Ignored or Adored: How Alleged Family-Friendly Wineries Cater to Children

Some recent studies suggest families with children as a potential wine tourism market, and wineries in different countries are identified as family-friendly. Hence, this study identifies outstanding cases of family-friendly wineries worldwide, explores how they cater to children and proposes a family-friendly winery framework. It is based on content analysis of 74 representative wineries official websites. Results reveal different levels of family-friendliness: from places where children are ignored, i.e. without any facility or experience for them to those where they are adored – places not only admitting children but also providing family-centered services, whether catering to the whole family or children only. Findings enhance knowledge on wine and family tourism, providing a perspective on existing supply and insights into ways of catering to this market.