The Development of Whiskey Tourism in Northern Ireland – Market characteristics and potential demand

Vincent Hurl, Amy Burns, Clare Carruthers, Gary Elliott

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This paper presents the findings of a larger study that aims to assess the potential that whiskey distilleries and their visitor centres can make towards developing the tourism product of Northern Ireland. The authors aim to identify the profile of the potential whiskey tourist to Northern Ireland, assessing potential demand. This research utilises a survey methodology incorporating an online questionnaire of potential whiskey tourists to Northern Ireland. The work draws on previous research within the field of wine/gastronomy tourism and applies the theories to whiskey tourism where comparisons are drawn and new ideas formed.The research presents the views of potential tourists to whiskey tourism and as such provides insight to the potential of whiskey tourism as part of the broader cultural/heritage tourism product of Northern Ireland. The findings indicate there is huge potential in the development of whiskey tourism in Northern Ireland, from a demand perspective, and provides recommendations for future research and the future development of the whiskey tourism offering in Northern Ireland.
LanguageEnglish
Title of host publicationUnknown Host Publication
Pages1-9
Number of pages9
Publication statusAccepted/In press - 5 Feb 2016
EventCouncil for Hospitality Management Annual Research Conference - Ulster University, Belfast
Duration: 5 Feb 2016 → …

Conference

ConferenceCouncil for Hospitality Management Annual Research Conference
Period5/02/16 → …

Fingerprint

Northern Ireland
Market potential
Market characteristics
Tourism
Tourists
Tourism product
Heritage tourism
Questionnaire
Gastronomy
Cultural heritage
Wine
Survey methodology

Keywords

  • Whiskey Tourism
  • Heritage/Cultural Tourism
  • Niche Tourism
  • Food and Drink Tourism
  • Northern Ireland.

