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Wine Tourism and Economic Development of Rural Areas

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Wine Tourism and Economic Development of Rural Areas M.Sc. in Urban, Port and Transport Economics Wine tourism and economic development of rural areas The case of Central Macedonia/ the ‘Wine Roads of Northern Greece’ A Master Thesis of Danai Zisou (367980) Supervisor: Drs. Erwin van Tuijl July 2013 Acknowledgments The present thesis would not have been completed had it not been for the enduring support and encouragement of certain persons. First of all, I would like to particularly thank my supervisor Drs. Erwin van Tuijl. His academic and professional expertise along with his ongoing key advice and support were of crucial importance throughout the project. In fact, he did not only assist me with the thesis but also challenged me to further develop my critical thinking. Moreover, I would like to thank all the interview partners who were more than willing to respond to the interview call and provided me with a remarkable set of information to shape the case study of Central Macedonia. In addition though, I would like to address a particular thank to Mr. Anestis Babatzimopoulos, Mr. Christos Bitzios, Mr. Ioannis Albanis, Mr. Euaggelos Gerovassiliou and Mrs. Magdalene Leivadioti for their unwavering contribution to the present dissertation. Special thanks should also be given to my peers with whom I shared this invaluable experience. Our mutual comprehension and encouragement made this process smoother and enjoyable. Last but not least, I would like to express all my gratitude to my family who kept me motivated and encouraged me throughout the whole process of this dissertation. 2 Abstract The objective of this thesis is to investigate wine tourism development in a certain Greek wine region, the province of Central Macedonia and to explore the ways in which wine tourism can contribute to economic development of rural areas. Triggered then by this central objective, the present study approaches the topic form the supply side view. Thus, the contribution of wine tourism in local economies is examined through the view of wineries and the other actors like tourism bodies, restaurateurs and municipal authorities implicated in it. Hence, a case study was conducted, that of Central Macedonia, to serve the study’s main objective. The primary data then, consistent with the literature to a large part, indicate that wine tourism in Central Macedonia has only recently developed and is still at an initial stage. However, it does affect the local economy in a positive way by improving the overall destination image, by spreading the tourist season, stimulating thus more tourism in the region and by enhancing the wine sector’s income. Above all though, wine tourism sets the grounds for differentiation of the local economy which is an impetus for rural restructuring. Furthermore, both the case studies deriving from the literature and the one of Central Macedonia were very insightful indicating the quality of wine and service, effective marketing tools and an active support by the State as the major success factors. On the contrary, the main barriers identified comprise the inactive involvement of the State, the cost of travel and a lack of coordinated actions among the suppliers of wine tourism. Key words: wine tourism, winery, tourist, rural development, Central Macedonia, success factors, barriers 3 Table of Contents Acknowledgments ..................................................................................................................... 2 Abstract ..................................................................................................................................... 3 List of tables............................................................................................................................... 6 List of figures ............................................................................................................................. 7 1. Introduction ........................................................................................................................... 8 1.1 Relevance ........................................................................................................................ 8 1.2 Main Question ............................................................................................................... 10 1.3 Methodology ................................................................................................................. 11 1.4 Structure ........................................................................................................................ 12 2. Literature review ................................................................................................................. 14 2.1 Introduction ................................................................................................................... 14 2.2 Tourism in general ......................................................................................................... 14 2.3 Wine tourism ................................................................................................................. 20 2.3.1 Wine tourism definition ......................................................................................... 21 2.3.2 Who is the wine tourist? ........................................................................................ 23 2.3.3 Supply side of wine tourism ................................................................................... 27 2.3.4 Advantages and disadvantages of Wine Tourism .................................................. 29 2.3.5 Wine Routes definition ........................................................................................... 31 2.3.6 Advantages and disadvantages of Wine Routes .................................................... 33 2.4 Conclusion ..................................................................................................................... 35 3. Case studies of wine tourism............................................................................................... 36 3.1 Introduction ................................................................................................................... 36 3.2 Current developments in the wine sector worldwide .................................................. 36 3.3 International overview of wine tourism ........................................................................ 38 3.4 Case studies of wine tourism......................................................................................... 42 3.4.1 Wine tourism in France .......................................................................................... 42 3.4.2 Wine tourism in Italy .............................................................................................. 46 3.4.3 Wine tourism in Australia ....................................................................................... 50 3.5 Critical overview of the case studies ............................................................................. 54 3.6 Conclusion ..................................................................................................................... 60 4. Methodology ....................................................................................................................... 62 4.1 Introduction ................................................................................................................... 62 4 4.2 The method ................................................................................................................... 62 4.3 The study area ............................................................................................................... 65 4.4 The test population ....................................................................................................... 66 4.5 Design of the personal interviews ................................................................................. 69 4.6 Research limitations ...................................................................................................... 70 4.7 Conclusion ..................................................................................................................... 71 5: Case study: the case of Central Macedonia ........................................................................ 72 5.1 Introduction ................................................................................................................... 72 5.2 Wine tourism in general ................................................................................................ 73 5.3 The Central Macedonia wine region/ the ‘Wine Roads of Northern Greece’ ............... 75 5.3.1 The wine tourist ...................................................................................................... 78 5.4 Supply side of wine tourism .......................................................................................... 79 5.5 Marketing projects of wine tourism .............................................................................. 83 5.6 Advantages and disadvantages of wine tourism ........................................................... 85 5.7 Future prospects of wine tourism ................................................................................. 87 5.8 Conclusion ..................................................................................................................... 89 6. Synthesis .............................................................................................................................
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