Small winegrowers’ views on their relationship with local communities
Taylor and Francis
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This study examines the views of small winery operators in the Canary Islands, Spain and Western Australia regarding their relationship with their local community in such dimensions as event participation, employment and education. Winery operators indicated being actively involved in their local community in different ways. However, some of these interactions can be the source of misunderstandings centring on the informal economies characteristic of rural communities. One key difference between the two regions is that while some Western Australian respondents perceived weak local support in purchasing their wines, Canary Islands respondents indicated selling most of their wines locally. The development and strengthening of relationships between wineries and their community has very important implications, including supporting initiatives to nurture and maintain the community's fabric, encourage further development in local areas, or use wine tourism as a tool to tap into commercial opportunities.