Drivers of agri-tourism development: The case of Margaret River

A growing food culture, where people are interested in how food is sourced, prepared, cooked and shared in their everyday lives, has also influenced the way people travel. This interest has given agricultural regions an opportunity to diversify into agri-tourism by offering regional food and wine experiences. Margaret River is one Australian region that has emerged as an agri-tourism region over a relatively short period. Located in Western Australia, Margaret River is renowned for its premium wines and more recently, has begun to develop a reputation as a food region. This paper identifies five key drivers behind the successful development of agri-tourism in the Margaret River region. The drivers are geography, innovation, networks, branding and culture. The findings from the Margaret River case provide important insights into the drivers that may be applied to other agricultural regions considering the development of agri-tourism.