WINE TOURISM IN NASIK, INDIA - AN EXPLORATORY VIEW ON CULTURAL AND CREATIVE ASPECTS WINE TOURISM – A CASE OF NASIK, INDIA
India has been long known for her rich heritage and cultural diversity. Wine tourism is a niche & an emerging area which could potentially be developed as a valuable tourism resource. Through insights into the nascent wine industry in Nasik, often self-proclaimed as the "Napa valley of India", this paper explores how as an upcoming new world wine producing region Nasik can incorporate the value of co-creation & preservation of authenticity to ensure sustainability and to avoid pitfalls of mass tourism, as it soon emerges as a wine tourism destination. By reviewing on existing literature related to wine tourism in Napa Valley, USA & South Africa / Australia/New Zealand/Chile and by drawing parallels between Nasik and celebrated wine tourism destinations I conclude by giving recommendations that will help develop wine tourism as a tourism product in Nasik. INTRODUCTION
Wine has always been etched as a luxury product in the minds of people from the very beginning of times. Especially in India where spirits are the preferred choice, Wine culture was almost non-existent but the fast growing upper class have embraced drinking wine as a sophisticated trend.
HISTORY OF INDIAN WINE
India has a long history when it comes to producing and consuming wines, though it has become a product of commercial interest only recently. Viticulture, the art of cultivating grapes was said to have been introduced in India by Persian traders around 4th millennium BC. Historians believe that these harvests were used mostly for table grapes rather than the production of an alcoholic beverage. The first known mention of grape-based wines was in the late 4th century BC. In the following centuries, drinking wine was considered an honour among the kshatriyas or noble class thus making it extravagant. Portuguese colonists at Goa introduced port wine...
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