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Wine tourism is a growing segment of the tourism industry. Wine tourists are not a homogeneous group, but seek differing components of the overall wine tourism experience. This research evaluates their demand for an educational element in the overall process, within Australia. Personal surveys were carried out in two wine regions in Western Australia. Respondents were questioned on their previous experience of wine education, the possibilities for learning at the cellar door, the benefits of wine education, and how far their expectations for wine education had been met. The research yielded findings from which broad visitor profiles of the Western Australian wine tourist can be constructed, as well as general conclusions on the provision of wine education at the cellar door. Some variation between responses from the two regions are also reported.

Purpose -The paper seeks to examine the concepts, types and implications of festival innovation and failure. Design/methodology/approach -A review of extant literature is undertaken and examples of innovation and failure in three festivals are used to demonstrate the simultaneity and co-dependency of innovation and failure in the process of festival management. Findings -It is apparent that many forms of program, market, service, organisational and financial innovation are available to festival managers. Many involve risk of failure due to the resource dependency theory postulated in the literature, as well as more pragmatic reasons including bad weather and managerial incompetence. Practical implications -Festival managers responses to the dual challenges of embracing innovation and avoiding failure will determine the future of festivals, so it is vital that knowledge is developed. Originality/value -There is limited literature on festival management innovation and failure and limited information available to festival managers regarding the nature of festivals that facilitate innovation or failure. This paper makes an original contribution to these important issues in festival management.

Education is seen to be a key ingredient in today's wine marketing and an important tool for the winery in attracting and maintaining its consumer base in an increasingly competitive marketplace. Wine education therefore plays an important part in the health and future of the industry: ‘Wine education plays a key role in converting the occasional wine drinker into a dedicated wine appreciator.’ (The Australian Grapegrower and Winemaker, 1996). Until recently wine research has focused on the specialisms and technicalities associated with winemaking and neglected the importance of research activity into the motivations and behavioural patterns of the wine consumer. This paper will report on the findings from the initial qualitative research process. The exploratory stage involved identifying and conducting key informant interviews with owners or managers of wineries with an education focus in the Swan Valley and Margaret River wine regions. Focusing on the provision for consumer education within wineries in Western Australia, the research aims to identify current awareness levels amongst Australian winery owners into the value and importance of education to the wine tourist. Demandby wine tourists for educational provision within the winery setting was also examined.