IntroductionThe Coonawarra wine region is farmed for "its unique Ã¢ÂÂ¦ soil and full-flavoured red wines" (Van Zanten & Ronning, n.d., in Neal, Quester & Hawkins, 2004, p. 370). Known throughout Australia and the world for its Cabernet Sauvignon, the Coonawarra region exports the majority of its produce but also maintains a strong market presence domestically. The Coonawarra Vignerons Association (CVA) region's main planning authority focusing on the promotion and development of the region. One of the main marketing goals of the CVA is to "increase visitation and visitor yield" (Van Zanten & Ronning, n.d., in Neal, Quester & Hawkins, 2004, p. 370).
The focus of the CVA's investment "is in the area of hospitality and public relations" (Van Zanten & Ronning, n.d., in Neal, Quester & Hawkins, 2004, p. 370). Little is spent on paid advertising. The main promotions focus of the CVA is on four marketing and tourism events held each year.
In January, The Coonawarra Cup, a public race meeting is held. Coonawarra After Dark, an evening event that allows people a behind-the-scenes experience, follows this in April. The third event, Coonawarra Unearthed, is held in association with the Penola Festival over a long-weekend May, combining food, wine and vineyard tours with cultural art and musical performances. The premier event is The Cabernet celebrations and Barrel Series Auction, held in October. The event takes place over three days and incorporates an auction, master class and other activities. All funds raised from these events goes towards various charities (Van Zanten & Ronning, n.d., in Neal, Quester & Hawkins, 2004, p. 371).
As outlined in the case study by Van Zanten & Ronning (n.d., in Neal, Quester, & Hawkins, 2004, p. 371), "the CVA is very aware that it needs to develop appropriate tourism products and services for its...