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

In: Wine Tourism Destination Management and Marketing

Author

Listed:
  • Donna Sears

    (Acadia University)

  • Terrance G. Weatherbee

    (Acadia University)

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.

Suggested Citation

  • Donna Sears & Terrance G. Weatherbee, 2019. "A Vehicle for Destination Development? The Case of the Wolfville Magic Winery Bus," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Wine Tourism Destination Management and Marketing, chapter 0, pages 593-598, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-00437-8_36
    DOI: 10.1007/978-3-030-00437-8_36
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