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The purpose of this paper is to present recommendations for future growth and continued success of wine and culinary tourism in the Niagara region.

Through industry interviews with practitioners, researchers and stakeholders the recommendations of this paper were formed. Secondary research examined the issues and advances made in other area of the globe specific to wine and culinary tourism. The research is intended to cover the issues associated with advancing an industry sub‐sector that is still growing but will reach maturity in not‐so‐distant future.

In Niagara's wine and culinary tourism sector, there is a renewed call for industry specific research. Furthermore, linkages across the border are recommended to increase tourism revenue both in the USA and Canada. There is need to create more domestic awareness of the changes. Additionally, in order to attract one‐time visitors back to the region, it is important to enhance service through increased service training. There also exists a need for cooperation and coordination within the industry at all levels. The final recommendation is to advocate for signage and specific information to varied segments of the wine and culinary target market sub‐sets to deal with the differences in consumer motivations and preferences.

The relevant conclusions and recommendations listed will assist practitioners to continue the forward momentum of wine and culinary sectors in Niagara and around the world.

In this paper, we seek to highlight how adherence to a dominant logic is an effortful activity. Using rhetorical analysis, we show that the use of rhetorical history provides a key mechanism by which organizations may convince audiences of adherence to a dominant logic, while also subverting or obscuring past adherence to a (currently) subordinate logic. We illustrate such use of rhetorical history by drawing on the case study of Ontario wine industry, where wineries use rhetorical history to demonstrate adherence to the logic of fine winemaking, while obscuring the industry’s past adherence to the now-subordinate and stigmatized logic of alcohol making. Implications for future research on institutional logics are discussed.

In this paper, we seek to highlight how adherence to a dominant logic is an effortful activity. Using rhetorical analysis, we show that the use of rhetorical history provides a key mechanism by which organizations may convince audiences of adherence to a dominant logic, while also subverting or obscuring past adherence to a (currently) subordinate logic. We illustrate such use of rhetorical history by drawing on the case study of Ontario wine industry, where wineries use rhetorical history to demonstrate adherence to the logic of fine winemaking, while obscuring the industry’s past adherence to the now-subordinate and stigmatized logic of alcohol making. Implications for future research on institutional logics are discussed.

Inniskillin Winery is at the forefront of an expanding wine tourism region in the Niagara Peninsula. This paper focuses on Inniskillin's efforts to adopt consumer‐led strategies to market Icewine to increasing numbers of Japanese tourists. Produced after the grapes have frozen on the vine, Icewine is an exclusive premium product. In a society where the price of the gift has become a barometer of the sender's sincerity, Icewine is well suited for the traditional Japanese custom of gift giving. This paper examines how Inniskillin's customer‐led marketing strategy matches with the psychological background of the Japanese target segment enabling the winery to sell 80–90% of all Icewine produced to its Japanese tourists.

This paper aims to share the findings of a study of self-declared “foodies”. In particular this paper provides a demographic and socio-economic profile of the sample and their behavioural and travel preferences.

An online survey was designed, incorporating existing literature. It was administered to a population of foodies in Australia. Data is analysed using SPSS®.

Key results suggest food tourists are mostly female, well-educated and generally affluent. They seek diverse, regional and authentic yet tactile rather than passive experiences, and are willing to travel for food (and drink) complemented by cultural and sightseeing activities.

The geographic scope of this study is limited and the volume of data yielded from the study inhibits efforts to report all findings in a compact paper; the implication being future analysis and research is required.

This study provides valuable insights to destination marketers seeking to niche food tourists.

This study demographically and socio-behaviourally profiles foodies and provides insights into the domestic travel behaviours.

The purpose of this study was conducted to investigate the moderating effects wine destination attributes have upon the negative impacts of travel constraints on consumer’s intent to revisit wine regions and also assist wine destinations with the development of marketing strategies designed to offset travel constraints which then could lead to increased intentions to revisit wine regions.

A sampling frame was designed to collect data from consumers visiting 15 wineries using a list of wineries provided by an industry distributor. Self-administered on-site surveys were distributed to visitors during random days and times at each site. To effectively analyze this study’s data set, hierarchical linear models were developed to test our main research question suggesting the significant cross-level effects wine destination attributes (at the regional level) have upon travel constraints in combination with revisit intention (at the individual level).

The negative impact of the “structural” constraints’ dimension on revisit intention is weaker when people are emotionally attracted to a specific wine destination and/or when wine-specific attractions appeal strongly to visitors. Additionally, the negative impact of the “intrapersonal” constraints on “revisit intention” is weaker when positive perceptions about “wine-specific attractions” and/or “tourism infrastructure” attributes are strong.

Results provide strategic directions for wine destination marketing organizations to more accurately improve their destination’s reputation by determining and establishing the most attractive wine-specific attributes as perceived by visitors. Findings also assist these destinations to develop and provide appropriate tourism infrastructure.

This study investigated the effects of wine destination attributes and their attractiveness upon an individual’s travel constraints and revisit intention using a multilevel approach incorporating a regional-based perspective.