TY  - JOUR
AB  - Purpose– Wine tourism is emerging as a lucrative industrial sector, capable of generating considerable economic development, and there are numerous wine‐producing regions that would like to become new tourist destinations. To do so the agents involved must know the incentives for and barriers to (the participation of) potential tourists, as well as the significance of those incentives and barriers. This paper seeks to address these issues.Design/methodology/approach– An analysis of opinions from a sample of residents in Aragón, an important wine‐producing region of Spain, established the main groups of existing incentives. Subsequently, a model of structural equations was considered, to establish what effect the previously‐obtained incentives and different existing barriers have on the intention to generate wine tourism.Findings– The results indicate that the services offered by wineries and the appeal of the destination are the key incentives. Moreover, personal barriers constitute the main impediment to participating in wine tourism, with structural barriers taking second place.Practical implications– It is necessary to develop strategies that increase interest in the wine product and in related activities, in order to successfully develop wine tourism, considering that, in the case studied, neither cost nor time nor distance act as barriers for developing wine tourism.Originality/value– A review of the existing literature shows that, in spite of the growing interest in wine tourism over the last five years in Spain, much remains to be explored. An analysis of the factors that could have an impact on participation in tourism activities related to wine in Spain is among the topics receiving little attention. The tested model includes incentives for, and barriers to, the strategic development of wine tourism. This model represents the first empirical proposal for the Spanish case.
VL  - 24
IS  - 2
SN  - 0959-6119
DO  - 10.1108/09596111211206196
UR  - https://doi.org/10.1108/09596111211206196
AU  - Marzo‐Navarro Mercedes
AU  - Pedraja‐Iglesias Marta
PY  - 2012
Y1  - 2012/01/01
TI  - Critical factors of wine tourism: incentives and barriers from the potential tourist's perspective
T2  - International Journal of Contemporary Hospitality Management
PB  - Emerald Group Publishing Limited
SP  - 312
EP  - 334
Y2  - 2024/04/25
ER  -