Biodiversity Trails: their value at the cellar door

December 8, 2010 0 Comments

Researchers: Jean-Marie Tompkins, Joanna Fountain and Steve Wratten

Most research on winery visitation to date has focused on the experiences of visitors within the tasting room or cellar door, ignoring the role and value of the winery setting, including the vines, trails and gardens, to visitors.  In the Waipara region, a number of wineries involved in the Greening Waipara project have established biodiversity walking trails alongside their cellar doors where visitors can learn about the various ecosystem services that may be provided by native flora and fauna and where they can appreciate the efforts of these growers to use ecosystem services during wine production.  Research is being undertaken to explore the ‘added value’ of these biodiversity trails to visitors’ experiences of the wineries.  Winery visitors’ awareness and knowledge about these trails is being explored, as well as their interest in, and experiences of, these trails.  Finally, the project seeks to explore the influence of these experiences on brand loyalty and wine purchase intentions.

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