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

  • Arwen McGregor
  • Richard N. S. Robinson


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.


Stakeholders Typology Collaboration Communication Trust Commitment 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Arwen McGregor
    • 1
  • Richard N. S. Robinson
    • 2
  1. 1.Queensland Wine Industry AssociationBallandeanAustralia
  2. 2.The University of QueenslandBrisbaneAustralia

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