Analysis of Wine Tourism Activities and Sustainability in Wineries

The analysis of the supply and demand for wine tourism activities draws on both primary and secondary information sources.

The research group evaluates the existing range of activities through database analysis, focus groups and in-depth interviews. It also analyses demand for these activities through consumer questionnaires.

This information is used to:

• Define the most economically, socially and environmentally sustainable wine tourism activities.
• Obtain data on consumer preferences.
• Establish potential wine tourist profiles and segments.

This line of research may be useful for the wine, gastronomy and tourism sectors. In these sectors, a diagnosis would be carried out to identify potential issues that could make the activities proposed by wineries economically or environmentally unviable. It would also help define the profiles of potential users of these activities.

The research group has worked for more than 10 years in close contact with members of the wine sector in the province of Alicante. This enables the identification of gaps in wineries’ wine tourism activities and the detection of the potential of activities that could strengthen and revitalise the sector’s offering.

We are conducting preliminary research to collect data from the wine sector on sustainability and wine tourism, with the aim of developing a data collection model. The purpose of this process is to obtain a representative sample of the sector and subsequently analyse individual cases proposed as part of the technology offer.

This would make it possible to compare companies’ results with the sector average and establish specific improvement measures for each company, based on a model that is economically, socially and environmentally sustainable.

• Wine Production (Wineries).
• Tourism Agencies and Tour Operators.
• Upscale Hospitality and Restaurants.
• Chambers of Commerce and Economic Promotion Organisations.

María de África Martínez Poveda – University Institute for Research and Innovation in Agri-Food and Environmental Sciences