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dc.contributor.authorFountain, Joanna M.en
dc.contributor.authorTompkins, Jean-Marieen
dc.date.accessioned2011-12-04T21:45:42Z
dc.date.issued2011-06en
dc.identifier.citationFountain, J. & Tompkins, J. (2011). The potential of wine tourism experiences to impart knowledge of sustainable practices: the case of the Greening Waipara biodiversity trails. 6th AWBR International Conference, 9-10 June 2011. Bordeaux, France: Bordeaux Management School.en
dc.identifier.urihttps://hdl.handle.net/10182/4071
dc.description.abstractPurpose:– To explore the extent to which the biodiversity trails are imparting knowledge of sustainable viticultural practices, and adding to the winery experience and wine purchase behaviour of winery visitors. Design/methodology/approach:– The methodology was interviewer-completed, face-to-face surveys with 220 visitors, including 66 biodiversity trail walkers, at two wineries in Waipara Valley, New Zealand. Results were analysed using SPSS. Findings:– The results indicate that the biodiversity trails are providing information about sustainable practices to winery visitors, and are adding to the winery experience for most visitors. Almost half of visitors walking the trails felts more connected to the winery, however only one-fifth reported that they would be more likely to purchase wine from the winery as a result of their experience. Practical implications:– Providing learning experiences in the form of walking trails at wineries appears to be a good means to share information about sustainable vineyard practices, however converting this increased knowledge into brand loyalty may not be straightforward.en
dc.format.extent1-16 (16)en
dc.language.isoenen
dc.publisherAcademy of Wine Business Researchen
dc.relationThe original publication is available from - Academy of Wine Business Research - http://hdl.handle.net/10182/4071en
dc.rightsCopyright © The Authors.en
dc.source6th AWBR International Conferenceen
dc.subjectGreening Waipara Projecten
dc.subjectsustainable vineyard practicesen
dc.subjectenvironmental knowledgeen
dc.subjectwinery visitationen
dc.subjectbiodiversityen
dc.titleThe potential of wine tourism experiences to impart knowledge of sustainable practices: the case of the Greening Waipara biodiversity trailsen
dc.typeConference Contribution - Published
lu.contributor.unitLincoln Universityen
lu.contributor.unitBio-Protection Research Centreen
lu.contributor.unitFaculty of Environment, Society and Designen
lu.contributor.unitDepartment of Tourism, Sport and Societyen
pubs.finish-date2011-06-10en
pubs.notesPaper presented at the 6th AWBR International Conference, held at Bordeaux Management School, France, 9-10 June 2011.en
pubs.organisational-group/LU
pubs.organisational-group/LU/BPRC
pubs.organisational-group/LU/Faculty of Environment, Society and Design
pubs.organisational-group/LU/Faculty of Environment, Society and Design/DTSS
pubs.organisational-group/LU/Research Management Office
pubs.organisational-group/LU/Research Management Office/PE20
pubs.organisational-group/LU/Research Management Office/QE18
pubs.publication-statusPublisheden
pubs.publisher-urlhttp://hdl.handle.net/10182/4071en
pubs.start-date2011-06-09en
dc.publisher.placeBordeaux, France: Bordeaux Management Schoolen
lu.identifier.orcid0000-0003-2556-3216
lu.subtypeConference Paperen


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