Buying into a regional brand: The naming of Central Otago wineries

The purpose of this paper is to analyse the meanings and sources of winery names in the Central Otago wine region. In particular, two questions are addressed: To what extent are the elements of the Central Otago regional wine story apparent in the winery names of the region? Are there discernible differences in the elements emphasised in the more established wineries and those that have been launched more recently

Place-based marketing and wine tourism: creating a point of difference and economic sustainability for small wineries

The purpose of this paper is to explore how small-scale wineries and wine regions create a point of difference and economic sustainability in a competitive marketplace through utilizing regional place branding and cellar door visitation. This research is based on qualitative, semi-structured, in-depth interviews with winery owners/managers and additional wine and tourism stakeholders in a single case study: The Central Otago wine region in the South Island of New Zealand. In total, 39 interviews were conducted in 2007 and 2010. Interviews were audio-recorded, transcribed verbatim, coded and categorized for analysis. Place marketing is a significant factor in the success of both regional and individual wine marketing initiatives, as it serves as a strategy of differentiation. Desirable regional attributes, as well as emotionally-appealing stories of the people and processes behind wine production, have been used deliberately by respondents in the marketing of Central Otago wine products and experiences. Respondents suggest that one of the most effective ways to facilitate a positive association between place and their product in the minds of consumers is through winery visitation, whereby visitors come to associate the region’s wines with the landscape and beauty of the area that they experience. Visitors also have the opportunity to experience the stories behind the wine, building emotional connections with the winery, and the region, which may ultimately lead to brand loyalty

Food security in a COVID-impacted tourism destination: A case study of Queenstown, New Zealand

This report outlines the food (in)security situation in Queenstown, New Zealand in the context of its COVID-affected tourism downturn. It is illustrative of the global pandemic’s disruption to the tourism-dependent town and the ways in which this impacted food security within the community. The project used interview data from 13 interviewees each active in the Queenstown community in food welfare, social support, or local government. Supplementary data was gathered via a desk-based document and media search. Community-based food welfare providers reported high demand for food parcels largely due to COVID-19-related income reductions and job losses. Food welfare demand was strong from the commencement of the nationwide lockdown in March 2020, and remained relatively consistent in subsequent months as national borders remained closed to international visitors. Interviewees reported high numbers of migrants accessing food welfare as the result of tourism job losses, reduced shifts, and loss of access to meals they had received in hospitality roles previously. Many of these migrants were ineligible for government support. COVID-19 food security issues have been exacerbated by high demand for housing and high density living, which has reduced the amount of land available for home vegetable planting. This is limiting own food production and access to affordable high-nutrition foods. Reliance on the food welfare sector as a long term strategy is not sustainable if food security is the goal, however the array of community groups that offer food welfare may be able to proactively bolster food security, concurrent with their food welfare operations, and so enable food welfare recipients to transition to less vulnerability and greater food security in the future. Our findings caution against sectoral ‘self-sufficiency’ because high degrees of independence within sectors can translate to vulnerability in the face of disruption. Inter-sectoral integration – particularly within the agriculture, food and tourism sectors – is one avenue by which each sector could become more resilient. Further research in this area could identify pathways for building resilience

We’re all in this together? Community resilience and recovery in Kaikōura following the 2016 Kaikōura-Hurunui earthquake

The magnitude 7.8 earthquake that struck North Canterbury, on the east coast of New Zealand’s South Island on 14 November 2016 had significant impacts and implications for the community of Kaikōura and surrounding settlements. The magnitude and scope of this event has resulted in extensive and ongoing geological and geophysical research into the event. The current paper complements this research by providing a review of existing social science research and offering new analysis of the impact of the earthquake and its aftermath on community resilience in Kaikōura over the past five years. Results demonstrate the significant economic implications for tourism, and primary industries. Recovery has been slow, and largely dependent on restoring transportation networks, which helped catalyse cooperation among local hospitality providers. Challenges remain, however, and not all sectors or households have benefited equally from post-quake opportunities, and long-term recovery trajectories continue to be hampered by COVID-19 pandemic. The multiple ongoing and future stressors faced by Kaikōura require integrated and equitable approaches in order to build capability and capacity for locally based development pathways to ensure long-term community resilience

Generation Y and sparkling wines: a cross-cultural perspective

The aim of this study was to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries. A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli. There were significant trans-cultural similarities between consumption behaviour (sparkling wine is a women’s drink, and a separate category from still wine, and that they will ‘grow into’ drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne). Research into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation. Marketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold

