Toward a Conceptual Framework of Terroir Tourism: A Case Study of the Prince Edward County, Ontario Wine Region

Wine tourism is a growing industry in Ontario that can be a boon to regional economic development in rural areas. Increasingly, rural economies are based on the commodification of regional resources that can be environmental, cultural, symbolic, or human. Little research has investigated these characteristics in relation to the distinctive terroir that may be promoted by regional wine sectors to attract and maintain wine tourism. This article develops a conceptual framework of terroir tourism through a review of relevant literature and a case study of the Prince Edward County (PEC) wine region. Findings indicate that PEC, though having a fledgling wine industry, is well positioned to market the wine experience and product based on a unique regional identity and to link the wine sector with its economic development strategy.