The winery tourism literature has traditionally focused on how to increase tasting room sales or to understand visitors as wine buyers to better promote product sales. It has been found, however, that wine tourists desire more from the wine tourism experience than just the tasting and purchase of wine, resulting in wineries offering additional attractions and experiences to their visitors. This paper uses a case example located in South Africa to examine how one privately owned business has created a highly successful ‘micro-cluster’ of authentic, experiential, and holistically synergistic attractions spread across two of its adjacent wine farms. Using a novel business model combining wholly-owned businesses, partnerships, and tenants paying a percentage of gross revenue, this agritourism venture has become a major tourist destination, attracting more than 400,000 visitors annually. This study demonstrates how ‘micro-clustering’ on wine farms, previously unexplored in the literature, can become a major revenue stream for wineries and their related on-site businesses, while at the same time providing an excellent marketing opportunity for their products. The model may also be applicable to other businesses in rural areas where the creation of micro-clustered attractions can contribute to the economic development and prosperity of a community as a whole.

酿酒厂的旅游文献传统上一直侧重于如何增加品尝室的销售或如何将游客理解为葡萄酒买家，以更好地促进产品销售。然而，已经发现，葡萄酒游客不仅希望品尝和购买葡萄酒，还希望从葡萄酒旅游体验中获得更多的利益，从而使酿酒厂为游客提供更多的景点和体验。本文以南非的一个案例为例，研究了一家私有企业如何在其两个相邻的葡萄酒农场中创造出非常成功的，具有真实，体验和整体协同效应的“微型集群”。利用新颖的商业模式，该商业模式将全资企业，合伙企业和租户结合在一起，按总收入的一定比例支付，这家农业旅游企业已成为主要的旅游目的地，每年吸引超过40万游客。这项研究表明，以前在文献中未曾探讨过的葡萄酒农场的“微型集群”如何成为酒厂及其相关现场业务的主要收入来源，同时又为其产品提供了绝佳的营销机会。该模型也可能适用于农村地区的其他企业，在这些企业中创建微型集群景点可以促进整个社区的经济发展和繁荣。