Cite this

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title = "The Development of Whiskey Tourism in Northern Ireland – Market characteristics and potential demand",
abstract = "This paper presents the findings of a larger study that aims to assess the potential that whiskey distilleries and their visitor centres can make towards developing the tourism product of Northern Ireland. The authors aim to identify the profile of the potential whiskey tourist to Northern Ireland, assessing potential demand. This research utilises a survey methodology incorporating an online questionnaire of potential whiskey tourists to Northern Ireland. The work draws on previous research within the field of wine/gastronomy tourism and applies the theories to whiskey tourism where comparisons are drawn and new ideas formed.The research presents the views of potential tourists to whiskey tourism and as such provides insight to the potential of whiskey tourism as part of the broader cultural/heritage tourism product of Northern Ireland. The findings indicate there is huge potential in the development of whiskey tourism in Northern Ireland, from a demand perspective, and provides recommendations for future research and the future development of the whiskey tourism offering in Northern Ireland.",
keywords = "Whiskey Tourism, Heritage/Cultural Tourism, Niche Tourism, Food and Drink Tourism, Northern Ireland.",
author = "Vincent Hurl and Amy Burns and Clare Carruthers and Gary Elliott",
note = "Reference text: Bernard, A. (1887) The Whisky Distilleries of the United Kingdom, Edinburgh: Birlin. Boyd, S.W. (2000) Heritage Tourism in Northern Ireland: Opportunity under Peace. Current Issues in Tourism, 3 (2), 150-174. Charters, S. and Ali-Knight, J. (2002) Who is the wine tourist? Tourism Management. 23 (3), 311-319. Croce, E. and Perri, G. (2010) Food and Wine Tourism: Integrating Food, Travel and Territory, Oxfordshire: CABI. Department of Enterprise, Trade and Investment (2010) A Draft Tourism Strategy for Northern Ireland to 2020. Available from: http://www.detini.gov.uk/ni_tourism_20100308-2.pdf, accessed 05/02/16. Devine, A. and Devine, F. (2004) The Politics of Sports Tourism in Northern Ireland. Journal of Sport & Tourism, 9 (2), 171-182. Everett, S. and Aitchison, C. (2008) The role of food in sustaining regional identify: A case study of Cornwall, South West England. Journal of Sustainable Tourism. 16 (2), 150-167. Hall, C.M., Johnson, G., Cambourne, B., Macionis, N., Mitchell, R. and Sharples, L. (2002). Wine tourism: an introduction. In Wine Tourism Around the World: Development, Management and Markets, Hall, C. M., Sharples, L., Cambourne, B., Macionis, N., (Eds.), Butterworth-Heinemann: Oxford, 1-23. Herbert, D. T., Prentice, R. C. and Thomas, C. J. (1989) Heritage sites: strategies for marketing and development, Oxfordshire: CABI. Invest Northern Ireland (2015) 2016 Will be Northern Irelands year of food. Belfast: Invest Northern Ireland, available from, http://www.investni.com/news/2016-will-be-northern-ireland-s-year-of-food.html, accessed 05/02/16. Marketing Magazine (2010) A Mature Market, Marketing Magazine, 20th October. Martin, A. and Haugh, H.M. (1999) The Malt Whisky Trail: the tourism and marketing potential of the whisky distillery visitor centre. International Journal of Wine Marketing, 11 (2), 42-52. Martin, A. and McBoyle, G. (2006) Scotland's Malt Whisky Trail: Management issues in a public-privat tourism marketing partnership. International Journal of Wine Marketing, 18 (2), 98-111. McBoyle, G. and McBoyle, E. (2008) Distillery marketing and the visitor experience: a case study of Scottish malt whisky distilleries. International Journal of Tourism Research, 10 (1), 71-80. Mintel (2009) Gastronomic Tourism – International. Mintel. Mintel Group Ltd. Norther Ireland Statistics and Research Agency (NISRA) (2015) Northern Ireland Annual Tourism Statistics 2014, Belfast: NISRA. Novelli, M. and Robinson, M. (2005) Niche Tourism: An Introduction In Novelli, M. (ed.) Niche Tourism: Contemporary Issues, trends and cases, Oxford: Butterworth-Heinemann. Scottish Whisky Association (2013) Environmental Strategy Report. Edinburgh: Scottish Whiskey Association. Sparks, B. (2007) Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions. Tourism Management, 28, (5) 1180-1192. Timothy, D.J. and Boyd, S.W. (2003) Heritage Tourism. Harlow, Essex: Pearson. Tsang, A. (2013) Spirt that’s keen to woo more female drinkers, The Financial Times, 6th December, available from http://www.ft.com/cms/s/0/5317d1f4-58ff-11e3-a7cb-00144feabdc0.html#axzz3zIHZHksC, accessed 05/02/16. Visit Scotland. (2015) Whisky Tourism: Facts and Figures, March 2015, available from http://www.visitscotland.org/pdf/Whisky{\%}20Tourism{\%}20{\%}20Facts{\%}20and{\%}20Insights2.pdf, accessed 05/02/16.",
year = "2016",
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Hurl, V, Burns, A, Carruthers, C & Elliott, G 2016, The Development of Whiskey Tourism in Northern Ireland – Market characteristics and potential demand. in Unknown Host Publication. pp. 1-9, Council for Hospitality Management Annual Research Conference, 5/02/16.

The Development of Whiskey Tourism in Northern Ireland – Market characteristics and potential demand. / Hurl, Vincent; Burns, Amy; Carruthers, Clare; Elliott, Gary.

Unknown Host Publication. 2016. p. 1-9.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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T1 - The Development of Whiskey Tourism in Northern Ireland – Market characteristics and potential demand

