Positioning an emerging wine route in the Island of Crete: Interpreting the wine tourism market and its implications for marketing
Crete in Greece is home to an emerging wine route with more than 50 wineries. This paper is intending to identify the wine cluster. The wine routes in Crete have one distinct cluster, and there is another one in North Greece. The wineries welcome many international visitors along with the uprising numbers of domestic types of tourists. Through the results of a visitor survey at 46 wineries, the paper will illustrate the different markets visiting the wine routes in Crete and suggests possible implications for marketing strategies for this emerging wine route. The paper has identified some ways and means for the future researchers and industry planners for achieving the required success.