The objective of this paper is to suggest marketing strategies for the development of wine trails in Israel as tourist attractions. Both inbound and domestic tourists were surveyed as to their motives for visiting wineries and their experiences from those visits. The expectations of tourists with regard to the wine trail experience were compared with the beliefs of winery operators. The findings showed that there was a high degree of understanding of tourist needs among the winery operators. Nevertheless, augmentation of the winery experience is necessary if wine trail tourism is to further develop.
Germany's economic miracle was built on the success of small exporters (The Economist, 1993). However in many other developed, as well as developing countries, small exporters account for a minor share of total exports. For example, nearly 85 per cent of total exports of manufactured goods in the United States are accounted for by multinational companies (US Department of Commerce, 1987); in developing countries such as Mexico (INEGI, 1992) and Israel (Jaffe et al., 1988) there is also a high concentration of exports by large firms. This in spite of the fact that export as a mode of foreign-market entry requires the least amount of capital investment and has lower commercial and financial risk compared to some form of direct investment. A number of researchers (Bilkey and Tesar, 1977; Brooks and Rosson, 1982;Reid, 1982;Weaver and Pak, 1990) have investigated the reasons why more small and medium-sized firms do not export. These reasons may be external or internal to the firm. Externally, there may be insufficient economic incentives, especially in countries where the domestic market is protected from foreign competition. However, others claim that even in the absence of a closed market to foreign goods a lack of a national export policy with intended stimulants may also deter would-be exporters (Cavusgil and Nevin, 1981). Internally, small and medium-sized firms may lack the ability and/or skills to research overseas markets, find qualified distributors and invest in sales promotion. Or, the domestic market may present a sufficient challenge to their small organization and resource base.Most governments profess the importance of exports to economic growth. Some have industrial policies which include strategies for export expansion, but most do not emphasize a policy for small business. Given the paucity of budgets for overall export promotion (Canada spends ten times as much as the USA), a reluctance to allocate more funds for small business export development may be owing to a lack of ability to target those firms that have a high potential to succeed (Cavusgil, 1990) or those that may be motivated to export. Therefore,
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