Wine tourism has gained increased coverage in the last 4–5 years. Recognised as an effective aid to distribution and brand building, both industry and academia have developed research and strategies for increasing the effectiveness of how wineries manage wine tourism. This paper synthesises the findings from two recent conferences and argues that in order to be successful wineries will need to pay more attention to strategies that attract repeat visitors. This requires a relationship marketing strategy.
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Michael B Beverland (2000) studied this question.
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