WINE TOURISM IN CHAMPAGNE

The goal of this article is to expand the understanding of wine tourism in a European context (less closely researched than that of New World countries) by examining aspects of its operation in Champagne. Two separate studies contribute toward this goal. The first qualitative project examined the perceptions of small champagne producers on a range of tourism-related issues. The second quantitative project investigated the perspectives of visitors to the region. The article offers three conclusions. First, it suggests that producers show three varying approaches to wine tourism (related to structural factors in the businesses concerned) with most feeling it was not relevant to them even though they sell wine direct. Second, producers may have little idea of what tourists find acceptable. Finally, it demonstrates that tourism may be a way for smaller producers to add value to their product, as tourists display a propensity to pay more than local purchasers.