FOOD AND WINE TOURISM Analysing key characteristics key characteristics of selected Australian...

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  • FOOD AND WINE TOURISMAnalysing key characteristics of selected Australian regions Linda Roberts and Margaret Deery

  • Analysing key characteristics of selected Australian regions

    Technical Reports The technical report series present data and its analysis, meta-studies and conceptual studies, and are considered to be of value to industry, government and researchers. Unlike the Sustainable Tourism Cooperative Research Centres Monograph series, these reports have not been subjected to an external peer review process. As such, the scientific accuracy and merit of the research reported here is the responsibility of the authors, who should be contacted for clarification of any content. Author contact details are at the back of this report.

    National Library of Australia Cataloguing in Publication Data Roberts, Linda.

    Food and wine tourism: analysing key characteristics of selected Australian regions / authors, Linda Roberts; Margaret Deery.

    ISBN: 9781920965426 (pbk.) Subjects: Wine industryAustralia. TourismAustralia. Wine districtsAustralia. Other Authors/Contributors: Deery, Margaret. 338.479194

    Copyright CRC for Sustainable Tourism Pty Ltd 2008 All rights reserved. Apart from fair dealing for the purposes of study, research, criticism or review as permitted under the Copyright Act, no part of this book may be reproduced by any process without written permission from the publisher. Any enquiries should be directed to: General Manager Communications and Industry Extension, Amber Brown, [amber.brown @crctourism.com.au] or Publishing Manager, Brooke Pickering [brooke.pickering@crctourism.com.au].

    First published in Australia in 2008 by CRC for Sustainable Tourism Pty Ltd Edited by Brooke Pickering Printed in Australia (Gold Coast, Queensland) Cover designed by Sin Design

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  • FOOD AND WINE TOURISM

    CONTENTS

    ABSTRACT____________________________________________________________________________ VI

    ACKNOWLEDGEMENTS ___________________________________________________________________ VI SUMMARY ___________________________________________________________________________ VII

    METHODOLOGY _______________________________________________________________________ VII KEY FINDINGS ________________________________________________________________________ VII

    Emerging wine regions _______________________________________________________________ vii Growing wine regions ________________________________________________________________ viii Maturing wine regions _______________________________________________________________ viii Rejuvenating wine regions_____________________________________________________________ viii

    CHAPTER 1 BACKGROUND _____________________________________________________________ 9 WINE TOURISM _________________________________________________________________________ 9 TOWARDS A WINE REGION TYPOLOGY_______________________________________________________ 9 AIMS OF THE STUDY ____________________________________________________________________ 10 OBJECTIVES __________________________________________________________________________ 10 BENEFITS OF THE PROJECT _______________________________________________________________ 10

    CHAPTER 2 LITERATURE AND CONCEPTUAL FRAMEWORK ____________________________ 11 WINE TOURISM ________________________________________________________________________ 11

    Industry research____________________________________________________________________ 11 Towards a wine region typology ________________________________________________________ 12

    CONCEPTUAL FRAMEWORK ______________________________________________________________ 13 Regional identity ____________________________________________________________________ 13 Network categories __________________________________________________________________ 14 The research sites ___________________________________________________________________ 16

    CHAPTER 3 METHODOLOGY __________________________________________________________ 19 STAGE ONE SECONDARY DATA COLLECTION _________________________________________________ 20 STAGE ONE SECONDARY DATA COLLECTION _________________________________________________ 21 STAGE TWO WINE REGION CASE STUDIES ___________________________________________________ 21

    CHAPTER 4 RESULTS__________________________________________________________________ 23 OVERVIEW ___________________________________________________________________________ 23 REGION SAMPLE _______________________________________________________________________ 23 EMERGING WINE REGIONS: KING VALLEY (VICTORIA) _________________________________________ 26

    Overview __________________________________________________________________________ 26 Regional structure ___________________________________________________________________ 26 Regional resources __________________________________________________________________ 26 Regional segments___________________________________________________________________ 26 Affiliations and networks______________________________________________________________ 27 Relationship structure ________________________________________________________________ 28 Festivals and events__________________________________________________________________ 29

    EMERGING WINE REGIONS: ADELAIDE HILLS (SOUTH AUSTRALIA)________________________________ 30 Overview __________________________________________________________________________ 30 Regional structure ___________________________________________________________________ 30 Regional resources __________________________________________________________________ 30 Regional segments___________________________________________________________________ 30 Affiliations and networks______________________________________________________________ 32 Festivals and events__________________________________________________________________ 33

    GROWING WINE REGIONS: MORNINGTON PENINSULA (VICTORIA) ________________________________ 34 Overview __________________________________________________________________________ 34 Regional structure ___________________________________________________________________ 34 Regional resources __________________________________________________________________ 34

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  • Analysing key characteristics of selected Australian regions

    Regional segments___________________________________________________________________ 34 Affiliations and networks______________________________________________________________ 36 Festivals and events__________________________________________________________________ 38

    GROWING WINE REGIONS: MCLAREN VALE (SOUTH AUSTRALIA)_________________________________ 39 Overview __________________________________________________________________________ 39 Regional structure ___________________________________________________________________ 39 Regional resources __________________________________________________________________ 39 Regional segments___________________________________________________________________ 39 Affiliations and Networks _____________________________________________________________ 41 Festivals and Events _________________________________________________________________ 42

    MATURE WINE REGIONS: YARRA VALLEY (VICTORIA) _________________________________________ 43 Overview __________________________________________________________________________ 43 Regional structure ___________________________________________________________________ 43 Regional resources __________________________________________________________________ 43 Regional segments___________________________________________________________________ 43 Affiliations and Networks _____________________________________________________________ 45 Festivals and events__________________________________________________________________ 46

    MATURE WINE REGIONS: COONAWARRA (SOUTH AUSTRALIA) ___________________________________ 47 Overview __________________________________________________________________________ 47 Regional structure ___________________________________________________________________ 47 Regional resources __________________________________________________________________ 47 Regional segments___________________________________________________________________ 47 Affiliations and Networks _____________________________________________________________ 49 Festivals and events__________________________________________________________________ 50

    REJUVENATING WINE REGIONS: RUTHERGLEN (VICTORIA) ______________________________________ 50 Overview __________________________________________________________________________ 50 Regional structure ___________________________________________________________________ 50 Regional resources __________________________________________________________________ 51 Regional segments___________________________________________________________________ 51 Affiliations and networks______________________________________________________________ 52 Festivals and events__________________________________________________________________ 54

    REJUVENATING WINE REGIONS: BAROSSA VALLEY (SOUTH AUSTRALIA) ___________________________ 54 Overview __________________________________________________________________________ 54 Regional structure ___________________________________________________________________ 54 Regional resources __________________________________________________________________ 54 Regional segments___________________________________________________________________ 55 Affiliations and networks______________________________________________________________ 56 Festivals and events__________________________________________________________________ 57

    CHAPTER 5 SUMMARY AND RECOMMENDATIONS______________