The success factors and the major challenges that Tal-Massar Winery in Gozo needs to address to develop the full potential of wine tourism
Borg, Jesmond (2017)
Borg, Jesmond
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017083114674
https://urn.fi/URN:NBN:fi:amk-2017083114674
Tiivistelmä
This study focuses on the concept of wine tourism as a growing niche on the island of Gozo. Over the last decade, Gozo has seen a synergy between wine and the tourism indus-try which has led to the development of what is commonly known as wine tourism. As in other countries, wine tourism on this small island is leaving an impact on the social and economic aspects.
This research aims to portray the success factors and the major challenges that Gozo needs to address to develop the full potential of this niche market. Since the Maltese islands have a tradition of wine- making, several critical factors will be considered in a Gozitan con-text to determine and assess Gozo’s potential.
Within this framework, this study reviews and adds to the existing empirical literature on wine tourism while giving a brief description of the islands unique characteristics that play a vital role in this niche market. It also aims to compile the profile of the islands’ wine industry and examine the winemaker’s level of involvement with tourism as well as to explore the perceptions of expanding the potential of wine tourism through online marketing.
For this purpose a detailed profile of a boutique winery on Gozo will serve as a case study. The information will be collected mainly through direct observant participation and using both quantitative and qualitative tools. Structured interviews with owners and wine tourists provided reliable and direct information.
This study shows that wine tourism on Gozo is gaining momentum due to several factors namely the landscape and the rich cultural and culinary heritage of the island. At the same time this research shows that wine tourism can be highly dependent on various variable components such as infrastructure, transport, education strategy, facilities and policies.
This research aims to portray the success factors and the major challenges that Gozo needs to address to develop the full potential of this niche market. Since the Maltese islands have a tradition of wine- making, several critical factors will be considered in a Gozitan con-text to determine and assess Gozo’s potential.
Within this framework, this study reviews and adds to the existing empirical literature on wine tourism while giving a brief description of the islands unique characteristics that play a vital role in this niche market. It also aims to compile the profile of the islands’ wine industry and examine the winemaker’s level of involvement with tourism as well as to explore the perceptions of expanding the potential of wine tourism through online marketing.
For this purpose a detailed profile of a boutique winery on Gozo will serve as a case study. The information will be collected mainly through direct observant participation and using both quantitative and qualitative tools. Structured interviews with owners and wine tourists provided reliable and direct information.
This study shows that wine tourism on Gozo is gaining momentum due to several factors namely the landscape and the rich cultural and culinary heritage of the island. At the same time this research shows that wine tourism can be highly dependent on various variable components such as infrastructure, transport, education strategy, facilities and policies.