Definition of wine tourism

In the limited research literature, there is no accepted definition of "wine tourism". Most definitions combine tourists' travel motives with their experiences. For example, Hall and Macionis( 1998) define "wine tourism" as "a visit to vineyards, wineries, wine festivals and wine exhibitions with the main purpose of tasting wine and experiencing the characteristics of wine producing areas". (Hall and Nice, marcio, 1998: 197)

The South Australian Tourism Commission (1997) focuses on the activities of tourists in the definition of "wine tourism", which is defined as "tourists visiting wineries and related activities. ..... wine tourism can include a short visit to a single wine cellar on the way to major tourist destinations, or it can include living in a wine producing area for a few days and experiencing the wine production process personally. " (South Australia Tourism Commission, 1997:4)

Australian Brewers Association (Brewers? S Federation of Australia, 1998) also focuses on tourists' experience in the definition of wine tourism, but its definition is broader: "wine tourism is tourists' visit to wineries and wine producing areas to experience their unique lifestyle related to wine tasting, including diet, landscape and cultural activities." (Australian Brewers Association, 1998: 1)

The above three definitions are essentially aimed at consumers, that is, tourists. Getz(2000) pointed out that the following three factors should be considered when defining "wine tourism":

① Wine tourism is a kind of consumption behavior;

② Wine tourism is a strategy to develop and promote wine-related tourist attractions and images in tourist destinations;

③ Wine tourism is a marketing opportunities where wine producers guide consumers and consume directly.

Based on the above discussion, Getz(2000) defines wine tourism as: "Visitors' visit and experience to wineries and wine producing areas. It is a new type of tourism destination development and marketing method, and it is also the best opportunity for wine direct sales. " (Gates, 2000)

It should be pointed out that wine tourism is a relatively new concept and product, and it is still evolving and developing. The term "wine tourism" includes two different industries, each of which has great influence on regional economic development, environment and lifestyle. Therefore, how to combine these two different industries effectively, so that they can benefit from each other, and thus contribute to the economic and social development of wine producing areas, is a new topic facing the current tourism development.