Course overview
This course explores the structure of the tourism industry and the role of wineries and wine regions in contributing to a destinations development and ability to attract visitors. Students will study global best practice in wine tourism development and the role of different stakeholders throughout the tourism distribution supply chain in creating and promoting appealing destinations. Key topics will include understanding visitor motivations and factors that influence travel to wine regions, the lifecycle of wine tourism destinations, identification of relevant travel trends, the role of sustainability, how to develop and promote wine tourism experiences for different audiences, and creation of a marketing campaign to increase visitation and improve profitability for wine tourism enterprises.
Course learning outcomes
- Outline the role and structure of tourism organisations and distribution systems at the global, national, and regional levels.
- Describe the development of wine tourism in different countries as well as the prestigious appeal of a wine tourism destination and individual winery/vineyard.
- Identify behaviours and motivations of wine tourists according to their origin, culture, and level of wine involvement.
- Examine the relevant travel trends for domestic and international travellers to wine regions, including the propensity for sustainable travel.
- Design and evaluate a range of wine tourism experiences for different audiences, regions, and winery types.
- Compare and contrast two different wine tourism marketing campaigns and describe the outcomes for participating operators.