Seeking Differentiation: Queensland Australia’s ‘Strangebird Wine Trail’

Richard N. S. Robinson ()
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Richard N. S. Robinson: The University of Queensland

Chapter Chapter 24 in Wine Tourism Destination Management and Marketing, 2019, pp 373-376 from Springer

Abstract: Abstract Wine trails are a well-established destination marketing packaging strategy. This case study examines a destination that competes against more established and well-known wine tourism regions and sought to differentiate itself by developing a wine trail that featured wineries that produced bespoke and unique wines. In addition to detailing this strategy, a discussion follows that speaks to augmented products and services in the destination that subsequently evolved and also derive benefit from the wine trail.

Keywords: Wine trail; Impacts; Benefits; Wine destination; Wine products; Wine experiences (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-00437-8_24

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DOI: 10.1007/978-3-030-00437-8_24

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