A research project to better understand the Swan Valley Wine Region’s brand identity was supported by the Australian Government’s $50 million Export and Regional Wine Support Package, an Edith Cowan University’s Office of Research and Innovation Industry Engagement Scheme Grant and the Swan Valley Winemakers Association.
As the oldest wine region in Western Australia, the region brings considerable benefits to local residents, surrounding businesses and the state.
Western Australia’s Minister for Transport and Planning, the Hon Rita Saffiota said "The Valley's renowned agriculture, wine and food industries and rural setting attract more than two million visitors a year, which in turn drives significant tourism and hospitality business in the area.”
To remain competitive, the Swan Valley Wine Region (SVWR) needs to maintain and further develop its strong destination brand identity, to ensure long-term sustainability.
Research conducted over four studies, throughout 2019, involved multi-methods analysis by surveying local, interstate and international visitors. It investigated the level of brand identity and brand awareness of the SVWR and identified differences between visitor groups to gain insights about attitudes and perceptions, visitation behaviour and recommendation intention.
Studies found that sentiment towards the SVWR was very positive and the image and quality of cellar door and tourism experiences was perceived to be high, particularly with regards to providing easy access to a range of wineries, having a relaxing atmosphere and offering good local food and clean and safe facilities. These attributes were found to provide opportunities for further promotion of the region.
Research identified attributes that can be further developed including: the quality of infrastructure and shopping facilities, offering value for money products/experiences and promoting cultural and historical attractions, recreation activities and events. Concentration on further development of these attributes is likely to elevate the brand destination identity of the region to attract local and national visitors.
A summary of key findings will be presented at the upcoming Swan Valley Wine Tourism Symposium due to be held on 21 April 2021 at Mandoon Estate.
For further information please go to www.swanvalleywinemakers.com.au.