Developing wine trails as a tourist attraction in Israel

Abstract The objective of this paper is to suggest marketing strategies for the development of wine trails in Israel as tourist attractions. Both inbound and domestic tourists were surveyed as to their motives for visiting wineries and their experiences from those visits. The expectations of tourists with regard to the wine trail experience were compared with the beliefs of winery operators. The findings showed that there was a high degree of understanding of tourist needs among the winery operators. Nevertheless, augmentation of the winery experience is necessary if wine trail tourism is to further develop. Copyright © 2004 John Wiley & Sons, Ltd.