gwcn final report fr 4 - great wine capitals · 2018-10-28 · ss and purit ticitybrandi riables...
TRANSCRIPT
In
The FaEvaluatRespon
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Capitudent013
PORT
and The Authenticences in S
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Table of C1 Abstra
2 Key W
3 Introd
4 Literat
4.1 Th
4.2 Br
5 Metho
5.1 Re
5.1.1
5.1.2
5.1.3
6 Resea
6.1 Su
6.1.1
6.1.2
6.2 De
6.2.1
6.2.2
6.2.3
6.2.4
6.2.5
6.2.6
6.2.7
6.2.8
6.2.9
7 Mode
7.1 PrTourism
7.2 Co
7.3 Be
8 Bibliog
9 Appen
Contents act ..............
Words ..........
uction .......
ture Review
he Applicati
rief Evolutio
odology ......
esearch Des
Supply‐S
Demand
Survey O
rch results .
upply‐ Side A
Industry
Supply‐s
emand‐side
Demogra
Psychogr
Buying C
Emotion
Qualitati
Dimensio
Image Ev
Qualitati
Perceptio
l, Conclusio
roposed Moin South Af
onclusions ..
enefits of th
graphy .......
ndix A: Scre
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w .................
on of Authe
on of Authe
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sign, Sampli
ide Attitude
‐Side Attitu
Operationali
..................
Analysis .....
Insights .....
ide SWOT A
e Online Sur
aphic Descr
raphic Desc
Consciousne
al and Func
ive Input fro
ons of Auth
valuation ....
ive analysis
ons of Indu
ons and Ben
odel for undfrica ............
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he Research
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een Shot of
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enticity to W
nticity in W
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ing and Ana
es ...............
udes ............
isation and
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Analysis for
rvey ............
iptive Data
criptive Data
ess and Hab
ctional Bene
om Survey R
enticity ......
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for image R
stry Ethics a
efits for Gre
derstanding...................
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h for Great W
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the Survey
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Wine Touris
Wine and Wi
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alysis ..........
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Data analys
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South Afric
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a .................
bits ..............
efit Orientat
Respondent
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Rankings ....
and Sustain
eat Wine Ca
Key Succes...................
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Wine Capita
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sm ..............
ne Tourism
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can Wine To
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tion ............
ts ...............
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nability ........
apitals Glob
ss Factors fo...................
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als Network
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in South Af
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ourism Indu
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bal Network
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tegies in Wi..................
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1 AbstraThe aim ofpredispositiotourists conachieve this thematic groregarding inSouth Africaunderstand supply‐side authenticati
2 Key W Wine Touris
3 Introd Despite the to wine (Bedynamics, litcombinatoryconsumer battempting commoditizeend we aim micro key su
XJonathan Ste
1 As a componResponsibility denvironmental
act f this studyons, perceptinect with auwe: Firstly, aouping in wndustry dynaan wine tounderlying qualitative dion to succee
Words
m, Authentic
duction
recent pletheverland M, ttle materialy research inbehaviour asto make sed offerings to extract a uccess factor
eyn
ent thereof.Hedefinition as “Sissues in a way
y is to provions and desuthenticationanalysed con
wine tourism amics and nourists towarelationshipsdata, to builed as a wine
city, Social R
hora of litera2006; Lunal has been pnto the mechs a thematisense of thand in applibroad picturrs necessary
ere we accept tSocial Responsiby that aims to b
vide an expsires relatingn strategies ntemporary studies; Sec
otions of authrds authents between vld a concepttourism stra
Responsibility
ature on authrdo & Guerroduced sinchanics of autc grouping e vast quacation to a cre of how allfor authenti
the Internationability is taken tobenefit people, c
ploratory mg to authentiin commodtheory on aucondly, condhenticity; Thticity; Finallyvariables entual model aategy in Sout
y, Experience
henticity in minet, 2007), ce the impetthenticity aptherein. Thntity of varcomplex winl these variacation to suc
al Organizationo mean a balancommunities an
model to inticity and socditized wine uthenticity aucted an in‐hirdly, we coy, we usednabling us, tand extrapolth Africa.
es, South Afr
managementand a growtus created pplicable to pis study aimriables acroe tourism debles fit togetcceed as a w
n for Standardizced approach fnd society.”
terpret the ial responsibtourism expnd related it‐depth supplonducted an d Exploratorytogether witlate some K
rica
t studies, sowing body oby Carlsen &predominanms to unlocoss a numbestination likther and to cwine tourism
zation (ISO) for for organization
mechanics bility1 , particperiences in t to consumely‐side opinioonline surve
ry Factor Anth theoreticaKey Success F
me qualitatif literature & Charters (2t contemporck this field ber of discipke the Westeconsequentlystrategy in S
international Sns to address ec
of wine tocularly how South Africaer behaviour on‐leader suey of attitudenalysis (EFAal construct Factors (KSF
ve in applicain wine tou2005) to conrary wine toof research
plines, typeern Cape. To y find macroSouth Africa.
ocial conomic, social
3
ourist wine a. To as a
urvey es of A) to and
F) for
ation urism duct urist h by s of that
o and
l and
4 Litera
4.1 The AApplied to 2definition t(Olsen, 200consumer‐foframework (PBEP) they refers to as (Gotschi, VoFarrelly, 200to the self. Four phases • The com
1973; Hdifferen
• The growgenuineGilmore
• FinanciaO'Reilly,
• The groauthent& Bruwe
Desires for aactively seekidentify withbuying at a propensity tthrough “trbuying, nega Hofstede (2masculinity, application tpropensity fmasculine tr(Taylor, Barindividualismspurious andorientated knowledgea
2 According to
ature Rev
Application wine marketo be centre2) from a pocused concconsumers perceive to “I like that,
ogel, Lindent09) personal
of economic
mmoditizatioHughes, 199tiators; wth in lifestyness in bran, 2007) al deprivatio, 2010; Sharmowth in inteicity (Vanyerer, 2012) rela
authenticity k out authenh them, claslevel they towards fieraditionalizinative buying,
2001), conteand uncert
to South Afrfor ethically raits which tber, & Dealem, power dd incidental,wine tourisble consume
Beverland & Fa
iew
of Authenteting and cd on origin production‐ocept Camusdesire charabe real, true, I am like tthal, & Larcgoals, it res
c and techno
on of produc95;Warnier,
yle and expends and exp
on in the globma & Alter, 2rconnectivitrchuck, 2011ated to perso
are seen (Pinntic cues, somsifying (Pineare willing rce loyalty, g” and “oth, and full scre
ends that etainty avoidrica, the profconscious betends to fave, 2010) emistance and rather thant behaviourers.
arrelly,(2009) m
ticity to Wiconsumer beand history.orientated, bs (2004: 41acteristics ine or genuine hat”. Conseqcher, 2010) ults in consu
ological chan
ts and servic1994; Arno
eriential pursperiences (R
bal recession2012) scarcity, mobility a1; Lewis and onal brand c
ne & Gilmoremetimes in oe & Gilmore,to accept. Afeeding (Koherizing” aneening.
each countrance predisfile is shownehaviour. Thvour the selemotional bend uncertaintyn (Beverland r, even (Sin
meaning someth
ne Tourismehaviour, Lu However, abinary (fake1) refers to n products, and represequently, whebeliefs and umers (Pine
nge have alte
ces resultingould & Pric
suits coupledose and Wo
n creating miy and substaand social mBridger, 200
connections a
e, 2007; Bevotherwise fal, 2007) the cAuthenticity‐oontz, 2010)nd commerc
ries’ culturaposes it’s cn in Figure 4.e most signiection of funefits such ay avoidance& Farrelly, 2
nghapakdhi
hing encapsulat
m unardo & Gauthenticity, or real) veas “perceibrands, exp
enting part oen these de(Bennet & & Gilmore, 2
ered the acad
g in consumece; 2000) tr
d with resistood, 2005; B
indful, emotance in produmedia giving 08; Bhargavaand transpar
verland & Farse or unreal complete be‐seekers are) the creatiocial pressure
al dimensiononsumers to.1 comparedificant differnctional bens ethical vale favours w2009) mindf& Kirande,
ting what is rea
Guerinet (20 as a conceperification oived marketperiences anf their identesires are coO'Reilly, 202007) buying
demic under
ers desiringradition, pe
ance to globBoyle, 2003;
ional and altucts, brands rise to desa, 2011; Holtrency.
rrelly, 2009) products or enefit on a fae seen (Liao on of sociae through (B
ns of poweo a certain d to Sweden,ence is the cnefits such alues, while awhat Bruwerulness and p2001) amo
al, true or genu
007) consideptual paradif object protable authend even braity; a connecnverted into10) conscioug on the bas
rstanding of
(Trilling, 197digree and
balization cre; Beverland,
truistic desirand experieires for perstz and Have
as a quest sexperiencesake/ real/ fa& Ma, 200
al pressure Brinkmann,
er distance, general buy, which is kncultural propas price and a tendency tr & Alant (2purposeful aongst highly
ine.
er authenticgm, has evoovenance inenticity”. In nd personact Postral, (2o action throus (Beverlansis of conform
authenticity
72; Mac Canprovenance
eated desire2006; Pine
res for (Bennences. sonal referens, 2009; (Th
ince “convers because thaux continuu09) as havingfor conform2003) posit
individualisying profile.nown for a hpensity towaas opposedtowards hig2009) consind communy involved a
4
city’s olved to a this lities 003) ough nd & ming
:
nnell, e as
s for and
net &
ential hach
rts” hey um; g a mity tive
sm, . In high rds d to her der ity‐and
Beverland (consistency,motives. Liao(2007), The A(1999) have view it as an(1974) regar
Authenticity2006) consutourism is se
• As e• As
prodsuggprom
• Bein• Rely
bein• Diffe
diffe• Bran
Portco‐o
3 Socially Res4 Ethically Co
Figure 4.1
U
2006) outlin, quality como & Ma (200Authentic Brall added to
n umbrella exrding it as un
y has not beumer behavieen through experiential (being consuduction‐led, gested that motional strang (Charters ying (Hall et ang applicableerent destinerent challenndenburger ter’s (2008) “operate to ac
sponsible Cononscious Cons
1: Hofstede’
Power Dista
Individua
Masculi
Uncertainty Av
es 6 dimensmmitments, r09) add scarcrand Index (wo this growingxplaining a ranwise to inte
een applied tiour and brathe followinPine & Gilmumer‐led (Calbeit reciprthis will difategy. and Ali‐Knigal, 2000) on e to all wine‐ations havinnges in terms& Nalebuff’“Five Forces”chieve comp
nsumer Behavsumer Behavio
’s (2001) Com
0
ance
lism
nity
void
5
ions of autherelationship tcity, sacrednewww.autheng body of vaange of consrpret SRCB3
to wine tourand‐positiong lenses: ore, 2007;Sharlsen and rocal influenffer in vario
ht, 2002) linplace and acrelated activng (Dodd ans of proving s , 1996) “c” model of foetitive advan
viour oour
mparison be
20
2
enticity applto place, meess and puritnticitybrandiriables summscious buyingand ECCB4 a
rism, yet boning strategy
haw, 2007) aCharters, 2
nces existingus markets
ked with fooctivity to defvities. nd Beverlandauthenticityco‐opetition”orces shapinntage.
etween the C
40
49
49
31
29
ied to wine, thod of prodty while in dndex.com), Pmarised in Fig behaviourss constitutin
oth can be sey in order to
nd (Roberts 2006) as op; Figure 4.3and among
od, environmfine it, althou
d, 2001) diff; ” amongst ing industries,
Cultural Dime
60
9
65
63
9
71
namely: herduction and differing applPine and Gilmgure 4.2. Res, despite Anng a single gr
een as a foro drive sale
& Sparks, 20pposed to tsummarises
gst producer
mental and heugh (Getz &
fering phase
ndustry stak, where com
ensions of S
80
1Sw
So
ritage and pedownplayingications Boymore (2007) esearchers inderson, Henroup.
rm of (Carlsees. Within th
006) lifestylehe wine ins this dynamrs who have
eritage touriBrown, 2006
s of maturit
keholders, apeting Indus
weden and S
weden
outh Africa
edigree, stylig commerciale (2003) Camand Wang to authentic
nion, and Cox
en and Charhis context w
e‐orientated;dustry whic
mic, althoughe a push or
sm. 6) articulate
ty and there
n adjustmenstry stakehol
South Africa
5
stic l mus
city x’
rters, wine
; ch is it is pull
it as
efore
nt of lders
a.
