Abstract
This paper is based on an exploratory study and presents the unique perspectives of three award-winning vintners and their views of luxury wine tourism experiences in an island setting. The luxury segment of the wine industry has experienced steady growth yet understanding of new-world vintner perspectives and motivation for luxury wine production is missing. Strategies used by the vintners include an emphasis on the spiritual dimensions of a vineyard visit, and the maximisation of location, terroir, and scenic views. Key to the strategies was the realisation that customers are first and foremost in the creation of luxury wine tourism experiences.
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