BHM11 BHM210: Jackalope Hotel Agri-tourism Business Report

This case study examines the Jackalope Hotel, a prominent agri-tourism business located in the Mornington Peninsula, Australia. The report analyzes the hotel's food and wine offerings, including their quality characteristics and contribution to the agri-tourism sector. It explores the origins of the business, considering the demand conditions that influenced its establishment and the integration of food, wine, and tourism. The study further identifies and evaluates the critical success factors that have enabled the Jackalope Hotel to thrive within the competitive food and wine destination tourism industry. The analysis covers the hotel's immersive wine and culinary experiences, including the Rare Hare restaurant, and its emphasis on local produce. The report also discusses the importance of social capital and understanding culinary tourist demographics for success in the agri-tourism sector, drawing on relevant academic research to support its findings. The conclusion emphasizes the hotel's dependence on collective interests, such as food and wine, to provide an agreeable visitor experience. The study highlights the importance of local producers in the region, the different types of tourists and the success factors for agri-tourism businesses.

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Executive Summary
Food and wine businesses have been recognized as a vital part of culinary tourism in Australia.
These types of attraction have been identified as a highly integral part of agri-tourism in all the
most important food and wine production states. It has been noted that while trails connect to
multiple food as well as wine venues into associated destinations for tourists, it has significantly
expanded in number. Australian state of Victoria has been acknowledged as the natural synergy
between food and wine. Thus has been accepted as a State sanction. The following report has
evaluated an identification of the quality characteristics of the food or wine product and also the
agri-tourism experience offered by Jacklope hotel, Australia. It has provided an analysis of the
success factors which have been imperative for developing food or wine destination business
within the agri-tourism industry in Australia.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Food, Winery and Agri-tourism and contribution of Jackalope Hotel in Agri-tourism business3
Initial stages of the food or wine tourism business in Australia..................................................5
Success factors important for developing Australian food or wine destination business within
the agri-tourism sector.................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

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Introduction
Agri-tourism has been successfully integrated into the regional identity of several places
at national and international level. Businesses such as farm have been consistent and farm gate
sellers have been executing their operations in Australia for significant period. These operations
have aligned closely with visitor expectations of the nation Flanigan, Blackstock and Hunter
(2014) have indicated that for those international visitors who have already visited Australia,
countries have been ranked second for its food and wine experiences with only culinary massive
France ranking. According to Dionysopoulou, Katsoni and Argyropoulou (2014), wide range of
visitors coming from the United States, France, Malaysia, South Korea, China, India and the
United Kingdom have positioned Australia as the chosen food and wine destination in the world.
The following report will evaluate an identification of the quality characteristics of the food or
wine product and also the agri-tourism experience offered by Jacklope hotel, Australia. It will
further provide an analysis of the success factors which have been important for developing food
or wine destination business within the agri-tourism industry in Australia.
Discussion
Food, Winery and Agri-tourism and contribution of Jackalope Hotel in Agri-
tourism business
Food, wine and tourism partners the three elements complement each other. Tourists need
sustenance and stimulation whereby food and winery producers tend to benefit from the
enhanced business tourism can bring. Such a natural complementarity is regarded as an
increasingly important component of local, state as well as national tourism strategies as

