WINEMKTG 7005EX - Wine & Food Tourism and Festivals

This course explores the basics of tourism and the structure of the tourism industry as it relates to both wine and food. It addresses the basics concepts of wine tourism and hospitality, wine and food festivals in the broad context of tourism and hospitality, and wine tourism as a vehicle to build a brand image for the wine(ry) business and/or wine region. Specific focus areas include wine tourism visitor (consumer) behaviour, the role of the winery cellar-door in wine marketing/distribution, the functions of wine routes/roads, wine region brand building, and wine and/or food festival event fundamentals and management.