Purpose – There is growing research on the value of winery tasting rooms/cellar doors as an avenue for relationship building with consumers resulting in greater brand loyalty. This paper aims to examine the role of tasting rooms in this regard in an Australasian context....

Purpose – Wine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is to identify factors that predict gratuity purchasing at wineries. Specifically, the study seeks to...

Although there are some drawbacks, winery tourism offers some significant benefits for wineries which are struggling for recognition. These benefits include the opportunity to build brand loyalty, the chance for consumers to try products with a reduced level of risk, increased margins, and...