A Vehicle for Destination Development? The Case of the Wolfville Magic Winery Bus

Donna Sears () and Terrance G. Weatherbee ()
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Donna Sears: Acadia University
Terrance G. Weatherbee: Acadia University

Chapter Chapter 36 in Wine Tourism Destination Management and Marketing, 2019, pp 593-598 from Springer

Abstract: Abstract The Wolfville Magic Winery Bus (WMWB) is a North American first—a double-decker, hop-on hop-off wine experience in Canada’s newest cool-climate wine region (Nova Scotia). This wine tourism offering was developed by a small group of passionate, dedicated Nova Scotia wine enthusiasts in the area. In its short six-season history, it has seen exponential growth and attracted attention from local and provincial governments—and local, regional, national, and international tourism groups. Its brilliant success might be seductive to other emergent wine regions. But would it be wise to try to replicate it? This case examines the elements that have led to the WMWB success story and invites the reader to consider the wisdom of an attempt at recreating it elsewhere.

Keywords: Wine; Wine tourism; Rural; Regional economic development; Cool-climate (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_36

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DOI: 10.1007/978-3-030-00437-8_36

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