Abstract
The Wine Marlborough Festival is New Zealand 's longest running wine festival. This paper provides a profile of visitors to the 2003 BMW Marlborough Wine Festival with comparisons being made where possible to visitor profiles from 1999, 2000 and 2002. In addition comparisons are drawn with the results of a national wine visitor survey. The results suggest not only significant differences in the profile of event goers on a year by year basis but also substantial differences between wine event attendees and winery visitors in the Marlborough region. These findings have significant implications for the positioning of the specific Wine Marlborough event as well as broader issues of wine marketing strategy.
Keywords: wine tourism, event, festival, New Zealand , Marlborough |
