Seasonality in New Zealand Winery Visitation

Abstract

Summary Seasonality is a major issue in tourism management; however, the implications of seasonality for wine tourism have only received limited attention. Arguably, because of the interaction between seasonal patterns of consumer demand with the inherent seasonality of vineyard work and wine supply means that seasonality issues may be even more problematic for wine tourism than other forms of tourism. The article provides the results of a national study on wine tourism in New Zealand. The article highlights the seasonal nature of visitation and suggests a number of marketing strategies by which some of the effects of seasonality may be overcome in terms of both target markets and the improved management of human resources.