Authenticity(Shaw, 2007tourists’ secommunicatauthenticatiMarais & Sathe supply a To operationDemographi3) the level orientation important; 6attitudes tow This will assiauthenticati
Figure 4.3
y paradigm a7) of wine‐reensibilities tting cues thang wine touayman (2009nd demand
nalise autheics; 2) Psychoof mindfulnof wine to6) their respwards Indust
ist in undersng strategies
3. Compariso
Supply – global, te
Hom
C
Wealth C
application tlated experitowards autat their markurism strateg9) view KSF’sside, that ar
nticity from ographic proness and indurists; 5) thponses to vistry ethics an
tanding the s in South Af
on between W
Wine Indust
led since it iechnical and
forces
mogenous Pr
Cost Minimiz
Creation throgrowth
Price Taker
to wine tourences and mthentic chaket are likelygies are likes as competee required to
the consumofile particuladependence heir perceptsual authentd Sustainabi
mechanics ofrica.
Wine and W
try
s subject to agricultural
roduct
zed
ough capital
rs
rism studiesmacro and mracteristics to find real,ely to come encies or (Beo be compet
mer‐side in warly in termsagainst loyaions ceterisicating imaglity.
of wine touri
ine Tourism
Demancon
We
gives operaicro‐level maby (Taylor,, true or genfrom macroeverland, 200titive and fin
wine tourism s of involvemalty or spurio paribus of ges in wine t
ists perceptio
industries, a
Wine Tour
nd Driven – snsumption, c
demograp
Heterogene
Product M
ealth Creatio
Price
ators insightarketers insi, Barber, &uine and thuo and micro 07) habits, bancially succ
in South Afrment, knowleousness; 4) which dim
tourism mar
ons, desires
adapted from
ism Industry
subject to eccompetitive,phic forces.
eous Produc
Maximized
n through pr
Makers
t into how tght into how& Deale, 2us drive salekey successoth (Getz & cessful.
rica we lookedge and lifethe emotionensions of keting mate
and predisp
m (Carlsen &
y
conomic, , and
t
rofits
o craft the w to exploit w010) selects. The succes factors (KSBrown, 2006
k at 7 aspectestyle orientanal or functiauthenticityrial; 7) and t
ositions tow
& Charters,
6
DNA wine ively ss of SF’s). 6) on
ts: 1) ation ional y are their
wards
Res
App
Mea Brea
Figu
earcher B
plication
asure
akdown Ethicaundeor theNaturfor naand pHoneof subSimplsimpllife UnspstraigcommSustalastinBeautand aRooteon pla3 Dimexperhave HumaVs Ma
ure 4.2 Dimensio
Boyle (2003)
Brands
Factors al: not rmining people e planet ral – Preference atural processes products est – intolerance btle lies le – Desire for e and unchaotic
un – desire for ghtforward munication ainable – long g for tomorrow tiful – Harmony aesthetics ed – Grounded ace mensional – riences must depth an ‐ Humanity ass production
ns and Elements
(Beverland, 2006)
Product (fine Wine)
DimensionsHeritage and Pedigree Stylistic consistency Quality commitments – Guarantee of quality Relationship to place Method of production Downplaying commercial motives
of Authenticity in
Pine & Gilm(2007)
Experiences (
GenreQualifie
Honesty _ is wsays to othersReliability – Dwhat it promi
TypesFake Fake – dishonest andunreliable Fake Real – Hand unreliableReal Fake – dishonest andreliable Real Real Faux – viewedfake but is like
GenreNatural ‐ comfrom the eartOriginal – Notor imitation Exceptional –with genuine Referential –to something authentic Influential
n the Literature
more )
C
(leisure)
s ers what it s Delivers ses s
d
onest e
d
d as ed s mes h t a copy
– done care refers
SymbExperMeanexpreImagecharaprodu OriginArchaAspirRituaTechntechn LongeAdapneeds SinceMora SinguRecogRefer
Camus(2007)
Brands
Elements bolic rience, Nostalgianingful, Self ession, Brand es that acterise a uct
n aeological, ing, Spatial, lised, natural, nical and nological
evity tation to new s
erity al or Ethical
ular, gnised, rential
Liao & Ma ( 2
Products
DimensionOriginality – BChild, sense ofplace, orthodopioneer, iniminatural Quality CommitmentObjective, Robquality, Guarahonesty, conswith expectati Heritage – stypersistence, embodies tradheritable spiri Scarcity – not found, Scarce Sacredness – personal identification,personal involvement, nostalgia,. Purity ‐ unmix
2009) Authen
s
ns DBrain f ox, table,
– bust antee, istent ions
yle
dition, t
easily
High
xed
Originasomethdifferen Persondeliversconsumwithou Declarejust intemaking Sinceritnot to l Familiaknown Momenof becopopula Heritagrelevanstory
ntic Brand Index
Brands
Dimensions ality – Brings hing new and nt to market
al utility – s something mers cannot live t
ed Beliefs – not erested in g money
ty – tries hard et people down
arity – how well it is
ntum – has aura oming more r
ge – has a nt and engaging
4.2 BrReferringhas been
• On 2nd oGod, winWorld wwine‐grobecame counterpproduce
Phyllo
18
Figure (Kirkm
Figure 4.5Constanc
rief Evolutiog to Figure 4n defined by
Pre‐Phylloxeof February ne was madwine region. Towing in thefamous ac
parts such asr of high qua
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Flux
& Sha
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t
Rlti
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886 1918
4.4: The Evoan, 2010) (Sw
5: 18th centue from 1986
on of Authe4.4 below, (S9 phases.
era Period 1659, Govere for the firsThe arrival oe Cape and, cross the Es the Sauternality wines h
Regulation
Opp
ression
KWV S
8 1948
olution of Auwanepoel &
uary Constan6.
enticity in WSteyn, 2011)
rnor of the Cst time fromf the Frenchconcurrentl
Europe, evenes of Châtead been esta
Isolation
anctions
1960
uthenticatioBailey, 2008
ntia wine (le
Wine and Wthe develop
Cape, Jan Vam Cape grape Huguenots y, in the 18n commandeau d’Yquemablished.
Rubicon
FldU
bdli
CIWG
1983 199
n Strategies 8); (Wines of
eft) and its co
Wine Tourisment of the
an Riebeek, es”, making in the late 18th and 19th
ding higher m. The reputa
Flux
and
Unb
undling
Internationa
lisation
Democracy
90 1994
in South Afrf South Africa
ontemporar
m in South South Africa
wrote in histhe Cape w8th century pcentury theprices tha
ation and au
Legitimization
3y KWV
2001 200
rica compilea, 2012); SAW
y regenerati
Africa an Wine Indu
s diary, “Todwine industryprompted the sweet winn many fathenticity of
Authe
ntication
350 Yr
9
ed with the aWIS
ion in Klein C
ustry since 18
day, praise by the oldest e acceleratioes of Constamous Europf the Cape as
aid of: (Scott
Constantia v
886
be to New on of antia pean s the
t D. , 2010)
vin de
• SAround across thand the products
• SThis beggovernmfarmers,time Steproductsgain a rethe gene
• S This Phaor Apartwas prodby Profeproducewine, deperiod wPinotage
• SFollowinTrade asExport oincreasinproductioff‐dry w The firstwine matime Simwhich lafirst winlevel of world usfirst wininternat
• In 1980 South AfIndepenproduceMany sadvantagBotha thConstanrose to I
State of Flux1886 the inehe Western Cformation os. State of Reggan with thmental organ, control pricellenbosch Fs such as Cheputation foreracization, cState of Oppase began wtheid on theduced and hessor Perold a variety thespite the fawas that, likee; it was defiStage of Isolng Sharpevilles sanctions of South Afngly difficultion. During twines such as
t wine route arket and themonsig releaater became ne of origin csuperiority, se of terms se auction aimional marketRubicon Erathe inaugurfrican wine gdent Winemrs outside toon followeges. The Ruhat South Atia revived Vnternational
x and Shakeoevitable PhyCape and toof a Union un
gulation he establishnisation thatces and prodFarmers Winateau Libertr quality witcommoditizapression andwith the Natio Agenda. It wheralded as td at Stellenbhat was suiteact that Chee many New ned by its idlation: e in 1961 thand embargfrican wine t, leading tthis time thes Lieberstein
was establise use of herased the firsknown as Mcertification mainly to cosuch as “Portmed at floatt. : ral Meerlust growers begmakers Guild he cooperated using Frbicon prophAfrica had crVin de Constal acclaim as b
out ylloxera epidgether with nder British r
ment of tht (Kirkman, 2duction by mnery was esttas in 1932. Th the establation and comd the Birth ofonal Party wwas during the new hopbosch Univeed to the Souenin Blanc aWorld prodea of South
e Internationgoes steadilystuttered to skills shoe influence on becoming r
shed in Stelleitage, originst South AfriMethodé Capscheme automply with et” and “Shering prized sw
“Rubicon” wan leaning hwas establistive system rench barriqhecy turned rossed the “ance, which being an aut
emic causedthe collapserule, heralde
e Kaapse W2010) was cmeans of quotablished anThe South Aishment of Dmmercialisatf Pinotage as
winning the 1this (1959) pe for a Southrsity in 192uth African cand Colombaucers, cultivAfricaness.
nal communy built momto a halt aortages on nof German wresoundingly
enbosch in 1and traditioican Methodp Classique. Ithenticated wexport requirry” were stiweet wines m
wine was reheavily towarshed, represewho sold spques and mout to be t“Rubicon” ahad stoppedhentic South
d the destruce of the ostried a new era
Wijnbouwerscreated to ootas and sell d introducefrican BrandDistillers co‐otion of Souths a Symbol948 Generalperiod that th African win25 by crossinclimate, it beard had the ars became
nity slowly beentum, leavnd travel fonew technowinemaking oy popular am
1971, heraldion in wine asdé Champenn 1972, (Wiwine producrements of tll allowed. Inmade by Ned
eleased and rds independented by a npecial bottlinmodern fermthe August 1and was on d productionh African win
ction and foch feather Ina of regulatio
s Koöperatierganize the South Africad wildly popdy Industry aoperative. Thh African win
l election anthe first comne with an ang Pinot Noecame the plargest planbrands in th
egan to closeving South Aor South Afologies and on Cape Win
mongst local c
ing a new ers a way to dnoise, “Kaapnes of Southcts’ origin, vithe EU. Hown 1979 the Nderburg’s Gü
turned out dent bottlingew set of wing of their wmentation t1985 speechthe road to
n because of ne with a stro
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positioning inales. At the s(Cape Spark2) South Afrvar and, initmuch of the uction beganon the local
phetic notion 1982 The Com indepenannual aucto gain qume Ministern. In 1986 Kand immediaional pedigre
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Figure 4.6Wine Labe
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pearance of porary winenal establish
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6: Some Visuels and Wine
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mation relating to
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ment is part the CIWG adition. The
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evel of Buyintial attitudinfrom 1=Stroce; 2) Loyalted XLSTAT™Spearman’sy a Cronbacto KSF’s on wted the verantention.
ttitudes p technique, designed onnent websiteover a 42 dayowers and a F23 were dup
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onesty not trying to be ething its not”
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Table 5.4: O
mensions of Aons were pos whether, arism by radiots were: 1) Hedigree andcharacter, anwelfare; 4) Sim) Scarcity ances The same
Indexical
Beauty “embodies tBeauty of th
Cape Winelands
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come up withat”
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the he
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m Image Rankourism markg‐and‐drop.
