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Wine Tourism around the World: Development, Management and Markets C. MICHAEL HALL, Liz SHARPLEs, BROCK CAMBOURNE and Next MACIONIS (eds), 2000 Oxford, Butterworth Heinemann 304 pp., L29.99 ISBN 0 75 0 64530 X
As a researcher in the field of wine tourism I must admit to some scepticism on hearing that there was a forthcoming book on the subject. My feeling was that the subject was not sufficiently advanced to yet warrant a book. Now that I have read the finished product, my overall reaction falls somewhere between scepticism and delight.
The editors have been pioneers in the field of wine tourism, and make a good case for the development of tourism strategies at the winery, industry, regional and national level. In their introduction they note the importance of tourism for increasing exposure to wine, for building brand awareness, as a source of marketing intelligence and as a means of educating consumers about wine. They highlight the role wine-related tourism has played in introducing new consumers to Old and New World wine regions, and also note its contribution to building regional identity in eastern Europe and the Mediterranean. This latter point is important, given the recent work of Arenhi et aL (1999), who found that an unknown or poorly regarded region could not effectively market itself by using traditional point-of-sale or advertising strategies. This book suggests that wine tourism may provide a way for such...