Showing Off What You Do (and How You Do It)

Mitchell, Mark A.; Mitchell, Sheila J.

doi:10.1300/j150v07n04_06

Cited by 11 publications

(8 citation statements)

References 2 publications

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“…Quadri-Felitti and Fiore (2012) posited that the 4Es ‘are equally relevant and useful in conceptualizing the wine tourism experience’ (p. 7), and suggested, ‘a more encompassing view of the experiential nature of wine tourism’ (p. 7). What has become known as Consumer Experience Tourism (CET) is also increasingly used as a strategic tool to strengthen the bond between consumers and brands (Mitchell and Mitchell, 2000). CET represents a diverse group of experiences, including manufacturing plant tours, company visitor centers, tasting centers, and company themed theme parks and stores.…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring a wine farm micro-cluster: A novel business model of diversified ownership

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Lowry

Higgins

2020

Journal of Vacation Marketing

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The winery tourism literature has traditionally focused on how to increase tasting room sales or to understand visitors as wine buyers to better promote product sales. It has been found, however, that wine tourists desire more from the wine tourism experience than just the tasting and purchase of wine, resulting in wineries offering additional attractions and experiences to their visitors. This paper uses a case example located in South Africa to examine how one privately owned business has created a highly successful ‘micro-cluster’ of authentic, experiential, and holistically synergistic attractions spread across two of its adjacent wine farms. Using a novel business model combining wholly-owned businesses, partnerships, and tenants paying a percentage of gross revenue, this agritourism venture has become a major tourist destination, attracting more than 400,000 visitors annually. This study demonstrates how ‘micro-clustering’ on wine farms, previously unexplored in the literature, can become a major revenue stream for wineries and their related on-site businesses, while at the same time providing an excellent marketing opportunity for their products. The model may also be applicable to other businesses in rural areas where the creation of micro-clustered attractions can contribute to the economic development and prosperity of a community as a whole.

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Section: Literature Reviewmentioning

confidence: 99%

Exploring a wine farm micro-cluster: A novel business model of diversified ownership

Back

Lowry

Higgins

2020

Journal of Vacation Marketing

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“…Extant research has also examined company tours as a kind of experience tourism (Mitchell & Mitchell, 2001a, 2001b) or public relations tool (Otgaar, 2012). Scholars have shed light on benefits that brands may gain from such tourism, indicating that tour experiences may strengthen brand bonding (Mitchell & Mitchell, 2001a, 2001b; Mitchell & Orwig, 2002) and build brand equity (Chow et al, 2017). Tourist satisfaction (Lee, 2015) and trust (Chien et al, 2018) may also be enhanced during plant visits.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“Pulling back the curtain”: Company tours as a customer education tool and effects on pro‐brand behaviors

Sun

Foscht

Kerschbaumer

et al. 2022

J of Consumer Behaviour

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In numerous countries around the world, it is popular for companies to offer company tours as part of their marketing communication strategies. Extant research has investigated such tours in business-to-business settings or considered them a kind of tourism. To date, limited empirical evidence has shed light on whether and how company tours, as a novel customer education tool, influence individual customers' probrand behaviors. With two field experiments, one covering the service context and the other involving consumer goods, we found that a company tour is able to quickly enhance customers' positive word-of-mouth (WOM) and purchase intentions for a brand. Critically, the mechanism for such effects is that a company tour shapes customers' cognitive and affective processes by enhancing their knowledge and enjoyment levels. Furthermore, we demonstrate that the positive effects on customer probrand behaviors can be amplified for customers with a lower level of brand familiarity. This study theorizes and empirically demonstrates how brands can better leverage the power of company tours to educate and affect individual customers in brand-marketing communications.

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“…On the other hand Mitchell & Mitchell (2001) include visits to production plants, company museums and company visitor centers as industrial heritage tourism also known as production tourism, industrial attractions and industrial tourism.…”

Section: Industrial Tourism and Industrial Heritage Tourism As Too Fa...mentioning

confidence: 99%

Understanding the concept of Industrial Tourism

Montenegro

Marques²,

Sousa³

2022

ICTR

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Industrial Tourism can be seen as a type of tourism that includes visits to industrial sites of the present, past or future, therefore including sites that are no longer active in their industrial function, industrial companies currently in operation, sites of future industrial facilities and places whose theme is related to industry (namely industrial technology centers, museums, industrial tourist routes, schools, and industrial laboratories). Thus, Industrial Tourism can include all kinds of tourist activities whose main reason for the visit is related to industrial knowledge, material and/or immaterial heritage. However, there is still a lack of conceptual clariry in the literature that may preclude the affirmation of this research topic that has received a reduced, but increasing, attention from the tourism studies community. The paper aims to contribut to a better understanding of the concept of Industrial Tourism and how it has evolved over time. For that it performs a systematic literature review considering 86 papers published in journals indexed in the two major bibliographic bases - Scopus and Web of Science, between 1996 and 2021. The analysis shows the heterogeneity of definition and approachs to this type of tourism. It also identifies two main approaches to the study of Industrial Tourism. The first sees the tourism phenomenon through the use of elements from the industrial past; The second, adresses it through the visit to active industries, which will allow tourists to experience firsthand the production processes of the products they consume.

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Showing Off What You Do (and How You Do It)

Cited by 11 publications

References 2 publications

Exploring a wine farm micro-cluster: A novel business model of diversified ownership

Exploring a wine farm micro-cluster: A novel business model of diversified ownership

“Pulling back the curtain”: Company tours as a customer education tool and effects on pro‐brand behaviors

Understanding the concept of Industrial Tourism

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