This chapter presents a study that explored the business motivations of 144 New Zealand wineries, exploring some of the parameters that might influence wine tourism involvement. The study has found that many potential wine tourism suppliers do not want to become involved. It is argued here that the alleged benefits of wine tourism are seen by many as insufficient to encourage engagement. It has also been identified that many operators see wine tourism as negatively impacting on their lifestyle and main business focus. Therefore, while adding a tourist dimension to a winery or vineyard may increase regional tourism appeal and economic benefit, it may not provide much in the way of net benefit for the individual winery business. There is even the possibility that if producers are distracted from making a quality product, they may then also find it difficult to sell what they do produce.

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