Wine tourism development from the perspective of the potential tourist in Spain

Abstract

Purpose

The main objective of this study is to determine the factors that could have an impact on intentions to participate in regional tourism activities related to wine, from the Spanish customer's point of view.

Design/methodology/approach

This study analyses the opinions of potential wine tourists. They are asked about the importance they give to various items regarding intention to participate in wine tourism. These items have been taken from a review of the relevant literature. The dimensions that could have an impact on participation in tourism activities related to wine are determined through a factor analysis. These dimensions, together with the barriers traditionally encountered to any kind of tourism activity, are used in a regression analysis. The predictors of the intention to participate in wine tourism are thus determined.

Findings

The services offered by wineries, the possibility of increasing knowledge about the wine product, the possibility of providing leisure activities, and interest in the wine product, are factors that positively affect the intentions of potential wine tourists. In the context analysed, neither cost nor time nor distance act as barriers to the development of wine tourism.

Practical implications

Tourism agents are provided with data for successfully developing wine tourism. Thus, in addition to elements that can be controlled by the provider – such as winery services, activities for children, wine therapy activities and activities to increase knowledge of wine – elements that cannot be controlled also have an influence, such as a tourist's interest in wine. This makes it necessary to develop communication strategies that increase interest in the wine product and in related activities.

Originality/value

A review of the existing literature on the approach to wine tourism development allowed the authors to establish that there are no papers examining the determinants that could have an impact on participation in tourism activities related to wine in Spain. Moreover, the tested model includes incentives for, and barriers to, the strategic development of wine tourism.

Citation

Marzo‐Navarro, M. and Pedraja‐Iglesias, M. (2009), "Wine tourism development from the perspective of the potential tourist in Spain", International Journal of Contemporary Hospitality Management, Vol. 21 No. 7, pp. 816-835. https://doi.org/10.1108/09596110910985304