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WINE TOURISM AND SUBSEQUENT WINE PURCHASE BEHAVIOUR

By Barry O’Mahony, John Hall, Larry Lockshin, Leo Jago and Graham Brown
WINE TOURISM AND SUBSEQUENT WINE PURCHASE BEHAVIOUR
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Wine tourism within the grape-growing areas of Australia is an integral part of local and regional tourism initiatives; however, it is an area that has been under-researched resulting in few available resources to wine tourism providers. This research set out to address this deficiency by establishing whether there is a link between the wine tourism experience and wine purchasing behaviour. The research was also designed to develop a market segmentation process that will inform wineries about the buying behaviour of particular market segments so that they can fashion their marketing communications strategies in a focused manner.
Wine tourism within the grape-growing areas of Australia is an integral part of local and regional tourism initiatives; however, it is an area that has been under-researched resulting in few available resources to wine tourism providers. This research set out to address this deficiency by establishing whether there is a link between the wine tourism experience and wine purchasing behaviour. The research was also designed to develop a market segmentation process that will inform wineries about the buying behaviour of particular market segments so that they can fashion their marketing communications strategies in a focused manner. Reduce

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Pearls of Wisdom

In 2008/09, $384 million was spent by visitors in the region - $68% was by domestic overnight visitors.