Education in a West Australian Wine Tourism Context Available to Purchase

Education is seen to be a key ingredient in today's wine marketing and an important tool for the winery in attracting and maintaining its consumer base in an increasingly competitive marketplace. Wine education therefore plays an important part in the health and future of the industry: ‘Wine education plays a key role in converting the occasional wine drinker into a dedicated wine appreciator.’ (The Australian Grapegrower and Winemaker, 1996). Until recently wine research has focused on the specialisms and technicalities associated with winemaking and neglected the importance of research activity into the motivations and behavioural patterns of the wine consumer. This paper will report on the findings from the initial qualitative research process. The exploratory stage involved identifying and conducting key informant interviews with owners or managers of wineries with an education focus in the Swan Valley and Margaret River wine regions. Focusing on the provision for consumer education within wineries in Western Australia, the research aims to identify current awareness levels amongst Australian winery owners into the value and importance of education to the wine tourist. Demandby wine tourists for educational provision within the winery setting was also examined.