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onmental “It nstrates for the onment”
ealth omotes a althy style”
racter “It nstrates re for rving the acter of the elands”
kings eting image
mensions of
urism t wanting tohey personalt scale from measures; 2) mensions dlity being reenial of comess measuresure was used
cal SR
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addressing psocial
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them.”CommunitDevelopme“It will advathe economsituation of
winelandsCommunitie
s relating to
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o draw comply identified 1=UnimportIndexicality
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parison betwwith 23 difftant to 5=Utmcomposed oa) The env
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Unique
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my experiences
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vailable to aselect few”
spondents to
ings. We aments in relaance. Categotoward heritnaturalness fare, charity inality and ry; 7) Co‐creagure 5.4
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omething smedium‐sized
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erely betweeanager
m
, I would dekitsch” – Win
table Authen
ceives to be tory.” Organ
are intereser
as possibl
e hand‐craft
erent Charac
and a set of
ences within rsity in peoplan Environm
sibility and E
periences, es
ed cares aboes are negat
n wine indust
en low priced
efine this asne Writer an
nticity
unique to a ic Family ow
sted in thre
e, between
ted with a vie
cteristics
f beliefs”, Wi
a geographle, landscape
mental group
Environment
specially thos
ut scarcity atively correla
try vs factory
d and premiu
s experiencend Wine Judg
winery, famiwned Winery
ee things:
wine and
ew to reflect
ine Route CE
hical area’ ae and activiti
tal Conscious
se that are a
and quality oted” ‐ Boutiq
y produced m
um markets,
es that uniquge
ily‐run, estaby Owner
the brand,
d its origins
ting its prove
EO
and referringies“ or “1000
sness
also good for
ver price; thque Winery
mass market
, which is dr
ue to the re
blished, orga
the history
s.”‐ Wine
enance.” –
g to South 0 things to
r mankind
e problem Owner
brands” –
riven more
egion, not
anic, single
y and the
18
“Aau
The quesauthentic
• A
“Authentto me “wthe demo “The probconnect w
• T It was gsupplier
a.
b.
“I don’t happenin
• T
“AuthenWriter an
This traditioleads to whbeing:
“Individuselling au
“Otherizing”as contende One respond
9 Here we see crelated to the w
lthough not thentic, sust
stion of cetecity
Africaness an
ticity is abouwho owns thiocratization o
blem in Soutwith what th
The Importangleaned fromrs there are a
Industry BoIndustry andThe Commudisparities, t
think the inng”‐ Winery
The Paradox
ticity meansnd educator
onalization, ihat Pine and
uals long for uthenticity, b
” does take ped by Brinkm
dent lists an
communities aswinelands econ
as importantainable and
eris paribus
nd Commun
t celebratingis.......which of wine in So
th Africa is thhe local mark
nce of Stakem informationalso two furt
odies whose d having to eunity9 whosethe need for
dustry will cOwner
of Authenti
s grounded o
in terms of d Gilmore (2
authenticitybut cannot re
place via socann’s (2003)
example of w
s mostly disadvnomy.
nt as value fFairtrade”‐
s is introduc
ity Dynamic
g my Africanraises the deouth Africa.”
hat there is ket needs”‐ C
eholder Dynan supplied aher importa
sensibility isensure that ine sensibility economic p
change, it n
icity
on some histo
Koontz (201007) (Am A
y but struggleeally provide
cial pressure) description
what he con
vantaged rural c
for money, awine writer
ced and part
s
ess, which isebate of theCEO of a Vin
no local genCEO of a Win
amics: bove and dont stakehold
s towards exndustry stratis towards lerosperity, so
eeds commu
orical contex
10) does notzure Consult
e with how te it”
e and if it ben of concious
nsiders to be
communities liv
all other factand Journal
ticularly inte
s not substitu ‘hidden Indntners Assoc
neric marketine Industry O
ocumentary aders:
xternal and itegies have cegitimacy inocial develop
unity role‐m
xt; been goin
t happen insting LTD, 20
to gain it. Bu
ecomes strons buying beha
an Authenti
ving in and arou
tors being elist
eresting in t
utable. As anustry’ that cciation
ing….. Our exOversight Bo
analysis, that
nternal promcredibility an terms of Sopment and cu
models with p
ng for a good
stantaneous012) term th
usinesses lon
ng enough caviours.
city paradox
und the winela
qual, punter
terms of dim
n African It docan come abo
xport messaody
t, apart from
motion and rnd a mandateouth Africa’sultural prese
passion, and
dly length of
sly and artifihe “paradox
ng to fulfill th
reates comm
x:
nds whose sou
rs will buy
mensions of
oesn’t occur out through
ge does not
m consumers
regulation ofe; s socio‐econoervation.
d this is not
time” Wine
icially creatiof Authent
hat need by
mercial press
rced of income
19
s and
f the
omic
ng it icity,
sure,
e ids
“AuthentMirrors”
However, a and great martisinality cimagination That the mconsumers i
“I think t“front of restauran
• H
Below are sauthenticity
“Sweden Swedish pbecome r
“Scandinpart, doe “To the y
“All theseand of thJudge
“Consumabout org
“Wine tolifestyle aManager These reattracted
Below in Tab
ticity is abouand a form o
well knownmarketing” decan be tradit.
media drives s raised by t
the farms wf mind” for cnts, and the
Hypothesis o
some respoy.
has no tradpeople. Howreal and auth
avia shows aesn’t really ca
younger gene
e will have shemselves. H
mers overseasganic” – Man
ourism in ouand not to thr
espondents sd to authenti
ble 6.2 is a su
ut history, beof posturing
wine critic espite the lationalized in
this social his responde
who do have consumers. Vones with na
on Demograp
nses theme
dition of winwever, one cahentic”, ‐Swe
a clear trendare.”, Organ
eration yes, l
some appealHolidays are
s care morenager of Cer
ur wine routehe product, w
seem to consc characteris
ummary of s
eauty, diversto capture a
and respondck of traditio
n a shorter p
pressure ament.
these attribVisitors to ouames they kn
phics.
d towards h
ne and we can say that Sedish Acade
d toward greeic Winery Ow
less so to the
l to the well about enjoy
e about it thrtification Bo
e is about Lwhich is mor
sider foreignstics in wine
some pertine
sity and peoa particular m
dent contenon. Innovatioperiod as it i
mongst a sm
butes, get a ur area wannow or have
how demog
cannot talk Sweden has smic and Win
en wines, whwner
e older gener
educated, soyment ‐ goo
han local onody
Lifestyle and re for smalle
n, younger antourism exp
ent SWOT da
ople. The Swmarket”, Blog
ded that theon, thereforis likely to c
mall group
lot of medit to go to thheard of.”‐ W
graphics and
about authestarted a trane and food
hereas the So
ration” – Art
ocially conscd wine and
nes, although
so authentier wine‐focus
nd product‐operiences.
ata from sup
wartland Revgger and Jou
e Swartland e on the bascapture the p
of highly in
a attention, he “best” farWine Route
psychograp
enticity, whiadition of winJournalist
outh African
tisanal Wine
cious tourist good food”
h South Afri
icity in winesed, bespoke
orientated w
ply‐side qua
volution is ‘Surnalist
was “a comsis of ethics, product‐orie
nvolved and
and thus thrm, the onesCEO
phics impact
ch is very imne, which ov
consumer, f
ry owner
but are not wine Write
ican custom
e tourism rele tastings”‐
wine tourists
litative data.
Smoke and
mbination of naturalness
entated mar
knowledge
hey become s with good
t on desires
mportant to ver time can
for the most
sufficient in er and Wine
ers do care
lates to the Wine Route
to be more
.
20
f fact s and kets’
eable
s for
6.1.2 Sup
• Divlan
• Na• Va• Ho
go• Re• Th• A s• Ne
giv• Inn• Sam
• Co
ne• Gro• Em• Att• Cre
me• Th• Inv
pro• Foc
pre• Inc
ind
Table 6.2:
ply‐side SWO
St
verse experndscape, envatural Beautylue for monospitality andod. gional collabe quality of wstrong heritaew World, Afves it wide apnovation me time zon
Opp
nsumption ieds promotiowth in popmployment crtracting Africeation of embership ofe Asian Markvolving the oducts with cus on eneviously disacorporating dustry
Supply‐Side
OT Analysis
trengths
riences in tvironment any ney as a tourid wine rout
boration is bewines makesage and trackfrican and Oppeal
e as Africa a
portunitie
in Moderatioon ularity of winreation can wine touFree tradef BRICs needket is untappFood Induslocal wine rontrepreneursadvantaged cAfrican cult
e SWOT Anal
for South Af
erms of acnd people
ism destinatte infrastruc
ecoming stros it appealingk record of WOld World el
and Europe
es
on Campaign
ne festivals
urists is a prioe Agreemeds to be exploped stry to aligoutes ship cultivatcommunitiesture into th
lysis of Wine
frican Wine T
ctivities,
ion cture is
ong g Wine ements
n (ARA)
ority nts as ored
gn food
tion in s he wine
e Tourism In
Tourism Ind
• No co• Lack o• Wine T• Leade
to be a• No g
marke• The
suppofocuse
• TourisIndust
• The tr• Lack o
intern• Lack o
• Externuncari
• The gl• Volati• Teetot
advert• Restric• Other
positiv
dustry
ustry
Weak
ohesive interof Industry acTourism Trairship over waddressed. generic wineet government
orting or reed on the indsm values try employeeansportationof regulatioal industry pof sufficient d
Thr
nal perceptiing obal economle exchange tal lobby antising ctive liquor lNew world
ve image
knesses
rnal Industry ccess to fundining is poorwine tourism
e education
t is not egulatory ledustry in oneare not
es. n Infrastructon and impprogrammes direct flights
reats
on as elitis
mic recessionrate fluctuatnd potentia
aws d wine regio
strategy ding m domain ne
on local w
involved invel and is e departmenunderstood
ure is clumsylementation to Cape Tow
st Industry
n tions al ban of liq
ons having m
21
eeds
wine
n a not t. by
y s of
wn
and
quor
more
6.2 Dem
6.2.1 DemBelow in Fig The data coeducated (7 10 We questionnext generatio
43.
