Wine Tourism, Innovation, and Sustainable Winegrowing in Cool Climate Regions: A Longitudinal International Comparative Analysis

This study examines wineries’ perceptions towards innovation within the context of wine tourism and sustainable winegrowing practices in New Zealand. In order to investigate and contextualize the current situation in New Zealand, the National Wineries’ Survey was revisited and extended to provide a longitudinal time series of data from the New Zealand wine industry. This data was also used to provide a comparison of the New Zealand perceptions of innovation with that of the Australian cool climate regions of Tasmania and Western Australia. The findings indicated that there were substantial concerns with the perceived value provided by wine tourism and sustainable winegrowing practices. The issue of mandatory versus voluntary membership of sustainable winegrowing programs was shown to be a key reason why New Zealand winegrowers exhibited animosity towards the Sustainable Winegrowers New Zealand [SWNZ] scheme. This difference in attitudes between the two countries was further highlighted through the examination of the voluntary sustainable winegrowing programs which currently exist within Australia. In particular, the study highlighted the potentially contested nature of sustainability initiatives throughout different levels of organizational governance. While sustainability initiatives may be promoted at one level, other levels may have substantial misgivings as to the appropriateness of such innovations.