Abstract
For many wineries and wine regions the annual wine festival is a strategic tool for encouraging cellar door visitation. Wine festivals offer the opportunity to socialise, possibly with friends and family, whilst learning about and enjoying a natural, agricultural setting and product. Revenue and recognition is generated for the participating wineries, awareness of the area and its resources is enhanced, and the community at large and outside providers find a new source of customers. Whilst this is a worthy list of benefits for all stakeholders, is there a longer‐term direct benefit to wineries? This study of wine festival participants looks at the propensity of wine festival attendees to be persuaded to revisit the participating wineries as a consequence of their attendance at a wine festival. The paper concludes that there are positive future visitation benefits not just for the wineries staging the festival but also the influence extends and benefits the wider industry.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
