WINE 7008 - Wine Tourism

North Terrace Campus - Trimester 3 - 2024

This course explores the structure of the tourism industry and the role of wineries and wine regions in contributing to a destination?s development and ability to attract visitors. Students will study global best practice in wine tourism development and the role of different stakeholders throughout the tourism distribution supply chain in creating and promoting appealing destinations. Key topics will include understanding visitor motivations and factors that influence travel to wine regions, the lifecycle of wine tourism destinations, identification of relevant travel trends, the role of sustainability, how to develop and promote wine tourism experiences for different audiences, and creation of a marketing campaign to increase visitation and improve profitability for wine tourism enterprises.

  • General Course Information
    Course Details
    Course Code WINE 7008
    Course Wine Tourism
    Coordinating Unit Marketing
    Term Trimester 3
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites WINE 7001
    Assessment Assignments/tests/group work as prescribed at first Lecture
    Course Staff

    Course Coordinator: Robin Shaw

    Mrs. Robin Shaw
    Robin.shaw@adelaide.edu.au
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, students will be able to:
    1 Outline the role and structure of tourism organisations and distribution systems at the global, national, and regional levels.
    2 Describe the development of wine tourism in different countries as well as the prestigious appeal of a wine tourism destination and individual winery/vineyard.
    3 Identify behaviours and motivations of wine tourists according to their origin, culture, and level of wine involvement.
    4 Examine the relevant travel trends for domestic and international travellers to wine regions, including the propensity for sustainable travel.
    5 Design and evaluate a range of wine tourism experiences for different audiences, regions, and winery types.
    6 Compare and contrast two different wine tourism marketing campaigns and describe the outcomes for participating operators.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1,2,3,4

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    2,3

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    5

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    5

    Attribute 7: Digital capabilities

    Graduates are well prepared for living, learning and working in a digital society.

    5
  • Learning Resources
    Required Resources
    All required resources (ppt slides, readings etc) will be available via MyUni 
  • Learning & Teaching Activities
    Learning & Teaching Modes
    The course will incorporate readings, a weekly 3 hour seminar (via zoom for EX-students). All students are encouraged to actively participate in all activities and assessments. There will also be ample opportunity for self-directed learning.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    It is expected that all students will attend all seminars and engage in self-directed study and inquiry. This will include collaborating with group for the group project and class presentations. The University expects full-time students to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course of private study outside of your regular classes.
    Learning Activities Summary
    Please refer to the course timetable for a detailed presentation of the content that will be presented to you each week.
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    ASSESSMENT TASK COLLABORATIVE/INDIVIDUAL WEIGHTING(%) DUE LEARNING OUTCOME
    Participation  Individual  10 Ongoing ALL
    Wine Tourism Region Case Study Individual 20 approx week 5 1,2,3
    Online Quiz Individual 10 approx week 3 all
    Develop wine tourism experiences Individual 20 8 5
    wine tourism business plan Individual 40 12 all
    Assessment Detail
    PARTICIPATION
    Participation is worth 10% of your overall grade.

    Each week you are required to participate via engagement with the Discussion Boards.

    The 10% will be allocated based on quality and quantity of your contribution to the discussion topics each week. A minimum word count response of approximately 50 words will be required for most tasks.

    QUIZ

    The quiz contains two types of questions:

    15 multiple choice / fill in the blank questions worth 1 mark each (15 marks total)
    5 open-ended questions worth 4 to 6 marks each (25 marks total)
    The quiz will be marked out of a total of 40 and is worth 10% of your overall grade.

    The quiz is timed and you have 60 minutes to complete the quiz.

    WINE TOURISM REGION CASE STUDY 

    Describe the development of a wine region from its inception to becoming a wine tourism destination by mapping it against the Tourism Area Life Cycle (TALC) stages while considering its priorities for attracting its ‘ideal visitor.’
    Assignment Details

    Part 1 – Regional Profile
    Wine Region Information
    Tourism & Travel Information
    Community Information
    Part 2 – Visitor Snapshot

    Visitor Statistics
    Visitor Profile
    Primary Purpose of Visit
    Ideal Visitor

    Part 3 – Destination Development
    Identity & Sense of Place
    Reason for Visiting
    Location Effects
    Wine & Food
    Events & Festivals
    Supply v Demand
    Resilience
    Collaboration
    Sustainability Initiatives

    Part 4 – Summary & Implications
    Previous, current, and predicted TALC stage
    Priorities for attracting visitors
    Style & Presentation

    The presentation and writing style should reflect the professional standard expected of post-grad students. Students will be rewarded for succinct logical argument reflecting engagement with relevant readings, text and other relevant materials, correct referencing, appropriateness of references and overall presentation (clarity, spelling, grammar, and punctuation).


    DEVELOP WINE TOURISM EXPERIENCES
    here are four parts to this assignment. 

    Develop Wine Tourism Experiences Assignment Guide Download Develop Wine Tourism Experiences Assignment Guide

    Part 1A: (20 points) - Develop a hypothetical hero experience for the wine tourism region you are researching. Your experience must include at least one food and one wine component.

    Part 1B: (25 points) - Provide a detailed summary incorporating research, analysis, and experience factors.

    Part 2A: (20 points) - Develop a hypothetical signature experience for the winery you are researching. Your experience must include a wine sales component.

    Part 2B: (25 points) - Provide a detailed summary incorporating research, analysis, and experience factors.

    Creativity, Style & Presentation (10 points)

    The presentation and writing style should reflect the professional standard expected of post-grad students. Students will be rewarded for succinct logical argument reflecting engagement with relevant readings, text and other relevant materials, correct referencing, appropriateness of references, overall presentation, and creativity regarding your experience choices.

    Your assignment should be checked for clarity and correct spelling, grammar, and punctuation prior to submission. It is expected that students will identify a minimum of six references.

    WINE TOURISM BUSINESS PLAN
    There are two parts to this assignment.

    Part 1 – Produce a 2-minute video presentation introducing your winery and wine tourism plan. Use your Wine Tourism Business Plan Overview slide as a guide for your presentation, ensuring you cover the following key points:

    Short introduction of your winery, its location, and key people (i.e., owners, managers)
    Value proposition – key destination features, what this winery is best known for and its competitive advantage.
    Visitor Profile – ideal visitor to this winery and their key characteristics.
    Key Recommendations for Implementation
    Part 2 – Create a detailed Wine Tourism Business Plan based on the template provided covering each of the key points.

    For the purposes of this plan, the word ‘destination’ relates to the ‘winery’ as a wine tourism destination.

    Refer to the PowerPoint template provided for guidance regarding structure and content. Create at least one slide to address each of the business areas outlined in the Assignment Guide document below and include imagery where relevant.

    Include relevant references and commentary to support your selection of specific courses of action.


    Submission
    All assessments MUST be submitted via the MyUni course website.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

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    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

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