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The Future of Wine Tourism in the Okanagan Valley: A Delphi Method Survey

In: Wine Tourism Destination Management and Marketing

Author

Listed:
  • Michael Conlin

    (Okanagan College)

  • Alan Rice

    (Okanagan College)

Abstract

The chapter will present and discuss the results of a Delphi Method survey conducted among the wineries of British Columbia’s Okanagan Valley. The survey was conducted in the months of June and July, 2017. The Okanagan Valley is the second largest wine producing region in Canada after the Niagara Peninsula which is located in Ontario. Wine business in the Valley is growing fairly rapidly with over 200 wineries now in operation. These wineries range from very small family properties through to “branch plants” of the major wine producers in North America and internationally. Overall wine production in the Valley is estimated to be approximately 8 million liters annually. Trends were prioritized based on their likelihood and significance of potential impact. The study identified 127 trends which were categorized using the PEEST framework. Eight strategic priorities were identified including Tax Policy, Buy Local, Millennials, Labor Supply, E-Commerce, Climate Change, Operator Licensing, and Social Media opportunities.

Suggested Citation

  • Michael Conlin & Alan Rice, 2019. "The Future of Wine Tourism in the Okanagan Valley: A Delphi Method Survey," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Wine Tourism Destination Management and Marketing, chapter 0, pages 423-444, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-00437-8_27
    DOI: 10.1007/978-3-030-00437-8_27
    as

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