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Wine, food and tourism marketing edited by C. Michael Hall. The Haworth Hospitality Press, New York, 2003. xiv+176 pp. (paperback). ISBN 0‐7890‐0106‐3

Wine, food and tourism marketing edited by C. Michael Hall. The Haworth Hospitality Press, New... WINE, FOOD AND TOURISM MARKETING edited by C. Michael Hall. The Haworth Hospitality Press, New York, 2003. xiv+176 pp. £17.95 (paperback). ISBN 0-7890-0106-3 Wine, Food and Tourism Marketing is an important publication that sets a standard for the discussion and dissemination of information regarding an area of tourism that has until now received little attention. This edited book has already appeared as a series of papers published in the Journal of Travel and Tourism Marketing, 2003, Volume 14, Numbers 3 and 4. The papers presented here provide a wide range of case studies that are a useful resource for practitioners, researchers, undergraduate and postgraduate students in tourism, hospitality, wine and food studies. The importance of place marketing and regional development is highlighted throughout this book. Food tourism is inextricably linked to that of wine tourism through regional and local identities. A specific case study in this text focuses on the use of food images in French tourism regional brochures and provides an insight into the promotion of local food, cultural identity, communication and implied status. The role of local and regional food destination marketing in South Africa is also discussed. The potential to enhance sustainability, cultural authenticity, environmental and economic infrastructures is outlined, with suggestions made for the future packaging and marketing of local and regional foods. The paper on policy, support and promotion for food-related tourism initiatives examines the use of the World Wide Web and highlights the inadequacies of web-based promotion of food-related tourism. Practical recommendations are made with regards to design factors for the provision of web-based tourism information. Wine tourism is discussed through a series of case studies of business operations, destination images and the development of business networks. Cider making is also represented through the history, development and importance of the industry in Somerset, England. Three individual companies are discussed and comparisons made to the development of the wine industry in the use of collective marketing strategies. The emerging wine industry in British Columbia is examined using an importance-performance analysis framework to determine the key areas for management. The paper makes a series of recommendations to be used by the wine industry in order elevate the appeal of wine destinations in British Columbia. In another paper the wine route in Niagara is discussed. There are more than 50 wineries near to the Niagara Falls serving the domestic market, with a potential to become more prominent in the international marketing of the region. Wine routes are also important in South Africa, as the changes to the wine industry postapartheid are discussed in relation to the Western Cape Province and Stellenbosch through the use of hybrid wine and tourism initiatives at Spier Resort. The role of governmental influence in the management of wine tourism is also considered with specific reference to France and the problems in the formation of a national strategy are highlighted due to the interplay between various stakeholders. The book ends with a chapter on the seasonal nature of wine tourism in New Zealand and suggests a series of strategies of how this may be overcome. This book highlights the growing importance of local food and wine production in influencing the future development of local, regional and national tourism strategies. It is incisive, informative and useful to those engaged in wine and food promotion and production. An essential read that is highly recommended. Alan Marvell Bath Spa University College Published online in Wiley InterScience (www.interscience.wiley.com) DOI: 10.1002/jtr.493 Copyright © 2004 John Wiley & Sons, Ltd. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Tourism Research Wiley

Wine, food and tourism marketing edited by C. Michael Hall. The Haworth Hospitality Press, New York, 2003. xiv+176 pp. (paperback). ISBN 0‐7890‐0106‐3

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Publisher
Wiley
Copyright
Copyright © 2004 John Wiley & Sons, Ltd.
ISSN
1099-2340
eISSN
1522-1970
DOI
10.1002/jtr.493
Publisher site
See Article on Publisher Site

Abstract

WINE, FOOD AND TOURISM MARKETING edited by C. Michael Hall. The Haworth Hospitality Press, New York, 2003. xiv+176 pp. £17.95 (paperback). ISBN 0-7890-0106-3 Wine, Food and Tourism Marketing is an important publication that sets a standard for the discussion and dissemination of information regarding an area of tourism that has until now received little attention. This edited book has already appeared as a series of papers published in the Journal of Travel and Tourism Marketing, 2003, Volume 14, Numbers 3 and 4. The papers presented here provide a wide range of case studies that are a useful resource for practitioners, researchers, undergraduate and postgraduate students in tourism, hospitality, wine and food studies. The importance of place marketing and regional development is highlighted throughout this book. Food tourism is inextricably linked to that of wine tourism through regional and local identities. A specific case study in this text focuses on the use of food images in French tourism regional brochures and provides an insight into the promotion of local food, cultural identity, communication and implied status. The role of local and regional food destination marketing in South Africa is also discussed. The potential to enhance sustainability, cultural authenticity, environmental and economic infrastructures is outlined, with suggestions made for the future packaging and marketing of local and regional foods. The paper on policy, support and promotion for food-related tourism initiatives examines the use of the World Wide Web and highlights the inadequacies of web-based promotion of food-related tourism. Practical recommendations are made with regards to design factors for the provision of web-based tourism information. Wine tourism is discussed through a series of case studies of business operations, destination images and the development of business networks. Cider making is also represented through the history, development and importance of the industry in Somerset, England. Three individual companies are discussed and comparisons made to the development of the wine industry in the use of collective marketing strategies. The emerging wine industry in British Columbia is examined using an importance-performance analysis framework to determine the key areas for management. The paper makes a series of recommendations to be used by the wine industry in order elevate the appeal of wine destinations in British Columbia. In another paper the wine route in Niagara is discussed. There are more than 50 wineries near to the Niagara Falls serving the domestic market, with a potential to become more prominent in the international marketing of the region. Wine routes are also important in South Africa, as the changes to the wine industry postapartheid are discussed in relation to the Western Cape Province and Stellenbosch through the use of hybrid wine and tourism initiatives at Spier Resort. The role of governmental influence in the management of wine tourism is also considered with specific reference to France and the problems in the formation of a national strategy are highlighted due to the interplay between various stakeholders. The book ends with a chapter on the seasonal nature of wine tourism in New Zealand and suggests a series of strategies of how this may be overcome. This book highlights the growing importance of local food and wine production in influencing the future development of local, regional and national tourism strategies. It is incisive, informative and useful to those engaged in wine and food promotion and production. An essential read that is highly recommended. Alan Marvell Bath Spa University College Published online in Wiley InterScience (www.interscience.wiley.com) DOI: 10.1002/jtr.493 Copyright © 2004 John Wiley & Sons, Ltd.

Journal

International Journal of Tourism Research – Wiley

Published: Sep 1, 2004

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