Nature and significance of wine tourism: an Australian perspective

Throughout this chapter, the term winery refers mainly to the wine business rather than the winemaking, which can be missing in some wine tourist destinations (i.e., cellar door amongst vineyards). The chapter will explore the nature and significance of wine tourism (WT) with a brief review of research perspectives, followed by the emergent themes of two comparative case studies. The first evaluates WT in non-wine and wine tourism regions from a senior management perspective. The second study compares the experiences of emerging and established wineries from a business owner’s perspective. We conclude by discussing emergent themes from both studies.