The Attitudes of Grapes Producers on Branding of Manisa with Wine Tourism

Tourists’ changing behaviors direct destinations to alternative tourism in tourism industry. Destinations’ food and beverages take part one of the important factors for destination branding. Therefore, this study aims to determine grape producers’ opinions who operate in Manisa towards branding idea with wine tourism. A qualitative approach was adopted. Data were gathered from twenty grapes producers with semi-structured interviews. According to the findings, grape producers have a positive attitude towards wine tourism. However, they report that the lack of factory and cooperative numbers and insufficient infrastructure are the factors preventing branding in Manisa