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The development of wine tourism in Spain

The development of wine tourism in Spain Purpose – Wine is a key element in the development and promotion of tourism and it offers the opportunity to generate wealth in a given geographical area. The purpose of this paper is to analyse, from the perspective of the offer, how a specific area (namely Jerez in Spain, the Sherry region) is structured in order to develop wine‐based tourism. Design/methodology/approach – The methodology employed for this study consisted of a combination of surveys, interviews and field observations with the suppliers in the traditional wine‐producing region, el Marco de Jerez, or the Sherry region, in the south of Spain. Findings – The results of the study reflect the level of education of employees, the seasonal nature of tourism, the improvements in its promotion and the need for greater support from local government. Practical implications – The results suggest that there is scope for developing wine tourism products to attract tourists and which could be used to promote the Sherry region as a centre for wine tourism. Originality/value – This paper is one of the first studies to be carried out an important destination for wine tourism in Spain. This paper also reveals the results of a study on the offer of wine tourism and makes it possible for these results to be compared with those obtained in other areas. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

The development of wine tourism in Spain

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1751-1062
DOI
10.1108/17511061111186523
Publisher site
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Abstract

Purpose – Wine is a key element in the development and promotion of tourism and it offers the opportunity to generate wealth in a given geographical area. The purpose of this paper is to analyse, from the perspective of the offer, how a specific area (namely Jerez in Spain, the Sherry region) is structured in order to develop wine‐based tourism. Design/methodology/approach – The methodology employed for this study consisted of a combination of surveys, interviews and field observations with the suppliers in the traditional wine‐producing region, el Marco de Jerez, or the Sherry region, in the south of Spain. Findings – The results of the study reflect the level of education of employees, the seasonal nature of tourism, the improvements in its promotion and the need for greater support from local government. Practical implications – The results suggest that there is scope for developing wine tourism products to attract tourists and which could be used to promote the Sherry region as a centre for wine tourism. Originality/value – This paper is one of the first studies to be carried out an important destination for wine tourism in Spain. This paper also reveals the results of a study on the offer of wine tourism and makes it possible for these results to be compared with those obtained in other areas.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: Nov 8, 2011

Keywords: Spain; Tourism development; Tourism; Wines; Wine tourism; Tourist destinations

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