WINE TOURISM IN BURGUNDY, FRANCE: AN ANALYSIS OF MARKETING PRACTICES

The purpose of this research study was to assess the development of wine tourism in Burgundy, France. As a famous wine region, Burgundy has traditionally focused on the export of their product and has not been as proactive as other wine regions in the promotion of tourism. However, this is slowly changing as the industry begins to transform itself and create more welcoming experiences for tourists. The methodology involved both quantitative and qualitative approaches. An analysis of 133 winery websites was conducted to assess readiness for wine tourism. In addition, a series of 18 in-depth interview's with various sized wineries was completed to analyze existing marketing practices, including direct to consumer sales derived from wine tourism. Finally, tin online content analysis of existing Burgundian wine tourism organizations was conducted. Results show that some Burgundy wineries are serving as trailblazers in opening cellar doors and offering more tours and experiences to wine tourists. However, the website analysis suggests that Burgundian wineries should upgrade their digital marketing strategies to attract more tourists and create more positive brand perception. From a regional branding viewpoint, Burgundy seems to be excelling at differentiating themselves from other wine regions and creating a compelling brand proposition.