W
71.28
Win
Figu
Figur
and‐side O
mographic Degures 6.3 to 6
mpares favo6% having po n here whether n until 1976.
.62%
ine Tourist
28.72%
8%
ne Tourist EN=
re 6.3: Gend
re 6.5: Binary
Online Surv
escriptive Da6.7 are descr
ourably withost‐school q this segment a
56.38%
Gender N=
%
ducation Pr=188
8.09
Figur
der Distribut
y Educationa
vey
ata riptive diagra
Kirkman’s (ualifications
applies to South
=188
Male
Female
rofile
< University degree
University Degree
% 11.70%
Wine
re 6.7 Geogra
tion %
al
ammatical re
2010) demo) and foreign
h Africa. We sug
70.21%
Tourist Orig
aphic Origin
epresentatio
ographics of n visitors rep
ggest starting w
51.60%
Ag
48.40%
11.70%
Self‐Re
gin N=188
West
Natio
Intern
s of Wine To
Figure 6.4:
Figure 6.6: S
ns of demog
mainly millepresenting 28
with “Born‐Free
4
ge Distribut
22.
17.55%
eferential WN=18
tern Cape
onal
national
ourists
: Binary Age
Self‐Referent
graphic data
ennial10 (48%8% of visitor
e”, that is after
48.40%
tion N=188
.34%
%
Wine Knowle88
WinProWinConMoKnoLittKno
e Distribution
tial Wine Kn
obtained.
%) (18‐34), hs.
1994 and takin
18‐33
Older
edge
ne ofessionalne nnoisseuroderate owledgele or no owledge
n
nowledge
22
ighly
ng the
Wine
SpecW
Figu
6.2.2 PsycBelow in Figtourism freq 85% (160) otourists (mowhile 19.1%knowledge, Wine touristtotal score11
Referring to good wine to
11 Items ranked
Winee Fair or Wine
Wineialized Wine Tinemaker or W
Win
Prefered W
Figure 6.10:
ure 6.8: Win
chographic Dgure 6.8 and quency and C
of the sampleore than onc% were regulathe profile is
ts (Figure 6.1. Informatio Figure 6.12 ourism infra
d first are value
0 2
ry Visite Showe EventTastingWinery …ne TourOther
Wine‐Relat
: Preferred W
e Consumpt
Descriptive DFigure 6.9 arCape winelan
e were regue a month). ar/ moderates one of an in
10) in the saon (Figure 6below respostructure
ed higher than t
200 400 60
548
179
ed Activity
Wine‐Related
tion: Wine T
Data re diagrammnds visitation
lar wine con44.7% of the and 18.6% nvolved, kno
ample show 6.11) sourceondents pref
the following ra
0 800 1000
930769738
68053587
N=188
d Activity
ourism
mes of cross‐tn.
nsumers (onche samples wwere margi
owledgeable,
preferencesd through sferred estab
anks, the score
0
Fi
tabulation of
ce week or mwere regularnal/ margina, lifestyle‐ori
s for winery social medialished, tradit
is the sum of a
Inte
Word of mo
Newspapers
Flyers
Sign boar
Radio
Sou
0.0%
50.0%
100.0%
Wine
Figure 6.11
igure 6.9: W
f wine consu
more) while r/ regular wial. Coupled wientated win
visits over w, internet sotional, famili
all weighted ran
Social media
ernet sources
outh/ persona
or Magazines
s or brochures
rds or Banners
o or Television
Other
urce of Wine
ConsumptiVisit
: Source of I
Wine Consum
umption agai
46% (86) wne consumewith 39.9% hne tourist.
wine fairs anources and iar wine rout
nk counts.
0 5
l …
s
s
s
n
r 241
e Torism Info
NeverMode
on (Y): Capt (X) N=188
nformation
mption: Cape
inst wine
ere regular wers: wine touhigh level of w
d wine evenword of motes likely to h
00 1000
785
534
511
461
1
ormation N=
erate
pe Wineland
N
Se
M
M
Re
To
Winelands
23
wine urists wine
nts in outh. have
0 1500
1111
1060
1051
=188
ds
ever
eldom
Marginal
Moderate
egular
otal
Young, mostwho mainly infrastructuat least 3 tim
FigRo
tly male, higvisits winerre. They heames per mon
gure 6.13: Woute Prefere
ghly educateries and prefar about whenth and enga
Wine nce
.
8
Our S
ed, with a higfers traditionere to go viaage in wine‐
7.98%
.91%
85%22
Wine To
Sample Wine
gh level of wnal wine roua social medirelated activ
38.3
13.30%
2.87%
ourist Wine R
e Tourist:
wine knowledtes like Stellia, the internvities at leas
30%
Route Prefer
dge, mostly lenbosch thanet and worst 6 times pe
rence N=188
StellenboscFranchhoeConstantiaRobertsonDurbanvilleOthers
from the Weat are likely d of mouth er year
8
chk
e
estern Cape,to have gooand drink w
24
, d ine
F
6.2.3 Buy
Above in Figreceived meindicating threlated evenbehaviour a No notable between spmindfulness
12 with differen
VariabMindful IndependAffordabTrendy Interest Loyalty Values in
Figure 6.15: S
%
Strongly di
Figure 6.14
ing Consciou
gure 6.14 arean scores ahat respondents they wernd seems to
Spearman pecial interes and indepe
nces from 0 wit
bles M
dence ble
n bold are dif
Spearman Co
# % #
isagreeDisagree
6.90%1321.8
4: Frequency
usness and H
re the frequabove 3.5: Spents were loyre interested prima facie
positive corest spendinndence (0.13
th a significance
Mindful Ind1
0.128 ‐0.085 ‐0.031 0.010 ‐0.022
fferent from
orrelation fo
% #
Neutral
80%
41
43.10%
y and Percen
Habits
encies and rpecial Intereyal to what td in. Little tesupport Bru
relation 12 wg and affo3). Figure 6.1
e level of alpha
dependence0.128
10.030‐0.059‐0.001
0.107
0 with a sign
or Buying Co
% # %
AgreeStron
%
81
27.70%
52
ntages of Res
responses foest spendingthey enjoyedendency towwer & Alant
was found ardability (‐015 displays S
=0.05 and corre
e Affordab8 ‐0.081 0.0309 ‐0.091 ‐0.35
7 0.09
nificance lev
onsciousness
# #
ngly agreeRespons
2
0.50% 1
sponses N=1or this quest (M=4.144; d in the past ards planneds’(2009) con
and a margi0.350) and Spearman co
elated above o
le Trend85 ‐030 ‐01 ‐09550 0
96 0
vel alpha=0.0
s and Habits
Mindful
AffordSpec
ses
188
188tion. Only exSD=0.72) anand would sd and indepntentions.
inal obviousa small porrelations fo
r close to 0.4 o
dy Inter0.031 0.0.059 ‐0.0.095 ‐0.
1 0.0.231
0.066 0.
05
ablecial interest
xternally‐oriend loyalty (mspend more endent wine
s negative cositive correor all the vari
r –0.4
rest Loyal010 ‐0.0001 0.1350 0.0231 0.0
1 0.1
103
Mindfu
Indepe
Afford
New o
Specia
Loyalty
entated benm=3.65; SD=0money on we tourism bu
orrelation eelation betwiables.
ty 022 107 096 066 103
1
ul
endent
able
r Trendy
l interest
y
25
nefits 0.81) wine‐uying
exists ween
Figure 6Factor pMean aafter VaRotatioConciouHabits
FiDioffir
Figure 6.16 Loyalty. Howcommunalitbe tested fuone can clea
6.16: pattern, and SD arimax n – Buying usness and
gure 6.17: iagramaticalf Factor Loadrst 2 factors
shows that wever, thesey and therefurther quantarly see the g
l Image dings on
FactoExteAfforTrenSpecFactoInterMindIndeFacto
Loya
there were do not havefore questiotitatively. Figgroupings.
D2 (19.19 %)
or 1 ‐ rnal rdabledy cial Interest or 2 ‐ rnal dful pendence or 3 ‐ Familia
lty
3 separate e enough sign item opergure 6.17 di
‐0.8
‐0.6
‐0.4
‐0.2
0
0.2
0.4
0.6
0.8
‐1 ‐0.
Mean
2.8142.9314.144
3.4893.160
arity 3.654
factors idennificance onationalisatiosplays relati
Inde
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8 ‐0.6 ‐0
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nS
dev
4 1.1 0.4 0.
9 0.0 1.
4 0.
tified which Cronbach’s on will have tonships on
pendence
able
0.4 ‐0.2
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oadings (axesafter Varim
Std. viation
.046
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.721
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.011
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we have tealpha to stato take placethe first 2 fa
Mindf
Loyalt
0 0.2
D1 (24.58 %)
s D1 and D2: max rotation
Factor Loading
‐0.7070.5520.807
0.7550.678
0.851
ermed Internte that they e in future factors diagra
ful
Tre
ty
0.4 0.6
43.77 %)
Cat Mea
3.30
3.32
3.654
nal, externalshare signififocus groupsammatically
endy
Interes
0.8 1
an Cronba
‐0.25
0.22
26
and icant s and and
st
1.2
ach's
50
26
Above in Figalthough nomeasures)an(2010) evencomparisonsvariances he
FigurePsycho
gure 6.18 oneot entirely prnd it is not en go so far as, while inteere are fema
Age:
Millenial
Older
Gender
Male
Female
Origin:
Tourist
Local
Involvement:
Lifestyle
Product
Knowledge
High
Low
e 6.18: Meanographic gro
e can see theudent (sinceentirely in oas to apply eresting areles favouring
M
M=
SD
M=
SD Mean Diff
M=
SD
M=
SD Mean Diff
M=
SD
M=
SD Mean Diff
M=
SD
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SD Mean Diff
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SD
M=
SD Mean Diff
n and Standaoups.
e binary deme we are deaur framewoANOVA to purely obig affordabilit
Mindfl ind
3.57 3.00.94 0.93.41 3.21.00 1.0
0.15 ‐0.
3.59 3.20.92 1.03.35 3.01.02 0.9
0.24 0.1
3.84 3.10.87 1.03.34 3.10.98 1.0
0.50 ‐0.
3.75 3.10.95 1.03.37 3.20.91 1.0
0.38 ‐0.
3.73 3.20.93 1.03.33 3.10.97 0.9
0.41 0.1
ard Deviatio
mographic maling with ordrk for this stdemographiter dictumty and touris
dep Affrd
06 2.8699 1.1226 2.7702 0.97
20 0.08
23 2.6405 1.0107 3.0495 1.06
15 ‐0.40
14 2.8602 1.0917 2.8001 1.03
02 0.06
12 2.6706 1.0423 2.8507 0.98
11 ‐0.18
25 2.6408 1.0110 2.9396 1.06
16 ‐0.29
ons amongst
mean and standinal data qutudy, some ics and ordifor future rst favouring m
New
2.940.872.910.91
0.04
2.920.872.950.91
‐0.04
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0.07
3.010.902.960.89
0.05
2.920.972.940.84
‐0.02
Binary Dem
ndard deviatualified withresearchers nal data, anresearch impmore mindfu
Int Lo
4.13 3.0.72 0.4.15 3.0.73 0.
