Research on wine tourism has expanded rapidly since the early 1990s with approximately two thirds of the literature coming from Australia and New Zealand, countries with not only substantial wine tourism but also a long record of wine marketing research. Of the remaining literature the dominant source countries for research are Canada and the US. Seven themes are identified from the literature and are discussed in turn: the wine tourism product and its development; wine tourism and regional development; the size of the winery visitation market; winery visitor segments; the behavior of the winery visitor; the nature of the visitor experience; and emerging area of research on the biosecurity risks posed by visitors. For each of the themes future research challenges and issues are identified. The review concludes by noting that although there is now a significant catalogue of research in the field, methods are still relatively crude and studies still tend to be regionally focused and quite generic in nature. There is therefore a need not only to improve the means by which results from different locations and populations can be compared but also to employ greater sophistication in the employment of qualitative and quantitative techniques in their examination.

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Visitation to wineries has often been cited as an important way in which a winery can establish and/or reinforce loyalty amongst its consumers. However, to date few studies have explored the consumer behaviour of winery visitors beyond the cellar door. A study by King and Morris (n.d.) concluded that just 13% of visitors to Margaret River wineries made a purchase of wine from the winery of survey in the 18 months following their visit. In contrast, this paper reports that more than 46% of visitors to New Zealand wineries made a post visit purchase in a period of just six to eight months following their visit. This paper presents some of the results of the second phase of a two-phase tracking survey of New Zealand winery visitors. The study found a higher propensity for brand loyalty was apparent amongst visitors to certain regions and to medium and large-sized wineries, domestic visitors, females, those with intermediate or advanced wine knowledge, those that drink wine more frequently and purchase more wine. More importantly however, it found brand loyal behaviour (post-visit purchase and repeat visitation) amongst repeat visitors to wineries and those that purchased wine during their visit. The study further found that there is a high degree of positive word of mouth (a by-product of brand loyalty) amongst all winery visitors.