Potentials of Wineries as Tourism Destinations in India

Potentials of Wineries as Tourism Destinations in India

M. K. Dash (Faculty- Institute of Hotel Management, India)
Copyright: © 2015 |Pages: 24
DOI: 10.4018/978-1-4666-8699-1.ch008
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There are many famous vineyards and wine tasting destinations in India. It might be a splashy red or a soothing white, or a bubbly twist. Wines are here to stay and there are many wine related service providers in many wine tasting destinations and vineyards vying to grab this upcoming dining market. Although the concept of wine tasting is in its nascent stage in India, there are many vineyards which have come up, primarily in the Nashik and Pune region of Maharastra state. One of the attractions for those following the wine trails in India are not only the domestic tourists but also by the foreign tourists who love having Indian foods pairing with the Indian wines. These wine tasting tours satisfy the customers and visitors of affluent class only who are of three levels: aromatic, visual and on the palate. Unlike most Western nations where wine is an essential part of everyday dining, Indian wines are still a part of exclusive fine dining experience affordable mostly to the selective elite or more recently to the upper middle class city folks. But the recent influx of these winemakers in the mainstream Indian Fine dining market has helped enlarge this market.
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Literature Review

For the purpose of this paper, wine tourism is defined as visits to a wine region for recreational purposes, the development and marketing of wineries as places to visit, and of destinations based on the appeal of wine. As some (Hall, Sharples, Cambourne & Macionis, 2000) have pointed out, wine tourism is still emerging as a concept or product. As the field of wine tourism continues to develop (Mitchell & Hall, 2006 for a comprehensive review), the need for a better understanding of consumer behaviours is paramount, especially in respect of likelihood of visiting wine regions. Getz and Brown (2006) point out that much of the research into the wine tourist has originated from studying consumers at the cellar door.

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