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| Tekijä: | McBoyle, G. McBoyle, E. |
| Otsikko: | Distillery marketing and the visitor experience: A case study of Scottish malt whiskey distilleries |
| Lehti: | International Journal of Tourism Research
2008 : JAN-FEB, VOL. 10:1, p. 71-80 |
| Asiasana: | whisky industry scotland marketing |
| Kieli: | eng |
| Tiivistelmä: | Visitor tours of Scottish malt whisky distilleries have been used by whisky companies to promote their products since the 1960s. The original concept of the visitor as passive observer has evolved to include the notion of visitors as VIP guest in three special attractions. These attractions are connoisseur tours, whisky schools and the Classic Malts Cruise. A value-attainment construct based on a means-end chain progression is used to illustrate the linkage between distillery attributes and the enhancement of higher values in visitors in the three attractions. It is suggested that service quality is a key component of the attractions' success. |
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