Abstract
ABSTRACTUsing the Niagara Peninsula Appellation as the case study, qualitative research was employed through the use of interviews conducted with wineries and industry associations, in an attempt to answer two specific questions: (1) how does the wine industry and wine tourism aid in the development of Niagara’s rural area using the integrated rural tourism (IRT) concept, and (2) how can IRT aid in rural development through direct, experiential, conservation, development, and synergistic benefits. It is apparent that the seven components of IRT provide a reasonable framework to analyse the ability of IRT to realize benefits, although that the addition of marketing and future needs/desires as components improve its explanatory power. Using the modified IRT framework, this research found that wine tourism has derived direct, experiential, conservation, and synergistic benefits, with work still to be undertaken in order to improve upon tourism’s positive impacts in Niagara and peripherally rural areas more generally in the areas of community engagement and improved industry synergy.
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