Establishing a conceptual model for the sustainable wine district

Tourism in regional areas provides an excellent opportunity for economic development, employment and regional branding and local industry growth. Wine tourism has gained momentum over the past decade and is a major tourism activity (Australian Government Department of Foreign Affairs and Trade 2011). In 2006–07, sales of Australian wine totalled approximately 1.23 billion litres with table sparkling and fortified wines constituting more than 90% per cent of local wine consumption. Wine production is a significant industry in Australia employing 28 000 people (Queensland Government, 2008) and generating related employment in the retail, wholesale, tourism and hospitality industries. Despite this significant economic significance in Australia, only limited success has been enjoyed by smaller regional centres. Some major regional areas such as the Margaret River, McLaren Vale, The Great Southern Region and the Hunter Valley have had success branding as both a tourism and wine tourism destination whereas smaller regional centres such as the Granite Belt (Queensland Wine Industry Association 2009) have struggled for the same level of awareness, notoriety and success. Many untested reasons have been suggested with government programs designed to assist winemakers in achieving profitable cellar door operations and maximising cross-promotional opportunities with aligned business operators running within the wine regions (Queensland Government 2009). Irrespective of these practical programs little specific academic research into regional wine tourism has been undertaken (Getz & Brown, 2006).