‐0.02 0.
4.21 3.0.70 0.4.06 3.0.74 0.
0.15 0.
4.09 3.0.84 0.4.17 3.0.67 0.
‐0.08 ‐0
4.20 3.0.72 0.4.15 3.0.77 0.
0.05 0.
4.21 3.0.78 0.4.10 3.0.68 0.
0.12 ‐0
mographic an
tions betwee nominal anlike Taylor, nd thus refepetus. The ulness in pur
oyal
.68
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nd
en groups and self refereBarber, & Derences to tmost noticerchase decisi
27
nd so ential Deale hese eable ons.
L
C
F
6.2.4 Emo
Above in Figvariables rec(M=3.98; SDinfrastructurNotable Spe(0.42); ambcorrelations
13 with differen
Variables Like Minded
Prices Values
Familiarity Processed
Service Quality
Facilities Convenience
Ambience Activities
Figure 6.20:
Like M
inde
d
Figure 6.1
otional and F
gure 6.19 is tceived meanD=0.78), Amral, practicalearman posibience and for each var
nces from 0 wit
Similar V1
0.271 0.227 0.210 0.193 0.139 0.148 0.195 0.193 0.095 0.210
Spearman C
Prices
Service
Quality of The
Wines
Values
6785
3
58 6
9: Frequency
Functional B
the descriptin scores abombience (M factors overitive correlafacilities (0.riable.
th a significance
Values Fam0.227 0.20.045 0.11 0.2
0.276 10.158 ‐0.00.125 0.00.134 0.10.157 0.10.028 0.10.137 ‐0.0
0.184 0.1
Correlation fo
Values
Familiarity
Facilities
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ience
32 3656
756
60
10698
58
28
y and percen
enefit Orien
ive data for tove 3.5: Serv=4.07; SD=0r emotional tion 13were .415); activi
e level of alpha
mlr Procss210 0.193166 0.074276 0.1581 ‐0.046046 1043 0.214150 0.204141 0.088144 0.063046 0.105
138 0.030
or Emotiona
Ambien
ce
Activities
Processed
66 70
23
628
72 68
116
83
ntage Result
ntation
this questionvice (M=3.920.78). This benefits. between: cties and fa
=0.05 and corre
Price0.271
4 18 0.045
0.1660.074
4 0.2334 0.176
0.3060.3910.209
0.265
al vs Function
No Importa
Little ImpGreat I
38
371
ts for Emotio
n. Related to; SD=o.92), findicates a
conveniencecilities (0.43
elated above o
Serv Qu0.139 0.10.233 0.10.125 0.10.043 0.10.214 0.2
1 0.20.2040.418 0.20.062 0.10.395 0.1
0.340 0.1
nal Benefit B
ance %
portance #Importance %
onal benefit
o mean scorefacilities (m=a tendency
and price 36). Figure
r close to 0.4 o
ual Facil148 0.195176 0.306134 0.157150 0.141204 0.088204 0.418
1 0.285285 1159 0.193163 0.415
147 0.436
Buying
%
No
No
Lit
Lit
M
M
Gr
Gr
Ut
buying N=18
es only funct=3.57; SD=0.of respond
(0.39); facili6.20 shows
r –0.4
Conv 0.193 0.391 0.028 0.144 ‐0.063 0.062 0.159 0.193
1 0.122 0.277
o Importance
o Importance
ttle Importanc
ttle Importanc
oderate Impo
oderate Impo
reat Importan
reat Importan
tmost Importa
88
tional‐orient.93) wine qudents to fa
ities and ses the Spear
Amb Ac0.095 0.20.209 0.20.137 0.10.046 0.10.105 0.00.395 0.30.163 0.10.415 0.40.122 0.2
1 0.3
0.307
%
#
ce %
ce #
ortance %
ortance #
nce %
nce #
ance %
28
ated uality vour
rvice rman
ct2102658438
0304047
43627707
1
FiguFactMeaafteRotaBuyiorie
Referring toCronbach’s benefits ratevery close to6.22 represeas opposed preferred by
re 6.21: or pattern, an and SD r Varimax ation – ing ntation
Figure 6.22DiagramatImage of FLoadings ofactors
o Figure 6.2alpha how ed acceptablo acceptabilients the loadto more fe
y considering
Facto
FactoL
Facto
CFacto
2 ical actor on first 2
21 factor loafully formele to good onity at 0.5, ardings on the eminine cultg the mean s
D2(1316%)
Factor
r 1 – Functio
Service
Facilities
Ambience
Activitiesr 2‐ EmotionLike‐Minded
ValuesFamiliarity
r 3 ‐ PracticaPrices
Conveniencer 4 ‐ ResistanProcessed
Quality
adings abovd the categn Cronbach’se not fully fofirst two factural dimenscores.
‐0.6
‐0.4
‐0.2
‐1E‐15
0.2
0.4
0.6
0.8
‐1
D2 (13.16 %)
Mean
onal Benefits
3.92
3.57
4.07
3.45nal Benefits 2.97 3.31 3.20al Value 3.84 3.21nce to Over‐ 2.73 3.98
ve 0.3 indicagory is. Facts. Resistanceormed and rctors diagramsions favou
‐0.8 ‐0.6
Factor l
Std. devia
s
0.78
0.93
0.67
0.93
0.990.871.11
1.050.94
‐Commercial0.970.79
ate that theors extractee to commerrequire furthmmatically. Fring ethical
‐0.4 ‐0.2
D
loadings (axes after Varima
ation Fac
lisation
e variables ed with pracrcialisation aher in‐depth Functional Beand values
Like M
PValues
FamiliConv
0 0.2
D1 (19.74 %)
D1 and D2: 32ax rotation
ctor loading
0.720
0.733
0.757
0.624
0.4210.7360.785
0.7320.812
0.8860.474
belong in octical valuesnd emotionaresearch anenefits and ps‐driven buy
Minded
Prices
arityProcessedQuality
enience
0.4 0.6
2.90 %)
Cronbac
0.71
0.48
0.56
0.33
one group ws and functial benefits, wd testing. Fipractical benying seem to
Service
Facilitie
Ambien
Activities
6 0.8
ch's α
15
83
62
39
29
while ional while gure nefits o be
s
nc
1
Once again, tourists seeorientated c
Age: Mille
O
GenderM
Fem
Origin: Tou
Lo
InvolveLifes
Prod
KnowleH
L
Figure 6.2
this being Oem to prefeconsumers ar
enial M S
lder MS
MeaDi
r Male M
Smale M
SMeaDi
urist M S
ocal MS
MeaDi
ment: tyle M
Sduct M
SMeaDi
edge High M
SLow M
SMea
23 Mean Sco
Obiter Dictuer, albeit mre more orie
LM
M= 3.03 SD 1.01 M= 2.90 SD 0.97 an iff
0.14
M= 3.00 SD 1.00 M= 2.93 SD 0.99 an iff
0.07
M= 2.88 SD 1.08 M= 3.01 SD 0.95 an iff
‐0.13
M= 3.01 SD 1.00 M= 2.86 SD 0.95 an iff
0.15
M= 3.73 SD 0.93 M= 3.33 SD 0.97 an 0.41 ores, Differen
um and not marginally, sentated to ch
Price Val 3.42 3.10.88 1.13.20 3.20.85 1.00.23 ‐0.0
3.29 3.10.89 1.13.33 3.20.85 1.1‐0.04 ‐0.0
3.34 3.20.90 1.03.30 3.10.86 1.10.04 0.0
3.32 3.00.86 1.13.17 3.30.89 1.00.15 ‐0.3
3.25 2.61.08 1.03.10 2.90.96 1.00.16 ‐0.2nces and Sta
relevant to oervice functhoosing one e
lu Famlr
17 2.7119 0.96 22 2.74 03 0.98 05 ‐0.03
16 2.77 12 0.99 24 2.68 10 0.94 08 0.09
21 2.88 00 1.06 19 2.6715 0.92 02 0.20
02 2.6712 0.99 2 2.79
03 0.91 30 ‐0.12
64 2.92 01 0.97 93 2.94 06 0.84 29 ‐0.02andard Devia
our findingstional elemeexperience o
Procs Se 3.78 3.1.06 0.3.88 3.1.05 0.‐0.10 0.
3.93 3.0.97 0.3.71 3.1.15 0.0.23 ‐0.
3.70 3.1.11 0.3.89 4.1.03 0.‐0.20 ‐0.
3.94 4.1.04 0.3.79 3.1.03 0.0.15 0.
4.21 3.0.78 0.4.10 3.0.68 0.0.12 ‐0.
ations for De
it is interesents over tover another
erv Qlty
94 4.1082 0.7990 3.8774 0.7705 0.23
91 3.9674 0.8594 4.0084 0.70.03 ‐0.04
70 4.0781 0.7402 3.9475 0.81.32 0.13
01 4.1075 0.7890 3.9981 0.7511 0.11
63 0.0097 0.0067 0.0084 0.00.05 0.00emographic
sting to notetourists whir on the basi
Faclty C 3.61 30.95 03.53 30.91 00.09 0
3.52 30.95 03.65 30.91 0‐0.13 ‐0
3.50 31.06 13.61 30.87 0‐0.11 ‐0
3.56 30.92 03.59 30.89 0‐0.03 0
3.04 31.02 02.92 30.97 00.12 0
and Psychog
e that local wle wine‐pros of values.
onv Amb
3.31 4.200.93 0.623.11 3.950.93 0.680.20 0.25
3.17 4.010.98 0.673.27 4.160.88 0.660.10 ‐0.15
3.20 3.951.05 0.723.22 4.130.89 0.630.02 ‐0.18
3.26 4.010.94 0.683.04 4.130.96 0.630.22 ‐0.11
3.35 3.190.86 1.283.28 3.200.88 0.980.06 ‐0.02graphic Grou
30
wine oduct
Activ 3.440.99 3.43 0.86 0.01
3.39 0.94 3.52 0.91
5 ‐0.14
3.38 1.10 3.480.84
8 ‐0.10
3.440.96 3.32 0.95
1 0.12
2.80 1.05 2.69 0.91
2 0.11ups
Res
Figur
6.2.5 Qua
At the end othought werother broad“wines are friendly itemscope of thiswith usable
spondent
171
154
132
71
85
60
139
21
What is appwine tourismwine knowle
re 6.24 Emot
alitative Inpu
of this questre important items listedcurrently in ms, staffing s paper, rathqualitative d
R
“Story be
Over‐crocomm
“Able to hawin
“Authentic
Genuinely ijust inter
m“Wine
passionatavoid “trend“locally sou
ing“Vineyar
P
parent here im experienceedge.
tionally‐Orie
ut from Surv
tion we asket factors in t in the Likertmy collectioand service,her we wishedata and we
Response
ehind the win
wding and omercialized”ave fun with fne lovers”
city in Experi
interested anrested in makmoney” emakers beinte and genuidy’ and supeurced and orgredients” rd Practices aProcess”
is the low lees with 6 fro
entated Qua
ey Responde
d a qualitatitheir choicest‐type queston, or need, infrastructued to extractextracted 9
A
nes”
over‐”
1
fellow
ence” 1
nd not king 1
ng ine: I erficial” rganic
1
and 1
vel of wine om 8 respon
litative Resp
ents
ive open‐ends of one wintions. Most r replacemenure and equt some emotpertinent ins
Age ToW
34+ ReR
18‐33 ReR
34+ MoR
18‐33 MaR
18‐33 MaR
34+ ReR
18‐33 MoR
18‐33 MaMo
knowledge ases being at
ponses Extra
ded questionne tourism eesponses went” – Respouipment neeional purchasights, conta
ourism: Wine egular: egularegular: egular oderate: egular arginal: egular
arginal: egular
egular: egular
oderate: egular arginal: oderate
affect on orittributable to
acted
n about whaexperience oere related tndent 221, ds. Analysis asing insightsained in Figur
Gender
M
M
F
F
M
F
F
M
entations too responden
at other aspeover anothero functional security andof this is cls. 89 responsre 6.24 belo
Knowledge
Low
High
Low
Low
Low
Low
Low
High
owards emotnts with self‐
ects respondr, apart frombenefits sucd access, 8 clearly not inses were filleow.
