The Evolving Images of Wine Tourism Destinations

The projection of an appropriate image has been described as a vital element in marketing and postioning tourism destinations. While the dimensions of tourism destination image development have been examined in a wide range of tourism contexts, little research of this type has been conducted with respect to wine tourism destinations. This research examines the evolving character of wine tourism destination imagery as projected by wine producers and independent writers. The findings suggest that over the past decade, there has been a shift in wine country imagery from an emphasis on wine production processes and related facilities to more of an emphasis on aesthetic and experiential values associated with more leisurely recreational and tourist pursuits. In keeping with this shift from production orientation to more aesthetic elements, the wine tourism experience has become more positioned around a core attraction of quality wine, frequently accompanied by a set of culinary, educational, event hosting and cultural dimensions. The research also identifies several of the more critical resource management and marketing issues associated with this shift in imagery. The paper is written as a contribution to the growing field of wine tourism destination development and marketing.