Uncorking the potential of wine language for young wine tourists
Edited book (chapter)
Chapter Title | Uncorking the potential of wine language for young wine tourists |
---|---|
Book Chapter Category | Edited book (chapter) |
ERA Publisher ID | 2865 |
Book Title | Management and marketing of wine tourism businesses: theory, practice and cases |
Authors | Creed, Allison (Author) and McIlveen, Peter (Author) |
Editors | Sigala, Marianna and Robinson, Richard N. S. |
Page Range | 25-41 |
Chapter Number | 2 |
Number of Pages | 17 |
Year | 2019 |
Publisher | Palgrave Macmillan |
Place of Publication | Cham, Switzerland |
ISBN | 9783319754611 |
9783319754628 | |
Web Address (URL) | https://www.palgrave.com/la/book/9783319754611 |
Abstract | Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption. Indeed, tasting notes may enhance consumers’ experiences of wine. Yet wine language is full of fuzzy concepts. In this chapter, we consider the language used to talk about wine, specifically the humanlike features of wine (e.g., wine is described as honest, sexy, shy, or brooding). We demonstrate that metaphoric language is integral to the experience of wine and influences consumer behaviour. We discuss practical implications for the cellar door experience, and for effective and ethical wine communication. We conclude that metaphoric language is a pedagogical and cultural platform for engaging younger wine tourists in the cellar door experience, which is a significant revenue source for micro, small, and medium wineries. |
Keywords | metaphor, wine language, conceptual metaphor theory |
ANZSRC Field of Research 2020 | 350806. Tourist behaviour and visitor experience |
300208. Farm management, rural management and agribusiness | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Linguistics, Adult and Specialist Education |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q4y21/uncorking-the-potential-of-wine-language-for-young-wine-tourists
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