Wine tasting: to charge or not to charge?

McNamara, Noeleen and Cassidy, Frances (2015) Wine tasting: to charge or not to charge? International Journal of Hospitality Management, 49 (8). pp. 8-16. ISSN 0278-4319


In Australia there is an inconsistency of practice between cellar door operators as to whether they charge for a wine tasting or not. The liquor licensing legislation in each State permits cellar door operators to charge for a wine tasting. Some charge for tastings but deduct this from any purchase made, some provide food to accompany the tasting and others provide a free tasting. This paper considers the practice from a consumer’s (wine tourist’s) viewpoint. A survey was conducted of wine tourists who have attended a cellar door wine tasting to gauge their attitude about charges for wine tastings and probable impacts on their purchasing decisions. The majority expressed a preference for free tastings and stated they would not stay if there was a charge for tastings. However some tourists were willing to pay in a range of circumstances, depending on the services provided and overall experience.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to published version in accordance with the copyright policy of the publisher.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Law and Justice
Date Deposited: 22 Apr 2016 01:53
Last Modified: 01 Aug 2016 01:55
Uncontrolled Keywords: cellar door; wine tasting; wine tasting charges; Australian wine tourism; liquor licensing; consumer behaviour; consumer satisfaction
Fields of Research : 18 Law and Legal Studies > 1801 Law > 180199 Law not elsewhere classified
15 Commerce, Management, Tourism and Services > 1506 Tourism > 150604 Tourism Marketing
Identification Number or DOI: 10.1016/j.ijhm.2015.05.004

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