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Literature Review of Wine Tourism Research: Bibliometric Analysis (1984–

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Wine and Tourism
Marta Peris-Ortiz
María de la Cruz Del Río Rama
Carlos Rueda-Armengot
Editors

Wine and Tourism

A Strategic Segment for Sustainable
Economic Development
Editors
Marta Peris-Ortiz María de la Cruz del Río Rama
Department of Business Administration Business Organization and Marketing
Universitat Politècnica de València, Faculty of Business Science & Tourism
Technical University of Valencia University of Vigo Campus of Ourense
Valencia, Spain Ourense, Spain

Carlos Rueda-Armengot
Department of Business Administration
Universitat Politècnica de València,
Technical University of Valencia
Valencia, Spain

ISBN 978-3-319-18856-0 ISBN 978-3-319-18857-7 (eBook)

DOI 10.1007/978-3-319-18857-7

Library of Congress Control Number: 2015958525

Springer Cham Heidelberg New York Dordrecht London

© Springer International Publishing Switzerland 2016
This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of
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The publisher, the authors and the editors are safe to assume that the advice and information in this book
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Printed on acid-free paper

Springer International Publishing AG Switzerland is part of Springer Science+Business Media

(www.springer.com)
Foreword

As Chap. 2 reminds pertinently, wine tourism has existed since the 1950s—with the
first wine road created in Alsace, France, in 1953—but this sector has exponentially
grown in Europe since the 1990s. Wine tourism has become during the last decades
a major marketing asset for winemakers, and it is generating a new type of travel
package in tourist-driven areas.
Several reasons, related both to offer and demand, contributed to the recent
development of wine tourism.
New “wine destinations” developed as:
1. A response of destinations to the visitor’s demand of a multidimensional
experience which also integrates the wine tasting experience;
2. A result of tourists’ demand for genuineness and authenticity which gives a cen-
tral place to the “terroir” and its products;
3. The importance for a destination of branding famous wines is able to convey
(Champagne, Burgundy, and Bordeaux) became clearly understandable;
4. A result of wine businesses search for a new way to commercialize wine;
5. A result also of the heritagization process of several regions through the applica-
tion of European or international charts and conventions (the European Landscape
Convention signed in 2000 in Florence, Italy, frames the territorial, environmen-
tal, and agricultural policies and contributes to heritage preservation of wine
regions. The UNESCO convention, and more particularly the Cultural Landscape
category, allowed the listing of several wine regions in Europe—11 in 2014—as
World Heritage and greatly contributed to the recognition of these regions as
major destinations).

v
vi Foreword

Wine Tourism, a Booster for Local Development

For all these reasons, the reciprocal value addition of wine and tourism is playing a
key role for those destinations which are highly rated both by tourists and quality
wine growers (Chap. 3). Wine tourism develops as a newly recognized tool for sus-
tainable development for the predominantly rural areas in which it takes place.
This is undoubtedly the case of wine tourism in the Douro region, which becomes
a new business opportunity and a catalyst for the region’s economy (Chap. 9).
As shown in Chap. 6, for the Vale dos Vinhedos in Rio Grande Do Sul, Brazil,
tourism can dramatically change a wine region. The author puts in evidence and
evaluates the territorial and economic changes that occurred to Vale dos Vinhedos
since it became a tourist destination by the mid-1990s. The considerable increase in
the annual tourism flow is put in relation with the expansion of the wine tourism
offer, the diversification of rural activities, the significant landscape changes, and
the consolidation as a tourist destination, as well as of its products in the national
market.

Wine Tourism, as a “Complex” Tourism Product

These developments take place thanks to a complex system of actors, which invent
and produce new tourism products. As highlighted in Chap. 3, one of the major
problems associated with Wine Tourism comes from the difficulty that the wine-
producing industry has to conceive tourism as a product it can also offer and which
can generate additional value.
Chapter 7 clearly puts in evidence the fact that wine tourism in the Douro region
is well articulated with other “products” or “experiences,” such as cruises on the
River. An important “permeability” exists between the wine areas, visited per se, for
the quality of their wine, and other amenities, such as the quality of the landscape,
the local food, the cultural attractions, and the events that take place on the territory.
Events in particular represent a major “experience enhancer” (Chap. 4) and a key
asset for territorial branding. As stressed in Chap. 10 for the case of Setúbal
Peninsula Wine Route in Portugal, the improvement of the “marketing mix” of the
wine tourism product (namely for greater flexibility and customization of what is on
offer and greater promotion to agencies, tour operators, and the final customer by
the wine route organization itself) can contribute to the optimization of the benefits
of tourism development for the region.
Food is certainly a major component of the “tourism mix” of wine tourism. As
shows Chap. 12, the case of Santorin (Greece), interpenetration of wine tourism and
gastronomy leads to the development of genuine gourmet tourism in which “drink-
ing and eating are jointly developed as far as tourism is concerned for the discovery
of each other.”
Foreword vii

