| Abstract: |
Swinburne University (Langworthy, Howard, Fiona & Mawson, 2006), agri-tourism
is a growing phenomenon in Australia, often most strongly associated with wine
regions. Recommendations to improve include creation of tourism regions &
cooperatives, cooperation between sectors (CVBs, restaurants), infrastructure
development and model development to measurable factors. South African
wineries Bruwer, 2003 identified factors that were helpful in developing a
wine tourism market of South African wineries. Regarding South Africa wine
tourism, areas of winery business that promote tourism include both service
provision and destination marketing, development of wine routes forms an
integral part of the wine tourism industry, estates sell more wine through the
cellar-door and tourism industry needs well-developed infrastructure. To
complete this analysis for Texas, an online survey was sent to over 9,000 wine
consumers. Preliminary results of this study found that Texas winery travelers
spend over $400 per winery visit. Winery tourism outspend typical tourist in
Texas with 24% of their spending related to accommodations spending. Wineries
involved in promoting tourism visitations have significantly higher sales and
winery visitation than those not focusing on tourism as part of the marketing
promotions (p<.05). A secondary aspect of this study is to survey Texas
wineries and measure their involvement and satisfaction with TDA wine support
efforts. The results illustrate that wineries involved in TDA wine promotional
programs report higher increases in sales, winery visitations and attribute
increases in sales to TDA marketing efforts over those less involved wineries. |
| Keywords: |
Texas Wine, TDA Wine Marketing, State Value of Wine Marketing, Wine Tourism, Rural Tourism, Tourism, Agribusiness, Agricultural and Food Policy, Community/Rural/Urban Development, Marketing, |