When Wine Tourism Goes Wrong

Question 1

What group was formed by local residents against Napa wine tourism
When
What are they against? 4
What do they want? 3/5
In summary?

Answer 1

Napa Vision 2050
Jan 2015
Concerned damage to environment, loss of local biodiversity
Traffic and congestion = Air pollution
Pollution made worse by ancillary industries - esp water
Continued dev and expansion, damaging local beauty
Demand - Clean water, Air and a liveable environment
Advocate responsible planning, claim current process is broken
Insist investment in local residents, housing, walkways, Public transit
Balance the needs of the tourist with the needs of the local community

Question 2

Butler’s Mnemonic?

Meaning?

Answer 2

Elephants In Danger Can Sink (Drown or Rescue)
Exploration > Involvement > Development > Consolidation >Stagnation (Decline or Rejuvenate)
Butler’s Tourism Lifecycle Model

Question 3

Example region under tourist developed due to Napa case?
Quoted by who / when?
What Community plan?
What are their concerns? 2

Answer 3

Santa Barbara
Jancis Robinson 2015
Santa Ynez Valley Community plan - Preserve local character
Inappropriate alcohol serving businesses in rural neighbourhoods
Dangerously sub-standard local roads wouldn’t support tourist traffic

Question 4

What is Napa trying to do to manage tourism?
Quoted by which Academics?
But?

Answer 4

De-marketing (Carlson and Ali-Knight 2004)
To shape demand curve
Modify demand, smaller max size groups, only by appointment
Target value over volume customers - Tgt hi-yield customers
Promote alternative regions and attractions
BUT smaller wineries admit to regularly exceeding permitted visitor numbers

Question 5

Wine trails in Germany since?
Most famous? Founded?
German name for a wine route?

Answer 5

1920s
Palatine wine trail. Founded 1935
Weinstrasse

Question 6

Father of Napa Wine Tourist?
Vineyard name?
Opened for tourism?

Answer 6

Robert Mondavi
To Kalon
1960s

Question 7

Who created a Tourism Lifecycle model?
Stages?
What stage would you argue Napa has reached?

Answer 7

Butler’s Tourism Lifecycle model
E>I>D>C>S
Exploration stage - Small No. tourists, no economic or social significance
Involvement stage - Local residents get involved, secondary tourism expansion, guest houses, bars+, restaurants+
Development stage-Numbers grow and exceeds local pop at peak times.
Advertising creates well defined tourist market. Locals feel change
Consolidation stage - Growth continues but slows, tourists well exceed local pop, areas economy tied to tourism. Extensive M and A. Tourism arouses opposition and discontent from some locals
Stagnation stage - Decline or re-juvinate
Napa prob at late Dev or early Consolidation stage

Question 8

Butler’s Tourism Lifecycle

What happens in each stage?

Answer 8

• Exploration - Small qty tourists based on primary attraction/reason. No economy or social significance to locals.
• Involvement -Locals get involved. Secondary tourism e.g. Guest houses
• Development - Numbers grow and may exceed locals at peak. Ads create well defined tourist market.
• Consolidation - Tourist growth but slowing, exceeds local population. Areas economy tied to tourism. Tourism arouses opposition and discontent from locals.
• Stagnation - Visitor numbers have peaked. Carrying capacity reached or exceeded. Tourism causing social / economic probs.

Question 9

Annual visitors to Napa?
Spend $
No. Directly employed in wine tourism?

Answer 9

3.5 million
$1.9 billion (av $540 each!)
13.5k employees

Question 10

Elephants In Danger Can Sink (Drown or Rescue?)?

Who’s what?

Answer 10

Exploration > Involvement > Development > Consolidation > Stagnation (Decline or Rejuvinate?)
Butler’s Tourism Lifecycle Model