Climate change adaptation through an integrative lens in Aotearoa New Zealand

Climate change is being felt across all human and natural systems in Aotearoa New Zealand and is projected to worsen this decade as impacts compound and cascade through natural system and sectoral dependencies. The effectiveness of adaptation is constrained by how fast greenhouse gas emissions are reduced globally, the pace of change, the frequency and progression of impacts, and the capacity of our natural, societal and political systems to respond. We explore how these systems and sectors interact with existing and projected climate change stressors by categorising climate change impacts (Trends and Events) and consequential thresholds (Thresholds), and by grouping systems and sectors by types (Typologies). This approach has identified commonalities and differences between the typologies which are illustrated with examples. Critical constraints and opportunities for adaptation have been identified to guide sector adaptation decision-making and for ongoing adaptation progress and effectiveness monitoring. Constraints are found across all sectors, and opportunities exist to address them through modelling and projections, monitoring frameworks, decision tools and measures, governance coordination and integration of the Māori worldview of the relationship between humans and nature. However, limits to adaptation exist and will increase over time unless all sectors and all nations urgently reduce their emissions

Australasia

Observed changes and impacts Ongoing climate trends have exacerbated many extreme events (very high confidence). The Australian trends include further warming and sea level rise sea level rise (SLR), with more hot days and heatwaves, less snow, more rainfall in the north, less April–October rainfall in the southwest and southeast and more extreme fire weather days in the south and east. The New Zealand trends include further warming and sea level rise (SLR), more hot days and heatwaves, less snow, more rainfall in the south, less rainfall in the north and more extreme fire weather in the east. There have been fewer tropical cyclones and cold days in the region. Extreme events include Australia’s hottest and driest year in 2019 with a record-breaking number of days over 39°C, New Zealand’s hottest year in 2016, three widespread marine heatwaves during 2016–2020, Category 4 Cyclone Debbie in 2017, seven major hailstorms over eastern Australia and two over New Zealand from 2014–2020, three major floods in eastern Australia and three over New Zealand during 2019–2021 and major fires in southern and eastern Australia during 2019–2020

‘Charm sells’: The role of a community action group in preserving a place image in Akaroa, New Zealand

This chapter has shown that to focus on explicit ‘tourism policy’ and the economic processes of destination image formation and promotion is flawed. In the case of Akaroa, the preservation and strengthening of the destination’s historic appeal emerged out of a more general concern to preserve the built heritage and streetscape of the township. The insights presented here highlight the cultural and political nature of destination image formation and contestation and reveals that economic hegemony is not the only, or necessarily the most important, source of power in debates over the most appropriate destination image for a tourist destination. In the case of the ANTN, the cultural capital and linguistic ability of the organisation’s key spokepeople played a crucial role in the success of their campaign. It has highlighted also, however, the importance of the use of the rhetoric of tourism by the ANTN to ensure that their goals could be achieved, at a time when the district’s long term wellbeing was increasingly reliant on the visitor industry. While the motivation of the Akaroa National Treasure Network to see the built heritage of Akaroa preserved was not primarily tourist related, their activities and efforts have ensured that Akaroa’s built charm maintains a prominent position in the promotion of Akaroa as a tourist resort into the twentyfirst century

Younger wine tourists : a study of generational differences in the cellar door experience

The importance for wineries of visitation to cellar doors is recognised by both the tourism and wine industries (O'Neill and Charters, 2000). The quality of cellar door service plays a central role in the tourist’s experience of a winery and in the emotional attachments a tourist develops for a brand, and by implication, the future purchase intentions of that tourist (Charters and O'Neill, 2001; Dodd and Bigotte, 1997; Nixon, 1999;). Understanding cellar door expectations and experiences from the point of view of the wine tourist is essential to allow wineries to establish this loyalty (O'Neill and Charter, 2000). This chapter reports on research which examined the perceptions and experience of visitors to winery cellar doors in one wine region of Western Australia. It particularly focused on the perspective of younger wine tourists, who for current purposes are defined as those that are members of the Generation X and Generation Y cohorts, and sought to compare their experience and expectations of winery cellar doors with those of older wine tourists

How young people are socialised to wine: the experiences of the Generation Y cohort in the US and Australasia

While a great deal of wine marketing attention has focused on the wine consumption patterns of Generation Y, little is known about their wine socialisation; that is, the age, situation and influences which saw them first consume wine and develop an ongoing engagement with the product. Purpose: The research has sought to provide an exploratory analysis of the wine preferences and wine socialisation experiences of US and Australasian Gen Y respondents in relation to their alcohol socialisation and consumption in general. Design/methodology/approach: The data were collected via an online survey that was distributed to eligible participants (of legal drinking age and Gen Y age restrictions) in the US and Australasia. Descriptives statistics, Chi-square and t-tests were used to analyse the data. Findings: Respondents in both samples reported that they started drinking wine later than they started drinking alcohol in general. Early experiences with wine were most likely to be influenced by family and to occur in a non-commercial setting, while early experiences with other types of alcohol were mostly influenced by friends. Participants report taste, situational context and price to be the most important factors when choosing wine today. Practical implications: For wine marketers to reach younger consumers, appealing to peer influence may be less effective than accessing them through their families and the noncommercial settings in which most of them are introduced to wine. Highlighting the taste of wine, rather than wine-food matching, may also be more appealing to these young consumers