| The
wine sector in Australasia has developed a number of regional
events in order to promote wine and build regional identity.
Despite the popularity and long history of these events
little research has been carried out on their role for wineries
and regions developing wine tourism strategies. The purpose
of this project is to examine the use and evolution of regional
wine events from a strategic perspective. Based upon seven
case studies from Australia and New Zealand the authors
argue that over time the nature and emphasis of events change.
Preliminary findings indicate that events evolve through
a series of stages, ranging from regional awareness through
to brand enhancement and customer loyalty. Implications
for event organisers and winery management are explored. |
