Geography Reference
In-Depth Information
• the absence of effective intersectoral linkages, which leads to a lack of inter- and intra
organisational cohesion within the wine industry, and between the wine industry
and the tourism industry.
In Australia, the Bureau of Industry Economics (BIE) (1991a, 1991b) identified four
potential roles for government in the development of networks:
• disseminating information on the opportunities created by networks
• encouraging co-operation within industries through industry associations
• improving existing networks between the private sector and public sector agencies
involved in research and development, education and training
• examining the effects of the existing legislative and regulatory framework on the
formation, maintenance and breakup of networks relative to other forms of
organisation, such as markets and firms.
In the case of wine and food tourism in Australia, the federal government directly
utilised the first three roles in the creation of specific organisations and/or the provision
of funding for research, education, co-operative strategies and mechanisms, and
information provision. The BIE (199la, 1991b) considered information gaps to be a major
factor in the impairment of network formation. Indeed, there are substantial negative
attitudes towards tourism by wineries and some food producers, whereas tourism
organisations tend to be far more positive towards the wine and food industry. This
situation is reflective of Leiper's (1989,1990) concept of tourism's partial
industrialisation which suggests that businesses need to perceive they are part of the
tourism industry before they will formally interact with tourism suppliers.
Several models of local network development are utilised in food systems (Figure
6.2). The classic industrial model of the food supply chain of producer-wholesaler-
retailer-consumer all linked through transport networks has provided for a relatively
efficient means of distributing food but it has substantially affected the returns producers
get as well as placing numerous intermediaries between consumers and producers. The
industrial model has allowed for the development of larger farm properties, reduced
labour costs and supported export industry but it has done little to promote sustainable
economic development and food systems. In tourism terms this relationship has been
utilised in national branding and promotion when multiple supply chains are bundled
together to attract the foreign customer. One alternative is to create a direct relationship
between producers and consumers. This may be done by direct marketing and 'box
deliveries' (e.g. the delivery of a box of seasonal produce direct to the consumer). In
relation to tourism an important direct relationship is the opportunity for the consumer to
purchase at the farm or cellar door, allowing the consumer to experience where the
produce is from and the people who grow or make it, thereby creating the potential for
the development of long-term relationship marketing. Such direct sales are extremely
popular with small wineries and horticultural producers and are often utilised by peri-
urban and rural producers who are located close to urban centres where they can take
advantage of the day-trip market. Nevertheless, such individual developments while
useful at the business level and adding to the overall attractiveness and diversity of a
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