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governments in order to provide motivation for their financial systems. Dionysopoulou, Katsoni
and Argyropoulou (2014) have noted that these components act as a contributor to provide
direction as well as vigour to tourism strategies. Choo and Petrick (2014) have cited an example
of the Australian state of Victoria which has been recognized as the natural synergy between
food and wine and further acknowledged its magnitude as a State sanction. Likewise, authors
have noted that the Australian Government recognized food and wine tourism as a vital
representative of significant and emergent part of the Australian tourism sector. Reports of
Flanigan, Blackstock and Hunter (2014) have noted that improved investment for food and wine
producers have shown several constructive developments for the rural as well as peri-urban
regions where they execute their operations. Peri-urban regions are identified as semi-rural
regions which are typically surrounded by large as well as small cities. However, despite of
location constraints, the potential outcomes from food as well as wine trails in Australia and
especially in Victorian state have been witnessed certain improvements in the production and
sale of food and wine in addition to the promotion of tourism, enhanced employment
opportunities, and the retention of individuals and economy in rural regions. As a result, the
development of food and wine production has been considered as supply driven significantly
developed by local businesses to strategically enhance their revenue base.
Drawing relevance to these factors, Jackalope hotel, one of the renowned hotels in
Mornington Peninsula wine region has been offering immersive wine and culinary experiences.
These winery experiences have been offering destination dining which has been presenting
extravagant flavoursome menus with dishes essentially associated with culture and traditions of
the land (Jackalopehotels.com, 2019). On the other hand, winery restaurant and wine bar known
as Rare Hare of Jackalope hotel has been celebrating the region’s winemaking roots and further

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offers the superior quality of the Peninsula’s winery, food, pastoral satisfactions in addition to
pleasurable and gratifying vineyard views. Reports of MacLeod (2017) have revealed that
considering the soil on which Doot Doot Doot, the hotel’s destination dining has been
established, the association between food and wine has been highly imperative for Jackalope to
contribute to the Agri-tourism sector. Conto et al. (2014) have noted that a primary focus on
purity of flavour as well as balance strategically produces a dining presentation thus increasing
food and wine. However, in celebration of Willow Creek’s single vineyard heritage, Jackalope’s
wine list entails an exceptional range of limited-release wines, from vineyards 11-hectares or less
stating the dimension of the estate.
Initial stages of the food or wine tourism business in Australia
Food and wine trails appeared in the principal food and wine production regions of
Australia in last two decades of the twentieth century. These major food and winery connects
with the emergence of identical themed European trails. Authors have indicated that such an
activity which majorly integrates tourism, production as well as utilization in the way that food
and wine trails have been operating only have resulted from the development of modernity and
therefore be relatively recent. Comprehensive studies of Sammartino (2018) have noted that
changes to Australia’s rural foundation have been profound and prevalent. Routine farming
arrangements have undergone significant changes along with long-held demographic
configurations led rural societies to be susceptible to intense pressure. Authors at this juncture,
has identified agriculture as one particular region which has experienced significant change with
posing impacts on the lives as well as practices of chief producers, their families as well as
communities. Such an impact of this system-wide alteration for agricultural practitioners has
been insightful. According to Quintal, Thomas and Phau (2015), a particular section of producers

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have been absent from the industry due to the infeasibility of major parts of the grazing, farming
and horticultural sectors. On the other hand, other producers have developed, capitalised as well
as mechanised their operations to elevate greater degree of efficiency. However, regardless to
these developments, many producers have remained on their properties and rather engaged
themselves in revolutionizing systems and processes which has efficiently sustained their wealth
for significant period. Thus, according to Dionysopoulou, Katsoni and Argyropoulou (2014),
these developments have proficiently provided a key to understanding the beginning of food and
wine business and expanding Agri-tourism business in Australia. The accomplishment of the
drive to export Australian wine has stimulated extensive grape plantations in 1990’s to
competently capitalise on the regions marketing success. As per the view of Flanigan,
Blackstock and Hunter (2014), this development of food and winery has been stimulated by
Australian Government taxation policy which further valorised superior quality wine grape
production in the Victorian regions.
Success factors important for developing Australian food or wine destination
business within the agri-tourism sector
As per the view of authors, understanding the culinary tourist tend to be highly vital for
the achievements of agri-tourism business which contributes a sustainability from the sale of
food and drink. Choo and Petrick (2014) have noted that demographic factors have been
contributing to a significant contribution of developing Australia’s food and wine business.
Furthermore, it has been suggested that tourists can be categorised into four diverse sets
primarily based on their approach towards food and beverage which are existential,
experimental, recreational and diversionary. As per the view of Fleming et al. (2014), existential
tourist tends to incline towards food and experiences which offer scopes of chance learning and

