Comparative Analysis of Wine Tourism Within Italy and Usa

comparative analysis of wine tourism development within Italy and USA

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MODULE: CASE STUDIES IN INTERNATIONAL TOURISM

TSM 11105

Module leader: Constantia Anastasiadou

Matriculation number: 10013307

`CONTENT LIST

CONTENT LIST - 1 -

1. INTRODUCTION - 2 -

2. Comparative analysis techniques utilized - 3 - 2.1. A Synopsis of comparative analysis method used - 3 - 2.2. An evaluation of comparative technique utilized - 3 -

3. COMPARATIVE EVALUATION OF WINE TOURISM IN italy and USA - 4 - 3.1. Background information of both destinations - 4 - 3.1.1. Current development status - 4 - 3.1.2. The importance and contribution of tourism to the economy - 4 - 3.1.3. An awareness of position in respect of market competitors - 5 - 3.1.4. Main characteristics of supply and demand - 6 - 3.2. Potential for market success and future view projections - 7 - 3.3. Likely social and cultural impacts - 8 -

4. Conclusion - 9 -

REFERENCES - 10 -

Appendicies - 12 - Appendix 1 SWOT analysis of wine tourism in Italy and USA - 12 - Appendix 2 Current development status - 13 - Appendix 3 Tourism’s contribution to economy - 13 - Appendix 4 International arrivals - 14 - Appendix 5 Vineyard areas worldwide - 14 - Appendix 6 Supply and demand - 15 -

1. INTRODUCTION

With a reference to Getz (2000), wine tourism is a way of travelling to wine countries, including visit wine cellars, wine tasting and wine purchase.

The so called ‘Old world’ and ‘New world’ markets exist in wine tourism business dictionary, by discerning Europe wine countries with rich history and traditions when it comes to wine and the rest of the world where wine tourism is existing, though not for a long time yet.

Therefore this report is analyzing two destinations from both markets – Italy, known as one of the leaders in ‘Old world’ wine tourism business and U.S., which is no doubt the main participant in the ‘New world’

References: 1. Asero, V., and Patti, S. (November 2009) From Wine production to wine tourism experience: The case of Italy. [Online] Available from: http://www.wine-economics.org/workingpapers/AAWE_WP52.pdf [Accessed 27th March, 2011] 2 5. Getz, D. (2000) Explore wine tourism: Management, Development & Destination. Cognizant Communication Corporation 6 7. Hall, C.M., Sharples, B.C., Macionis, N. (2000) Wine Tourism around the World. Reed Educational and Professional Publishing Ltd 8 9. Kemner, R. (2009) The Old World and New World Approach to Wine [Online] Available from: http://www.thewinecountry.com/mm5/merchant.mvc?Screen=Z1_5world&Store_Code=TWC [Accessed 22nd March, 2011] 10 11. Lennon, J.J., Smith, H., Cockerell, N., Trew, J., (2006) Benchmarking National Tourism Organisations and Agencies Elsvier Ltd 12 13. Poitras, L. and Getz, D. (2006) Sustainable Wine Tourism: The Host Community Perspective Journal of sustainable Tourism 5 (14) [Online]. Available from: http://espace.library.uq.edu.au/eserv/UQ:161647/SBE10UQ161647.pdf [Accessed 25th March, 2011] 14 17. United Nations Development Program (2010) Human Development Index (HDI) – 2010 Rankings. Available from: http://hdr.undp.org/en/statistics/ [Accessed 25th February, 2011] 18 19. U.S. Department of Commerce (2011) Bureau of Economic analysis [Online] Available from: http://www.bea.gov/newsreleases/national/gdp/2011/pdf/gdp4q10_3rd.pdf [Accessed 23rd March, 2011] 20 21. Wine Business (2010) Number of U.S. Wineries grows [Online] Available from: http://www.winebusiness.com/wbm/?go=getArticle&dataId=72744 [Accessed 23rd March, 2011] 22 | |Long history, heritage and traditions |Many cellars open to public Competitive prices | | |Strict wine laws (Asero and Patti, 2009) |Big government support | | |Reputation |Enormous contribution to economy | | |Enormous contribution to economy (Asero and Patti, 2009) |Source: (Wine Business, 2010) | |Weaknesses | | | | |Uses only 20% of its market potential (Romano and Natilli, 2009) |Lack of knowledge | | |Not many cellars open to public (Asero and Patti, 2009) |Not enough restrictions on wine laws | | |Lack of marketing (Asero and Patti, 2009) |Lack of reputation | | |Don’t pay enough attention to changing demand’s needs and prices | | | |(Presenza et al, 2010) |Source: (Gallus-group, 2010) | | |World (Decanter, 2009) |Source: (Wine Business, 2010) | | |E-commerce – to extend relations with tourists | | | |Changing profile and needs of wine tourists | | | |Changing climate conditions |Source: (Romano and Natilli, 2009) | | |Source: (Romano and Natilli, 2009) | | Appendix 2 Current development status