Origin
WesterCape
WesterCape
WesterCape
Tourist
WesterCape
WesterCape
WesterCape
WesterCape
tional benefireferentially
31
dents m the ch as child n the ed in
n
rn
rn
rn
t
rn
rn
rn
rn
its in y low
Figur
Figur
6.2.6 Dim
Variables
Honesty
Reliability
Traditions
Pioneer
Pedigree
Beauty
Environment
Naturalness
Character
BEE
Community
Charitable
Employee
Beliefs
Artisinal
re 6.26: Spea
re 6.25 Frequ
mensions of A
Env
y 0.279
y 0.073
s 0.313
r 0.040
e 0.075
y 0.359
t 1
s 0.441
r 0.445
E 0.416
y 0.525
e 0.385
e 0.515
s 0.337
l 0.339
arman Corre
8094
15469179
uency and P
Authenticity
Nat Chr
0.147 0.3
0.118 0.2
0.381 0.5
0.116 0.0
0.081 0.3
0.280 0.5
0.441 0.4
1 0.4
0.455 1
0.390 0.3
0.410 0.4
0.455 0.3
0.438 0.4
0.245 0.2
0.387 0.3
elation for Di
9559085
396349
ercentage R
rctr BEE
20 0.123
95 0.023
02 0.315
99 0.204
12 0.043
47 0.341
45 0.416
55 0.390
1 0.374
74 1
38 0.602
70 0.517
12 0.548
03 0.381
91 0.290
imensions o
9448066
4343
9
esponses fo
Comm
0.345 0
0.105
0.383 0
0.228 0
0.084
0.373 0
0.525 0
0.410 0
0.438 0
0.602 0
1 0
0.530
0.604 0
0.450 0
0.381 0
f Authenticit
99809190
6210
r Dimension
Chrty Em
0.184 0.32
0.031 0.15
0.317 0.37
0.144 0.16
0.101 0.26
0.213 0.36
0.385 0.51
0.455 0.43
0.370 0.41
0.517 0.54
0.530 0.60
1 0.52
0.522 1
0.456 0.51
0.284 0.37
ty
No importaLittle impoGreat impUtmost i
01
ns of Authen
pl Belf
21 0.233
53 0.104
70 0.215
60 0.167
63 0.095
66 0.221
15 0.337
38 0.245
12 0.203
48 0.381
04 0.450
22 0.456
0.514
14 1
79 0.215
ance %ortance #portance %mportance #
ticity N=188
Artis
0.276 0
0.144 ‐0
0.259 0
0.164 0
0.173 0
0.252 0
0.339 0
0.387 0
0.391 0
0.290 0
0.381 0
0.284 0
0.379 0
0.215 0
1 0
No
No
Lit
Lit
M
M
Gr
Gr
Ut
Ut
Re
8
Rust Fam
0.157 0.12
0.003 ‐0.01
0.331 0.35
0.176 0.28
0.126 0.13
0.256 0.33
0.219 0.30
0.230 0.32
0.271 0.29
0.251 0.33
0.316 0.37
0.269 0.44
0.271 0.32
0.382 0.27
0.336 0.21
o importance
o importance
ttle importanc
ttle importanc
oderate impo
oderate impo
reat importan
reat importan
tmost importa
tmost importa
esponses #
32
m Health
25 0.210
11 0.037
59 0.342
85 0.243
33 0.108
32 0.331
01 0.467
27 0.386
93 0.383
31 0.405
73 0.503
41 0.490
22 0.389
70 0.312
10 0.262
%
#
ce %
ce #
ortance %
ortance #
nce %
nce #
ance %
ance #
The frequenpositive corremployee wsignificantly can be seen Referring torotation fivemeaning ca
14 Factor loadinfactors
Variables Factor 1 ‐ EEnvironmeNaturalnes
BEE CommunityCharitable Employee Beliefs Artisinal Factor 2 ‐ IHonesty Reliability Pedigree Factor 3 ‐ Iconic Pioneer Exclusive Scarcity Factor 4 ‐ Sacred PersonalityNostalgia Factor 5 ‐ ETraditions Beauty Character Rustic Family Health Co‐Create
Figure 6.27:
ncy and percerelations wewelfare, chariabove 0.4 toin Figure 6.2
Figure 6.27 e factors wetegories we
ngs are all abov
M
Ethical ent 3ss 3.
3.y 3.
2.333
ntegrity 343
2.2.3.
y 33
Experiential 3.3.3.3.2.3.
2.
Factor patte
entage categre clustered ty, environmo assume tha26
23 variablesere extractedere well form
ve 0.3 which me
Mean
3.74 .378 .011 .452 .904 3.79 3.56 3.56
3.81 4.23 3.93
.846
.293
.207
3.64 3.80
.309
.734
.819
.037
.883
.085
.947
ern, Mean a
gorisation is around char
mental proteat there was
s were extrad, all with Cmed.14. Mea
eans (Marais &
SD
0.850.965
1.1841.0201.0090.921.010.88
0.860.710.75
1.0150.9780.874
0.870.93
0.9540.8550.8950.9721.0481.076
1.058
nd SD after
representedracter preserction and he a significant
cted from thCronbach’s Aan score ran
Saayman, 2009
Fact
Varimax Rot
d descriptivelrvation, tradealth pursuitst directional
heoretical anAlpha valuesnkings were
9) that there is
tor loading
0.630.48
0.710.750.700.760.720.37
0.560.760.65
0.560.750.75
0.750.70
0.670.540.570.400.600.52
0.55
tation – Dim
ly in Figure 6ition and hes. The remairelationship
nd qualitatives in the acc as follows:
a high correlat
Cat
3
3
2
3.
3.
mensions of A
6.25 Notableritage, commning correlatp between th
e analysis aneptable to v: Integrity;
tion between th
Mean
3.42
3.99
2.78
.721
.259
Authenticity
Spearman munity welfations were nhe variables.
nd after Varvery good raSacred; Eth
he variables and
Cronba
0.8
0.5
0.6
0.5
0.7
33
are, not This
imax ange hical;
d the
ach's α
86
59
60
51
78
FigureDiagraImageLoadinfactors
FiguDiagImaLoafact
Experiential;within winediagrammat
6.28: ammatical of Factor ngs on first 2s
ure 6.29: grammaticaage of Factordings on firstors
; and Iconice tourism etically in Figu
2
l r st 2
. These dimexperiences ure 6.28 and
‐1
‐0.75
‐0.5
‐0.25
0
0.25
0.5
0.75
1
‐1
D2 (9.07 %)
0
1
2
3
4
5
6
7
F1 F
Eigenvalue
mensions thein South A6.29 and a s
‐0.75
F2 F3 F4 F5 F
en, ceteris pAfrica. The summary of t
‐0.5 ‐
Variables (aafter
6 F7 F8 F9 F1
aribus, servLoadings onthe factors a
Pe
0.25 0
axes D1 and Dr Varimax rot
10 F11 F12 F13 F1
axis
Scree plot
e as KSF’s fn the first and elements
HReliability
TraPionee
edigree
Bea
Persona
Nostalgia
Exclusive
Scarcity
Co‐Create
0.25
D2: 27.39 %)tation
14 F15 F16 F17 F1
for authentic2 factors as can be see
onesty
aditionser
autyENatur
CharacterArtisinal
RusticFamily
Healtality
0.5 0
8 F19 F20 F21 F22
cation strateare represen in Figure 6
EnvironmentralnessBEE
CommunityCharitable
Employee
Beliefs
th
0.75 1
0
20
40
60
80
100
2 F23
Cumulative variab
ility (%
)
34
egies nted 6.30
tye
Gender
Fe
Age:
Mil
Origin:
T
Involve
Lif
Pr
Knowle
Figure 6
Although noand notice aidentify withwine touristwine touristpersonality c
Male M
S
emale M
SMeaDi
llenial M
S
Older M
SMeaDi
Tourist M
S
Local M
SMeaDi
ment:
estyle M
S
roduct M
SMeaDi
dge
High M
S
Low M
S
6.30: Demog
ot within our a few significh existential s find charitas. A variancecan be seen
Env
M= 3.68
SD 0.83
M= 3.83
SD 0.86 an iff ‐0.15
M= 3.71
SD 0.89
M= 3.77
SD 0.81 an iff ‐0.06
M= 3.74
SD 0.84
M= 3.77
SD 0.83 an iff ‐0.03
M= 3.61
SD 0.87
M= 3.82
SD 0.82 an iff ‐0.21
M= 3.79
SD 0.84
M= 3.72
SD 0.85
0.07
graphic Anal
stated aimsant varianceexperiences able, commue cluster amin Figure 6.3
Nat Ch
3.40 3.7
0.93 0.8
3.35 3.8
1.01 0.9
0.04 ‐0.
3.38 3.9
1.04 0.8
3.37 3.7
0.89 0.8
0.01 0.2
3.38 3.8
0.96 0.8
3.35 3.7
0.99 0.8
0.03 0.0
3.26 3.5
0.90 0.8
3.46 3.9
0.99 0.8
‐0.19 ‐0.