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pleasure. Thus, they show interest in gathering knowledge about food, ways of food and
practices. While, experimental gastronomy tourist shows high involvement in food and practices
and symbolises their lifestyles through food and beverage consumption. Furthermore, recreation
gastronomy tourist appears to be less exploratory or interested and thus produces food about
which they have idea. Lastly, the diversionary gastronomic tourist tends to escape from the
routine practices thus prefer to be served to them without any significant effort (Sammartino,
2018).
Social Capital
Coordination has been regarded as major representative of individuals with the direct and
powerful association with social capital. According to Ratten (2017), these individuals are
identified as an animateurs who show the competence of working with others to dynamically
endorse reciprocated ends. However, the engagement of these individuals by territorial
affiliations tends to have a noteworthy impact upon development interventions. Such a
promotion in the case in Australia, where animateurs show the competence to serve as significant
success factors voluntarily or professionally to food and wine business the Australian regions.
Producers have been highly dedicated to the expansion of regional produce and further support
the supporters of regional Victoria who have been engaged in the production of wine and food
industry to be dynamic and thriving (Karpe et al., 2015).
Conclusion
Therefore, from the above discussion it can be concluded that food and wine business in
Australia has been typically recognized as the assortment of individual agencies with highly
insignificant mutual theme or region. As a result, Australian food and wine business appear to be

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productive resources to an agreeable experience which is dependent on collective interests such
as food and wine instead of focusing on the contribution to broader consideration of local
themes. The report has suggested that local producers depend on social capital to efficiently
develop and sustain food and wine businesses in Victorian regions. Furthermore, it has been
noted that the idea that tourists tend to recognize food and wine businesses as chief regional
destination as they have an objective to be identified as principal tourist objective.

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References
Choo, H., & Petrick, J. F. (2014). Social interactions and intentions to revisit for agritourism
service encounters. Tourism Management, 40, 372-381.
Conto, F., Vrontis, D., Fiore, M., & Thrassou, A. (2014). Strengthening regional identities and
culture through wine industry cross border collaboration. British Food Journal, 116(11),
1788-1807.
Dionysopoulou, P., Katsoni, V., & Argyropoulou, A. (2014). Agritourism marketing strategy and
typology investigation. JOURNAL OF TOURISM. RESEARCH, 12.
Flanigan, S., Blackstock, K., & Hunter, C. (2014). Agritourism from the perspective of providers
and visitors: a typology-based study. Tourism Management, 40, 394-405.
Fleming, E., Mounter, S., Grant, B., & Griffith, G. (2014). Can we explain variations in winery
ratings in Victoria?. Australasian Agribusiness Review, 22(1673-2016-136879), 1.
Grant, B. J., Fleming, E., & Mounter, S. (2014). Can we explain variations in winery ratings in
Victoria?. Australasian Agribusiness Review.
Jackalopehotels.com. (2019). Jackalope Hotels. Retrieved from
https://www.jackalopehotels.com/
Karpe, A. V., Beale, D. J., Harding, I. H., & Palombo, E. A. (2015). Optimization of degradation
of winery‐derived biomass waste by Ascomycetes. Journal of Chemical Technology &
Biotechnology, 90(10), 1793-1801.

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MacLeod, N. (2017). The role of trails in the creation of tourist space. Journal of Heritage
Tourism, 12(5), 423-430.
Quintal, V. A., Thomas, B., & Phau, I. (2015). Incorporating the winescape into the theory of
planned behaviour: Examining ‘new world’wineries. Tourism Management, 46, 596-609.
Ratten, V. (2017). Cooperation and Networks in Small Wineries: A Case Study of Rutherglen,
Australia. In Cooperative and Networking Strategies in Small Business (pp. 49-61).
Springer, Cham.
Sammartino, A. (2018). Craft Brewing in Australia: 1979–2015. In Economic Perspectives on
Craft Beer (pp. 397-423). Palgrave Macmillan, Cham.