Riding On The Success Of Brand Australia: A Preliminary Analysis of Queensland Wines And Wine Regions
Wickramasekera, Rumintha (2007) Riding On The Success Of Brand Australia: A Preliminary Analysis of Queensland Wines And Wine Regions. In Morrison, A. (Ed.) 2nd International Conference On Destination Branding and Marketing: New Advances and Challenges for Practice, 17-19 December 2007, Macao S.A.R., China.
The Australian wine industry has achieved remarkable success during the last three decades. A key to this success has been the establishment of "Wine Brand Australia". While the majority of this success has been achieved by wineries located in South Australia, Victoria, New South Wales and Western Australia, over the last decade the Queensland wine industry has experienced greater percentage of growth than the national average in terms of the number of producers, tonnage crushed and the value of exports – admittedly from a very low base (0.2% of wine grape production in 2000). The aim of the paper is to gain a better understanding of the marketing strategies and regional factors that have aided the Queensland wineries and wine regions in achieving success. The results are based on a survey of the industry and an analysis of published data. In addition, a number of targeted interviews were undertaken with industry leaders in Queensland. The finding of the study highlight the importance of destination branding in sustaining the growth and vitality of the Queensland wine industry and the need to focus on promoting wineries in Queensland as being in the tourism/service industry rather than in wine making.
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Keywords:||Queensland wineries, Regional Branding, International Business and wineries|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism not elsewhere classified (150699)|
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > International Business (150308)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2007 (please consult author)|
|Deposited On:||17 Nov 2008|
|Last Modified:||29 Feb 2012 23:35|
Repository Staff Only: item control page