New Zealand Winegrowers Attitudes and Behaviours towards Wine Tourism and Sustainable Winegrowing

There are significant economic, environmental, social, and marketing issues that exist from the supply-side perspective in response to sustainability. This study examines New Zealand winegrowers in terms of their attitudes and behaviours towards wine tourism and sustainable wine production. A national survey was conducted at the end of 2015, which was the fourth such survey to be undertaken as part of a longitudinal study of wine tourism in New Zealand. This survey drew on issues of wine and biosecurity, climate change, and eco-labelling, as well as wine tourism. These issues were examined within the context of three key drivers of sustainability: the physical aspects of sustainable wine production, the internal drivers within wine businesses for the adoption of sustainable practices, and the external regulatory aspects that govern the adoption of sustainable wine production practices. The findings indicate that there were substantial concerns with the perceived value provided by both wine tourism and sustainable winegrowing practices. These concerns exist at both the firm level and with the governing bodies that are responsible for implementing sustainable winegrowing initiatives. Unless this perception of the value of sustainability within the New Zealand wine industry is altered in the future, it appears that there will continue to be an ongoing issue as to how sustainable winegrowing initiatives are implemented.