Developing Wine Tourism: An Exploratory Study of Wineries in Newfoundland

This study identifies the wine tourism product and the experience as well as factors that contribute to wine preferences and consumption. This is a case study of wine tourists’ visiting the Auk Island winery, Twillingate and Rodrigues winery, Markland both in Newfoundland Province. The research results reveal that most of the visitors came to the wineries because they were on vacation, wine tasting and wine purchasing. The study further revealed that quality of wines, wine taste tour and value for money influenced their decision to purchase the wines. Overall, there were significant relationships found in demographic characteristics and wine references and these findings, have an implication for wine tourism promotion in the Province in future