What’s better than simply drinking wine in a vineyard? Maybe a beautiful destination where the whole family can enjoy a day together, tasting wine, enjoying a variety of activities, and watching the kids play. Dr. Robin Back at the UCF Rosen College of Hospitality Management and his collaborators have examined a case example that presents a new business model for wine tourism—micro-clustering with diverse forms of ownership on two adjacent wine farms. The team reveals how a single South African agribusiness achieved success, and raises the possibility of other similar businesses doing the same.
Back, R. M., Lowry, L. L., & Higgins, L. M. (2021) Exploring a wine farm micro-cluster: A novel business model of diversified ownership. Journal of Vacation Marketing, 27 (1), 103–116.
"Micro-Clustering: Bringing Innovation to Agritourism,"
Rosen Research Review: Vol. 3:
1, Article 6.
Available at: https://stars.library.ucf.edu/rosen-research-review/vol3/iss1/6