorded and transcribed. Activities fostered through the horizontal and vertical alliances were identified. Findings – Alliances along the Southwest Michigan Wine Trail have furthered the development and marketing of wine tourism. The trail's member wineries have formed strong horizontal relationships, which include joint advertising, promotion, and production. They have also built vertical relationships with tour operators, lodging businesses, and restaurants that promote individual wineries as well as the wine region. Wine tourism has provided wineries with another sales outlet and established the wine region as a destination. Originality/valve – This study contributed to the limited literature on the development and marketing of wine tourism in Michigan and in other emerging wine regions in the United States. For those working to further such rural/agri-tourism, this research indicated that there is considerable growth potential through an increased presence in restaurants and in packaging with accommodations. Adding new specialized wine tours, wine festivals,geographical target markets, and a focus on wine education on-site and at educational institutions can expand wine tourism and sales.
- Tourism Geographies - TOUR GEOGR. 01/2002; 4(3):282-306.
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ABSTRACT: This paper focuses on the intersection between agriculture and tourism in which production and consumption come together in the form of wine tourism. Wine tourism is an experience which can be conceptualized at different geographical scales and which involves visitor perceptions of physical landscapes and built environment, as well as human interactions. Survey research in Niagara, Ontario wineries is used to provide a general profile of visitors to the winery region and to examine visitor assessment of the wine tourism experience from both a human service quality and an environmental contextual perspective. Overall, the rural landscape is found to be highly important in visitor enjoyment of the wine tourism experience. Niagara is a region of rapid wine tourism growth and this study raises issues in terms of the symbiosis between wineries and tourists and the quality of the wine tourism experience.Tourism Geographies - TOUR GEOGR. 01/2005; 7(2):185-204.
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ABSTRACT: The relationships between food production and tourism range from conflict over competition for land, labor and capital to symbiosis where both sectors mutually benefit from each other. This paper reviews the literature on relationships between food production, particularly agriculture and tourism. It then examines the efforts of a resort on the island of Lombok, Indonesia, to increase the amount of local food products used in its restaurants through the establishment of two projects involving local food producers. It is argued that there is potential to increase backward linkages between tourism and local food production but that there are substantial challenges to be overcome in doing so.RésuméLiens entre le tourisme et la production alimentaire. Les rapports entre le tourisme et la production alimentaire varient entre des conflits pour la terre, la main-d'oeuvre et le capital et une symbiose où les deux secteurs se portent des bénéfices mutuels. On passe en revue la littérature sur le tourisme et la production alimentaire, en particulier l'agriculture. Puis on examine les efforts d'une station balnéaire à l'ile de Lombok (Indonésie) pour augmenter l'utilisation des produits alimentaires locaux dans ses restaurants par l'établissement de deux projets avec des producteurs locaux de comestibles. On soutient qu'il serait possible d'augmenter les liens en sens inverse entre le tourisme et la production alimentaire locale, mais qu'il y a des difficultés importantes à surmonter.Annals of Tourism Research. 01/1996;