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dc.contributor.authorDawson, Daisy B.en
dc.contributor.authorFountain, Joanna M.en
dc.contributor.authorCohen, David A.en
dc.date.accessioned2011-12-05T23:08:45Z
dc.date.issued2011-06en
dc.identifier.citationDawson, D., Fountain, J. & Cohen, D.L. (2011). Place-based marketing and wine tourism: creating a point of difference and economic sustainability for small wineries. 6th AWBR International Conference, 9-10 June 2011. Bordeaux, France: Bordeaux Management School.en
dc.identifier.urihttps://hdl.handle.net/10182/4084
dc.description.abstractThe purpose of this paper is to explore how small-scale wineries and wine regions create a point of difference and economic sustainability in a competitive marketplace through utilizing regional place branding and cellar door visitation. This research is based on qualitative, semi-structured, in-depth interviews with winery owners/managers and additional wine and tourism stakeholders in a single case study: The Central Otago wine region in the South Island of New Zealand. In total, 39 interviews were conducted in 2007 and 2010. Interviews were audio-recorded, transcribed verbatim, coded and categorized for analysis. Place marketing is a significant factor in the success of both regional and individual wine marketing initiatives, as it serves as a strategy of differentiation. Desirable regional attributes, as well as emotionally-appealing stories of the people and processes behind wine production, have been used deliberately by respondents in the marketing of Central Otago wine products and experiences. Respondents suggest that one of the most effective ways to facilitate a positive association between place and their product in the minds of consumers is through winery visitation, whereby visitors come to associate the region’s wines with the landscape and beauty of the area that they experience. Visitors also have the opportunity to experience the stories behind the wine, building emotional connections with the winery, and the region, which may ultimately lead to brand loyalty.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/10182/4084en
dc.rightsCopyright © The Authors.en
dc.source6th AWBR International Conferenceen
dc.subjectplace-brandingen
dc.subjectwine tourismen
dc.subjectwineen
dc.subjectplace-marketingen
dc.titlePlace-based marketing and wine tourism: creating a point of difference and economic sustainability for small wineriesen
dc.typeConference Contribution - Published
lu.contributor.unitLincoln Universityen
lu.contributor.unitFaculty of Agribusiness and Commerceen
lu.contributor.unitDepartment of Agribusiness and Marketsen
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/Faculty of Agribusiness and Commerce
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce/AGMK
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/10182/4084en
pubs.start-date2011-06-09en
lu.identifier.orcid0000-0001-9323-6984
lu.identifier.orcid0000-0003-2556-3216
lu.subtypeConference Paperen


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