AU - Hurl, Vincent

AU - Burns, Amy

AU - Carruthers, Clare

AU - Elliott, Gary

N1 - Reference text: Bernard, A. (1887) The Whisky Distilleries of the United Kingdom, Edinburgh: Birlin. Boyd, S.W. (2000) Heritage Tourism in Northern Ireland: Opportunity under Peace. Current Issues in Tourism, 3 (2), 150-174. Charters, S. and Ali-Knight, J. (2002) Who is the wine tourist? Tourism Management. 23 (3), 311-319. Croce, E. and Perri, G. (2010) Food and Wine Tourism: Integrating Food, Travel and Territory, Oxfordshire: CABI. Department of Enterprise, Trade and Investment (2010) A Draft Tourism Strategy for Northern Ireland to 2020. Available from: http://www.detini.gov.uk/ni_tourism_20100308-2.pdf, accessed 05/02/16. Devine, A. and Devine, F. (2004) The Politics of Sports Tourism in Northern Ireland. Journal of Sport & Tourism, 9 (2), 171-182. Everett, S. and Aitchison, C. (2008) The role of food in sustaining regional identify: A case study of Cornwall, South West England. Journal of Sustainable Tourism. 16 (2), 150-167. Hall, C.M., Johnson, G., Cambourne, B., Macionis, N., Mitchell, R. and Sharples, L. (2002). Wine tourism: an introduction. In Wine Tourism Around the World: Development, Management and Markets, Hall, C. M., Sharples, L., Cambourne, B., Macionis, N., (Eds.), Butterworth-Heinemann: Oxford, 1-23. Herbert, D. T., Prentice, R. C. and Thomas, C. J. (1989) Heritage sites: strategies for marketing and development, Oxfordshire: CABI. Invest Northern Ireland (2015) 2016 Will be Northern Irelands year of food. Belfast: Invest Northern Ireland, available from, http://www.investni.com/news/2016-will-be-northern-ireland-s-year-of-food.html, accessed 05/02/16. Marketing Magazine (2010) A Mature Market, Marketing Magazine, 20th October. Martin, A. and Haugh, H.M. (1999) The Malt Whisky Trail: the tourism and marketing potential of the whisky distillery visitor centre. International Journal of Wine Marketing, 11 (2), 42-52. Martin, A. and McBoyle, G. (2006) Scotland's Malt Whisky Trail: Management issues in a public-privat tourism marketing partnership. International Journal of Wine Marketing, 18 (2), 98-111. McBoyle, G. and McBoyle, E. (2008) Distillery marketing and the visitor experience: a case study of Scottish malt whisky distilleries. International Journal of Tourism Research, 10 (1), 71-80. Mintel (2009) Gastronomic Tourism – International. Mintel. Mintel Group Ltd. Norther Ireland Statistics and Research Agency (NISRA) (2015) Northern Ireland Annual Tourism Statistics 2014, Belfast: NISRA. Novelli, M. and Robinson, M. (2005) Niche Tourism: An Introduction In Novelli, M. (ed.) Niche Tourism: Contemporary Issues, trends and cases, Oxford: Butterworth-Heinemann. Scottish Whisky Association (2013) Environmental Strategy Report. Edinburgh: Scottish Whiskey Association. Sparks, B. (2007) Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions. Tourism Management, 28, (5) 1180-1192. Timothy, D.J. and Boyd, S.W. (2003) Heritage Tourism. Harlow, Essex: Pearson. Tsang, A. (2013) Spirt that’s keen to woo more female drinkers, The Financial Times, 6th December, available from http://www.ft.com/cms/s/0/5317d1f4-58ff-11e3-a7cb-00144feabdc0.html#axzz3zIHZHksC, accessed 05/02/16. Visit Scotland. (2015) Whisky Tourism: Facts and Figures, March 2015, available from http://www.visitscotland.org/pdf/Whisky%20Tourism%20%20Facts%20and%20Insights2.pdf, accessed 05/02/16.

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N2 - This paper presents the findings of a larger study that aims to assess the potential that whiskey distilleries and their visitor centres can make towards developing the tourism product of Northern Ireland. The authors aim to identify the profile of the potential whiskey tourist to Northern Ireland, assessing potential demand. This research utilises a survey methodology incorporating an online questionnaire of potential whiskey tourists to Northern Ireland. The work draws on previous research within the field of wine/gastronomy tourism and applies the theories to whiskey tourism where comparisons are drawn and new ideas formed.The research presents the views of potential tourists to whiskey tourism and as such provides insight to the potential of whiskey tourism as part of the broader cultural/heritage tourism product of Northern Ireland. The findings indicate there is huge potential in the development of whiskey tourism in Northern Ireland, from a demand perspective, and provides recommendations for future research and the future development of the whiskey tourism offering in Northern Ireland.

AB - This paper presents the findings of a larger study that aims to assess the potential that whiskey distilleries and their visitor centres can make towards developing the tourism product of Northern Ireland. The authors aim to identify the profile of the potential whiskey tourist to Northern Ireland, assessing potential demand. This research utilises a survey methodology incorporating an online questionnaire of potential whiskey tourists to Northern Ireland. The work draws on previous research within the field of wine/gastronomy tourism and applies the theories to whiskey tourism where comparisons are drawn and new ideas formed.The research presents the views of potential tourists to whiskey tourism and as such provides insight to the potential of whiskey tourism as part of the broader cultural/heritage tourism product of Northern Ireland. The findings indicate there is huge potential in the development of whiskey tourism in Northern Ireland, from a demand perspective, and provides recommendations for future research and the future development of the whiskey tourism offering in Northern Ireland.

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KW - Heritage/Cultural Tourism

KW - Niche Tourism

KW - Food and Drink Tourism

KW - Northern Ireland.

M3 - Conference contribution

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BT - Unknown Host Publication

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