Uncorking the potential of wine language for young wine tourists

Creed, Allison and McIlveen, Peter (2019) Uncorking the potential of wine language for young wine tourists. In: Management and marketing of wine tourism businesses: theory, practice and cases. Palgrave Macmillan Ltd., Cham, Switzerland, pp. 25-41. ISBN 978-3-319-75461-1

Abstract

Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption. Indeed, tasting notes may enhance consumers’ experiences of wine. Yet wine language is full of fuzzy concepts. In this chapter, we consider the language used to talk about wine, specifically the humanlike features of wine (e.g., wine is described as honest, sexy, shy, or brooding). We demonstrate that metaphoric language is integral to the experience of wine and influences consumer behaviour. We discuss practical implications for the cellar door experience, and for effective and ethical wine communication. We conclude that metaphoric language is a pedagogical and cultural platform for engaging younger wine tourists in the cellar door experience, which is a significant revenue source for micro, small, and medium wineries.


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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Accepted version embargoed until 1 January 2020 (12 months), in accordance with the copyright policy of the publisher.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Linguistics, Adult and Specialist Education
Date Deposited: 22 Oct 2018 04:46
Last Modified: 05 Jul 2019 04:08
Uncontrolled Keywords: metaphor, wine language, conceptual metaphor theory
Fields of Research : 15 Commerce, Management, Tourism and Services > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience
07 Agricultural and Veterinary Sciences > 0701 Agriculture, Land and Farm Management > 070106 Farm Management, Rural Management and Agribusiness
Socio-Economic Objective: B Economic Development > 90 Commercial Services and Tourism > 9003 Tourism > 900399 Tourism not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/34940

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