Wine tourists' perceptions of the winescape of Central Otago, New Zealand

The wine industry of Central Otago, the southern-most wine region in New Zealand, has experienced rapid growth over the past two decades and is developing a strong regional brand image. While the roots of grape-growing in this region date back to the 19th century, it was not until the late 1990s that the industry began to expand rapidly. Today, Central Otago has developed a global reputation as a producer of premium pinot noir. Central Otago has long been renowned for its stunning natural environment, and this study has revealed that when wine tourists to the region are asked to describe the region’s main characteristics or features, elements of the natural landscape dominate in the responses