Terroir Tourism: Experiences in Organic Vineyards

Byron Marlowe,Matthew Bauman

doi:10.3390/beverages5020030

Abstract

This article considers key determinants of terroir tourism in the context of organic vineyards in Oregon, US. Emerging from anthropology, climatology, ecology, geography and wine tourism, terroir tourism has been recently recognized to have potential for developing tourism in Oregon. However, research has sought to determine terroir tourism and its characteristics, differentiating it from wine tourism. This case of Oregon will investigate a wine territory through the examination of organic vineyards. The relative importance of terroir within the organic vineyard destinations of Oregon is examined. Determining the characteristics of terroir tourism from a review on terroir and the experience economy 4E framework on wine tourism develops the case into organic vineyards with terroir tourism characteristics. Ultimately, an attempt to further develop wine tourism destinations based on their unique terroir esthetic experiences, and the potential for terroir tourism within the experience economy, is developed.

Highlights

Wine tourism continues to grow in popularity for both researchers and tourists [1]
Research suggests that the characteristics of a region, place, or land within a territory define the attributes of terroir tourism [2]
Authenticity and unique experiences are present in all vineyards and places, the emergence of terroir characteristics within terroir tourism provides support for further investigation into vineyards that are designated as organic

Summary

Introduction

Wine tourism continues to grow in popularity for both researchers and tourists [1]. a new and related form of tourism has recently emerged—terroir tourism—which is heavily reliant on its connections to a unique territory [2]. Authenticity and unique experiences are present in all vineyards and places, the emergence of terroir characteristics within terroir tourism provides support for further investigation into vineyards that are designated as organic This investigative paper examined Oregon, US, as an organic wine territory. An example of terroir tourists enjoying a themed experience is noted at Cowhorn Vineyards and Gardens in the Applegate Valley AVA (Figure 1): wine club outings that offer sips of their freshest, organic, local bio-dynamic Oregon wines, with a lovely view of the farm fields and rolling hills beyond the winery and territory [9]. The interior space, large patio and partially covered wood deck allow visitors to savor the site while observing up-close the farming and processing practices This offers guests at the organic vineyard and gardens a themed terroir experience. From [10], with permission from Jones, 2004)

Findings

Literature Review

Conclusions