Travel Reference
In-Depth Information
Figure 2.10 One of Portugal's wine trails
established in Germany; by the 1970s, each of Germany's viticulture regions
already had its own wine route (Hall & Macionis, 1998; Sharples, 2002). The
first wine route in South Africa appeared in 1971 (Bruwer, 2003). Today,
most of these have been set up by wine councils, local government councils/
agencies or other viniculture organizations as a way of promoting wine con-
sumption at a regional level.
Being part of a wine trail is said to bring benefits to participating produc-
ers and providers in a number of social and economic ways. In common with
other types of food and drink trails, one of the advantages of joining a wine
route is joint marketing through strength in numbers and common participa-
tion in special events (Correia et al. , 2004; Telfer, 2001a, 2001b), creating
clusters of wineries and a brand identity for the region (Correia et al. , 2004;
Hashimoto & Telfer, 2003). According to Brunori and Rossi (2000: 411),
The creation of a tourist experience around a wine route is not simply the
sum of the outputs from individual farms. The integration of farmers'
efforts creates a structured coherence of symbolic and material elements,
which adds value to the single products whether it is wine, gastronomic
products or accommodation. Farmers make their individual contribution
to the . . . experience . . . However, the organization of the overall variety
will depend on collective action.
For small or medium enterprises, collective action on a wine route increases
their ability to compete on the world stage. These collaborative efforts may
enable more wine to be sold through the cellar door and enable producers to
decrease their costs and increase revenue at a much lower cost than by acting
alone (Brunori & Rossi, 2000; Bruwer, 2003).
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