Advertisement

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

  • Arwen McGregor
  • Richard N. S. Robinson
Chapter

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.

Keywords

Stakeholders Typology Collaboration Communication Trust Commitment 

References

  1. Alonso, A. D. (2011). Standing alone you can’t win anything: The importance of collaborative relationships for Wineries producing Muscadine wines. Journal of Wine Research, 22(1), 43–55.Google Scholar
  2. Alonso, A. D., & Liu, Y. (2012). Old wine region, new concept and sustainable development: Winery entrepreneurs’ perceived benefits from wine tourism on Spain’s Canary Islands. Journal of Sustainable Tourism, 20(7), 991–1009.Google Scholar
  3. Baggio, R. (2011). Collaboration and cooperation in a tourism destination: A network science approach. Current Issues in Tourism, 14(2), 183–189.Google Scholar
  4. Bamberry, G., & Wickramasekara, R. (2012). Domestic and international strategies in the Queensland wine industry. International Journal of Wine Business Research, 24(4), 302–318.Google Scholar
  5. Barnes, T., Raynor, S., & Bacchus, J. (2012). A new typology of forms of international collaboration. Journal of Strategy and Management, 5(1), 81–102.Google Scholar
  6. Bornhorst, T., Ritchie, J. B., & Sheehan, L. (2010). Determinants of tourism success for DMOs & destinations: An empirical examination of stakeholders’ perspectives. Tourism Management, 31(5), 572–589.Google Scholar
  7. Botterill, D. (2001). Social scientific ways of knowing hospitality. In C. Lashley & A. Morrison (Eds.), In search of hospitality (pp. 177–197). Oxford: Butterworth Heinemann.Google Scholar
  8. Carlsen, J. (2004). A review of global wine tourism research. Journal of Wine Research, 15(1), 5–13.Google Scholar
  9. Charters, S. (2006). Wine & society: The social and cultural context of a drink. Sydney: Elsevier.Google Scholar
  10. Charters, S., & Menival, D. (2011). Wine tourism in champagne. Journal of Hospitality and Tourism Research, 35(1), 102–118.Google Scholar
  11. Cox, C., & Wray, M. (2011). Best practice marketing for regional tourism destinations. Journal of Travel & Tourism Marketing, 28, 524–540.Google Scholar
  12. Creswell, J. W. (2014). A concise introduction to mixed methods research. Thousand Oaks: Sage.Google Scholar
  13. Damayanti, M., Scott, N., & Ruhanen, L. (2017). Coopetitive behaviours in an informal tourism economy. Annals of Tourism Research, 65, 25–35.Google Scholar
  14. Deery, M., O’Mahony, G. B., & Moors, R. (2012). Employing a lifecycle typology to generate a unified and strategic approach to regional wine tourism development. Tourism Planning and Development, 9(3), 291–307.Google Scholar
  15. Fensterseifer, J. E., & Rastoin, J.-L. (2013). Cluster resources and competitive advantage: A typology of potentially strategic wine cluster resources. International Journal of Wine Business Research, 25(4), 267–284.Google Scholar
  16. Fraser, R. A., & Alonso, A. (2006). Do tourism and wine always fit together? A consideration of business motivations. In J. Carlsen & S. Charters (Eds.), Global wine tourism: Research, management and marketing (pp. 19–26). Wallingford, OX: CAB International.Google Scholar
  17. Fyall, A., Callod, C., & Edwards, B. (2003). Relationship marketing: The challenge for destinations. Annals of Tourism Research, 30(3), 644–659.Google Scholar
  18. Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27, 146–158.Google Scholar
  19. Gray, B. (1989). Collaborating: Finding common ground for multiparty problems. San Francisco: Jossey-Bass.Google Scholar
  20. Hall, M. (1998). Vines, wines and visitors: A case study of agricultural diversification into winery tourism. Adelaide: Simon Fraser University.Google Scholar
  21. Hall, M. C., Cambourne, B., Macionis, N., & Johnson, G. (1997). Wine tourism and network development in Australia and New Zealand: Review, establishment and prospects. International Journal of Wine Marketing, 9(2), 5–31.Google Scholar
  22. Hall, M. C., Johnson, G., & Mitchell, R. (2000). Wine tourism and regional development. In M. C. Hall, L. Sharples, B. Cambourne, & N. Macionis (Eds.), Wine tourism around the world: Development, management and markets (pp. 196–225). Sydney: Butterworth Heinemann.Google Scholar
  23. Jamal, T. B., & Getz, D. (1995). Collaboration theory and community tourism planning. Annals of Tourism Research, 22(1), 186–204.Google Scholar
  24. Naipaul, S., Wang, Y., & Okumus, F. (2009). Regional destination marketing: A collaborative approach. Journal of Travel & Tourism Marketing, 26(5–6), 462–481.Google Scholar
  25. Palmer, A. (2002). Cooperative marketing associations: An investigation into the causes of effectiveness. Journal of Strategic Marketing, 10(2), 135–156.Google Scholar
  26. Palmer, A., & Bejou, D. (1995). Tourism destination marketing alliances. Annals of Tourism Research, 22(3), 616–629.Google Scholar
  27. Prideaux, B., & Cooper, C. (2002). Marketing and destination growth: A symbiotic relationship or simple coincidence? Journal of Vacation Marketing, 9(1), 35–52.Google Scholar
  28. Quinton, S., & Harridge-March, S. (2003). Strategic interactive marketing of wine—A case of evolution. Marketing Intelligence & Planning, 21(6), 357–362.Google Scholar
  29. Remaud, H., & Lockshin, L. (2009). Building brand salience for commodity-based wine regions. International Journal of Wine Business Research, 21(1), 79–92.Google Scholar
  30. Rinaldi, C., Cavicchi, A., Spigarelli, F., Lacchè, L., & Rubens, A. (2018). Universities and smart specialisation strategy: From third mission to sustainable development co-creation. International Journal of Sustainability in Higher Education, 19(1), 67–84.Google Scholar
  31. Schreier, M. (2012). Qualitative content analysis in practice. Thousand Oaks: Sage.Google Scholar
  32. Sevil, G., & Yuncu, H. R. (2009). Wine producers’ perception of wine tourism. Tourism Review, 57(4), 477–487.Google Scholar
  33. Sparks, B., & Malady, J. (2006). Emerging wine tourism regions: Lessons for development. In J. Carlsen, S. Charters, J. Carlsen, & S. Charters (Eds.), Global wine tourism: Research, management and marketing (pp. 67–79). Sydney: CAB International.Google Scholar
  34. Thompson, M., & Prideaux, B. (2009). Developing a food and wine segmentation and classifying destinations on the basis of their food and wine sectors. Advances in Hospitality and Leisure, 5, 163–183.Google Scholar
  35. Turner, M. J., & Guilding, C. (2014). An investigation of Australian and New Zealand hotel ownership. Journal of Hospitality and Tourism Management, 21, 76–89.Google Scholar
  36. Wang, Y. (2008). Collaborative destination marketing: Understanding the dynamic process. Journal of Travel Research, 47(2), 151–166.Google Scholar
  37. Wang, Y., & Krakover, S. (2008). Destination marketing: Competition, cooperation or coopetition? International Journal of Contemporary Hospitality Management, 20(2), 126–141.Google Scholar
  38. Wang, Y., & Xiang, Z. (2007). Toward a theoretical framework of collaborative destination marketing. Journal of Travel Research, 46, 75–86.Google Scholar
  39. Yin, R. K. (2011). Applications of case study research. Thousand Oaks: Sage.Google Scholar

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

Personalised recommendations