Abstract
Wineries increasingly develop various wine tourism products and services in order to appeal to new wine tourist markets, going beyond offering tasting experience at the cellar doors. Given a growing number of wine tourist market segments who have different needs and preferences for wine tourism experience, it is critical to match tourists’ motivations and preferences with personalised tourism activities for successful wine tourism business development. As the first step of the product development process, this case suggests for participants to analyse three major wine tourist segments and specific tourism experience concepts which can be applied to one case study, d’Arenberg winery in South Australia. The case study analysis and group discussions are utilised to practice participants’ analytical and problem-solving skills, using the market-experience-product matching approach. Furthermore, participants are also encouraged to explore various market segmentation approaches to wine tourist markets. It is expected that this case study will help to enhance students’ analytical skill development through self-directed learning with an analysis of other similar or different wineries and field trips.
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