Wine Routes as an Opportunity of Connecting Regional

Wine Experiences

The development of wine routes can contribute significantly to bring together

different initiatives, products, and stakeholders. A huge number of wine routes have
been created in order to offer a global perception of the wine resources of a region.
Chapter 8 presents the initiative of the Wine Route Ribera del Guadiana, part of the
select “Club Wine Routes of Spain.” Located in one of the poorest regions of Spain,
the Autonomous Community of Extremadura, the wine route became a source of
wealth and an opportunity for regional development.
If the adherence to a Route can certainly be an excellent tool of wine tourism
development, this is certainly not always the case. The study of the wine tourism
activity of the Monterrei Wine Route, in Galicia-Spain (Chap. 5), showed that the
adhered establishments to the Route had a low level of satisfaction with their
adherence. It also shows the difficulty of the Route building as coherent tourism
products.

Wine Tourism and Events

As stresses Chap. 4, through the analysis of the success of the Italian case—the
Franciacorta Wine Route’s set of events—wine routes can play a role in creating and
promoting valuable tourism events rooted in specific local identities. Chapter 11
analyzed the case of the FESTA NACIONAL DA UVA, FENAVINHO,
FENAVINDIMA, and FENACHAMP performed at the Brazilian Southern Highland
Region, respectively, in the cities of Caxias do Sul, Bento Gonçalves, Garibaldi, and
Flores da Cunha. The author shows the importance of these events, of which some
were created several years ago. Wine tasting courses, presentations of scenic musi-
cals, and offering of regional cuisine and several other creative activities contribute
to the tourism development of these cities.

Wine Tourism, the Search of Quality

More than other tourism products, wine tourism develops the ambition of global
quality. Chapter 1 analyzes the process allowing the wineries to move towards a
total quality management.
The quality objective is also reached thanks to a considerable number of
marks, labels, and programs. Chapter 2 analyzes the impact of the European pro-
gram, BioDiVine, that observes and improves the biodiversity in the vines. The
program had an important effect on the promotion of areas for tourism and on the
viii Foreword

change of the bad image of some vineyards shown as intensive agriculture

production sites.
In the case of Santa Catarina (Brazil), the development of high altitude fine wine
production and the possibility of this industry to promote the region as a wine tour-
ism destination, quality search also becomes a main goal. Chapter 14 demonstrates
that the wineries expressed interest in searching for quality and strategies for unique
production. This is seen as the condition enabling them to become competitive and
appealing to consumers wine destination.
Chapter 15 discusses the opportunity of the recognition of a New World wine
label as a distinct brand stimulated by Destination Tourism. It investigates the ben-
efits of national labeling for consumer recognition leading to the development of a
wine destination.
Chapter 9 presents how the Douro Valley (Portugal), classified by UNESCO as
Heritage of Humanity and linked to the “World Centre of Excellence for
Destinations,” becomes a benchmark in terms of quality destination, combining a
breathtaking landscape of the Douro with a huge, complex and coherent range of
additional products. This search for quality allows the development of a “symbiotic
relationship” between the sectors of tourism and wine in the Douro Valley.
The search for quality also takes into consideration sustainability principles and
the evaluation of sustainability performance. General frameworks applied to sus-
tainability criteria or environmental management; frameworks focused on tourism;
and sustainable viticulture frameworks, programs and certifications supported by
national or regional initiatives, contribute to the enhancement of territorial aspects
and wine sustainability (Chap. 16).

