Wine tourism can be defined as visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors (Hall 1996). Macionis (1996) proposed a model of wine tourism based around a special interest in wine motivated by the destination (wine region), the activity (wine tasting) or both. Although tourism is important for many wineries in terms of the ability to sell wine either directly to visitors through cellar sales or to place such customers on a direct mail order list; tourism, if mentioned at all, is often seen in very disparaging terms with the implication being that those who are seriously interested in wine are not tourists.