Business Commons^™

Micro-Clustering: Bringing Innovation To Agritourism, Robin Back

Rosen Research Review

What’s better than simply drinking wine in a vineyard? Maybe a beautiful destination where the whole family can enjoy a day together, tasting wine, enjoying a variety of activities, and watching the kids play. Dr. Robin Back at the UCF Rosen College of Hospitality Management and his collaborators have examined a case example that presents a new business model for wine tourism—micro-clustering with diverse forms of ownership on two adjacent wine farms. The team reveals how a single South African agribusiness achieved success, and raises the possibility of other similar businesses doing the same.