Towards a Global Tourism Product

As is shown by the Douro region (Chap. 9), the success of a region is the combina-
tion of a complex set of factors: obviously the reputation of the region’s wine is a
major attractor, but this is not enough. As Chap. 9 puts clearly in evidence, “the
organization of the wineries, the welcome given to visitors, the stimulation and
promotion of endogenous features and the creation of a range of services, attrac-
tions and events that complement the wineries and qualify the region as a tourist
product integrated into a cultural framework” are necessary in order to achieve a
global and excellent product.
The combination in particular of food and winemaking, both parts of tangible
and intangible cultural heritage of wine-producing countries, represents a strate-
gic product emerged with a considerable potential for tourism industry. Chapter
13 shows, in the case of Portugal, the high level of visitor knowledge and expecta-
tions regarding the cuisine and the regional wines, which represent a major
attractor.
Foreword ix

Wine Tourism: A New Field of Research

Wine tourism has recently become a major research area. Chapter 18 examines the
topics of study of researchers and the examined geographic areas. A bibliometric
analysis provided the measure of articles, papers, and book chapters that support the
importance that this type of tourism has achieved in recent years. It shows the
important recent development of the research field which at the end of the first
decade of the twenty-first century experienced a real growth in the academic
literature.
This books aims at filling a gap: presenting an important and representative num-
ber of case studies about wine tourism, in a totally cross-interdisciplinary approach.

IREST, Paris 1 University Panthéon-Sorbonne Maria Gravari-Barbas

Paris, France
Contents

1 Level of Implementation of Quality in the Designation

of Origin and Monterrei Wine Route (Galicia, Spain) ........................ 1
José Álvarez-García, Marta Peris-Ortiz, and Carlos Rueda-Armengot
2 Quality of Landscape and Sustainability Benefit
to Wine Tourism: Contexts and Commitments .................................... 15
Soazig Darnay
3 Wine Tourism and Regional Development ........................................... 27
Ricardo Correia and Carlos Brito
4 Wine Routes and Territorial Events as Enhancers
of Tourism Experiences .......................................................................... 41
Magda Antonioli Corigliano
5 Monterrei Wine Tourist Route (Galicia-Spain): Analysis
from the Perspective of Offer ................................................................. 57
María de la Cruz del Río-Rama, Marta Peris-Ortiz,
and José María Merigó-Lindahl
6 The Experience of Wine Tourism in Vale dos
Vinhedos—Rio Grande do Sul—Brazil ................................................ 71
Vander Valduga and Mateus Valduga
7 Hotel Ships on the Douro River and their Relationship
with the Terroir ........................................................................................ 87
Alexandre Guedes and Veronika Joukes
8 The Wine Routes of Spain Products Club: The Case
of the Ribera of Guadiana Wine Route (Spain) ................................... 107
E. Pérez-Calderón, F.J. Ortega-Rossell, and P. Milanés-Montero

xi
 xii Contents

9 Complementarity and Interaction of Tourist Services

in an Excellent Wine Tourism Destination: The Douro
Valley (Portugal)...................................................................................... 123
Eduardo Cordeiro Gonçalves and António Valério Maduro
10 Purchasing and Use Behaviour of the Wine Tourist
on the Setúbal Peninsula Wine Route ................................................... 133
Tânia Reigadinha and Mário Cravidão
11 The Wine-Growing Thematic and Cultural Festivities
of the Grape and Wine Region, as Well as the
Wine-Touristic Cluster’s Development of Serra Gaucha
in Rio Grande do Sul (Brazil) ................................................................ 147
Edegar Luis Tomazzoni, Mary Sandra Guerra Ashton,
and Magnus Luiz Emmendoerfer
12 Wine Tourism and Gastronomy ............................................................ 161
Olivier Etcheverria
13 Gastronomy and Wines in the Alentejo Portuguese Region:
Motivation and Satisfaction of Tourists from Évora ........................... 179
Rui Amaral, Margarida Saraiva, Susana Rocha,
and Jaime Serra
14 High-Altitude Fine Wines from the Midwest Region
of Santa Catarina (Brazil): A Wine Tourism Destination? ................. 193
Losso Flavia Baratieri and Raquel Maria Fontes do Amaral Pereira
15 New World Labels for Old World Tradition ........................................ 209
Donna Lee Rosen and Doris Miculan Bradley
16 Wine Tourism Moving Towards Sustainable Viticulture?
Challenges, Opportunities and Tools to Internalize
Sustainable Principles in the Wine Sector ............................................ 229
Shana Sabbado Flores and Rosa Maria Vieira Medeiros
17 Google Search Activity as Thermometer of Wine
Cellar Visitors .......................................................................................... 247
Raúl Gómez-Martínez, Camilo Prado-Román,
and Francisco Díez-Martín
18 Literature Review of Wine Tourism Research:
Bibliometric Analysis (1984–2014) ........................................................ 257
Amador Durán-Sánchez, José Álvarez-García,
María de la Cruz del Río-Rama, and Encarnación González-Vázquez

Index ................................................................................................................. 275

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