Investigating the career profile of Australian cellar door employees 2011

Abstract

This is an exploratory study concerning the career profile of cellar door personnel working in a regional wine district in Australia. The project investigated career aspiration, employee mobility, and the perceived skills and knowledge essential for a cellar door representative. The investigation concentrated on a case study context of cellar door employees currently employed in the Yarra Valley, Victoria. The study was conducted utilising self administered surveys. The study findings provide an insight into career direction in this sector and may assist in improving the long term training strategies employed by the regional wine tourism industry. A richer understanding of the complexity associated with attracting, retaining and training quality employees in this sector may assist in developing professional career pathway for Australian wine tourism personnel.