The vineyards of the United Kingdom are small, few in number and struggling against a mass of foreign imports. In order to survive, the owners need a market that does not put them in direct competition with these imports. The thousands of tourists that visit rural areas of the UK could...

Purpose – The purpose of the paper is to demonstrate the characteristics and impact of “gifted amateurs” who are maximising the potential of Web 2.0 technologies to grow their businesses creatively and in a cost‐effective manner. They are “punching above their weight” in their...