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1 Introduction 1 Jack Carlsen and Steve Charters PART I THE WINE TOURISM SETTING 17 2 Do Tourism and Wine Always Fit Together? A Consideration of Business Motivations 19 Rick A. Fraser and Abel Alonso 3 Land Use Policy and Wine Tourism Development in North America's Pacific Northwest 27 Peter W Williams, Karen Graham and Louella Mathias 4 Enhancing the Wine Tourism Experience: the Customers' Viewpoint 47 Linda Roberts and Beverley Sparks PART II WINE TOURISM AND REGIONAL DEVELOPMENT 57 5 Wine Tourism and Sustainable Development in Regional Australia 59 John G. Gammack 6 Emerging Wine Tourism Regions: Lessons for Development 67 Beverley Sparks and Jane Malady 7 The Determinants of Quality Experiences in an Emerging Wine Region 80 Tony Griffin and Alice Loersch PART III WINE MARKETING AND WINE TOURISM 93 8 Influences on Post-visit Wine Purchase (and non-purchase) by New Zealand Winery Visitors 95 Richard Mitchell 9 Electronic Marketing and Wine Tourism 110 Jamie Murphy 10 Understanding the Impact of Wine Tourism on Post-tour Purchasing Behaviour 123 Barry O'Mahony, John Hall, Larry Lockshin, Leo Jago and Graham Brown PART IV THE CELLAR DOOR 139 11 Wine Tourists in South Africa: a Demand-side Study 141 Dimitri Tassiopoulos and Norbert Haydam 12 Younger Wine Tourists: a Study of Generational Differences in the Cellar Door Experience 153 Steve Charters and Joanna Fountain 13 Survey Timing and Visitor Perceptions of Cellar Door Quality 161 Martin A. O'Neill and Steve Charters PART V WINE FESTIVALS AND EVENTS 177 14 Wine Festivals and Tourism: Developing a Longitudinal Approach to Festival Evaluation 179 Ruth Taylor 15 Analysis of Motivational and Promotional Effects of a Wine Festival 196 Jingxue Yuan, SooCheong Jang, Liping A. Cai, Alistair M. Morrison and Sally .Linton 16 Strategic Planning for a Regional Wine Festival: the Margaret River Wine Region Festival 209 Jack Carlsen and Donald Getz PART VI WINE TOURS AND TRAILS 225 17 Nautical Wine Tourism: a Strategic Plan to Create a Nautical Wine Trail in the Finger Lakes Wine Tourism Region of New York State 227 Michael Q. Adams 18 Wine Tourism in Portugal: the Bairrada Wine Route 242 Luis Correia and Mirio Passos Ascenqio 19 Are We There Yet? How to Navigate the Wine Trail 255 David Hurburgh and Dick Friend 20 Conclusion: the Future of Wine Tourism Research, Management and Marketing 263 Steve Charters and Jack Carlsen