The role of food tourism in developing an emerging Queensland wine tourism region: an exploratory study

Abstract

While well developed wine regions attract visitors who have a high interest in wine and food,emerging regions are thought to attract those seeking 'something different to do'. Based on a proposed framework, the study investigated the type of visitor motivations and visitor expectations of winery attributes that influence their visits to wineries in an emerging region. Questionnaires were distributed to cellar door visitors at ten wineries in the Darling Downs region. Nearly half the respondents stated the main reasons for their visit were to enjoy a day out, to relax and celebrate a special occasion. The most important product factor was the atmosphere of the winery. The results suggest that to progress their region, producers would be best to cooperate in promoting and educating visitors about wine and food experiences.