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Wine Tourism Destination Management and Marketing pp 381–397Cite as

Palgrave Macmillan

Wine Industry and Wine Tourism Industry Collaboration: A Typology and Analysis

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Abstract

There is a perception that the wine and wine tourism industries are synonymous. This chapter presents an exploratory case study developing a typology of destination wine stakeholders and tests the process dimensions of Wang and Xiang’s (J. of Travel Res. 46, 75–86, 2007) destination marketing alliance framework in the context of an emerging wine region. In particular, two questions were investigated: do wine industry stakeholders consider themselves contributors to wine tourism and, according to the destination marketing alliance theory framework, what dimensions of process can encourage fuller participation in wine tourism? The findings, based on a typology of winery stakeholders, suggest some premium and high-profile winemakers in particular, are ambivalent about tourism. In terms of the process framework, strong leaders, experience and expertise were found to be positive drivers for collaborative projects. Applied recommendations and future research directions are considered in closing.

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Author information

Authors and Affiliations

  1. Queensland Wine Industry Association, Ballandean, QLD, Australia

    Arwen McGregor

  2. The University of Queensland, Brisbane, QLD, Australia

    Richard N. S. Robinson

Authors
  1. Arwen McGregor
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  2. Richard N. S. Robinson
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Editor information

Editors and Affiliations

  1. University of South Australia, Adelaide, SA, Australia

    Marianna Sigala

  2. Saint Lucia, QLD, Australia

    Richard N. S. Robinson

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McGregor, A., Robinson, R.N.S. (2019). Wine Industry and Wine Tourism Industry Collaboration: A Typology and Analysis. In: Sigala, M., Robinson, R.N.S. (eds) Wine Tourism Destination Management and Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-00437-8_25

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