3.43 3.9
0.99 0.9
3.35 3.7
0.95 0.8
0.08 0.2
ysis of Dime
, we have ines between gand do not funity developongst highly30
har BEE
77 2.89
89 1.19
88 3.17
91 1.16
.10 ‐0.28
92 2.87
89 1.21
71 3.13
89 1.15
21 ‐0.27
82 3.01
89 1.18
77 3.08
84 1.16
05 ‐0.06
57 2.86
84 1.07
97 3.10
89 1.24
.40 ‐0.24
95 2.91
97 1.25
73 3.08
83 1.14
21 ‐0.17
ensions of Au
cluded somegroups on ethfind represepment and by knowledgea
Commty
3.38
1.01
3.55
1.03
‐0.17
3.48
1.10
3.42
0.94
0.06
3.45
1.02
3.47
1.02
‐0.02
3.22
0.99
3.58
1.01
‐0.36
3.47
1.02
3.44
1.03
0.02
uthenticity
e refined demhical dimensntivity to bebrand personable wine to
Chrty Emp
2.79 3.72
1.00 0.89
3.05 3.88
1.00 0.95
‐0.26 ‐0.1
2.97 3.87
1.06 0.96
2.82 3.70
0.96 0.87
0.14 0.17
2.90 3.79
1.01 0.92
2.93 3.80
1.00 0.92
‐0.03 ‐0.0
2.79 3.63
1.01 0.92
2.98 3.89
1.00 0.90
‐0.19 ‐0.2
2.84 3.81
1.03 0.91
2.95 3.77
1.00 0.93
‐0.11 0.04
mographic msions: Younge as importannality less imurists toward
ply Scrce
2 3.28
9 0.92
8 3.11
5 0.80
6 0.17
7 3.23
6 0.91
0 3.19
7 0.85
7 0.05
9 3.21
2 0.87
0 3.15
2 0.85
02 0.06
3 3.24
2 0.84
9 3.19
0 0.90
6 0.04
1 3.28
1 0.94
7 3.16
3 0.83
4 0.12
mean scores Oer wine tournt (‐0.20); Reportant thands originality
Pionr Exc
2.96 2.
0.99 1.
2.70 2.
1.03 0.
0.27 0.
2.82 2.
1.07 1.
2.85 2.
0.96 0.
‐0.02 ‐0
2.85 2.
1.01 0.
2.77 2.
1.01 1.
0.07 0.
2.72 2.
0.99 0.
2.92 2.
1.02 0.
‐0.20 ‐0
3.08 2.
1.01 0.
2.69 2.
0.99 0.
0.39 0.
Obiter Dicturists tend to egular/ regulan occasional y, exclusivity
clsv Persnl
.41 3.65
.03 0.84
.15 3.63
.89 0.91
.26 0.02
.21 3.74
.03 0.85
.36 3.55
.93 0.88
.15 0.20
.29 3.64
.98 0.87
.17 3.56
.00 0.88
.12 0.08
.17 3.47
.94 0.83
.37 3.76
.99 0.88
.21 ‐0.29
.60 3.83
.94 0.83
.09 3.52
.95 0.88
.51 0.30
35
m
ar
y and
Nost
3.84
0.94
3.74
0.91
0.10
3.98
0.86
3.63
0.96
0.35
3.80
0.92
3.80
0.94
0.00
3.68
0.87
3.87
0.95
‐0.19
3.92
0.90
3.72
0.94
0.20
E
Figure 6.
Tradit
nvironment,
.31: Summa
Sac
Expertions, Beauty
Eth, Naturalnes
D
Ico
Integ
ary of Dimen
cred (M=3Per
riential (My, Winelands
hical (M=3ss, BEE, ComDenial of com
onic (M=2Pione
grity (M=3Honesty, R
nsions of Aut
3.72; Cronrsonality, No
M=3.27; Crs Character, R
3.45; Cronmunity devemmercial m
.78; Cronbeer, Exclusiv
3.99; CronReliability an
thenticity in
nbach's α=ostalgia
ronbach's Rustic, Famil
nbach's α=elopment, Cotives, Artis
bach's α=ve, Scarce
bach's α=nd Pedigree
Wine Touris
= 0.51)
α= 0.78)ly, Health, Co
= 0.86)haritable, Emsanal
0.60)
= 0.59)
sm
o‐creation
mployee weelfare,
36
6.2.7 ImagThe images 6.32. Nomin6.33 have geand nuancesbelow.
. 15 The Sample mobile phones
ge Evaluatiowere ranke
nal titles baseneral congrs and must
for this questios or some brow
on d15 by each sed on qualitruencies witbe seen as s
on was N=162 asers. However,
respondenttative data wh the previoseparate fac
as it was a new the addition o
t and the totwere attacheous question,ctors and mo
technology devf the qualitative
tal preferened to the im, however viore explanat
veloped with Sue data made th
ces are in thmages. The scisual images ory in terms
urveyGizmo™ ahe outcome mo
he order discores are re have a vasts of qualitat
and did not opeore credible
splayed in Fiflected in Fit amount of ive data ana
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FigRaim
37
gure gure cues alysis
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gure 6.32: nking Orderages
r o
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38
6.2.8 Qua
An open‐endto relate it dmarketed im
We found texclusive, onwords were
Key W
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Figure 6.
alitative Ana
ded questiondemographicmages.
hat when bnly decodedextracted. T
ord Categor
esthetics
nspoiled
Ethical
radition
novation
Size
periential
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tural Charact
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34: Key Wo
lysis for Ima
n was posed cally but rath
roken up ind on total resThey are sum
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sula
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ter Thesrelate“vineThe“
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ord Extractio
age Rankings
after the Imher to get an
dividually insponses. 121mmarised in F
Description
This related triptions of bereferred to wuch as naturaandscapes etThese were vironmentalially responsconnotationsWords such aition’, “Herit“History” Words like ontemporaryrn and innovrds like “smaic” or “boutie were wordsexperience, fenjoyment oappreciationds that referre, winemakin
winery se are words ed to “winelaeyards”, “terese referred“staff”, brandonalities or faFriends. It waed to commune lovers in tpersonal goa
n and Them
s
mage selection impression
to Key word1 RespondenFigure 6.34 b
o eauty words al, tc
or ible s as tage”,
y’, vation all”, ique”s such fun, r n red to ng or
that ands”, roir.” to d amily as not unity terms als.
ing
on and althou of wine tou
ds there wents answeredbelow.
Count
26
19
16
23
5
4
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29
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18
ugh the datarists’ percep
re 10 themed the open‐e
is available ptions and de
es which weended quest
Percen
14%
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we did not wesires relatin
ere not muttion and 181
ntage
%
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39
want ng to
ually 1 key
What is impare split betthe X Axis tosuch as graenvironmenwinelands egrowth in leit applies totechnologica
The realms rconsumers,
Figure 6.35
ortant to untween passivo construct ape‐stompingt; educationnvironment isure industro the wine al change in
represent a csimilar to th
5: The Realm
derstand in tve participata matrix of g or immern, for examor ambient dries in the Utourism worecent years
connection te connect in
ms of the Exp
this context ion and activ4 realms persion activitiple, with a design of a wSA and it remorld in Souts.
to the experin perceived m
perience: sou
are the realmve participatrtaining, in ties; escape, tutored tas
winery. This mains to be th Africa, in
ence and thmarketable a
urce Pine an
ms of the extion on the Ythis case, tofor examp
sting; and aparadigm, hoseen whethe terms of c
is is where aauthenticity.
nd Gilmore (1
perience whY axis and abo wine tourisple, out of testhetic, foowever, waser, albeit quicultural dim
uthentic sen
1999)
hich (Pine andbsorption ansm. They arethe city intor example, s postulated ite applicabl
mensions and
nsibilities are
d Gilmore, 1nd immersioe; entertainmo a countryinto a beauin a time of e to this samd economic
e directed by
40
999) n on ment yside utiful high
mple, and
y
It is prematupersonal goamedia.
There were of like‐mind
Respond
68
87
106
114
167
104
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147
It is obviouslonger respdemographi
• Stor“First oauthentprefer t“…wineaccordiincreasiwine inFemale • The “They band noexperie
Figure 6.Figure 6.
ure to draw als relating t
furthermoreedness, valu
dent
“Per
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“hanand w
“Fee
s from the aponses belocs and psych
rytelling, Quof all, wine ttic ‐ give methe rustic tase still needs ting to them ingly importndustry, bute, High, West
Nostalgic bring up memt yet interesnce to enjoy
.36: Extracte.36: Extracte
relationshipto their own
e 9 responsees and sove
Respons
“Reflects myPhilosoph
rsonifies my e
ngs I would land the eth“MemoriesExperienc
According topreferenc
eminds me oftrue experiends‐on persogenuine love
wines and vine
eling it creat
above the hiow surroundhographic pr
ality tourism for me real photossting rooms tto be fun. Todon't know ant to knowt the entire tern Cape)
mories ‐ I've sted in winey. As I grew
ed Qualitatived Qualitativ
s from data n desires in t
es which genreignty, thes
se
y Wine hy”
emotions”
like to see, hos” s and ces” ethical ces f real and ences” onal touch e for their eyards”
tes in me”
gh percentading observofiles bracke
me is about s of real peoto the glitzy‐o often peopas much ab
w that the woagricultura
been going e. The expeolder, and d
ve Responseve Response
such as this,the context o
nerally referrse are summ
Age TouW
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34+ MaRe
18‐33
MaMo
34+ MaMo
18‐33
ReRe
34+ Mo: Re
34+ Mo: Re
34+ MaRe
age of tourisvations on eted in the sa
the wine ‐ople with reaglammy oneple get an airbout wine…..borkers on theal industry.”
to wine taserience, the developed a
s; Image seles; Image sele
, however, itof selectively
red to Beverarised below
urism: Wine C
G
gular: egular rginal: egular rginal: deraterginal: derategular: egular derateegular
derateegular
rginal: egular
ts amongst authenticityame order a
it needs to al stories, noes…” r about thembrings thesee farm are tr” –Responde
sting tours sihistory, andlove for win
ection ection
t does give ay marketed
land and Farw in Figure 6.
ender Kn
F
M
M
F
M
F
F
M
the extractey are thems the table a
be quality. Tot marketing
m and they tae guys back treated with rent 182 (18
ince I was a d the peoplene, the wine
an indicationattributes in
rrelly’s (2009.
nowledge
High
Low
High
Low
High
High
Low
High
ed scores. Inmed as folloabove:
Then, it neeg gibberish.
alk down on to earth. It irespect ‐ not8‐33, Regula
child (with me was what quality beca
n of wine toun communica
9) categoriza
Origin
Tourist
Tourist
Tourist
Western Cape
Western Cape
Tourist
Tourist
Tourist
n Addition, tows, with t
ds to be I usually
people who is becoming t only in the ar: Regular,
my parents) made it an ame equally
41
urists ation
ation
hese their
importaRegular
• Sacr“I like tthe Bolafarm anexcelleninto thefriends would bharmonplaces w(18‐33, • The “Wine sthose "stages tcarries Regular • Typi“Quinteyoungexxxx wiRespon • Relia“I idenFranschwife maslogane • Conin the ethan gothe whoway to Wester
• Soci “It is fircare of • Peo
ant to me... r: Regular, Fe
redness, Santo arrive, looand experiennd its workent linen and e winelands or colleaguebe comfortany with the where wine Regular: Re
Value Chainshouldn't jus"behind the sthat include forward to r, Female, Lo
icity, Artisinaessential winer crowd of wine farm Porndent 101 (34
ability and Ttify with thhhoek is loveay not be haeering.” – Re
venience anend it is aboo to xxx for wole experienRiebeek Ka
rn Cape)
ial Responsib
rstly about tas they do a
ple‐Orientat
those pics aemale, High
nctuary and Cok around, sence, then meers, and thencutlery and culture can es, black peoable and weenvironmentis splashed agular, Fema
n of Authentst be about thscene" ‐ likethe marketi both commow, Western
ality, Nostalne farm imagwine makerst Stomp even4+, Moderat
Track Recordhe winelandely it isn`t myappy!!) and espondent‐14
nd What youout good quawine tasting nce, wine foosteel from S
bility
the social rea lot”‐ Respo
ted
re similar to, Western Ca
Communityee the beauteet people wn sit down foa beautiful do the samople, gay couelcome doingt and respecaround drunle, Low, Wes
ticity he drinking oe the farm wng thereof, hmunity, landn Cape)
gia and Co‐cge, always as coming thrnt last year ate: Regular,
d ds, the peopy top destinathe wine re45 (34+, Mo
are prepareality wine ‐ iwhere it’s aod art beautyStellenbosch
sponsibility ndent 202 (3
o what I've gape)
tiful landscawho work on or a lazy butview. Whene. That my kuples ‐ that eg the same. ctful of othekenly then thstern Cape)
of it, but the workers throuhow it's beindscape and
creation a winner; I lrough I wouland had so mFemale, Hig
ple in it, thation, I`m novolution muderate: Regu
ed to accept i will rather little fake ‐y etc and its h ‐ Responde
because the34+, Regular
got filed in m
ape, surroundthe particult fine meal w I do that, I kids and theeveryone elsIt is a fine
ers. Howeverhey would lo
experience. ugh the winng translatedpeople.” –
ike the new ld want to jomuch fun thih, Western C
he nature, tt that interest be drivenular, Male,Lo
on a Fake/rtaste good wbut then i wmore conveent 125 (34
e workers onr: Regular, M
memory”. – R
dings and buar farm, heawith excellenlike to feel t
eir grandparese who is intdining, clas
r if the farmose their app
This extendse‐making prd to an audieRespondent
range of Gaoin a wine reis image remCape)
the wine, thsted in wet‐t by reliabilitow, Western
eal continuuwine like xxxwill take guesenient in the 4+, Regular:
n these farmMale, Low, To
Respondent
uildings thatar somethingnt wine, prefthat anyone ents, youngeto the winelassic living exms were to bpeal” – Resp
s to many farocess up unence, and thet 243 (18‐3
aragiste winevolution; I minds me of t
he eateries t‐shirt compty and track‐n Cape)
um x in a more st to xxx becend than drRegular, Fe
ms should beourist)
194 (18‐33,
t are part of g about that ferably with else who is
er groups of ands culture xperience in ecome loud ondent 208
actors ‐ from ntil the final e qualities it 33, Regular:
nes, and the went to the that day.” –
etc, whilst etitions (my ‐record, not
rustic cellar cause its got riving all the male, High,
e well taken
42
f
f
“I like tup, folloMale, H • Rust“The supresentto goodregular
Tourist referand 12 out o
the importanowed by thoHigh, Tourist
tic, Wholesourroundings tation of thed people, gor, Female, Lo
rs to someonof 18 of these
nce of peopleose that reprt)
omeness and rustic f
e various winood times anow, Tourist)
ne outside te extracted r
e and their hresent a sen
feeling of a ne tastings isnd good, wh
he Western responses w
history in winse of place.”
true wine fas always an eolesome wa
Cape, whichwere tourists
nemaking, so”‐ Responde
arm is whatextra specialays of living”
h could be a which repre
o the imagesent 183 (18‐3
stands out l aspect. Thir” ‐Responde
National Tosents 21% of
s with people33, Moderat
for me mosrdly, I relate nt 85 (18‐33
urist or Intef the tourist
e are higher te: Regular,
st. Then the wine farms 3, marginal:
rnational Tosample.
43
urist
6.2.9 Perc Mean scoresfuture gener Notable Speprotection (benefitting t After VarimAlpha scoresthat there isbalanced ag .
VarFactor 1protectiEnvironmCommunHeritageFactor 2Sustaina
Tourists
Figure 6.3
EnCoHeSu
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Figure
Sd
Fi
ceptions of I
s above 3.5 rations (m=4
earman pos(0.48); protethe commun
ax rotation s and relativs a high corrainst ethical
riable 1 –Ethical andon ment nity e 2 ‐Sustainablable
39: Factor Sc
Variablesnvironment ommunity eritage ustainable ourists
6.38: Spear
% # %
Strongly disagree
Disa
0.60%1 6.
igure 6.37. F
ndustry Ethi
were: Wine 4.23; SD=1.28
itive correlaecting heritanity (0.42). Th
(Figure 6.39vely high factrelation betw consideratio
Mean d Heritage
3.37 3.73 4.08
e 4.23 4.15
cores after V
s Env
man Correla
# %
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ations in Figage and prohis can be se
9) 2 factors tor loading sween the vaon is pertine
Std. devi
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viron Com1
0.479 0.416 0.255 0.109
ations for Ind
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nd Percetage
ainability
otecting the wine tourist
gure 6.were otecting theeen in Figure
have been iscores suggeriables and nt. Visually,
iation Fa
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8
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tion
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e categorisat
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actor Loadin
0.7920.8530.619
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eptions
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%
I don't know
37
4.90%
tion of Resp
ge (M=4.08; e attracted (M
community bnt (0.39); a
oth with acche categoriein general. Tnted in Figur
ng Cat
3
4
Sustainable0.2550.3620.439
1
0.364
nvironment
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onses N=185
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benefits andnd protectin
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rists
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eing a benef=1.32).
d environmeng heritage
good Cronbawell formedof sustainab
Cronbach's α
0.71
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rists 0.1090.0210.3080.364
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nvironment
ommunities
eritage
ustaiable
ttract touris
44
fit to
ental and
ach’s and bility
α
Figure 6.4First 2 Fac
Age:
Millenia
Older
Gender
Male
Female
Origin:
Tourist
Loca
Involvemen
Lifestyle
Product
Knowledge
High
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Figure 6.41:
40: Factor loactors
l M=
SD
r M=
SD Mean Diff
e M=
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t M=
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: Demograph
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3.38 1.27 3.37 1.31
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3.33 1.42 3.40 1.24
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0 06hic and Psych
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e
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3.72 1.18 3.76 1.21
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45
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1.2
Referring totourists do nwas to see adirected to tendency toorientation ethe dimensipresent desi
It is now prauthenticati
o Figure 6.41not prefer than outward pthe commu
o see these isexists to covons howeveires and pref
rudent afterng strategies
1 we see demhe winelandsprojection ounity, as opssues as impvert these ser, because itferences that
r a thoroughs to survive
mographic as to becomef wine tourisposed to pportant, yet antiments intt is future‐ort it is not inc
h analysis of
nd Psychogre commerciasts’ desires freserving thas mentioneo personal arientated ancluded in the
f this issue
raphic grouplised and stafor sustainabhe charactered before neaction or crusnd far remove model.
to explain t
ping differencay unspoilt. bility, revenur and enviroither the misades. Sustaved from win
the model b
ces are quiteThe reason fue generatioonment. It dndfulness noinability coune tourists co
briefly, outlin
e obvious wfor this quesn and that bdisplays a bor the emotild be includeoncentrated
ne the KSF’s
46
here stion being road ional ed in and
s for
7 Mode
7.1 PropoTouri
Tec
CulPro
Li
D
Figur
el, Conclus
osed Modeism in Sout
Economichnologica
ltural Dimofile
Win
e T
ouri
sts
Consumer PEx
ifestyle Orienta
Demographics?
re 7.1 Indutry
sions and
el for undersh Africa
ic and al Change
mension
Benefit Orien
Mindfulnes
Authenticity
erceptions/ Dxpectations
Industry Bo
ation
?
y Dynamics
Benefits f
standing Ke
e
Internal + ExPromotio
Cultural Pre
ntation
ss
y Connect
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Desires/
oundary
involved in t
for Great
ey Success F
xternal on
eservation
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dibi
lity
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nect
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itiC
t
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esty
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the Success
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egiti
mac
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onne
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munity
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iabi
lity
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ntial
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ed
Reality
of Authentic
pitals Glob
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+ External ulation
Economic lopment
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t
Supplier SeleMarketin
cating Strate
bal Netwo
ating Strate
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Wine CulHerit
nt Character
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ective Authenng/ Experienc
egies in Sout
ork
egies in Win
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ture and tage
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e T
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sm
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liers
ence er
ntic Attribute ce design
th Africa
47
ne
7.2 Conc Our key find KSF’s below
• In aand reliahave
• The not
• To acues
Wine Touris• Cult• Int• Soc• The• Life• Alth
This affects marketing. Awine touristtowards em On wine toNalebuff, 19authenticatipreservationpromotion oone where w In the South
• • • • •
Unless theseAfrica on the
16 More could
lusions dings are sum
for supplier uthenticatioselectively c
ably conveyee negative loDNA of themet can havappeal to ws16, the dime
ts are predistural dimensernational ecio‐economice wine culturestyle/Produchough largely
how wine Applied to Sots, even invootional bene
ourism indus996) co‐opeon strategyn are offset of the wine twine tourism
h African conExternallyLack of geA gap for insufficienSocio‐ecowine tour
e issues are e local marke
be found in fur
mmarised dia
authenticityn strategy dcommunicated. “Green wong term cre experience ve a negativewine tourists,ensions, bein
sposed to mision profile, conomic andc conditions,re and heritact orientatioy unproven,
tourists seeouth Africa, olved or knowefits in exper
stry level thetition, detey legitimacy against indtourism indu
m suppliers ar
text this wouy‐orientated eneric wine man umbrellant educationonomic disparism ideals. addressed, et will never
rther research.
agrammatica
y are: design suppliting those inwashing” or fadibility repe(Shaw, 200
e image effec, providers g: Integrity,
ndfulness an
d technology age in the couon and levelsdemograph
ek out authwhile there wledgeable riences.
ere is dynarmining indy in terms dustry oversustry. There re not practi
uld mean to product focumarketing ca oversight boal campaignarities, repres
legitimate a have the im
ally in Figure
iers need to a positive malsely‐claimercussions. 7) must be ct. can align thEthics, Sacre
nd emotiona
y change,
untry. of knowledgic profile.
hentic cues is some undones with p
mic of stakustry strateof socio‐ec
sight to achwill be a dissing what is
reverse; used authenampaigns on ody for the ws regarding isentivity and
and crediblempact or succ
e 7.1.
understandmanner. Theed heritage o
aligned to s
heir selectiveedness, Expe
al (versus fun
ge and involv
and thus coderlying sentositive indus
eholder senegy and braconomic devieve crediblsconnect if tbeing preac
tication strathe local mawine and winimportant shd cultural int
authenticatcess they des
the charactese inherent or pedigree (
elective com
e marketingeriential Real
nctional) ben
vement.17
onnect to stiment, espestry views ar
nsibilities, shnd positionivelopment, e internal athe communhed by the m
tegies; arket; ne tourism inhared heritagtegration bet
tion strategisire.
teristics theicharacters a(Pine and Gil
mmunication
g with 5 dimlms and Icon
nefit buying b
elective autecially towardre not mindf
haped by (Bing. Commusustainabili
and externalnity’s needs marketing bo
ndustries; ge and ethicatween Africa
es in wine t
r market deare honestlylmore, 2007)
as expectat
mensions andnicity.
behaviours b
thentic attrids ethical issful or orient
randenburgeunity desiresty and cultl regulation are not metodies.
al dimensionan and Europ
tourism in So
48
sires y and ) can
tions
d 23
by:
bute sues, tated
er & s for tural and
t and
ns; pean
outh
7.3 Bene This explorathe dynamic As such the
• It seRese
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